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Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
Social Gaming Metrics
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Social Gaming Metrics

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Introduction to social gaming analytics - what to measure, how it\'s measure, and some thoughts on how to iteratively improve. Talk given to Girl Geek Dinners - Philadelphia in July 2012.

Introduction to social gaming analytics - what to measure, how it\'s measure, and some thoughts on how to iteratively improve. Talk given to Girl Geek Dinners - Philadelphia in July 2012.

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  • Show of hands – what are the relative perspectives, what businesses, etc.
  • Show wide/thin and thick/breadth. Low-hanging fruit. Look for commonly used tricks – don’t reinvent the wheel there.
  • Show concentric circles
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    • 1. Social Games – Metrics that Matter Girl Geek Dinner #ggdphl 23 July 2012
    • 2. Today’s Topics2  Why is this topic important?  Which metrics & how to measure them (calculations & tools)  How do you know what’s good?  The two sides of metrics and reporting: for your investors, and for you  How to iteratively improve them  The importance of prioritization (c) 2012 Sepiida - Proprietary & Confidential
    • 3. A bit about me3  15 years in Internet/E-commerce/Technology Product Management – most of it in San Francisco  Led product for several startups  One funded by Benchmark, sold to AT&T/YellowPages.com  Another spun out of Microsoft Ventures in social networking  Most recently VP, E-commerce Nutrisystem ($750mil+ in revenue, most of it online)  Search and advertising, B-to-B and B-to-C platforms, telephony, social networks, gaming, online marketing  Currently Founder & CEO of Sepiida  Clients include Zynga, Haymarket Media, Coveroo, JumpRamp Games, Ryzing  BA Politics (NYU), MS Computer Science (Stanford) (c) 2012 Sepiida - Proprietary & Confidential
    • 4. Why is this topic important?4  People think of gaming as creative - it is!  Just like with any interface-enabled product or technology, there is a business behind it  “Nowadays” business is measured through data and metrics  Big social gaming studios like Zynga think of themselves as analytics companies: http://on.wsj.com/nJsdT9  Great designers have a strong sense of, and respect for, data and analytics  Investors care about the metrics (c) 2012 Sepiida - Proprietary & Confidential
    • 5. So, what are these metrics?5  Game-agnostic Metrics  DAU, WAU, MAU  D1, D7, D30 Retention (and so on…)  DAU/MAU  Installs/DAU  K-factor  ARP/DAU  Game-specific Metrics (c) 2012 Sepiida - Proprietary & Confidential
    • 6. Metrics: DAU, WAU, MAU6  DAU = Daily Active User  WAU = Weekly Active User  MAU = Monthly Active User  Active User – someone with a session in a given time period  Many game-hosting platforms (Yahoo, Facebook, Google, etc.) provide this data  publicly!  You should reconcile against your own DB  How valuable is a “session”? Does this metric matter? (c) 2012 Sepiida - Proprietary & Confidential
    • 7. Metrics: D1, D7, D30 Retention7  “D” = Day  D0 is the day the user first installs the app  D1 is the next day, D7 the 7th day after, and so on  Two ways to compute:  On the day (industry standard)  Within the period (more helpful for running your biz)  Need to compute this from your DB  Use this for cohort analysis as you change features (c) 2012 Sepiida - Proprietary & Confidential
    • 8. Metrics: DAU/MAU8  DAU divided by MAU  If this value is 1, then all of the people who logged in over the course of the past 30 days also came every day within that 30 day period  highly retentive game  If this value is close to 0, people are not using this anywhere near daily (c) 2012 Sepiida - Proprietary & Confidential
    • 9. Metrics: Installs/DAU9  An Install is a new user to your game  # of Installs on that day divided by the DAU for that day  This is a measurement of how many new users you are getting  But you don’t want this to be close to 1 (especially well after launch)  Thismeans that people aren’t coming back  Unless you can explain it with big acquisition marketing efforts (c) 2012 Sepiida - Proprietary & Confidential
