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It’s 2023. Big tech is going through its biggest round of layoffs since that sock puppet company went down. App Store revenues have shrunk for the first year ever and every mobile gaming company, the biggest driver of mobile app revenues, is struggling to stay afloat. Companies that made exits in 2021 and 2022 are …

An Introduction to Incrementality and Marketing Mix Modeling for the Attribution Addict Read More »

When developing a product, every team eventually reaches the point where they need to understand how the product performs when marketed to its target audience. This is an exciting and sometimes scary time for organizations. Often, this key milestone results in a CEO or GM hiring a marketing agency who builds one expensive creative and …

Setting Up Your Creative Process Like A Startup Read More »

If you operate a subscription product on mobile, SKAdNetwork has really torpedoed your measurement capabilities on iOS. While previously, you could look at early trial conversion data and then review performance on a cohort once the trial period was up to evaluate the number of new subscribers and revenue that was generated, you are now …

Configuring SKAN for a Subscription Product Read More »

Marketing is a key function for any business. It should serve as the arm that maintains an understanding of competitive products, audience segments, audience desires and how and where to reach customers and grow use of the product or products. Most businesses or business units start with product development and eventually reach a point where …

Are You Ready to Build a Marketing Team? Read More »

If you’re thinking about performance marketing, hopefully that means you’re ready to accelerate your growth rate. You may have impediments to your growth like your ability to rapidly scale your supply chain or your employees if you supply a service where one of your teams needs to scale linearly with your customer base. For the …

Setting Your Growth Rate Read More »

Defining and documenting key processes as an early step in building your performance marketing program will keep everyone aligned on responsibilities and the frequency with which updates are shared. When people know what to expect, there will be fewer interruptions in people’s workflows and fewer surprises and wasted budget. Documenting can feel like a waste …

Setting Up Key Processes for Performance Marketing Read More »

Measurement of performance marketing necessarily has to be custom to fit the needs of each individual business, but the following sections outline some key considerations to put you on the path toward properly measuring performance marketing for your business. Contents Product and Marketing Alignment Cross Platform Tracking Spend and Attribution Matching User Based Tracking Projection …

Setting Up Tracking for Performance Marketing Read More »

A quickstart guide to understand if your organization is ready to start performance marketing