Business of Apps Podcast · 2026-06-08 · 23 min
Performance marketers are running out of levers - and the one most teams haven't pulled yet is signal. In this episode, we speak with Shumel Lais , Founder of Day30, about signal engineering and why it may be the most important skill in performance marketing right now. Shumel explains what signal engineering actually is, how prediction models use behavioural data to identify high-value users before they ever convert, and why synthetic events - goals you engineer rather than observe - help ad platforms like Meta find better users faster. He also shares how subscription apps have achieved up to 50% reductions in CAC, and why, with everything else becoming automated, signal is now one of only two levers performance marketers still control. If you work in user acquisition or subscription growth, this is a must-listen.
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#265: How Agentic AI is changing app growth, from acquisition to retention with Andy Carvel, Ed Brocklebank, Matt Dyson, and Sven Jurgens
#264: How AI decides which brands get found with Lavinea Morris, Managing Director EMEA at M&C Saatchi Performance
#263: Why your MarTech stack is broken with Rebecca Nackson, CEO of Notable - by Branch
#262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch