App Marketing – The new definition of exponential RoI

Author: Soumajit Bhowmik, Director of E-commerce at Capillary Technologies Ecommerce industry understands a few terms like the back of one’s hand - RoI or CIR, Conversion Rate, Customer Acquisition Cost, Customer Lifetime Value to name a few. Everything was nice and simple with the Desktop and Mobile Web was it not? You have organic channels which grow month on month and you have inorganic channels which yield revenue as per spends with improved RoI per channel (If you are optimizing the channel that is). But then came across a monster called App. With no respect for the elders, it shot up [...]