Finance-Driven Metrics for Mobile Publishers

In this video, we sat down with Martin Macmillan (  / martinmacmillan  ) from Mobile Finance Collective (https://mobile-finance-collective.mn.co/) to break down key concepts to help you become friends with your finance team and increase the profitability of your mobile publishing business.

Half-Life Metric: Borrowed from nuclear physics, this metric measures the time (in days) it takes for a user cohort to achieve 50% of their predicted LTV.
Cost of Capital: Explore the importance of opportunity costs and evaluating all financing options.
Time Value of Money: Understand why factoring in the time to achieve returns is critical for smart investments.
Shape of the LTV Curve: Learn how the duration and convexity of your LTV curve influence capital allocation.

By aligning finance and marketing, mobile publishers can make smarter, data-driven decisions to stay ahead in a competitive industry.