The problem with mobile user acquisition, Part 1 of 2: The Law of Large Numbers Part Two When a marketing manager buys a user from a mobile ad network, he knows exactly three things about… December 3, 2012
The Lifetime Customer Value / Cost Per Acquisition spread The most fundamental concept in paid user acquisition, the Lifetime Customer Value / Cost per Acquisition spread describes how much… October 9, 2012
The freemium monetization curve is continuous I often hear of freemium app players being bucketed into three groups: the non-payers (95-97% of the userbase), the payers… September 27, 2012
The app ecosystem and the fungibility of users I was asked recently to answer a question on Quora about building a mobile user base without spending (much) money.… September 18, 2012
Every freemium app needs non-paying users Most people think of non-paying users (NPUs) in freemium apps as nothing but an unfortunate, avoidable expense; they eat up… September 11, 2012
Who should "own" the Lifetime Customer Value calculation in a mobile company? Lifetime Customer Value (abbreviated as LCV or LTV, depending on the organization) is defined simply as the present value of… September 4, 2012
Upstream marketing and downstream marketing for freemium apps One fundamental difference between marketing for freemium products and marketing for traditional software products is that the marketing function doesn't… August 16, 2012
The "average user" doesn't exist in freemium gaming (and a diagram for user segmentation) I read a great interview with the COO of GamesAnalytics today which discussed the state of analytics in the gaming industry.… August 14, 2012