Advertising models in mobile messaging apps In mid-February, a leaked document allegedly originating from Facebook indicated that the company plans to integrate ads into Facebook Messenger in… February 29, 2016
App portfolios and strategic cross promotion I delivered a presentation last week at Casual Connect Amsterdam entitled "Optimizing User Acquisition for an App Portfolio". In the… February 22, 2016
Visualizing the user lifetime funnel on mobile It's common when analyzing a freemium mobile product's metrics to focus heavily on retention as a proxy for the "quality"… February 8, 2016
3 UA Megatrends for 2016 I gave the below presentation, titled 3 UA Megatrends for 2016, at the PG Connects conference in London on January… January 18, 2016
Results from the Mobile UA Questionnaire A few weeks ago, I linked to a questionnaire from the header of this site and in the newsletter (not… January 4, 2016
2016 predictions for mobile marketing Broadly speaking, the highlights of 2015 for the mobile advertising industry were the continuation of two big trends that started… December 21, 2015
Ad fraud on mobile On December 10th, AppLift, in conjunction with ad fraud detection company Forensiq, released a report that surfaced some worrying information about… December 14, 2015
View-through attribution is bad for the app economy One of the most significant trends in mobile marketing in 2015 has been the impressive growth of mobile video ads,… December 7, 2015
The “chicken and egg” problem with mobile user acquisition Mobile app developers face two significant obstacles in marketing their products at launch. The first is that, since LTV is… November 23, 2015
LTV / CAC vs. cashflow The ability to think about mobile marketing campaigns from the perspective of an LTV / CAC delta is largely a… November 16, 2015
