UA comes down to basic math, the challenge is finding the right way to balance the equation.

Growing up, I wasn’t a gamer or someone who spent much time with technology. Looking back, I could never imagine that I would become an expert in marketing mobile games. At the start of my career, I wasn’t focused on the tech industry or mobile games. My initial background was in traditional corporate marketing, but I was able to get my foot in the door at ngmoco, and worked my way up from an entry-level role. Since then, I’ve been with multiple gaming companies at various stages (start-up, public, etc.), and have managed a combined UA budget of $50M+. On a personal note, I have an obsession with food and dogs, and hope to someday marry these passions with my mobile expertise.

(more…)

Read More

Watch The Data, Mix The Metrics And Tap The Emotions

Haydon Young has a long track record in marketing, an impressive career that started in real estate where his deep understanding and appreciation of what his clients valued allowed him to sell properties successfully. Fast forward, and Haydon has managed multi-million dollar ad spend for some major companies in the app industry. His drive to understand users allows him to identify the triggers, nudges and levers app markets can activate to bring about a positive outcome for campaigns while serving the emotional need of the customer. He shares his top pick of top-notch advice to app marketers.

(more…)

Read More

As a performance marketer I love data and analytics. While I’m committed to data-driven marketing, which has become essential to inform an effective user acquisition strategy, I know first-hand that campaigns can move the needle when you combine good data with great creative.

(more…)

Read More

When we first kicked off Mobile Heroes a year and a half ago, we set out to bring a well deserved focus to the community of app marketers that market something other than a game, like a dating or e-commerce app. The community has been tremendously underserved, unlike their gaming marketer brethren. Hence came Mobile Heroes.

(more…)

Read More

The news that consumer in-app spending over the last holiday period rocketed 52% to total $500 million (compared with $300 million) should spur us on in 2017 to explore new ways to get players to dig deeper in their pockets. But we should also double-down on ways we can get more value (not just money) out of the vast majority of users that don’t spend in our apps – and likely never will.

If you’re chasing the “whales” and big spenders, and throwing back all the other fish in your net, then you are likely throwing money out of the window as well.

(more…)

Read More

During the past few months install fraud has become a hot topic in the mobile marketing industry. Third-party trackers and media partners are announcing measures to prevent it as if it was something new. Fraud, however, has always been here. It was there during the desktop era and it is here now in the mobile marketing world. Actually, it has become more intense and more sophisticated over the past 2 years. (more…)

Read More

Performance marketers of mobile non-gaming apps typically have mixed feelings when it comes to affiliate marketing.  The channel is based on the relationships between the advertiser and a publisher/affiliate. At times, this relationship is compromised with low quality, high volume traffic, but in other cases, there is a mutually beneficial exchange of quality users for revenue that allows both parties to grow with one another. (more…)

Read More

Users who love your app are of course the most powerful marketing agents. That’s why all product marketers aim for clear product-market fit, high NPS and the word of mouth organic lift that those two can produce.

Glowing app store reviews are the next best thing to strong word of mouth. Just about every viewer of an app store listing glances at the user rating and some reviews before tapping ‘Install’. At volume, positive reviews also can enhance your organic search results on the App Store and Play Store. (more…)

Read More

As companies make strides in their growth investments, it is important to prioritize reporting needs and resources to measure success. For growing mobile-first companies like Ibotta, accessing actionable, consistent and granular data is often challenging due to inconsistencies in acquisition source data or internal resource limitations. These challenges may lead to reporting trade offs for companies getting started, but it is possible to still drive growth.

In this post, we’ll address how the ultimate acquisition attribution solution may not be realistic for early mobile-first startups, and tips on how to achieve growth as you build for the future. (more…)

Read More

Acquiring new mobile users is great, but to really grow your mobile app – especially if it’s free-to-use – optimizing for user retention is priority number one. This is especially true with my company, CBS Sports Digital. The world of sports is action-packed, even when there aren’t any games on, and my job is to bring in users who regularly open the CBS Sports app to check scores, read news, and watch videos about the teams and sports they love.

The CBS Sports app has seen very positive growth since launched, but we still work obsessively to improve user retention rates. This post shares my top 3 tips for optimizing your user acquisition channels to increase user retention. (more…)

Read More