    • 10. Metrics: K-factor10  Measures the virality of your social game  Viral channels are: emails, social network communication channels, other user-shared links/entry points  One standard way to measure: Viral Installs / Total Installs  Metric is beholden to the tempers of the platform you are running on (c) 2012 Sepiida - Proprietary & Confidential
    • 11. Metrics: ARP/DAU11  Average Revenue Per DAU  Revenue generated per day / DAU for that day  In the end, you have to make money! (c) 2012 Sepiida - Proprietary & Confidential
    • 12. Metrics: Game-specific KPIs12  After all the standard ones, you should have a list of metrics you are monitoring within your specific game  What makes sense for one game doesn’t for another  Ifyou have a social building feature, there are metrics relevant to that  A decorating game would have others  Track a lot, but deeply monitor a few (c) 2012 Sepiida - Proprietary & Confidential
    • 13. Metrics: Tools for tracking13  Need to capture the data in your DB  Better to do this from the beginning, as you build each new feature. THINK DATA.  Simple DB queries can help, but that gets old soon.  Tools like Kontagent are big-ticket resources for social gaming analytics. We also like RJ Metrics for this.  It’s all about database analytics that contain behavioral and transactional data. (c) 2012 Sepiida - Proprietary & Confidential
    • 14. What’s a good value for a metric?14  It depends   On the state of the social network platform you’re running on  On the nature of your particular game  On where you are in your evolution  On what you need to succeed as a business  On the state of the industry (c) 2012 Sepiida - Proprietary & Confidential
    • 15. Good values for metrics (cont’d)15  Need to look at your own business deeply – connecting one metric with another to draw conclusions  For example, let’s say MAU is growing really nicely. DAU is flattish.  What does that mean?  It means you have a lot of churn.  Is that bad or good?  The answer to that is in the eye of the beholder! (c) 2012 Sepiida - Proprietary & Confidential
    • 16. Good values for metrics (cont’d)16  Beware of researching benchmarks  You’ll get every possible answer if you read online  Older news is old news  Talking to people – they usually inflate  Figure out WHAT YOU NEED (c) 2012 Sepiida - Proprietary & Confidential
    • 17. Investors!17  They want data  They are talking to their friends who have data  But what data?  Typically, what you need to be looking at to actively manage your business is pretty different than what the investors want to look at  For example, what are you supposed to do with the DAU metric when it’s flat??  Takes much deeper set of analytics to fix it  But the investor just wants to see DAU growing  Have an investor dashboard and then have an internal set of analytics/reports  Keep them separate! (c) 2012 Sepiida - Proprietary & Confidential
    • 18. Improving your metrics by using18 data  It starts with capturing the data  Go for breadth, go for depth  Part of every feature design needs to be data  Don’t debate too much – A/B test lots of things  If you’re sophisticated enough, tools like Bees & Pollen can be interesting for going beyond A/B  When you find a top-line metric under-performing, understand its component parts  Go deep on data  Beware of looking at how other games do a particular mechanic or feature  Be ready to kill features and/or abandon optimization  Beware of “killer features”   Most big metrics improvements we’ve achieved have occurred through low- cost optimizations rather than high-cost feature development (c) 2012 Sepiida - Proprietary & Confidential
    • 19. Prioritization19  With all this data, you can drown  Key is PRIORITIZATION!  If you’re having trouble with D1 retention, don’t worry about features that are used by more advanced users  Determine which features are used by whom by looking at data – not based on your opinion  You’re not going to make a dent in ARP/DAU if you can’t get people to come back for a second day! (c) 2012 Sepiida - Proprietary & Confidential
    • 20. Questions?20 (c) 2012 Sepiida - Proprietary & Confidential
    • 21. Contact Info21 Anita Garimella Andrews Founder & CEO – Sepiida @agarimella anita@sepiida.com 215.600.4987 @websepiida http://www.sepiida.com (c) 2012 Sepiida - Proprietary & Confidential

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