Signal Loss has Made Attribution’s Blind Spots Too Large to Ignore
Somewhere between 30% and 40% of the conversions marketing teams used to be able to track are no longer visible to them. Marketing mix modelling is filling the gap it left behind.
The Top 10% of Apps Take 94.5% of Revenue. Here’s Why
Subscription revenue is more concentrated than ever, and the gap isn’t explained by better ideas — it’s explained by better decisions.
Measuring Marketing Value When Installs Don’t Paint the Full Picture
Only 26% of users return to an app after the first day, while just 7% remain active after 30 days, making early engagement central to mobile app growth.
What’s Driving Growth & Measurement in Europe’s App Ecosystem?
Growing app businesses in Europe have become more complex than ever. As privacy regulations, platform changes and evolving consumer behaviour reshape the mobile ecosystem, marketers are rethinking how they measure performance and drive long-term growth.
Push Notifications Have Become a Retention Risk
Less is more when it comes to push notification strategy. Poorly timed notifications accelerate fatigue and increase opt-outs. Several major platforms have begun linking notifications more closely to user behaviour. Here’s what we can learn from them
Why the Best Product Doesn’t Always Win
Unlocked Archives: Growth depends on making the product visible to the right audience, and rising acquisition costs, together with AI-driven marketing, are making positioning and distribution increasingly challenging.
The Psychology of Paying: Easing Users to Upgrades
Understanding why users say “yes” to paid tiers, subscriptions, or one-time purchases can help performance marketers craft smarter, more persuasive campaigns.
Beyond Installs: Smarter Segmentation Is the New Mobile Growth Lever
Beyond Installs: Smarter Segmentation Is the New Mobile Growth Lever In 2025, the battle for mobile growth won’t be won by just more users—but by knowing exactly which ones to talk to, when, and how. Here’s why segmentation and real-time behaviour are having a major moment. In early 2025, mobile marketers are facing a stark […]
AI-Powered Data Unification Drives Cross-Channel Growth
AI-Powered Data Unification Drives Cross-Channel Growth Personalisation expectations are evolving—consumers are more aware and no more demanding personalisation just for the sake of it. Consumers globally are developing a nuanced understanding of what personalised offers entail in terms of the data they must share in exchange. They are no more seeking “personalisation at all costs” […]
Maximising Mobile App Engagement in 2025
Maximising Mobile App Engagement in 2025 Marketers spend a hefty amount of their budgets on their mobile apps. In fact, according to research, the mobile app is one of the primary customer acquisition, engagement, or retention channels for 82% of marketers. However, it is disappointing that this application remains underutilised and fails to reach its full […]
