Mobile User Retention

Five characteristics of a viral product
By September 16, 2013 Read More →

Five characteristics of a viral product

Virality is a simple concept to grasp but is seldom implemented effectively. For one, very few products are conceived of as viral; this is often because marketing and product development are seen as being separated by a firewall and thus the marketing implications of a product’s chosen core use case are not considered. A marketing perspective (ie. […]

Why the retention profile is more useful than the churn metric in freemium
By April 8, 2013 Read More →

Why the retention profile is more useful than the churn metric in freemium

I’ve stated a number of times that, within the context of the freemium model, retention is the most important metric a product manager must track; in the Minimum Viable Metrics methodology, retention is the top-most of the top-line metrics. Retention is not only a proxy measurement for customer delight, but it’s also the input for […]

Minimum Viable Metrics for Mobile
By February 5, 2013 Read More →

Minimum Viable Metrics for Mobile

(Dashboard template can be found here; source code on GitHub here) In freemium mobile, my experience has been that the principles of the Minimum Viable Product as a product strategy are respected but sometimes necessarily abandoned because the concept isn’t perfectly transferable to mobile platforms. The MVP approach was designed for a platform (the web) that allows […]

Mobile first vs. Web first: Lessons learned from gaming
By December 12, 2012 Read More →

Mobile first vs. Web first: Lessons learned from gaming

It’s interesting to see the debate around mobile vs. web first erupt again for the consumer web (see here and here), as this topic was mostly put to bed in gaming about a year ago when the largest developers transitioned from Facebook to mobile. Zynga appears to be the last holdout on that front, as even Wooga is […]

Is day-one retention the most important gaming metric?
By October 30, 2012 Read More →

Is day-one retention the most important gaming metric?

I read this piece on GigaOM the other day about what VCs look for when investing in gaming start-ups, and this bit caught my eye: Hyatt’s number one metric for games that interest him as investment prospects: Day-one retention, i.e. whether new users come back the next day to play. This is an especially important way […]

The Lifetime Customer Value / Cost Per Acquisition spread
By October 9, 2012 Read More →

The Lifetime Customer Value / Cost Per Acquisition spread

The most fundamental concept in paid user acquisition, the Lifetime Customer Value / Cost per Acquisition spread describes how much profit each acquired user produces (the “spread” being the difference between the two values). But while the concept may be fairly simple to grasp, the actual calculation of these values can be nuanced. Many things […]

Who should
By September 4, 2012 Read More →

Who should "own" the Lifetime Customer Value calculation in a mobile company?

Lifetime Customer Value (abbreviated as LCV or LTV, depending on the organization) is defined simply as the present value of future revenues attributed to a user — basically, the present value of everything that a user will ever spend on a product or service. LCV is easy to calculate for some organizations — for instance, […]

Why I dislike the term
By August 31, 2012 Read More →

Why I dislike the term "growth hacker"

The term “growth hacker” has become ubiquitous on tech blogs and Quora over the past few months; it is meant to describe a marketer with coding skills who is singularly focused on userbase growth through testing-based iterative development.

What's the optimal business intelligence stack for a mobile gaming company? Part 1 of 2: The data
By July 19, 2012 Read More →

What's the optimal business intelligence stack for a mobile gaming company? Part 1 of 2: The data

Part Two I’ve written about how I think the business intelligence field is currently experiencing a bubble, but that doesn’t mean that I don’t value business intelligence; it simply means that I think that most companies fall down a technological rabbit hole when building out their business intelligence infrastructure, over-investing in systems that they don’t really […]

Calculating Lifetime Customer Value (LCV), Part 1 of 2: The model
By July 8, 2012 Read More →

Calculating Lifetime Customer Value (LCV), Part 1 of 2: The model

Part Two Understanding how much money your customers spend is the core of marketing strategy: you can’t acquire users if you don’t know how much they’re worth. Lifetime Customer Value (LCV, although I’ve seen it represented as CLV and LTV) as a dashboard-level metric provides critical insight into how a service monetizes.