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Monitoring the right metrics or KPIs is very important in performance marketing. But with the changing dynamics of user-behaviour and availability of advanced in-app analytics, new metrics are coming to light. This calls for a realignment of the marketing plan, which involves revisiting the marketing strategy, reallocating the budget, and also including additional parameters that need to be monitored. In…

With a worldwide revenue of $24.9 billion, the mobile game market is bent on crossing new milestones year after year.  In terms of market share, Asia, which is home to 1.2 Billion mobile gamers, dominates the mobile game world. At present, China, Japan and South Korea, together control 90% of this region’s total mobile earnings. Closely following the footsteps of…

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