The App Marketing Show

There are genuine practitioner observations scattered through the episode - shifting North Star metrics from installs to first-purchase events, the cost of re-engaging lapsed customers, and attribution being 'broken' in the Indian ad-tech ecosystem - but they are surrounded by heavy padding, repetition, and platitudes like 'use data' and 'be data-driven' that dilute the useful-ideas-per-minute ratio significantly.

“you can get very cheap downloads for four, five Indian rupees. Right. So I have been focusing on in the last few years on using advanced data signals”

“convincing a lapsed customer now to come back to me, that is becoming very expensive for every advertiser because everyone has touched the top 100 million once or twice”

The observation about fashion e-commerce competing for the same customer's wallet and attention against 10-minute quick-commerce apps (Blinkit, Zepto) is a genuinely fresh framing; everything else - cohort segmentation, CAC/LTV focus, data-driven marketing - is standard industry vocabulary recycled without a contrarian or first-principles angle.

“we are competing with the same customer who has impatient and they are trying to order milk or they're trying to order functional footwear, stuff like that on Blinkit, on Zepto, on Swig Instamart”

“go outside of your role because the moment every app marketer is focused on only app install campaigns and app engagement campaigns, you will never build for the long term growth of the business”

Shivani Tiwari is a legitimate senior operator - Head of Digital Marketing at AJIO (a large Indian fashion platform), five years at Flipkart, and co-founder of a data startup - giving her real at-scale credentials; she is not a career podcaster, but the conversation does not extract the depth her background should enable.

“my last stint was with Flipkart for the last five odd years”

“Around 2016 is when I started my own company called Kalagato and it was co founded with other people in the data space”

The episode includes some concrete reference points - named price tiers (₹1,000 vs Levi's vs Diesel jeans), a 70 - 80 million customer base figure, named tools (Clevertap, Moengage), and specific competitive brands (Myntra, Blinkit) - but there are no campaign ROI numbers, no percentage lift figures, and no hard evidence backing most claims.

“we might stand at a 70, 80 million customer base”

“somebody who's buying a jeans at 1000 or 1500 versus somebody who's buying a Levi's jeans versus somebody who's buying a gas jeans versus somebody who's buying a diesel jeans”

The host's questions are entirely formulaic and pre-scripted ('What are the strategies?', 'How do you analyze?', 'Have you faced challenges?') with zero follow-up probing; there is no pushback, no challenging of vague claims, and no attempt to drill into specific numbers or decisions, making this a soft PR interview rather than a substantive conversation.

“And what are the strategies that you have implemented in this user acquisition space?”

“So Shivani, how do you analyze and measure user engagement within the app?”