Would you like somedata withyour coffee?                      Caryl D Shaw                      @caryl_shaw
Hello
RestaurantsBusgirlWaitressBartenderCatering CookPrep CookLine Cook
Production Monkey                Advertising Tech Manager                    Operations Director                   Online ...
What does coffee haveto do with Analytics?
!"#$%&&()&$
Planting   HarvestingStoring/Processing                     !"#$%&&()&$    Preparing   Consuming    Enjoying
• Instrumentation• Reading the beans• Taking action
When do you addAnalytics to your game?          • After initial game design          • Before Alpha          • And before ...
Hey, is this thing on?• Do controlled tests early• Verify against another data source later• Don’t forget gameplay... ever.
Technical       Considerations• Use a data format that you can add to later  - like JSON• Pick a DB that allows you to add...
Pro tips!• Go to the source• Make it user-friendly• Smoke tests are your  friends• Have a contingency  plan for data spikes
• You just need the basics Light   • Small team, no dedicated resource         • Not basing decisions on Analytics        ...
Light• Focus on usage basics • DAUs/MAUs • New & Returning Users • Paying Users• Less about tracking and analyzing and mor...
Medium• Focus on analysis • Break users into cohorts • # of Sessions/Length of Sessions • User Funnel Analysis• Using anal...
Dark• Building your business around what you  learn from Analytics • Cross-game, cross-platform statistics    tracking • T...
Light                          Medium                                       Dark                                          ...
Breaking it down• Reach• Retention• Engagement• Revenue• Player Relations
Reach
ReachApp Store           Acquisition Path   Advertising ReportsDownloads                    Day-on-day         Cohort grou...
Reach
Retention
Retention# of Returning Users    # of Unique Devices      Lifetime value of a                        Sort by level        ...
Retention!" #" $" %" &" " (" )" *" !+" !!" !#" !$" !%" !&" !" !(" !)" !*" #+" #!" ##" #$" #%" #&" #" #(" #)" #*" $+" $!" $...
Engagement
EngagementLevel Distribution     Track # of Sessions     A/B Testingacross all stats                       Track Session  ...
Engagement
Revenue
RevenueARPU    Most Purchased       Revenue for social        Items                vs. independentARPPU                   ...
Revenue          $60,000          $50,000          $40,000Revenue                                                         ...
CustomerRelations
CustomerRelations
You have all this      information.What do you do with it?
`
Mojo purchases slowed  down on the feature    Percent paying and     ARPU decreasing
Results of changes               Hoorah!Ack!
Tuning for fun and profit•       Test your tuning levers!•       Can you:    •     Control the rates your customers earn XP...
Youranalyticsoptions
What is yourcore competency?        What do you        want it to be?
Build your own• Choose your own tech• Total control over your data• Scalability at will
Build your own• Choose your own tech• Total control over your data• Scalability at will
If you build it, hire       these people:• BRAINIACS• People who love to visualize data• Experts in scalability, who also ...
Free AnalyticsiOS, Android, WP, BB, J2ME App Developers:             52,000 Live Applications:          115,000 Devices pe...
• Schema-less like data model• Pattern-based data processing• Identifies patterns in massive data sets.
• What Zynga uses • Vertica is the backend software • Tableau is the visualization tool
Last words• Instrumentation is the easiest  thing to push off until late in  development. Don’t do that.• Know who your cu...
Thanks!          Caryl D. Shaw          @caryl_shaw
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With
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Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With

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This is a presentation I gave at the Montreal International Game Summit on November 2, 2011.

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  • This is by no means a complete list of all of the data you could look at and they don’t actually fit into boxes this neatly. \n
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  • Would You Like Some Data With Your Coffee? aka The Key Analytics You Should Start Every Day With

