Six principles of effective analytics Analytics is an incredibly easy function to get wrong. When analytics teams fail, the collapse is usually so spectacular that… November 11, 2019
Building a traffic composition strategy on mobile In my recently-completed workshop series, Modern Mobile Marketing at Scale, I presented one slide which identifies and categorizes what I… November 4, 2019
Two fundamental pitfalls with product A/B testing I’ve written extensively on the topic of A/B testing on Mobile Dev Memo: see A/B testing can kill product growth,… October 14, 2019
Building a marketing P&L using LTV and ROAS Performance marketing costs tend to be the largest, or at least one of the largest, operating expense line items for… October 7, 2019
Understanding bid strategies and cost control in Facebook advertising One of the more confusing aspects of Facebook advertising is cost control: how the various bid strategies impact ad delivery… September 30, 2019
The future of mobile growth teams Last week I wrote about why ad creative has become such an important part of the mobile marketing workflow and… September 23, 2019
Taming Facebook CBO: 5 lessons learned This guest post is written by Shamanth Rao, a seasoned mobile user acquisition executive and a popular contributor to the Mobile Dev… September 5, 2019
What is mobile ad fraud? Taking lessons from Uber’s lawsuits In July, Uber filed a cross complaint against a Phunware, an app development and marketing agency. The genesis of the… August 26, 2019
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
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
