Ok. A quick recap of the app marketing industry history. There was a time, circa 2008 - 2016, when all marketers were going out of their way to acquire as much installs for their apps as possible. Pretty much everyone was playing that game. Then came the moment when marketers realized that if they don’t retain their users as they acquire them, they can not build a sustainable app business. Right, it’s no brainer for you now but back than it took time for people to shift their mentality.

Ever since we’ve been hearing about mobile app users churn and how to deal with it, LTV (I’m sure you know it stands for Live Time Value) became a really important metric.

But if I ask you today “What is TTV?” No, I don’t mean Twitch TV. Ok, today Jeremiah will help us to expand your marketing vocabulary.

• Jeremiah's background

"The reason why that's so important is we capture them right at that moment that's the most pivotal for them. They can sign up and they can send a notification free of charge to the service member, to their family members about the opportunity to use Sandbox to write letters while they are there. So because of that, can sort of insert ourselves into a process that already happens, which helps us optimize that. And the real value is that supporter gets to see those weekly updates."

"The way we primarily measure this is TTV  (time to value). We really did a lot of testing early last year and how do we optimize for first purchase, which we would consider time to value. And how do we do that in the least amount of time? And really that's kind of by optimizing the onboarding process, getting all the information that we need for somebody before they ever even sign up for the app."

Business Of Apps - connecting the app industry since 2012