It’s time to retire the LTV metric The LTV metric is only partially useful to modern mobile marketers. For many mobile advertisers, the LTV / CAC ratio… May 20, 2019
What marketers should know about Facebook’s upcoming pivot It's clear that Facebook is desperately working to stave off the kind of repressive regulation that would almost certainly not… May 13, 2019
Optimizing advertising spend with the Blended Same-Month Return metric One of the difficult aspects of managing large marketing budgets is reconciling the urge to measure everything on the basis… May 6, 2019
The uncomfortable tension between brand and performance marketing on mobile The second mobile cycle instantiated an extraordinary new set of commercial opportunities: apps in entirely new categories and featuring new… April 29, 2019
A/B testing can kill product growth A/B testing can lead to suboptimal outcomes when marketing inputs are not considered. In hearing from most consumer product growth… April 22, 2019
Apple’s $500MM bet on Arcade and the future of mobile gaming At Apple's Show time event last month, amongst a slew of new services and product announcements including Apple News+, a… April 15, 2019
Can Snap make an Audience Network work? Snap, the company that publishes the Snapchat app, held a partner summit last Thursday at which it unveiled a number… April 8, 2019
User acquisition and systematic growth for consumer apps Last week, I appeared on the Deconstructor of Fun podcast to discuss user acquisition and systematic growth for consumer apps… April 1, 2019
Google’s Stadia could make app stores obsolete At this year's Game Developer Conference in San Francisco last week, Google finally pulled the curtain back on one of… March 25, 2019
What is a first-price auction? Last week, Google announced that it will transition Google Ad Manager (GAM), its ad platform, from a second-price to a… March 11, 2019
