#36: How to increase app retention with Darren Last, Digital Transformation Consultant at Shell - a podcast by Business of Apps

Retain or not retain? That’s the question when it comes to app retention -the most important metric that app marketers and publishers  focus on today. Generally speaking, on average it costs up to 7x to find a new custom than to retain an existing one. So for app marketers it means if they succeed in retaining their app users, they are better off to spend their marketing budget more efficiently and increase their app business ROI. Today’s guest is Darren Last, Digital Transformation, Marketing, and Delivery Consultant at Shell Global. Shell’s mobile apps drive loyalty rewards and utility convenience. Fill up on coffee or fuel, and get going! Today’s Topics Include: ?? Banks to Websites: Darren wanted to be a day trader but shifted to

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