Daniel Lupu is the Senior Marketing Manager at Skyscanner, a search engine for deals on flights, hotels, and car rentals serving 110 million users monthly. In this episode, Daniel shares lessons and results from the tests he’s run. He discusses his team's approach to navigating SKAN, the creative strategies they’ve implemented, and his observations of the relationship between paid and organic search ads on Apple.
Questions Daniel answered in this episode:
- What is Skyscanner, and what do you do for them?
- How did your background shape your growth at Skyscanner?
- What prompted your move into the app marketing space?
- Can you walk us through your app growth strategy?
- How do you evaluate success in UA campaigns? What are you optimizing for?
- What are some tips for getting the best flight?
- What’s been your approach to navigating SKAN and ATT on iOS? Have you made any creative or strategic shifts to improve performance there?
- How do paid and organic search on Apple Search Ads influence each other?
- How do you manage budget allocation and campaign planning for peak travel times?
- What recommendations do you have for visiting London?
Timestamp:
- 0:54 Intro to Skyscanner and Daniel’s role
- 1:27 Daniel’s background
- 4:41 Driving user acquisition in the travel industry
- 8:05 How to find flight deals
- 9:35 Data points beyond SKAN
- 12:23 Insights from their ASA test on paid and organic
- 13:55 Creative testing
- 17:16 Adjusting for seasonality
- 18:20 Lessons learned and solid advice
- 20:50 What to do in London
Quotes:
(18:20-18:41) “I have learned not to make assumptions based on previous learnings. Just because something worked in a certain manner at some point in the past, it doesn’t mean that we’ll see similar behavior from that particular audience or from that particular campaign the next time we run it.”
(19:00-19:30) “Don’t try to have the perfect measurement framework. If you think about it, tracking was different back in the day; now it has a lot of challenges, and I don’t think that’s going to improve anytime soon. So if you want to scale, you have to have some solid, valid assumptions and go ahead without having full visibility of your performance.”
Mentioned in this episode:
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!