The problem with mobile user acquisition, Part 1 of 2: The Law of Large Numbers Part Two When a marketing manager buys a user from a mobile ad network, he knows exactly three things about… December 3, 2012
The Lifetime Customer Value / Cost Per Acquisition spread The most fundamental concept in paid user acquisition, the Lifetime Customer Value / Cost per Acquisition spread describes how much… October 9, 2012
The app ecosystem and the fungibility of users I was asked recently to answer a question on Quora about building a mobile user base without spending (much) money.… September 18, 2012
Who should "own" the Lifetime Customer Value calculation in a mobile company? Lifetime Customer Value (abbreviated as LCV or LTV, depending on the organization) is defined simply as the present value of… September 4, 2012
Calculating Lifetime Customer Value (LCV), Part 2 of 2: The data Part One The first post in this series discussed Lifetime Customer Value from a conceptual standpoint. This post is more… July 12, 2012
Calculating Lifetime Customer Value (LCV), Part 1 of 2: The model Part Two Understanding how much money your customers spend is the core of marketing strategy: you can't acquire users if… July 8, 2012
Retention rates and their impact on lifetime customer value I like to think about mobile app metrics as a royal family: Retention is King, Conversion is Queen, and Virality… June 28, 2012
