Victor Ching

I am Co-Founder at Chinchin, trying to make it easier to find love. Find out more at http://chinchin.co

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How to do mobile marketing: target, measure, analyze

Recently, I heard from a colleague that Facebook Mobile Install Ads was performing terribly for them. This was a few weeks after I ran a test campaign on Facebook for Chinchin and found great results. I took a look at how they were setting up their campaigns and noticed a few areas for improvement.

There are articles everywhere discussing how we should be measuring customer acquisition cost (CAC) and lifetime value of users (LTV) when doing online marketing but there don’t seem to be many resources that truly get into the nitty gritty.

Target

Many seem to have the notion that performance based mobile marketing either works for you or it doesn’t but this isn’t necessarily true. If you have any experience with keywords ads on Google Adwords, you will know that some keywords work and some don’t. It’s not necessarily a matter of whether or not Google Adwords works for you or not but which...

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Making a mobile app? Iterate with mobile web first

There is a lot of talk about the Lean Startup in which you create a minimal viable product, get it in front of customers and iterate rapidly. With the Web, this process was much easier to implement as you could make one product and it would work cross platform. Sure, you have to support multiple browsers but it is no where near the burden of having to support two mobile OS’s, one of which has an approval process for every update, and a multitude of different devices and resolutions.

Although I had developed mobile apps in my job, I had yet to set foot on developing a mobile app on my own until Chinchin. Chinchin came about because I noticed many of my coworkers would set each other up on blind dates. While this is nothing out of the ordinary, it was interesting to see them show each other their Facebook friends list and find someone they found interesting.

Minimal Viable Feature

I...

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