Read thought provoking articles on the use of machine learning for improving mobile app marketing performance.


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Transfer Learning: An Approach for ROI Optimization

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CTR is loosely correlated with the quality of users. As a result, training models to optimize for clicks can lead to achieving high CTR but poor ROI. Transfer learning is one approach to optimize for quality users.

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Bayesian Approach to Transfer Learning: Predicting Rare Events

By Igor Raush, Software Engineer

An advertisement's click-through rate (CTR) is often used as an early indicator of its effectiveness; however, the ultimate goal of any campaign is to reach and acquire prospective customers. Unfortunately, the CTR is often weakly, or even inversely correlated with the quality of a user segment, as measured by the retention rate or ROI. As a result, training models to optimize for clicks can lead to wasting impressions on low-quality users, achieving high CTR but poor ROI.

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Leveraging Behavioral Cohorts for Mobile App Marketing

With more than 20,000 apps added to the app stores every month, it’s becoming increasingly difficult for brands to stand out from the crowd. Even if your brand manages to become one of the few apps used by mobile users every month, according to eMarketer, only 7% of users return to an app 30 days after they install it. In order to not waste the acquisition efforts, smart brands are using engagement strategies that are heavily driven by data analytics. 

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Understanding Dynamic Creative Optimization in Programmatic Advertising

As app marketers get savvier at collecting and leveraging data, the opportunities around personalization ad messaging, also known as dynamic creative optimization (DCO), are evolving. According to a study by eMarketer, nearly two-thirds of U.S. ad agencies are optimizing or customizing ad creative dynamically based on data. The primary goal for using DCO is to drive user engagement and clicks. To dive deeper into the topic, let’s first find out what DCO really is.

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Using Machine Learning to Predict Campaign Performance

Wouldn’t it be great if we could predict the performance of our next mobile app marketing campaign even before it starts?

More importantly, it would definitely be useful if we could identify the key aspects of a campaign that are most likely to drive its performance.

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Understanding Programmatic: Reserved and Unreserved Programmatic Direct

The traditional concept of advertising comes with a close relationship between advertisers and publishers. Many advertisers value this relationship. However, traditional direct deals cannot offer the scale, speed and efficiency of programmatic. This is due to the fact that traditional direct deals rely on human negotiations and manually inserting the orders which makes the process slow and inefficient, especially when dealing with hundreds of thousands of orders at a time.

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