Subscriptions are the future of app monetization One of the principal elements supporting my thesis around the second act of the mobile app economy is that new… July 1, 2019
Does CPI matter in a ROAS-centric strategy? With Google's UAC and Facebook's AEO and VO bid strategies becoming so prominent in mobile marketing strategy, the relevance of… May 27, 2019
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
Spotify vs. Apple Last week, Daniel Ek, the CEO of Spotify, published a blog post in which he revealed that the company has… March 18, 2019
The problem with the 30% platform fee on mobile in three charts Last week, Apple announced that it will allow developers to discount in-app subscriptions on iOS to current and recent users… March 4, 2019
Breaking apart cohorts to optimize revenue The standard LTV curve projection is a useful tool for marketers that allows them to price campaigns with some conviction… February 4, 2019
Is Apple a monopoly because of its 30% App Store fee? Last week, the Supreme Court heard oral arguments in Apple v Pepper, a case that was originally filed back in 2011… December 3, 2018
What to think when DAUs decrease but ARPUs increase Snap's latest earnings call catalyzed a precipitous drop in its stock price, which reached a 52-week low the day after… October 29, 2018
It’s time to re-think A/B testing This guest post was written by Viktor Gregor, a Senior Data Scientist at Pixel Federation, the company behind the games… October 15, 2018
What is performance marketing? Performance marketing is not a specific advertising format or tactic. Rather, performance marketing is a framework for achieving systematic product… October 8, 2018
