Building a traffic composition strategy on mobile In my recently-completed workshop series, Modern Mobile Marketing at Scale, I presented one slide which identifies and categorizes what I… November 4, 2019
The only growth metric that matters The allure of "growth" as an abstract function for consumer technology companies has increased proportionately with the shift of consumer… October 28, 2019
Two fundamental pitfalls with product A/B testing I’ve written extensively on the topic of A/B testing on Mobile Dev Memo: see A/B testing can kill product growth,… October 14, 2019
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
How to navigate a career in mobile marketing In my time as a consultant and in managing marketing teams, a career development step with which I've seen mobile… September 25, 2019
The future of mobile growth teams Last week I wrote about why ad creative has become such an important part of the mobile marketing workflow and… September 23, 2019
Producing and deploying advertising creative at scale The broad transition within mobile advertising into automated campaign management and optimization catalyzed a tectonic shift that has fundamentally transformed… September 16, 2019
Are mobile marketing agencies relevant in 2019? Uber's recent lawsuits against various third-party marketing agencies and traffic providers pulled back the curtain on how some service providers… September 9, 2019
What is mobile ad fraud? Taking lessons from Uber’s lawsuits In July, Uber filed a cross complaint against a Phunware, an app development and marketing agency. The genesis of the… August 26, 2019
Opportunity cost and diminishing returns in user acquisition In my column last week about the shrinking mobile user acquisition team, I argued that algorithmic campaign management tools from… August 19, 2019
