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Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
Top 7 Social Metrics - GDC Europe 2011
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Top 7 Social Metrics - GDC Europe 2011

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Updated trends on social metrics. Best practice framework for looking at social metrics within the lifecycle of game development.

Updated trends on social metrics. Best practice framework for looking at social metrics within the lifecycle of game development.

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  • 1. Top 7 Social Game Metrics of 2011
    The Rise of the Social Web
    Aaron Huang
    Head of Product Marketing, Kontagent
    Prepared for GDC Europe 2011
  • 2. WHAT IS
    KONTAGENT?
    We are the leading user analytics platform for the social and mobile web.
    User-Centric Data
    Enhanced Visibility
    Proven Expertise
    1
  • 3. STATS Platform
    • 35+ man years invested
    • 4. Over 1B msgs handled/day
    • 5. Track 1 in 4 Dollars spent in social gaming
    • 6. 15k event msgs handled/second
    • 7. 150M+ MAUs tracked
    • 8. 25M+ DAUs tracked
    2
  • 9. THE SOCIALWEB
    3
  • 10. INTRO:
    People Not Page Views
    OLD SCHOOL:
    “WEB ANALYTICS” = PAGES
    NEW SCHOOL:
    “USER ANALYTICS” = PEOPLE
    PAGE
    VIEWS
    EVENTS
    FRIEND
    GRAPH &
    INFLUENCE
    MAP
    AGE &
    GENDER &
    LOCATION
    EMAIL
    ADDRESS
    COOKIE/IP
    ADDRESS
    VIRAL
    PROFILE
    SESSION
    TIME
    3
  • 11. THEA.R.M FUNNEL
    4
  • 12. ARM Model:
    Acquisition, Retention & Monetization
    ACQUISITION
    RETENTION
    MONETIZATION
    5
  • 13. THE TOP 7
    SOCIAL METRICS
    6
  • 14. ARM Metric #1
    ACQUISITION : CAC (Customer Acquisition Cost)
    1
    Trending:
    Up
    Typical:
    $1- $3
    Measure:
    Traffic K-Factor
    Traffic X-Day Retention
    Traffic ARPU
    CPI
    Action:
    A/B Test: Creative,
    Targeting, Source
    Leverage X-Promotion
    Bucket Country Tiers
    7
  • 15. ARM Metric #2
    ACQUISITION : k-factor
    2
    Trending:
    Down
    Typical:
    Overall K-Factor
    0.03-0.10
    Measure:
    AKA: Viral Loop
    Msg/User * CTR
    Action:
    A/B Test Content
    A/B Test Flow/Timing
    Target ‘influencers’
    Build a Brand
    8
  • 16. ARM Metric #2
    ACQUISITION : k-factor
    2
    Typical:
    Overall K-Factor
    0.03-0.10
    Measure:
    AKA: Viral Loop
    Avg. Branching Factor
    Msg/User * CTR
    Action:
    A/B Test Content
    A/B Test Flow/Timing
    Target ‘influencers’
    Build a Brand
    Trending:
    Down
    9
  • 17. ARM Metric #3
    RETENTION : Sessions/User & Avg. session length
    3
    TRENDING:
    Flat to Up
    TYPICAL:
    Mins: 10+ (Casual)
    Sessions/User: 1.5-2.3
    MEASURE:
    “User Activation”
    Visits / User / Day
    Time Spent Per Visit
    ACTIONS:
    Funnel Test Activation
    Test Visit Freq. Vs. Time Spent
    Instrument Custom Engagement Events
    10
  • 18. ARM Metric #3
    RETENTION : Sessions/User & Avg. session length
    3
    ACTIONS:
    Funnel Test Activation
    Test Visit Freq. Vs. Time Spent
    Instrument Custom Engagement Events
    TYPICAL:
    Mins: 10+ (Casual)
    Sessions/User: 1.5-2.3
    TRENDING:
    Flat to Up
    MEASURE:
    “User Activation”
    Visits / User / Day
    Time Spent Per Visit
    11
  • 19. ARM Metric #4
    RETENTION : 1 Day + 1 Week Retention
    4
    Trending:
    1 Day Down, 1 Week Down
    Typical:
    D1: 20-30% (LT)
    W1: 23-35% (LT)
    Measure:
    Ideally Cohorted
    Careful Mixing New & Old Users
    Action:
    A/B Test Game Mechanics
    A/B Test Flow / Funnels
    Instrument Custom Retention Events
    12
  • 20. ARM Metric #4
    RETENTION : 1 Day + 1 Week Retention
    4
    Trending:
    Down
    Typical:
    D1: 20-30%
    W1: 23-35%
    Measure:
    Ideally Cohorted
    Careful Mixing
    New & Old Users
    Action:
    A/B Test Game Mechanics
    A/B Test Flow / Funnels
    Instrument Custom Retention Events
    12
  • 21. ARM Metric #5
    RETENTION :avg. lifetime per user
    5
    Trending:
    Up
    Typical:
    Depends
    Measure:
    Engagement Loop
    Decay Rate / Half Life
    Action:
    Test Game
    Dynamic as it Relates to The
    Engagement Loop
    Retain key influencers!
    12
  • 22. ARM Metric #6
    Monetization :ARPU, ARPPU
    6
    Trending:
    Up
    Typical:
    ARPU: $0.01-0.04 / Day
    ARPPU: $2-12+ / Day
    Measure:
    Revenue / DAU / Day
    # Transactions / DAU / Day
    Avg. $ Transactions
    Action:
    A/B Test Item Pricing
    A/B Test Flow/Timing
    Track Sources/Sinks (Soft Currency)
    Instrument Custom Monetization Events
    12
  • 23. ARM Metric #6
    Monetization :ARPU, ARPPU
    6
    Action:
    A/B Test Item Pricing
    A/B Test Flow/Timing
    Track Sources/Sinks (Soft Currency)
    Instrument Custom Monetization Events
    Trending:
    Up
    Typical:
    ARPU: $0.01-0.04 / Day
    ARPPU: $2-12+ / Day
    Measure:
    Revenue / DAU / Day
    # Transactions / DAU / Day
    Avg. $ Transactions
    12
  • 24. ARM Metric #7
    Monetization :% Paying Users
    7
    Trending:
    Slightly Down
    Typical:
    1-2% / Mo.
    Measure:
    Demographics of Paying Users
    Action:
    Watch Demo & Traffic Source
    Loop Data back to Ad Targeting
    Instrument Custom Engagement Events
    12
  • 25. ARM Metric #7
    Monetization :% Paying Users
    7
    Action:
    Watch Demo & Traffic Source
    Loop Data back to Ad Targeting
    Instrument Custom Engagement Events
    Trending:
    Slightly Down
    Measure:
    Demographics
    of Paying Users
    Typical:
    1-2% / Mo.
    12
  • 26. ARM Metric
    KLTV :Viral Life Time Value
    KLTV
    Virality
    (branching Factor):
    [1/(1-k)]
    X
    arpu:
    [ARPU per Day]
    X
    retention:
    [Avg. # of Days Engaged]
    12
  • 27. See the 7 Social Metrics in Action
    @Kontagent
    blog.kontagent.com
    12

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