Opportunity cost and diminishing returns in user acquisition In my column last week about the shrinking mobile user acquisition team, I argued that algorithmic campaign management tools from… August 19, 2019
Are mobile marketing teams shrinking? Late last month, Uber announced that it was shedding 400 marketing jobs -- from a global team of 1200 --… August 12, 2019
Product retention is not binary One paradigm shift initiated by the mobile app economy's second act, which has surfaced innovative new business models that are… August 5, 2019
The slow and costly process of scaling user acquisition One of the most valuable and rewarding experiences that a performance marketer can have in their career is scaling a… July 29, 2019
What does it take to scale programmatic spend on mobile? Mobile marketers commonly speak about programmatic media buying in the abstract as some sort of antidote to elevated CPMs on… July 22, 2019
Mobile ad fraud can be solved with smarter team incentives This guest post is written by Shamanth Rao, a seasoned mobile user acquisition executive and a popular contributor to the… July 15, 2019
How many streaming services is too many? Last week, Nielsen released its Q1 2019 Total Audience report, revealing an interesting statistic: streaming subscribers use their services purposefully,… July 8, 2019
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
The LTV metric isn’t dead. Here’s why. LTV is still a relevant and functional metric for marketers in 2019. This guest post was written by Kate Minogue,… June 24, 2019
Mobile advertising is exploding. Who is benefiting? Mary Meeker released her latest Internet Trends report last week; as usual, it's required reading. Meeker directed attention to the… June 17, 2019
