Non-Financial Metrics, DAU, MAU, and DAU/MAU: An Integrative Framework and Analysis

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dc.contributor.advisorPeter Fader
dc.contributor.authorLee, Katherine
dc.date2023-05-18T02:46:41.000
dc.date.accessioned2023-05-22T23:10:10Z
dc.date.available2023-05-22T23:10:10Z
dc.date.issued2022-01-01
dc.date.submitted2022-06-04T09:16:11-07:00
dc.description.abstractThis thesis proposes a framework for classifying various applications of daily active users (DAUs), monthly active users (MAUs), and their ratio (DAU/MAU) to evaluate company performance. The metrics are reported widely in financial filings across a number of industries, including social media and gaming, and are thus frequently cited in equity research. As a result, investors rely on these non-financial metrics to guide investment decisions, highlighting the importance of the metrics in investing and evaluating companies. However, there is a general lack of understanding regarding how to interpret such metrics, evidenced by the fact that there is very little published research about the topic. Perhaps due to the opaque definitions and interpretations of such metrics, there have been numerous litigations initiated by shareholders, arguing that omitting DAU and MAU metrics from financial filings is concealing material information. To address the discrepancy between the significance of DAUs, MAUs, and the DAU/MAU ratio in finance and the lack of understanding of the metrics, my thesis proposes an organizational framework that classifies various applications of DAU, MAU, and the DAU/MAU ratio to help improve investor understanding of the metrics, comment on potential ways to improve reporting standards for non-financial metrics, and clarify their role in litigation.
dc.identifier.urihttps://repository.upenn.edu/handle/20.500.14332/37817
dc.legacy.articleid1120
dc.legacy.fulltexturlhttps://repository.upenn.edu/cgi/viewcontent.cgi?article=1120&context=joseph_wharton_scholars&unstamped=1
dc.source.issue119
dc.source.journalJoseph Wharton Scholars
dc.source.statuspublished
dc.subject.otherdaily active user
dc.subject.othermonthly active user
dc.subject.otherDAU
dc.subject.otherMAU
dc.subject.othernonfinancial metric
dc.subject.otherFinance and Financial Management
dc.subject.otherMarketing
dc.titleNon-Financial Metrics, DAU, MAU, and DAU/MAU: An Integrative Framework and Analysis
dc.typeDissertation/Thesis
digcom.contributor.authorisAuthorOfPublication|email:ckl@wharton.upenn.edu|institution:University of Pennsylvania|Lee, Katherine
digcom.identifierjoseph_wharton_scholars/119
digcom.identifier.contextkey29543086
digcom.identifier.submissionpathjoseph_wharton_scholars/119
digcom.typethesis
dspace.entity.typePublication
relation.isAuthorOfPublication290bea82-81e4-4ecb-8536-cd54a1e03a52
relation.isAuthorOfPublication.latestForDiscovery290bea82-81e4-4ecb-8536-cd54a1e03a52
upenn.schoolDepartmentCenterJoseph Wharton Scholars
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