Mapping the Mobile User Acquisition Stack The technology needed to run mobile user acquisition campaigns at a high level of daily spend (with "high" here defined… March 13, 2017
How much data is needed to predict LTV? One common predicament that arises for freemium product publishers is determining when they've accumulated enough data in a soft launch to… January 9, 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
Which mobile marketing metrics matter? The standard stable of metrics that drives decision making for most advertisers and publishers is borrowed from the world of… May 4, 2015
Funnel Optimization and Growth Funnel optimization -- that is, the process of improving some user path within a product so that the number of… April 27, 2015
Problems with A/B testing in mobile marketing A/B testing in app development (and in general) is a controversial subject; despite the data-oriented nature of app development, a common criticism of the… April 6, 2015
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… June 16, 2014
Freemium conversion and the problem with classifiers Given the fundamentally low conversion rate of the freemium model, optimizing for revenues can be seen as essentially a targeting… June 2, 2014
Low conversion in free-to-play is a feature, not a bug An article excoriating the supposed plague that is free-to-play made the rounds recently, citing engagement statistics from Swrve's April report… May 12, 2014
Avoiding Simpson’s paradox in data analysis Simpson's paradox is a statistical phenomenon in which a population, comprised of different sub-populations (“classes”) with differing statistical properties, exhibits… April 28, 2014
