Ad creative shouldn’t be A/B tested Ad creative management and testing has taken on increased priority for mobile-first companies as platform-driven algorithmic campaign management has become… March 2, 2020
Introducing MDM Academy, an education portal for performance marketers Performance marketing sits at a strange intersection of disciplines: statistics, computer science, behavioral economics and psychology, and marketing. One can't… March 2, 2020
Is DAU an important metric? EA revealed last week during its earnings call that it would no longer report DAU and MAU metrics in quarterly… February 3, 2020
The end of SEO should scare mobile ASO devotees Last week, Google instituted a change to the rendering of search results on desktop which makes ads indistinguishable from organic… January 27, 2020
Why paid UA is the primary driver of discoverability for mobile apps This guest post is written by Shamanth Rao, a seasoned mobile user acquisition executive and a popular contributor to the Mobile Dev… January 23, 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
Introducing Theseus, a Python library for cohort analysis One of the major themes in digital marketing that I've commentated upon over the past two years is the increasingly… January 13, 2020
Merging product and marketing: a practical approach One theme that I've seen develop over the past 18 months within the mobile marketing space is the absorption of… December 16, 2019
2020 predictions for mobile marketing Previous predictions: 2019 predictions for mobile marketing, 2018 predictions for mobile marketing, 2017 predictions for mobile marketing, 2016 predictions for mobile marketing For… December 9, 2019
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
