Exposing the myth of ‘perfect data’ with Piotr Prędkiewicz (FORMEL SKIN)

Apptivate: App Marketing Explained

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

• Piotr Prędkiewicz’s Linkedin
• FORMEL SKIN