data-driven design. you’ve got the data, so, now what? - aaron huang - kontagent
DESCRIPTION
Now that you have the data, what's the plan? Using customer data to understand and optimize your social or mobile game can produce huge returns. But, there are also dangers of relying too heavily on data without the proper level of controls, data science and overall process. Fortunately, there are now tools, technology and talent available in the market that are enabling forces for studios who want to be more data-driven. This session will analyze what it takes to become a data-driven organization, and look at some lessons learned from our experience working with some of the top grossing social and mobile game studios.TRANSCRIPT
AARON HUANG, Head of Product Marketing
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DATA-DRIVEN
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BEGINNER
Data-Driven Development:A Phase Based Approach
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Acquire
Engage
Monetize
Build Audience
Launch
Phase
Collect and
Maintain
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Beta Testin
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(and mobile)
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CASE STUDY: Align Marketing, Product, Design & Development
What is the Issue?
Exec
Retention is trending down!
CASE STUDY
Day 1 Retention is Dropping
CASE STUDY: Align Marketing, Product, Design & Development
Where is the Issue?
Tutorial completions: existing playersTutorial completions:
new players
Product Mgmt/ Developer
CASE STUDY
New incoming users from a new marketing source are NOT completing the tutorial at a rate comparable to
existing players.
CASE STUDY: Align Marketing, Product, Design & Development
Isolate and optimize.
Optimize Drop-off %’s
Increase tutorial completion rate for new players to
increase retention
Product Mgmt/ Developer
CASE STUDY
1. Funnel analysis and drop-off optimization on the tutorial.
CASE STUDY: Align Marketing, Product, Design & Development
Isolate and optimize.
Marketer
CASE STUDY
2. Decrease or Eliminate spend on the new marketing channel
CASE STUDY:A FALSE POSITIVE
% Paying Users is Trending Up…
But ARPU & ARPPU is trending down…!
Find the ‘Sweet Spot’ to maximize revenue and profit
CASE STUDY
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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EXPERTISE:We Help You On Your Roadmap to Success
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
