Скачать или смотреть The Social Impact of Gaming | Carissa Gonzalez, Pixelberry

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Carissa Gonzalez, UA manager at Pixelberry shares her view on how strong game narratives can have a positive impact on people’s lives, discusses what it’s like being a woman in the game industry, and emphasizes the importance of questioning the data when it comes to running effective user acquisition campaigns.

Question the data
“You can’t do UA without taking a deep dive into your numbers. One of the first things I learned early on was to “never trust the data” – if it’s good question it, if it’s bad question it too, if it’s out of trend question it. Whatever is it- always question it.”

Balancing data and creative
“A big challenge with this role is that you want to stay on brand but you also want to be data driven, so it’s a challenge to find that balance. The other day I was talking about creative strategy with one of my colleagues, and he said, “If you’re doing UA and you don’t get one complaint at all, you’re not doing your job right.” I definitely think that finding that balance is a challenge for a lot of UA managers, especially when there is a very specific voice that you want your brand to contain.”