In this session, Jon Garrity and David Eick of Leanplum, talked about mobile growth tactics across the full user journey. They highlighted the interconnectedness of data strategy and execution, user engagement through messaging and advertising, and testing-based optimization. Yet, marketers frequently limit their attention to message and executing campaigns, which results in a subpar customer experience. They analyzed some of the common issues that can cause users to abandon the journey at various points by delving into the pirate metrics. They shared strategies to personalize the complete user journey to drive app retention and monetization.