Incipia blog
A Framework for Predicting Mobile Marketing Profitability
Posting the slides from a presentation given at App Growth Summit SF. In it, I explain how to use Excel’s scatter plot trend line equations as a framework to predict ...
What KPI To Use For Measuring Mobile Marketing Profitability
This post was written to help bring more clarity to mobile marketers who want to find a KPI for analyzing profitability from marketing campaigns. In case you haven’t got ...
How Do Ad Attribution Conversion Windows Work?
What is an ad attribution conversion window and how does it work? In short, ad attribution is the way in which ads from different marketing channels (e.g. Pinterest) are ...
How Do Mobile Advertising Auction Dynamics Work?
Every single time a person opens a website or application that is ad-monetized, a new auction is initiated to determine which advertiser will be able to serve the user an ad. ...
Facebook Lookalike Audience Saturation Part 2
This article picks up from where part 1 left off. Now that we know why lookalike saturation occurs, we can discuss how to address it, by either reversing it or optimizing ...
Intro to Forecasting Lifetime Value for Mobile Apps
What is LTV? LTV, or the Lifetime Value of a user, is a powerfully informative metric whose purpose is to give decision makers an idea as to what a new user’s monetary worth ...
All About Creatives for Universal App Campaigns
Why Good Creative is Important for Universal App Campaigns The AdWords PPC auction pioneered and popularized the modern, second-price auction, in which advertisers do not pay ...
What is Cohort Reporting Crystallization?
Investment bankers and performance marketers are more similar than one might think at first glance. In both industries the best bankers and marketers are highly competitive, ...
Facebook Lookalike Audience Saturation Part 1
This post encapsulates some theories as to why marketing performance may suddenly decline after running a particular audience for some time, and if so how to address this ...
Understand Google Universal App Campaigns With 5 Diagrams
Having a hard time getting UACs to work properly? Read this post to increase your understanding of how UACs operate, and which best practices are critical to success. ...
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