Applying Big Data to Flow Theory

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  • 1. © 2014 Datameer, Inc. All rights reserved. Big Data & Flow Theory @StefanGroschupf
  • 2. © 2014 Datameer, Inc. All rights reserved.
  • 3. © 2014 Datameer, Inc. All rights reserved.
  • 4. Problem
  • 5. © 2014 Datameer, Inc. All rights reserved. Attention < 8s
  • 6. © 2014 Datameer, Inc. All rights reserved. AD…
  • 7. © 2014 Datameer, Inc. All rights reserved. Gaming > 7 hrs
  • 8. © 2014 Datameer, Inc. All rights reserved. Efficiency
  • 9. © 2014 Datameer, Inc. All rights reserved. Eyeballs == $$$
  • 10. FLOW
  • 11. © 2014 Datameer, Inc. All rights reserved. Mihaly Csikszentmihalyi
  • 12. © 2014 Datameer, Inc. All rights reserved. Happiness?
  • 13. © 2014 Datameer, Inc. All rights reserved.
  • 14. © 2014 Datameer, Inc. All rights reserved. 114 bit/s
  • 15. © 2014 Datameer, Inc. All rights reserved. Skills Challenge low high high Boredom Relaxation Apathy Worry Anxiety Arousal Control Flow
  • 16. © 2014 Datameer, Inc. All rights reserved. Completely involved – focused, concentrated…! Sense of ecstasy—of being outside everyday reality…! Great inner clarity—knowing what needs to be done…! Knowing activity is doable—adequate skills…! Sense of serenity—no worries about oneself…! Timelessness—hours seem to pass by in minutes…! Intrinsic motivation—whatever produces flow becomes its own reward… Definition
  • 17. © 2014 Datameer, Inc. All rights reserved. Flow! Channel Skills Challenge low high high Boredom Anxiety
  • 18. Game Flow
  • 19. © 2014 Datameer, Inc. All rights reserved. World/Task 1 World/Task 2 World/Task 3 Flow! Channel Skills Challenge
  • 20. © 2014 Datameer, Inc. All rights reserved. Average User
  • 21. © 2014 Datameer, Inc. All rights reserved. A/B Testing
  • 22. © 2014 Datameer, Inc. All rights reserved. AverageHardcore Novice
  • 23. © 2014 Datameer, Inc. All rights reserved. Iterative Adjusting Loop Flow Adjustment Player Player! Data Monitoring! System Analytics System System! Data Analytics! Result Game! System Adjust! Experience
  • 24. Data
  • 25. © 2014 Datameer, Inc. All rights reserved. Events {! "timestamp": 1324830675.076,! "status": "200",! "UUID": 45234532454545780,! "host": “ord2.cl4.company.com”,! "word": "y2",! "remote_host": "50.57.61.4",! "event": { name : “world.version.action” value : 250 location: … }! ...! }
  • 26. © 2014 Datameer, Inc. All rights reserved. Pull vs. Push
  • 27. © 2014 Datameer, Inc. All rights reserved. Data Prep Raw Data Filter By Event Virality Monetization Engagement
  • 28. © 2014 Datameer, Inc. All rights reserved. Measure Flow Challenge Reward over time
  • 29. © 2014 Datameer, Inc. All rights reserved. Cluster Behavior
  • 30. © 2014 Datameer, Inc. All rights reserved. Decision Tree
  • 31. Results
  • 32. © 2014 Datameer, Inc. All rights reserved. Adjust Challenge
  • 33. © 2014 Datameer, Inc. All rights reserved. Adjust Gamer Mix
  • 34. © 2014 Datameer, Inc. All rights reserved. Engagement
  • 35. © 2014 Datameer, Inc. All rights reserved. Increased Conversation
  • 36. www.datameer.com! @Datameer