For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity.

Now, with 2026 on the horizon — and budgets tightening even further — one question keeps resurfacing: How do you drive confident, profitable app growth in the year ahead?

In this App Talk special of the Business of Apps Podcast, David Murphy speaks with Eoin Hallahan, Chief Revenue Officer at SplitMetrics, about what the mobile growth landscape is really demanding of teams as they prepare for 2026. Eoin lays out the new realities UA and ASO managers are facing: deeper signal loss, more channel fragmentation, and rising internal pressure to deliver results without expanding headcount.

You’ll hear how SplitMetrics is reshaping app growth with a unified approach to Apple Ads, App Store Optimization, and AI — including SplitMetrics Iris, an AI agent trained specifically on mobile marketing data. Eoin explains how Iris gives UA teams a strategic edge by turning competitor activity, keyword trends, and performance blind spots into instant, actionable guidance.

If you’re reevaluating your growth playbook for 2026 — or looking for a smarter, faster way to connect the dots across UA, ASO, and analytics — this conversation is essential listening.

Let’s dive in: here’s Eoin Hallahan, CRO at SplitMetrics.

Today’s topics include:

• Why app growth is getting harder heading into 2026, from signal loss to budget pressure and fragmented data.


• How UA and ASO workflows need to evolve, and why aligning paid and organic strategies is now essential.


• What SplitMetrics Iris does, and how an AI agent built specifically for mobile marketing changes decision-making.


• How AI speeds up competitive research, keyword strategy, and campaign optimization — with examples from Flow and NordVPN.


• Where app growth is heading next, including automation, real-time intelligence, and a new operating model for mobile growth.

Links and Resources:

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    Eoin Hallahan on LinkedIn
    
  
  
  • SplitMetrics website
  
  
  • SplitMetrics Iris
  
  
  • Business Of Apps - connecting the app industry
  
  
  
  

Quotes from Eoin Hallahan

“Mobile app marketing is hard, and SplitMetrics exists to make it easy for our customers and to drive growth.”

“Conditions today are more volatile and unpredictable than ever, with trends shifting all the time — marketers need a new way of working to keep up.”

“Iris isn’t just automation; it’s a new operating system for mobile growth — it flips the model from dashboards and guesswork to instant, actionable clarity.”

Host

Business Of Apps - connecting the app industry since 2012