Top 7 Social Metrics - GDC Europe 2011

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

WHAT IS
KONTAGENT?
We are the leading user analytics platform for the social and mobile web.
User-Centric Data
Enhanced Visibility
Proven Expertise
1

STATS Platform
35+ man years invested
Over 1B msgs handled/day
Track 1 in 4 Dollars spent in social gaming
15k event msgs handled/second
150M+ MAUs tracked
25M+ DAUs tracked
2

THE SOCIALWEB
3

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

THEA.R.M FUNNEL
4

ARM Model:
Acquisition, Retention & Monetization
ACQUISITION
RETENTION
MONETIZATION
5

THE TOP 7
SOCIAL METRICS
6

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

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

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
Target ‘influencers’
Build a Brand
Trending:
Down
9

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

ARM Metric #3
RETENTION : Sessions/User & Avg. session length
3
ACTIONS:
Funnel Test Activation
Test Visit Freq. Vs. Time Spent
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

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

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

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

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
Track Sources/Sinks (Soft Currency)
Instrument Custom Monetization Events
12

ARM Metric #6
Monetization :ARPU, ARPPU
6
Action:
A/B Test Item Pricing
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

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
12

ARM Metric #7
Monetization :% Paying Users
7
Action:
Watch Demo & Traffic Source
Loop Data back to Ad Targeting
Trending:
Slightly Down
Measure:
Demographics
of Paying Users
Typical:
1-2% / Mo.
12

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

See the 7 Social Metrics in Action
@Kontagent
blog.kontagent.com
12

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Top 7 Social Metrics - GDC Europe 2011

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