Following our insanely popular series profiling the Mobile Heroes here on Mobile Presence, our
host Peggy Anne Salz catches up with Dennis Mink, VP Marketing at Liftoff, to discuss the
talents, background and appetite for app market and engagement data that define UA experts
and distinguish Mobile Heroes from ordinary app marketers. Drawing from the data Liftoff
released in its recent Mobile App Engagement Index - which breaks down the cost per action
(CPA) for apps in five major categories (Shopping, Finance, Gaming, Travel and Utility) - Dennis
and Peggy run through the myths and truths around where marketers should focus spend and
where they could be leaving money on the table.

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