    1. 1. Would you like somedata withyour coffee? Caryl D Shaw @caryl_shaw
    2. 2. Hello
    3. 3. RestaurantsBusgirlWaitressBartenderCatering CookPrep CookLine Cook
    4. 4. Production Monkey Advertising Tech Manager Operations Director Online Team ManagerRestaurants Video Game ProducerBusgirl Live ProducerWaitress Tech & GamesBartenderCatering CookPrep CookLine Cook
    5. 5. What does coffee haveto do with Analytics?
    6. 6. !"#$%&&()&$
    7. 7. Planting HarvestingStoring/Processing !"#$%&&()&$ Preparing Consuming Enjoying
    8. 8. • Instrumentation• Reading the beans• Taking action
    9. 9. When do you addAnalytics to your game? • After initial game design • Before Alpha • And before DB design for your game is locked
    10. 10. Hey, is this thing on?• Do controlled tests early• Verify against another data source later• Don’t forget gameplay... ever.
    11. 11. Technical Considerations• Use a data format that you can add to later - like JSON• Pick a DB that allows you to add fields without downtime - like MongoDB• If you have lots of $$: consider Hadoop
    12. 12. Pro tips!• Go to the source• Make it user-friendly• Smoke tests are your friends• Have a contingency plan for data spikes
    13. 13. • You just need the basics Light • Small team, no dedicated resource • Not basing decisions on Analytics • Got a taste and wants moreMedium • Dedicated Analytics resource(s) • Considers data in decision-making • Deep Analytics use Dark • Dedicated Analytics team • Building business around Analysis
    14. 14. Light• Focus on usage basics • DAUs/MAUs • New & Returning Users • Paying Users• Less about tracking and analyzing and more about reporting
    15. 15. Medium• Focus on analysis • Break users into cohorts • # of Sessions/Length of Sessions • User Funnel Analysis• Using analysis to alter game features and content to shift player behavior and improve revenue
    16. 16. Dark• Building your business around what you learn from Analytics • Cross-game, cross-platform statistics tracking • Tracking long-term player behavior • Building smart algorithms to predict game economy shifts
    17. 17. Light Medium Dark • Advertising Reports • App Store Downloads • Acquisition Path • Cohort grouping Reach • # of App launches • Day-on-day comparisons • Realtime updates • New Registrations • Some demographic data • Extensive demographic data • Competitive analysis • # of Unique Devices • Sort by level distribution (if level • Lifetime value of a customer • # of Returning UsersRetention • # of Paying Customers based game) • Data broken down by Active vs. • Return rate break down (1 day, 3 Inactive day, 7 day, etc) • A/B Testing • Track # of Sessions • User Segmentation • Level Distribution across • Track Session DurationEngagement all stats • Track player behavior to resolve • Game Feature tracking - game currency, XP, etc • Tutorial Funnel behavior churn problems • Friend invites (and subsequent engagement) • Most Purchased Items • Revenue for social vs. • ARPU • Highest Grossing Items independent actions Revenue • ARPPU • First Purchase vs. Repeat • User path tracking to paying Purchase moment • Device Type • Debugging/Logging Statistics Player • Customer Service requests • OS Version • Cases opened Relations • Returns • • Refunds Social Media traffic metrics • • Cases closed Cases by type
    18. 18. Breaking it down• Reach• Retention• Engagement• Revenue• Player Relations
    19. 19. Reach
    20. 20. ReachApp Store Acquisition Path Advertising ReportsDownloads Day-on-day Cohort grouping# of App launches Comparisons Realtime updatesNew Registrations Some demographic Data Extensive demographic data Competitive Analysis
    21. 21. Reach
    22. 22. Retention
    23. 23. Retention# of Returning Users # of Unique Devices Lifetime value of a Sort by level customer# of Paying distribution (if levelCustomers based game) Data broken down by Active vs. Inactive Return rate break down (1 day, 3 day, 7 day, etc)
    24. 24. Retention!" #" $" %" &" " (" )" *" !+" !!" !#" !$" !%" !&" !" !(" !)" !*" #+" #!" ##" #$" #%" #&" #" #(" #)" #*" $+" $!" $#" $$" $%" $&" $" $(" $)" $*" %+" %!" %#" %$" %%" %&" %" %(" %)" %*" &+"
    25. 25. Engagement
    26. 26. EngagementLevel Distribution Track # of Sessions A/B Testingacross all stats Track Session User SegmentationTutorial Funnel Durationbehavior Game Feature Track player behavior tracking - game to resolve churn currency, XP, etc problems Social invitation tracking
    27. 27. Engagement
    28. 28. Revenue
    29. 29. RevenueARPU Most Purchased Revenue for social Items vs. independentARPPU actions Highest Grossing Items User path tracking to paying moment First Purchase vs. Repeat Purchase
    30. 30. Revenue $60,000 $50,000 $40,000Revenue Item C ($4.99) $30,000 Item B ($2.99) Item A ($0.99) $20,000 $10,000 $- 9/18/11 9/19/11 9/20/11 9/21/11 9/22/11 9/23/11 9/24/11
    31. 31. CustomerRelations
    32. 32. CustomerRelations
    33. 33. You have all this information.What do you do with it?
    34. 34. `
    35. 35. Mojo purchases slowed down on the feature Percent paying and ARPU decreasing
    36. 36. Results of changes Hoorah!Ack!
    37. 37. Tuning for fun and profit• Test your tuning levers!• Can you: • Control the rates your customers earn XP? • Control item costs and rewards? • Tune virtual currency to in-game currency ratios?• Do you have controls to help encourage longer session durations or multiple sessions?
    38. 38. Youranalyticsoptions
    39. 39. What is yourcore competency? What do you want it to be?
    40. 40. Build your own• Choose your own tech• Total control over your data• Scalability at will
    41. 41. Build your own• Choose your own tech• Total control over your data• Scalability at will
    42. 42. If you build it, hire these people:• BRAINIACS• People who love to visualize data• Experts in scalability, who also track the latest technology• People who love people
    43. 43. Free AnalyticsiOS, Android, WP, BB, J2ME App Developers: 52,000 Live Applications: 115,000 Devices per month: 330M Sessions per month: 19 B Events per month: 205 BAppCircle NetworkiOS and Android App Developers: 2,100 Devices per month: 150 M
    44. 44. • Schema-less like data model• Pattern-based data processing• Identifies patterns in massive data sets.
    45. 45. • What Zynga uses • Vertica is the backend software • Tableau is the visualization tool
    46. 46. Last words• Instrumentation is the easiest thing to push off until late in development. Don’t do that.• Know who your customers are• This is the science. Don’t let it ruin the art.
    47. 47. Thanks! Caryl D. Shaw @caryl_shaw

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