Many apps measure success in MAUs and DAUs, but this approach doesn’t cut it for every category. For that you are going to need a deeper understanding of audiences and better approach to re-engagement, combining both will drive frequent use and build lasting trust. Our host and Chief Content Officer Peggy Anne Salz catches up with Marvin Rottenberg, VP of Marketing at Ada Health. The company’s conversational health companion app–developed by doctors, scientists and engineers–provides users personalized medical insights and advises on appropriate next steps. Marvin, recently named App Marketer of the Year (2018), shares how Ada Health uses creatives and feedback to stay top of mind with users—even when they aren’t relying on the app to assess their symptoms. Marvin also discusses how the app relies on other input, such as location, to trigger use and deepen engagement.