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

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Successful User Acquisition Strategies for Puzzle Games

Puzzle games have proved that very simple repetitive mechanics can be hugely profitable. A search for “puzzle” games in the App Store reveals over 2,000 results with the likes of Candy Crush Saga and Candy Crush Soda Saga at the top. Due to the immense popularity enjoyed by this genre, puzzle games have gone mainstream.

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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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Which Ad Format Drives The Highest User Engagement?

As ad technology evolves, so do mobile users and their interests. In order to drive user acquisition campaign performance, app marketers should align their strategies with the interests of target users. Ad creative can helps app marketers pique users’ interest and drive them to take action, whether it is installing an app, registering for an account, or making a purchase.

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Post-Install Optimization of App Marketing Campaigns

Most app marketing campaigns are focused on driving a large volume of app installs at the lowest possible cost. While this may be a good initial strategy, it must give way to more downstream focused strategies as the campaign matures. More savvy app advertisers are increasingly recognizing the folly of an install-focused approach and are instead exploring mechanisms for optimization of post-install events.

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Predicting Ad Click-Through Rate: Strategies For Incorporating State Dependence and Random Effects


Igor Raush
Software Engineer

The success of a mobile ad is determined by its ability to drive audience action -- typically measured by the click-through rate (CTR). Accurate prediction of CTR resulting from campaign actions is critical to the success of any mobile app advertising campaign.

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Celebrity Endorsement in Mobile App Marketing: Part 2

Celebrity endorsement might seem like a quick way of expanding the user base of your mobile app. But is it really worth it?

We recently had the opportunity to examine this question on a long running campaign for one of our gaming clients.

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Celebrity Endorsement in Mobile App Marketing: Part 1

Having a familiar face endorse your product is one of the fastest and easiest ways to create brand awareness. Besides getting recognition, the product (and your brand) also gain credibility.
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Impact of Creative Optimization on Campaign ROI

Every mobile app is unique. It is designed to satisfy its user’s needs in a way that is better than all other apps. And yet, some apps boast of a healthy ecosystem of hundreds of millions of users while others can barely get off the ground. What makes one app achieve user glory while another app falters?

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A Case for Multivariate Creative Optimization

For a long time, creative has been the holy grail of advertising. Something that is a pure art and cannot be quantified or optimized. Even with the proliferation of digital media and cheap computational power, optimization was something that was done after the ad creative was finalized. But this basic premise is being increasingly challenged.

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Come See Us at Casual Connect SF Booth 510!

As we often do for events, Aarki is pondering the discussions that await us at Casual Connect. Casual Connect is an event close to the pulse of everything  gaming, and we are proud to be sponsoring a booth again this year. Based on our own collections of where the app marketing industry is at we share a few high level discussion we think will shine bright at Casual Connect.


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