If you build it they may not come. If you promote it, you may not retain them. If you retain them, you may never make money. With over 20,000 apps added to app stores each month, to remain competitive, a skillful approach to running an app business is required - and it all needs to be measurable. In an industry where there is no standardized tracking method, many mobile app marketers still face challenges in measuring and and reporting on actionable results of their app campaigns This session will highlight the key elements in a success mobile app marketing campaign: discoverability, advertising, attribution, and monetization.