Dear Mark Zuckerberg:

I am a performance marketer who has spent the last seven years utilizing Facebook to advertise mobile games and apps. By a conservative estimate, I believe that I have overseen a quarter of a billion dollars in advertising spend across Facebook, Instagram, and the Facebook Audience Network.

Additionally, I ran the digital marketing campaign for a Texas House candidate in the 2018 midterm election. I know the power of Facebook’s advertising platform in reaching a massive audience for the purposes of both commercial interests and political activism. …

A few months ago, I decided to update the dated design of my mobile advertising and freemium economy trade blog, Mobile Dev Memo (MDM). MDM has always been a personal passion project, and as such, I had never invested any resources aside from time into its aesthetics. But with the site’s weekly pageview count consistently growing — MDM saw more than 1MM pageviews in 2018 — I resolved to give MDM a cleaner and more modern look, with wider content margins, less clutter in the aggregated “memos” lists (upvoting was removed), and a more pronounced focus on original content. …

This article was originally published on Mobile Dev Memo

Incrementality is the measurement of revenue that can be reasonably attributed to advertising spend; it has existed as a critical appraisal of advertising effectiveness for decades but has developed added consequence in the age of digital advertising. The concept of incrementality is fairly simple: contrasted against a baseline of activity that would be expected anyway, how much additional benefit does advertising yield?

To illustrate the concept, imagine some scenario where a company reliably generates a measurably consistent amount of revenue every period. After two periods of observing this stable stream of…

This article was originally published on Mobile Dev Memo

A common pattern of progression for a user acquisition team at an app developer is to start with one person who handles everything, grow the team as revenues increase and / or the company increases the number of products in its portfolio, and build out an analytics architecture to streamline reporting and analysis. …

This article was originally published on Mobile Dev Memo

One mystifyingly common mis-step that mobile developers make in attempting to grow a user base is spending meaningful money on paid marketing — especially through an agency or with a freelancer — before building a genuine growth strategy. “Growth strategy” may seem nebulous and vague, but it’s really not; it’s the set of data that guides the marketing team in defining their activities now, their standards for success now, and what success dictates they do next. In other words, it’s the answer to the questions: 1) what can and should we…

This article was originally published on Mobile Dev Memo

That analytics is an integral function for consumer mobile tech companies is a fairly uncontroversial notion: the sheer size of the market for apps and the relative ease of app distribution (putting aside discovery issues) means that reaching scale on mobile can involve usage by hundreds of millions or even billions of people, and with such large potential user base numbers, optimizing a product based on actual user feedback rather than product manager intuition becomes an organizational imperative.

Put another way, when an app developer is able to collect massive amounts…

This article originally appeared on Mobile Dev Memo

One tactic that many app developers use to obviate the “chicken and egg” problem with mobile user acquisition is to outsource the mobile marketing function to agencies in the initial scaling stage of their app, allowing the developer to focus solely on their product without completely foregoing paid acquisition.

One problem with this approach is that it relegates user acquisition to a non-core, non-essential function — second to product development — when that really is not the case: a mobile-first company requires a sound, scaleable mobile growth strategy in order to be…

This article was originally published on Mobile Dev Memo

A common refrain I hear amongst people working in marketing and growth roles is that the LTV / CAC ratio is overblown as a performance metric: that it is ultimately useless as an indicator of marketing performance and is merely a vanity metric to be used in pitch decks.

This statement is technically true in a way that belies a more fundamental point. The statement is true to the extent that any metric, presented on its own and without context or qualification, is useless as an indicator of marketing performance. The…

This article was originally published on Mobile Dev Memo

Someone recently asked me if I had ever seen an estimate of the size of the market for mobile games advertising, and I confessed that I hadn’t. Newzoo estimates the size of the mobile games market at $70.3BN …

This article was originally published on Mobile Dev Memo

Last week, Apple announced that it will allow developers to discount in-app subscriptions on iOS to current and recent users (previously, discounts could only be offered to new users). This may seem like a trivial policy change, but it’s actually very meaningful: the mobile app economy is currently in the midst of metamorphosis, with new business models creating exciting and lucrative new product categories. …

Eric Seufert

Quantitative Marketer. Author of Freemium Economics (Elsevier 2014). Blogger at Mobile Dev Memo. All views strictly my own.

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