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
The uncomfortable tension between brand and performance marketing on mobile The second mobile cycle instantiated an extraordinary new set of commercial opportunities: apps in entirely new categories and featuring new… April 29, 2019
Apple’s $500MM bet on Arcade and the future of mobile gaming At Apple's Show time event last month, amongst a slew of new services and product announcements including Apple News+, a… April 15, 2019
User acquisition and systematic growth for consumer apps Last week, I appeared on the Deconstructor of Fun podcast to discuss user acquisition and systematic growth for consumer apps… April 1, 2019
Spotify vs. Apple Last week, Daniel Ek, the CEO of Spotify, published a blog post in which he revealed that the company has… March 18, 2019
The problem with the 30% platform fee on mobile in three charts Last week, Apple announced that it will allow developers to discount in-app subscriptions on iOS to current and recent users… March 4, 2019
Breaking apart cohorts to optimize revenue The standard LTV curve projection is a useful tool for marketers that allows them to price campaigns with some conviction… February 4, 2019
What will the next generation of app stores look like? Back in December, Epic, the creator of Fortnite, announced that it would launch a cross-platform app store this year to… January 28, 2019
Visualizing the dynamic between LTV and Retention Showcasing how product retention impacts overall product LTV. One common mistake made in freemium product analysis is the conceptual unbundling… January 14, 2019
Is Apple a monopoly because of its 30% App Store fee? Last week, the Supreme Court heard oral arguments in Apple v Pepper, a case that was originally filed back in 2011… December 3, 2018
