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
App streaming and premium apps In late November, Google announced that it had rolled out a new feature in mobile search that allows apps to be… November 30, 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
Unpacking the $5.9BN King acquisition price Last Monday, Activision Blizzard, the 5th largest gaming company in the world by revenue and the owner of multiple venerable franchises… November 9, 2015
Back-testing LTV models A common approach to measuring the accuracy of a LTV model is to back-test the model against historical data: behavioral… November 2, 2015
Estimating install uplift from featuring and chart placement Leading up to the launch of a mobile app, a developer might construct some form of a model to best deploy the… October 26, 2015
What to make of decreasing mobile CPMs in Asia PubMatic, a developer of marketing automation software, recently published its Quarterly Mobile Index report for Q3 2015, revealing two interesting… October 19, 2015
“What should I do if I can’t afford user acquisition?” That mobile marketing costs are rising is a well-worn source of anguish for app developers -- especially smaller developers launching their first… October 12, 2015
Is the mobile web good for discovery? In late September, comScore released a report on app usage that highlighted some interesting trends that seemed to contravene prevailing… October 5, 2015
