The following videos were created to provide a broad, high-level overview of the core concepts used in mobile user acquisition, namely: lifetime customer value, retention, and campaign optimization.
This video series wasn't designed and isn't meant to be useful for seasoned user acquisition professionals; people who are generally familiar with these concepts will find these videos overly basic and introductory. Rather, this video series was designed with two use cases in mind:
- Product managers and executives at app development companies that want to be generally aware of mobile user acquisition workflow and how user acquisition managers make decisions;
- People within a mobile app development company that want to transition into a user acquisition role and can benefit from a quick primer on the function.
Each of the videos utilizes Agamemnon, the user acquisition analytics tool, to illustrate key concepts.
In addition to these videos, someone new to the field of mobile user acquisition might find the following resources valuable:
- My Freemium Spreadsheet Revenue Model, which illustrates how the various "levers" of freemium products (monetization, retention, virality, paid user acquisition) work in concert to produce revenue;
- My LTV Spreadsheet Model, which provides two different approaches for measuring lifetime customer revenue in a freemium product.