Our profile feature takes a look at some of the global professionals working across performance marketing, shedding light on the varying roles and companies across the flourishing industry. This week we head to Tel Aviv to meet Eyal Hilzenrat.
Job title and company:
VP products & partnerships, YouAppi.
In one sentence, how would you describe what the company does?
YouAppi is a pioneer in native, data-driven customer acquisition which acquires profitable mobile customers for marketer and agency clients, providing them with one single point to streamline their mobile media buying.
What are the company’s unique selling points?
With so many app developers and marketers focused on downloads and installs, YouAppi’s unique selling proposition is our focus on post-conversion performance to deliver the app customers with the greatest lifetime customer value. YouAppi’s proprietary predictive and matching technology evaluates 25 real-time parameters and actual post-install events in order to recommend the most profitable mobile customers for our clients’ apps.
Within the last six months/year, what stands out as the company’s major milestones?
YouAppi’s greatest milestone of the last year is the launch of our OneRun platform. OneRun enables app marketers and developers to optimise their customer acquisition campaigns according to their most important Key Performance Indicators (KPIs), based on post-install events, in order find the prospective customers with the greatest lifetime value. What makes this milestone stand out is the quality and sophistication of our predictive and matching algorithms, which enable optimizing customer acquisition based on the KPIs’ quality.
Let’s say that PerformanceIN had an app in the app store and you know that your customers with the greatest lifetime value are those who attend PeformanceIN events. YouAppi’s technology would be able to find customers for your PerformanceIN app based on their likelihood of attending your events. During the course of our campaign, we’d optimise our performance against actual app user event sign-ups to ensure that we’re delivering those app customers who are most likely to attend an event – your KPI.
Duration in current role:
Since January 2015.
Where are you based?
At YouAppi’s R&D center just outside of Tel Aviv in Israel.
Previous performance marketing-related companies you have worked at:
My prior performance marketing experience includes serving as the VP products and marketing at Flash Networks, a leader in the optimisation and monetisation of the mobile internet, and as the SVP and GM of the Bandwidth Optimisation unit at Dialogic, a company which improved the performance of mobile networks.
What are your main job responsibilities?
My main responsibility is leading the development of YouAppi’s OneRun platform. This includes meeting with YouAppi’s global customers to ensure that our solutions meet their needs and relaying their insights to our product and R&D teams.
Take us through what you get up to on a typical working Monday:
I start my Monday morning by analysing the results of our clients’ mobile customer acquisition campaigns, to see by how much we’re improving performance against the advertisers’ KPIs, based on our continuous campaign optimisations. I’m always looking for user behavioral patterns to further improve campaign performance.
What websites can you be found browsing during your lunch hour?
What are your top three tips for someone looking to get their hands on a job like yours?
- Be curious about marketing technology.
- Be entrepreneurial and open to various business opportunities.
- Always be on the lookout for potential partners.
Career-wise, where do you see yourself in three years’ time?
In three years, I see myself in a larger-scoped and more globally focused role at YouAppi to support our growing international roster of clients.
Tell us one thing people at work don’t know about you?
I’m a long distance runner.