jason lee | sr. manager, customer success apac actionable analytics: user economics in game...
TRANSCRIPT
- Slide 1
- Jason Lee | Sr. Manager, Customer Success APAC Actionable Analytics: User Economics in Game Development
- Slide 2
- 2 What is Kontagent?What is Kontagent? What is data driven development?What is data driven development? User Economics: The A.R.M. ModelUser Economics: The A.R.M. Model Deep Data ExplorationDeep Data Exploration Q&AQ&A AGENDA
- Slide 3
- 1 WHAT IS KONTAGENT? We are the leading user analytics platform for the social and mobile web. User-Centric Data AccessibilityDomain Expertise
- Slide 4
- 1000s of Apps Instrumented Over 60 Billion Events/Mo Tracked 200M+ MAUs tracked Track $1 of every $4 spent in the social gaming industry 3 Kontagent Facts Founded in 2007 100+ employees and growing Locations around the globe
- Slide 5
- What is data driven development? 5
- Slide 6
- User Economics The A.R.M. Model 6 Track users from point of acquisition through monetization Acquire quality users at lowest cost Keep users engaged as long as possible Get them to spend as much as possible
- Slide 7
- A.R.M. - Acquisition Identify profitable user segments acquire as many at the lowest cost possible CAC Retention ARPU * All of the above per channel and per campaign 7 GOAL WHAT TO MEASURE
- Slide 8
- 6 Acquisition: Analyze in-game behavior to optimize ad spend
- Slide 9
- A.R.M. Retention (and Engagement) Increase user lifetime playing games highly retained and engaged customers are worth more Avg. Session length and # of Sessions per day DAU / MAU (Stickiness) In-app funnel conversion 1, 7 and 30 day Retention 9 GOAL WHAT TO MEASURE
- Slide 10
- 6 Retention: Retention rates important to monitor But need to dig deeper to take action on data collected
- Slide 11
- 6 Retention: Measure the actions that drive your game
- Slide 12
- 6 Retention: Optimize user paths at key conversion points
- Slide 13
- A.R.M. Monetization Harvest retained users maximize lifetime value of users over games lifecycle Points of user monetization A/B Test currency bundles % Paying Users (PPU) ARPU & ARPPU 13 GOAL WHAT TO MEASURE
- Slide 14
- 6 Monetization: Identify trends in PPU, ARPU and ARPPU
- Slide 15
- 6 Monetization: Optimize when users monetize
- Slide 16
- 6 Monetization: A/B Test payment methods and packaged bundles
- Slide 17
- Data Exploration Gain competitive advantage by exploring edge cases and deep user behaviors specific to your games Cross-app / Cross-platform user behaviors Whale analysis identify high spenders Custom LTV models 17 GOAL WHAT TO MEASURE
- Slide 18
- 6 Data Exploration: Ad hoc queries across entire collected data-set
- Slide 19
- Conclusion 19 Continually collect and analyze data to validate design decisions Identifying trends is important but taking action requires deep understanding of game specific data
- Slide 20
- QUESTIONS? 20