App marketing teams are embracing a more pragmatic approach to data analysis, prioritizing business outcomes over statistical significance as industry leaders advocate for “data-powered” rather than “data-driven” decision making. Speaking at App Promotion Summit London 2025, Simon Thillay, Head of ASO Strategy & Market Insights at AppTweak, outlined how marketing teams can make confident decisions even when statistical certainty remains elusive—a challenge that has long plagued App ...
