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.


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...

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