0
Social Gambling and Gaming Summit – Las Vegas, Dec. 2013

Gaining the Edge through
Predictive Personalization
-- Leveragin...
Data is knowledge…
Knowledge is Money.
Predictive Personalization
Social* + Behavioral
+ Session User Data

User DNA
Generation

Correlate & Predict
Best User Ch...
Predictive Personalization

www.BeesAndPollen.com

December 2013
Example: CTA Share Element – 3 Options
Option 1 (Default)

Option 2

Bingo by Ryzing

Element = Decision Point
CTR= Conver...
KPIs
Monetization
•
•
•
•

Revenue
Profit
ARPU/ARPPU
%PAY

Virality
• K-Factor
• Invites/DAU
• Acceptance Rate

Retention
...
Raising KPIs ≡ Raising Profit
• Requires:
Increasing LTV and/or Lowering UAC

• Requires:
Raising Conversions at Key Game ...
More Attractive Choices ?
• The Problem:
Players Have Different Choice Preferences
• The Solution:
Predict Each User’s Pre...
Basics 101

MAX (Profit)
Profit = (LTV – UAC – Opex)
LTV = Lifetime Value
UAC = User Acquisition Costs
Opex = Operating Ex...
Increase LTV KPIs
1.
•
•
•
•

In-Game
Session Time
Spend Rate (or ARPPU)
# of Concurrent Users (or DAU)
%Pay

• Predict Pa...
Increase LTV KPIs
2. Off-Game
• Dx Retention
• Target Higher LTV User Profiles
(Example: Males, 40 and up, from North
Amer...
Decrease Acquisition Costs
1. In-Game:
• Amplify Virality  Retention Loop
2. Off-Game:
• Target Higher Viral-Active User ...
Monetization - Payment Page

Slotolotto
www.BeesAndPollen.com

December 2013
www.BeesAndPollen.com

December 2013
Option 2

Option 3

Option 4

Option 1

Engagement – Button Colors

www.BeesAndPollen.com

December 2013
Send Gifts: Friends Appearance

www.BeesAndPollen.com

December 2013
Payout (PARS Table)

Do Not Try This on RMG!

www.BeesAndPollen.com

December 2013
Open Graph: Story Variations
Option 1
Competitive

Option 2
Achiever

Option 3
Social

Conversion = Friends clicking the l...
Predictive Personalization
Drives KPI Lift

www.BeesAndPollen.com

December 2013
Deep New Insights

www.BeesAndPollen.com

December 2013
Gain the Edge
Raise Profit by Predicting and
Affecting Player Behavior via
Real-Time Predictive Personalization

www.BeesA...
Thank You: alan@BeesAndPollen.com

Predicting Players™
www.BeesAndPollen.com

December 2013
Alan Avidan
Upcoming SlideShare
Loading in...5
×

Alan Avidan

271

Published on

#SGSConfLV

Published in: Business, Economy & Finance
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
271
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Alan Avidan"

  1. 1. Social Gambling and Gaming Summit – Las Vegas, Dec. 2013 Gaining the Edge through Predictive Personalization -- Leveraging User Data to Raise KPIs -- Alan Avidan, PhD CEO, Bees & Pollen www.BeesAndPollen.com Alan@BeesAndPollen.com December 2013
  2. 2. Data is knowledge… Knowledge is Money.
  3. 3. Predictive Personalization Social* + Behavioral + Session User Data User DNA Generation Correlate & Predict Best User Choices Option A Option B Option C Option D * Social data contains customer experience, preferences, and trends information Algorithms include Genetic, Artificial Intelligence, Decision Trees, Regression December 2013 www.BeesAndPollen.com
  4. 4. Predictive Personalization www.BeesAndPollen.com December 2013
  5. 5. Example: CTA Share Element – 3 Options Option 1 (Default) Option 2 Bingo by Ryzing Element = Decision Point CTR= Conversion ©2013 Bees and Pollen LTD Option 3
  6. 6. KPIs Monetization • • • • Revenue Profit ARPU/ARPPU %PAY Virality • K-Factor • Invites/DAU • Acceptance Rate Retention • • • • DAU/MAU D1, D2, D7, D30 Visits/DAU Churn Rate Acquisition • CPA, CPI • Abandon Rate www.BeesAndPollen.com Engagement • Abandon Rate • Session Time • Drop-off Rates Traffic • DAU/WAU/MAU • # Concurrent December 2013
  7. 7. Raising KPIs ≡ Raising Profit • Requires: Increasing LTV and/or Lowering UAC • Requires: Raising Conversions at Key Game Elements • Requires: More Attractive Choices at Decision Points www.BeesAndPollen.com December 2013
  8. 8. More Attractive Choices ? • The Problem: Players Have Different Choice Preferences • The Solution: Predict Each User’s Preference at Each Decision Point, and Dynamically Adapt the Page • The Technology: Real-Time Predictive Personalization www.BeesAndPollen.com December 2013
  9. 9. Basics 101 MAX (Profit) Profit = (LTV – UAC – Opex) LTV = Lifetime Value UAC = User Acquisition Costs Opex = Operating Expenses www.BeesAndPollen.com December 2013
  10. 10. Increase LTV KPIs 1. • • • • In-Game Session Time Spend Rate (or ARPPU) # of Concurrent Users (or DAU) %Pay • Predict Payers → VIP Treatment • Predict Non-Payers → Alt. Monetization www.BeesAndPollen.com December 2013
  11. 11. Increase LTV KPIs 2. Off-Game • Dx Retention • Target Higher LTV User Profiles (Example: Males, 40 and up, from North America, College, interested in Travel and Cars) www.BeesAndPollen.com December 2013
  12. 12. Decrease Acquisition Costs 1. In-Game: • Amplify Virality  Retention Loop 2. Off-Game: • Target Higher Viral-Active User Profiles (Example: female, 25-40, interested in books and music, with over 99 friends) www.BeesAndPollen.com December 2013
  13. 13. Monetization - Payment Page Slotolotto www.BeesAndPollen.com December 2013
  14. 14. www.BeesAndPollen.com December 2013
  15. 15. Option 2 Option 3 Option 4 Option 1 Engagement – Button Colors www.BeesAndPollen.com December 2013
  16. 16. Send Gifts: Friends Appearance www.BeesAndPollen.com December 2013
  17. 17. Payout (PARS Table) Do Not Try This on RMG! www.BeesAndPollen.com December 2013
  18. 18. Open Graph: Story Variations Option 1 Competitive Option 2 Achiever Option 3 Social Conversion = Friends clicking the link to get into the game www.BeesAndPollen.com December 2013
  19. 19. Predictive Personalization Drives KPI Lift www.BeesAndPollen.com December 2013
  20. 20. Deep New Insights www.BeesAndPollen.com December 2013
  21. 21. Gain the Edge Raise Profit by Predicting and Affecting Player Behavior via Real-Time Predictive Personalization www.BeesAndPollen.com Please Don’t Leave Money on the Table! December 2013
  22. 22. Thank You: alan@BeesAndPollen.com Predicting Players™ www.BeesAndPollen.com December 2013
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×