Installs Are Up. Retention Is Down. Now What? 🤔

A closer look at the shift from install-focused growth to retention-led strategy, from conversations at App Growth Summit Africa.

Feb 17 • Joy Badaaftu

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January 2026

How Incrementality Testing Can Rescue Your Marketing Spend 💰

What happens when you flip the switch? A guide to incrementality for the modern marketer.

Jan 23 • Joy Badaaftu

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So… Who Are You Really Marketing To Now? 👀

Humans, algorithms, or AI agents? A clear-eyed recap of 2025 and the new rules for 2026.

Jan 9 • Joy Badaaftu

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December 2025

Stop Judging Creatives by ROAS at First Sight 🙅🏾

The key metrics you shouldn’t ignore before deciding to cut a creative too soon.

Dec 10, 2025 • Joy Badaaftu

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November 2025

So… We’re Still Celebrating Installs? 👀

A straight-to-the-point recap of App Growth Summit Africa and the big shifts brands can’t ignore.

Nov 28, 2025 • Joy Badaaftu

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Choosing SEO Keywords Just Got Easier (Thanks to This Framework)

keyword targeting is the backbone of every SEO strategy. But getting it right the first time is what truly sets you apart

Nov 10, 2025 • Joy Badaaftu

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October 2025

Forget Keywords. Google Wants to Talk 🗣️

The biggest update in 25 years is here, and it’s about to change how people discover brands online.

Oct 28, 2025 • Joy Badaaftu

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Catch us if you can: Lagos → Nairobi → Cape Town ✈️

Three cities. Three conversations. One goal: to unlock smarter growth across Africa.

Oct 14, 2025 • Joy Badaaftu

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Instagram SEO 101: Everything You Need to Know 🤝🏾

Welcome to your latest edition of Welcome Tomorrow Insights, your go-to source for the latest in growth marketing strategies and impactful industry…

Oct 1, 2025 • Joy Badaaftu

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September 2025

How to Nail Your Q4 2025 E-commerce Campaign 🛍️

Welcome to your latest edition of Welcome Tomorrow Insights, your go-to source for the latest in growth marketing strategies and impactful industry…

Sep 26, 2025 • Joy Badaaftu

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The Growth Lesson Hidden in a Trillion Dollar Note 💸

Welcome to your latest edition of Welcome Tomorrow Insights, your go-to source for the latest in growth marketing strategies and impactful industry…

Sep 8, 2025 • Joy Badaaftu

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August 2025

How to Ethically Spy on Your Competitors’ Ads 🕵🏽‍♀️

Welcome to your latest edition of Welcome Tomorrow Insights, your go-to source for the latest in growth marketing strategies and impactful industry…

Aug 21, 2025 • Joy Badaaftu

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