Deniz Kekec

Imagine you’re driving traffic with your best-paid channels, yet your organic growth stagnates. It sounds counterintuitive but could be the key to unlocking more sustainable revenue. As the UA landscape becomes more competitive and user ID tracking becomes more challenging due to privacy changes, marketing teams are under pressure to be more data-savvy than ever. The need for deeper analysis of UA has driven many to explore advanced models like Marketing Mix Modeling (MMM) and Incrementality in hopes of better understanding platform algorithms and optimizing performance. MMM is a separate topic that requires its own discussion. In this post, I will focus on the basics of organic incrementality—how paid UA impacts organic growth and highlight key situations where reevaluating your testing strategy with a robust model could enhance your marketing efforts. Incrementality in Marketing: Incrementality measures the true impact of a marketing campaign or channel by assessing […]

Optimizing the LTV curve and conducting iterative testing are essential for ensuring sustainable growth in games. Even before achieving the desired profitability on this curve, the payback period plays a pivotal role. Payback analysis acts as an early validation tool for the LTV model, highlighting potential discrepancies between projected and actual user behavior. Moreover, a shorter payback period enables quicker recovery of marketing investments, paving the way for scaling efforts and sustained profit growth. Dynamics of LTV, CAC, as you all know:  It’s a fundamental financial principle to aim LTV that is higher than Customer Acquisition Cost (CAC) to ensure profitability in the long term. While this equation seems straightforward, it hides critical questions about its underlying components.  Games thrive on concurrent users—players who return frequently and are incentivized to spend. However, relying on extended user lifetimes carries inherent risks in marketing. When working with […]