{"id":105412,"date":"2026-01-12T20:48:02","date_gmt":"2026-01-12T20:48:02","guid":{"rendered":"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/"},"modified":"2026-02-01T17:31:59","modified_gmt":"2026-02-01T17:31:59","slug":"why-process-wins-in-app-growth","status":"publish","type":"aiovg_videos","link":"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/","title":{"rendered":"Why process wins in app growth"},"content":{"rendered":"

In a year dominated by buzzwords, sustainable app growth is increasingly about process, data clarity, and disciplined execution \u2014 not chasing the latest trend.<\/p>\n

In this App Talk interview, Peggy Anne Salz speaks with Lorenzo Rossi, Co-Founder and Head of Growth at REPLUG, during the Business of Apps Berlin Summit.<\/p>\n

They discuss why channel diversification often fails, how growth teams should rethink Meta, Google, and programmatic, why full-funnel measurement and data clarity are non-negotiable in 2026, and what practical course corrections app marketers can make after a challenging year. The conversation cuts through hype to focus on scalable processes, blended results, and long-term growth engines.<\/p>\n

#AppGrowth, #MobileMarketing, #UserAcquisition, #GrowthStrategy, #AppMarketing, #DataDriven, #ProgrammaticAdvertising, #FullFunnel, #BusinessOfApps<\/p>\n","protected":false},"excerpt":{"rendered":"

In a year dominated by buzzwords, sustainable app growth is increasingly about process, data clarity, and disciplined execution \u2014 not chasing the latest trend. In this App Talk interview, Peggy Anne Salz speaks with Lorenzo Rossi, Co-Founder and Head of Growth at REPLUG, during the Business of Apps Berlin Summit. They discuss why channel diversification often fails, how growth teams should rethink Meta, Google, and programmatic, why full-funnel measurement and data clarity are non-negotiable in 2026, and what practical course corrections app marketers can make after a challenging year. The conversation cuts through hype to focus on scalable processes, blended results, and long-term growth engines. #AppGrowth, #MobileMarketing, #UserAcquisition, #GrowthStrategy, #AppMarketing, #DataDriven, #ProgrammaticAdvertising, #FullFunnel, #BusinessOfApps<\/p>\n","protected":false},"author":1425,"comment_status":"closed","ping_status":"closed","template":"","aiovg_categories":[4568],"aiovg_tags":[],"ads_category":[],"class_list":["post-105412","aiovg_videos","type-aiovg_videos","status-publish","has-post-thumbnail","hentry","aiovg_categories-app-talks"],"acf":[],"yoast_head":"\nWhy process wins in app growth - Business of Apps<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why process wins in app growth\" \/>\n<meta property=\"og:description\" content=\"In a year dominated by buzzwords, sustainable app growth is increasingly about process, data clarity, and disciplined execution \u2014 not chasing the latest trend. In this App Talk interview, Peggy Anne Salz speaks with Lorenzo Rossi, Co-Founder and Head of Growth at REPLUG, during the Business of Apps Berlin Summit. They discuss why channel diversification often fails, how growth teams should rethink Meta, Google, and programmatic, why full-funnel measurement and data clarity are non-negotiable in 2026, and what practical course corrections app marketers can make after a challenging year. The conversation cuts through hype to focus on scalable processes, blended results, and long-term growth engines. #AppGrowth, #MobileMarketing, #UserAcquisition, #GrowthStrategy, #AppMarketing, #DataDriven, #ProgrammaticAdvertising, #FullFunnel, #BusinessOfApps\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/\" \/>\n<meta property=\"og:site_name\" content=\"Business of Apps\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thebusinessofapps\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-01T17:31:59+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@businessofapps\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/\",\"url\":\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/\",\"name\":\"Why process wins in app growth - Business of Apps\",\"isPartOf\":{\"@id\":\"https:\/\/www.businessofapps.com\/#website\"},\"datePublished\":\"2026-01-12T20:48:02+00:00\",\"dateModified\":\"2026-02-01T17:31:59+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Videos\",\"item\":\"https:\/\/www.businessofapps.com\/video\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why process wins in app growth\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.businessofapps.com\/#website\",\"url\":\"https:\/\/www.businessofapps.com\/\",\"name\":\"Business of Apps\",\"description\":\"Connecting the app industry\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.businessofapps.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why process wins in app growth - Business of Apps","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.businessofapps.com\/video\/why-process-wins-in-app-growth\/","og_locale":"en_US","og_type":"article","og_title":"Why process wins in app growth","og_description":"In a year dominated by buzzwords, sustainable app growth is increasingly about process, data clarity, and disciplined execution \u2014 not chasing the latest trend. 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