• Understand and Measure Mobile Customer Lifetime Value

    3 monthes ago - By Apptentive

    Does a low cost per install mean you should pour all your marketing dollars into paid acquisition? Does a high average revenue per user mean your app's sitting pretty in the black? The answer to either question is an unequivocal no.
    When evaluating the health of their mobile apps, many marketers automatically turn toward ARPU and CPI. But while it may be common practice, relying on these two metrics alone provides just one side of the picture. What's missing is a holistic understanding of the customer.
    This understanding boils down to a single metric, known in the world as Customer...
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