Lifetime Customer Value

Navigating the Three Stages of the Mobile Marketing Lifecycle

I gave the below presentation at the PocketGamer Connects conference in Helsinki on Tuesday, September 19th. Navigating the Three stages…

September 25, 2017

Modeling video ad effectiveness on mobile

In September, it was revealed that Facebook had been supplying video advertisers with inflated metrics around average advertisement view time:…

December 12, 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

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

Back-testing LTV models

A common approach to measuring the accuracy of a LTV model is to back-test the model against historical data: behavioral…

November 2, 2015

Whale spending and retention in freemium apps

Conventional wisdom regarding freemium on mobile holds that "whales", or highly-monetizing users, form the bedrock of any product's economy by…

September 21, 2015

Five common freemium app marketing mistakes

The following is a presentation I gave at the Israeli Mobile Summit in June 2014. Five common freemium app marketing…

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…

Dealing with “whales” in freemium data analysis

The presence of “whales”, or highly-monetizing users (HMUs), in a freemium product’s user base often leads to analytical confusion. Contrasted…

Two Methods for Modeling LTV with a Spreadsheet

The following presentation was given on Wednesday, November 13th at the Slush Conference in Helsinki, Finland. Linked to within the…

December 2, 2013