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This presentation was given by Sonamine at Mobile Gaming USA 2012 conference in San Francisco on May 11, 2012. It covers the overview of analytics, different vendors and implementation options.
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Mobile Analytics
Nick Lim [email protected]
Agenda
Why do we need analytics? Making sense of “analytics” Vendors, implementation options How to use analytics Case study – First time spender
conversion Case study – Retention
© 2009-11 Sonamine LLC. Confidential and proprietary
2012-14 trend - Games need CRM
Persistent player profiles Players pay you over time Connected games Free to play
Telecoms, banks, retailers have been doing this for a while now…
© 2009-11 Sonamine LLC. Confidential and proprietary
Types of analytics and adoption
© 2009-11 Sonamine LLC. Confidential and proprietary
Optimization What’s the best that can happen?
Predictions What will happen next?
Forecasting What if these trends continue?
Statistical analysis Why is this happening?
Alerts What just happened?
Query / drill-down Where is the problem?
Ad hoc reports How many, how often, where?
Standard reportsWhat happened?
Valu
e
Degree of Intelligence
Source: Competing on Analytics Davenport & Harris
FUTURE
PAST
Types of analytics and adoption
© 2009-11 Sonamine LLC. Confidential and proprietary
Optimization What’s the best that can happen?
Predictions What will happen next?
Forecasting What if these trends continue?
Statistical analysis Why is this happening?
Alerts What just happened?
Query / drill-down Where is the problem?
Ad hoc reports How many, how often, where?
Standard reportsWhat happened?
Valu
e
Degree of Intelligence
Source: Competing on Analytics Davenport & Harris
Automatic, machine learning
Human analyst and interactive
Types of analytics and adoption
© 2009-11 Sonamine LLC. Confidential and proprietary
Optimization What’s the best that can happen?
Predictions What will happen next?
Forecasting What if these trends continue?
Statistical analysis Why is this happening?
Alerts What just happened?
Query / drill-down Where is the problem?
Ad hoc reports How many, how often, where?
Standard reportsWhat happened?
Valu
e
Degree of Intelligence
Source: Competing on Analytics Davenport & Harris
Hundreds / thousands of variables crunched by machine
< 20 variables processed by human at one time
Other confusing terminology
© 2009-11 Sonamine LLC. Confidential and proprietary
OptimizationWhat’s the best that can happen?
PredictionsWhat will happen next?
User scoring, machine learning
ForecastingWhat if these trends continue?
Statistical analysisWhy is this happening?
User segmentation, machine learning
AlertsWhat just happened?
Real Time, monitoring
Query / drill-down Where is the problem?
Filtering, slice and dice, group by, page by
Ad hoc reports How many, how often, where?
Custom Segmentation, on-the-fly, cohort analysis
Standard reportsWhat happened?
Dashboards, cohort reports, Source: Competing on Analytics Davenport & Harris
Analytics + services providers
Actions• Optimizati
on• Predictions• Forecastin
g• Stats
Reporting• Alerts• Queries• Ad hoc• Canned
Analytics software
Analytics SaaS Services
© 2009-11 Sonamine LLC. Confidential and proprietary
Considerations for in-house tools
Pros Data control, no chance of player
cannibilization Flexible and customizable No added costs for multiple games
Cons Complexity High initial startup costs Maintenance costs
© 2009-11 Sonamine LLC. Confidential and proprietary
Considerations for SaaS
Pros Quick startup Deep functionality for pure play vendor Integration with “taking action” for services
vendors
Cons Many SaaS providers require co-ownership of data Possible player cannibalization by other
customers of SaaS vendor Linear cost increase with more games
© 2009-11 Sonamine LLC. Confidential and proprietary
Leveraging analytics
Change your behavior Better user acquisition sources Game design
Change player behavior (CRM) More effective targeting of monetization
campaigns More effective targeting of retention
campaigns
© 2009-11 Sonamine LLC. Confidential and proprietary
© 2009-11 Sonamine LLC. Confidential and proprietary
Case Study – Developer of realtime multiplayer social games for the casual market
Case Study – Developer of realtime multiplayer social games for the casual market
OpportunityGet more borderline converters to
actually make first-time-purchase
SolutionAnalyzed available game play data to
group players into 20 different conversion segment.
Sent email promotion to top segment with A-B test.
© 2009-11 Sonamine LLC. Confidential and proprietary
160% higher conversion rates for Sonamine compared to no promotion
© 2009-11 Sonamine LLC. Confidential and proprietary
No promo Sonamine promo
160%Higher
150% higher conversion rates for Sonamine compared to random promotion
© 2009-11 Sonamine LLC. Confidential and proprietary
Random promo Sonamine promo
150%higher
Additional value realized
Automated campaigns could increase new conversions by 10%
Additional revenue 5x greater than investment
© 2009-11 Sonamine LLC. Confidential and proprietary
Case study - Retention
© 2009-11 Sonamine LLC. Confidential and proprietary
Case Study – Retention
OpportunityGet more borderline churners to stay in game
SolutionAnalyzed available game play data to group
players into 20 different conversion segment.
Show in game promo to likely churners, using A-B test to gauge results.
KPIs are change in engagement metrics after 1 week of campaign.
© 2009-11 Sonamine LLC. Confidential and proprietary
Case study – Retention results
Accurate predictions. Pop up promotion increases retention, while not leaving
money on the table by offering promo to all players.
© 2009-11 Sonamine LLC. Confidential and proprietary
Avg level up / player Users with virtual transactions Monetized users
11%
72%
100%
-30%
-86%
0%
Sonamine promo Sonamine no promo
Next steps for you
What is the Return on Analytics? Improvement in revenue/cost/profit
from analytic decision Cost of all analytics = data collection,
tools, analysts, services Prioritize analytic efforts
Which type moves the needle, or highest ROA?
© 2009-11 Sonamine LLC. Confidential and proprietary
Sonamine predictive segments ConvertSoon™
Automated list of players most likely to make a first time purchase
ChurnSoon™ Automated list of players most likely to abandon
the game PurchaseMoreSoon™
Automated list of players most likely to purchase more items
InfluenceSoon™ Automated list of players most likely to influence
their friends.© 2009-11 Sonamine LLC. Confidential and proprietary