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Alan Avidan
 

Alan Avidan

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#SGSConfLV

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    Alan Avidan Alan Avidan Presentation Transcript

    • 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
    • Data is knowledge… Knowledge is Money.
    • 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
    • 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= Conversion ©2013 Bees and Pollen LTD Option 3
    • 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
    • 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
    • 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
    • Basics 101 MAX (Profit) Profit = (LTV – UAC – Opex) LTV = Lifetime Value UAC = User Acquisition Costs Opex = Operating Expenses www.BeesAndPollen.com December 2013
    • 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
    • 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
    • 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
    • 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 link to get into the game www.BeesAndPollen.com December 2013
    • 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.BeesAndPollen.com Please Don’t Leave Money on the Table! December 2013
    • Thank You: alan@BeesAndPollen.com Predicting Players™ www.BeesAndPollen.com December 2013