What would “unbroken” app discovery look like? That app discovery is "broken" is a constant refrain within the app development community. I have argued in the past… April 25, 2016
The problem with analyzing payer data in freemium Given the inherently low percentage of users in a freemium product that convert into payers, as well as the skew of… February 15, 2016
Visualizing the user lifetime funnel on mobile It's common when analyzing a freemium mobile product's metrics to focus heavily on retention as a proxy for the "quality"… February 8, 2016
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
Brand Equity on Mobile Brand Equity is an amorphous concept that is generally dissected in the abstract. In his book, Managing Brand Equity, David Aeker, professor… June 15, 2015
Which mobile marketing metrics matter? The standard stable of metrics that drives decision making for most advertisers and publishers is borrowed from the world of… May 4, 2015
Funnel Optimization and Growth Funnel optimization -- that is, the process of improving some user path within a product so that the number of… April 27, 2015
Problems with A/B testing in mobile marketing A/B testing in app development (and in general) is a controversial subject; despite the data-oriented nature of app development, a common criticism of the… April 6, 2015
3 core specialties for a mobile user acquisition team The persistent -- and most likely permanent, or at least assured for the medium term -- increase in mobile advertising prices… February 16, 2015
The benefits of low conversion in freemium A freemium product’s monetization profile is, essentially, dictated by its conversion rate and total addressable market. In a marketplace vacuum, given… June 30, 2014
