Sonamine Mobile Gaming USA 2012 presentation

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This presentation was given by Sonamine at Mobile Gaming USA 2012 conference in San Francisco on May 11, 2012. It covers the overview of analytics, different vendors and implementation options.

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Sonamine Mobile Gaming USA 2012 presentation

  1. 1. Nick Limnick@sonamine.comSonamine
  2. 2.  Why do we need analytics? Making sense of “analytics” Vendors, implementation options How to use analytics Case study – First time spender conversion Case study – Retention © 2009-11 Sonamine LLC. Confidential and proprietary
  3. 3.  Persistent player profiles Players pay you over time Connected games Free to play Telecoms, banks, retailers have been doing this for a while now… © 2009-11 Sonamine LLC. Confidential and proprietary
  4. 4. Optimization What’s the best that can happen? FUTURE Predictions What will happen next? Forecasting What if these trends continue? Statistical analysis Why is this happening?Value Alerts What just happened? