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
Product retention is not binary One paradigm shift initiated by the mobile app economy's second act, which has surfaced innovative new business models that are… August 5, 2019
Subscriptions are the future of app monetization One of the principal elements supporting my thesis around the second act of the mobile app economy is that new… July 1, 2019
The LTV metric isn’t dead. Here’s why. LTV is still a relevant and functional metric for marketers in 2019. This guest post was written by Kate Minogue,… June 24, 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
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
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
How does LTV / CAC fit into a growth strategy? The LTV / CAC ratio is not helpful at a global level -- it needs to be represented in a… September 24, 2018
How do mobile marketers think about LTV in 2018? One interesting thing to track as the mobile app economy has evolved in the past few years is the way… February 12, 2018
