LTV- Lifetime Value - Prediction in Casual Gaming by DMG- DSNR Media Group

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  • Better title
  • MEANS: prediction problem: We either go broad with low acquisition cost target  low volumes and missed opportunities Or we find way to predict LTV and adjusting ACT accordingly  higher cpa for higher ltv
  • Pre-click – some ad servers offer in their pixel type LTV Some post click optimization platforms

Transcript

  • 1. RESULT-BASED ADVERTISING FOR CASUAL GAMING
  • 2. THE PROBLEM
    • Customer value is built slowly
    • Different customers have different values
    How to predict customer’s value or Lifetime Value- LTV ? $ $$ $$$
  • 3. THE CHALLENGE Lifetime Value-LTV Prediction Not only who is worth what… but also, how to distinguish between them
  • 4. THE KEY If we are able to predict LTV, based on campaign value chain components We can attribute higher eCPA for higher LTV acquisitions $$$ $$$ $$$
  • 5. BUILDING AN OPTIMIZED VALUE CHAIN Landing Page Registration Form Landing page Landing page Short Form Long Form Conv Rate Conv Value LTV $$$ % Audience and media placement Creative banners Conversion Funnel Results eCPA eCPM
  • 6.
    • Advertising platforms that optimize based on predicted LTV
    • Requires :
        • LTV tracking and reporting mechanisms
        • Smart prediction engine/s connecting the dots…
          • All along the value chain: pre- and post-click and post-conversion
    THE SOLUTION
  • 7. CONNECTING THE DOTS… Audience and media placement Creative banners Conversion Funnel Results Landing Page Registration Form Landing page Landing page Short Form Long Form Conv Rate Conv Value LTV $$$ % PREDICTION ENGINE
  • 8.
    • Technology stack  No platform does it all
    • Will advertisers share their real LTV data?
    • What happens while we accumulate the data?
    OBSTACLES
  • 9. Thank you Tsafrir Peles [email_address] Twitter: @Peles_dmg www.DsnrMG.com