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Jason Lee | Sr. Manager, Customer Success APAC

Actionable Analytics: User Economics in Game Development. Jason Lee | Sr. Manager, Customer Success APAC. AGENDA. What is Kontagent? What is data driven development? User Economics: The A.R.M. Model Deep Data Exploration Q&A. WHAT IS KONTAGENT?

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Jason Lee | Sr. Manager, Customer Success APAC

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  1. Actionable Analytics: • User Economics in Game Development • Jason Lee | Sr. Manager, Customer Success APAC

  2. AGENDA What is Kontagent? What is data driven development? User Economics: The A.R.M. Model Deep Data Exploration Q&A

  3. WHAT IS • KONTAGENT? • We are the leading user analytics platform for the social and mobile web. • User-Centric Data • Accessibility • Domain Expertise 1

  4. Kontagent Facts • Founded in 2007 • 100+ employees and growing • Locations around the globe • 1000’s of Apps Instrumented • Over 60 Billion Events/Mo Tracked • 200M+ MAUs tracked • Track $1 of every $4 spent in the social gaming industry 3

  5. What is data drivendevelopment?

  6. User Economics – The A.R.M. Model • 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

  7. A.R.M. - Acquisition GOAL WHAT TO MEASURE Identify profitable user segments – acquire as many at the lowest cost possible CAC Retention ARPU * All of the above per channel and per campaign

  8. Acquisition:Analyze in-game behavior to optimize ad spend 6

  9. A.R.M. – Retention (and Engagement) GOAL WHAT TO MEASURE 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

  10. Retention:Retention rates important to monitor But need to dig deeper to take action on data collected… 6

  11. Retention:Measure the actions that drive your game 6

  12. Retention:Optimize user paths at key conversion points 6

  13. A.R.M. – Monetization GOAL WHAT TO MEASURE 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

  14. Monetization: Identify trends in PPU, ARPU and ARPPU 6

  15. Monetization: Optimize when users monetize 6

  16. Monetization: A/B Test payment methods and packaged bundles 6

  17. Data Exploration GOAL WHAT TO MEASURE 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

  18. Data Exploration:Ad hoc queries across entire collected data-set 6

  19. Conclusion Continually collect and analyze data to validate design decisions Identifying trends is important – but taking action requires deep understanding of game specific data

  20. QUESTIONS?

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