Monthly user churn is a terrible metric The monthly user churn metric masks fundamental problems with product growth. It's tempting for companies, especially smaller start-ups that are… November 19, 2018
Using machine learning to automate mobile marketing budgets This guest post was written by Jacques Frisch, the director of digital marketing at Glovo, a Barcelona-based service-on-demand platform. A… October 22, 2018
What is performance marketing? Performance marketing is not a specific advertising format or tactic. Rather, performance marketing is a framework for achieving systematic product… October 8, 2018
How does LTV / CAC fit into a growth strategy? The LTV / CAC ratio is not helpful at a global level -- it needs to be represented in a… September 24, 2018
Measuring advertising incrementality using Ghost Ads Ghost ads measurement allows advertisers to understand whether their advertising spend is producing incremental revenue. Incrementality is the measurement of… August 6, 2018
Unpacking Facebook’s upcoming changes to Custom Audiences Starting in March -- the month that news of the Cambridge Analytica scandal broke -- Facebook announced a series of… June 18, 2018
In-app header bidding and the road to programmatic It's hard to remember a time when programmatic mobile advertising was not being touted as the next big thing. While some… June 11, 2018
Mobile ad mediation’s new era: SDK bidding Mobile ad mediation is evolving to allow for real-time bidding. This is a guest post by Dom Bracher, Co-Founder and… June 4, 2018
Algorithmic marketing introduces a new era of mobile ad targeting This is a guest post by Gabe Kwakyi, the CEO of Incipia, a Detroit-based full-service app agency, and an active member of… May 21, 2018
How much data is needed to calculate LTV? I gave the below presentation, which is a follow-up to a post I wrote in early 2017, at a data… May 14, 2018
