Questions Piotr addresses in this episode:
- What is FORMEL SKIN, and how does it solve dermatology’s bottleneck in Germany?
- How did Piotr’s career in analytics develop across multiple verticals?
- Why is ‘perfect data’ a myth in mobile marketing?
- How do you responsibly track and aggregate users before registration?
What’s the difference between front-end and back-end behavioral data? - How do device/user mismatches and changes create analytics headaches?
- What are the new challenges and gray areas in privacy (GDPR, CCPA, device fingerprinting)?
- Where does fraud hide in aggregated data, and how do you find it?
- Why does fraud persist, and what incentives make it so durable?
- How could success in mobile marketing be measured differently to promote collaboration and integrity?
Timestamps
(0:00) – Introducing FORMEL SKIN, Piotr’s role, and Germany’s digital dermatology
(1:18) – Marketing analytics in dating, fintech, health
(2:50) – Why ‘perfect data’ is a myth
(5:00) – Assigning pseudo-user IDs, device-based tracking
(6:00) – Aggregated data, ‘chasing ghosts,’ and its pitfalls
(8:00) – Combining front-end and back-end data; challenges in stitching
(9:36) – Device vs. user: confusion, mismatches, and noise
(11:13) – Balancing privacy vs. marketing needs; legal and business conflicts
(12:30) – Device fingerprinting: what’s legal, what’s risky, and why
(14:22) – The end of one-to-one attribution; rise of aggregated, top-level analysis
(16:05) – Marketing fraud: what’s changed, sneaky affiliate/network tricks
(19:08) – Incentives, alignment failures, and why fraud persists
(21:40) – Filtering fraud: long onboarding, compliance, and technical vigilance
(23:38) – ‘Success’ in mobile marketing and why responsibility must be shared
(32:08) – Wrap up
Quotes
(2:50) “Don’t expect perfect data – especially in marketing where different data sources are being combined.”
(5:10) “You try to anchor it to the device…within all the data security and the privacy setup and anchor it to this entity and create one entity.”
(15:26) “We can use aggregated data for strategic decisions, like how to shift budgets from channel A to B.”
Mentioned in This Episode
Popular Podcasts
NFL Daily with Gregg Rosenthal
Gregg Rosenthal and a rotating crew of elite NFL Media co-hosts, including Patrick Claybon, Colleen Wolfe, Steve Wyche, Nick Shook and Jourdan Rodrigue of The Athletic get you caught up daily on all the NFL news and analysis you need to be smarter and funnier than your friends.
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!
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