What does an effective CMO look like? The CMO role is plagued by a notoriously short lifespan; according to a study by Spencer Stuart, CMOs at Top… May 11, 2020
The five levels of digital marketing automation Marketing automation is a seemingly universal ambition of mobile advertisers -- in some cases, bordering on obsession. For companies spending… April 13, 2020
Building a virtuous cycle between product and marketing One of the more fraught and contentious topics I see mobile advertisers grapple with is the alignment of product and… March 9, 2020
Measuring marginal organic contribution from paid marketing One trap that mobile-first companies often fall into is believing that organic installs are the result of totally undirected, spontaneous,… January 20, 2020
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
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
Producing and deploying advertising creative at scale The broad transition within mobile advertising into automated campaign management and optimization catalyzed a tectonic shift that has fundamentally transformed… September 16, 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
Optimizing advertising spend with the Blended Same-Month Return metric One of the difficult aspects of managing large marketing budgets is reconciling the urge to measure everything on the basis… May 6, 2019
