157. Balancing In-House Expertise and Outsourcing with Helen Lum at AppScience

Oct 8, 2024

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What makes programmatic campaigns so challenging, and is it better to manage them in-house or outsource? Join us as Helen Lum from AppScience, with over 15 years of industry expertise, provides an in-depth look into these crucial questions. Helen offers her perspective on the significance of third-party measurement solutions for transparency and the unique benefits of AppScience's device-first household graph approach. We also scrutinize various metrics such as currency and brand lift studies, underscoring the need for actionable insights and efficient audience tracking in today's fast-paced digital environment.

Shifting gears, we tackle the pressing issue of cultural diversity in marketing. Helen shares how AppScience goes beyond contextual data by integrating self-reported information, app usage, language preferences, and geographic data to help businesses engage more effectively with diverse audiences. Our conversation stresses the importance of internal company diversity and the role of allies in creating inclusive marketing strategies. Together, we uncover the benefits and challenges of programmatic advertising, discuss the balance between in-house expertise and external support, and highlight the role of mentorship and industry connections in fostering growth and innovation in the programmatic space. Listen in for practical advice and transformative insights from a seasoned expert.

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Timestamp:

(0:00) - Who is Helen Lum and What We're Going To Talk About

(05:05) - Measurement Definition

(07:57) - Where You Can Apply AppScience

(09:49) - How Scalable Is AppScience Data

(12:49) - What is Panelless

(15:53) - Best Practices in Targeting Culturally Relevant Segments

(25:00) - Pros and Cons on In-House Programmatic Campaigns Vs. Manage Campaigns

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