Research shows acquiring a new customer is anywhere from 5X to 25X more expensive than retaining an existing one, so it certainly makes sense to do what you can to avoid spending time and cash trying to find new users. You have to keep the ones you have happy–and you have to make sure you are acquiring and retaining your most valuable users from the get-go. Our host Peggy Anne Salz from MobileGroove catches up with Lomit Patel, Vice President of Growth for IMVU, the social networking and chat app that allows users to create custom avatars, to discuss the data and traits that help you identify your biggest app advocates and users. Lomit, who has earned the title of Mobile Hero as chosen by Liftoff, also lifts the lids on his top three tips to successfully scale up campaigns on Google UAC by teaching Google’s machine learning systems to understand what you want and the price you’re willing to pay.