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posted on May. 06, 2025 at 1:45 pmMay 7, 2025

Branch CEO David Karnstedt on why measurement and retention are mission-critical

posted on May. 06, 2025 at 1:45 pmMay 7, 2025

"Brands that win aren't those that spend the most, but instead strategically focus on consumer retention, engagement, measurement and seamless cross-channel user journeys," Karnstedt tells Campaign Middle East.

David Karnstedt, CEO of Branch, discusses mobile growth strategies centred on engagement, retention and measurement.

We live in an era where time, attention, positive experiences and engagement have become the most valuable commodities in a saturated, competitive and ‘noisy’ market, even as marketers are increasingly being held accountable for measurement, return on investment (ROI) and return on advertising spend (ROAS) as they attempt to balance scalability and sustainability.

The challenges are clear for all to see: Brands are struggling to remain top of mind; businesses are struggling to retain customers; an

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Tags:acquisition Advertising attribution behavioural signals branch consumer journeys contextual data daily active users data Engagement engagement quality feature adoption identity anchor Insights marketing measurement mobile apps precise measurement purchase patterns retention return on ad spend Return on Investment ROAS ROI scalability Segmentation session frequency signals sustainability Tracking uninstall rates user journeys user sentiment

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.