Incipia blog

Tag: mobile marketing
Total posts: 19

Facebook Lookalike Audience Saturation Part 2

Gabe Kwakyi | July 17, 2018

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

scott@incipia.co | July 9, 2018

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

Gabe Kwakyi | July 2, 2018

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?

Daniel Zaharia | June 26, 2018

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

Gabe Kwakyi | June 18, 2018

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

Gabe Kwakyi | June 11, 2018

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. ...

Re-Post: Algorithmic marketing introduces a new era of mobile ad targeting

Gabe Kwakyi | June 9, 2018

This guest post was originally posted on MobileDevMemo. While it would appear at cursory glance that human marketers are being replaced or transformed into designers as a ...

Why Algorithmic Marketing is a Good Thing for Mobile Marketing

Gabe Kwakyi | May 5, 2018

This post is a summary of a presentation by Gabe Kwakyi at the 2018 App Growth Summit event in New York, NY. You can find the slides here. This post is part 1 and focuses on ...

App Promotion Done Smart: 6 Easy Tips to Get More Visibility

Lesia Shyshko | February 20, 2017

Promoting your app is not easy, considering all the competition. The Apple App Store, for example, grows by over 1,000 apps per day. With so much competition, how can you ...

Calculating True Mobile Marketing ROAS Using Cohort Analysis

Gabe Kwakyi | February 2, 2017

Are you having difficulty getting a true picture of how effective your advertising budget is being deployed? Watch this video to see how you can use weekly (or monthly) cohort ...