Quantitative Marketing

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…

Apocalypse Soon: What happens when the iOS advertising ID is deprecated?

NOTE: THIS POST WAS WRITTEN IN FEBRUARY 2020 AND PROVIDED A PREDICTION FOR HOW THE IDFA MIGHT BE DEPRECATED. This…

February 17, 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

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

The best of QuantMar in 2019

I launched QuantMar as a platform for quantitative marketing education in June 2019. The genesis of QuantMar was that I…

December 30, 2019

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

What comes next after Facebook’s VO campaign strategy?

In June 2017, Facebook launched the value optimization campaign strategy to allow advertisers to target high-value audience segments without needing…

December 2, 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

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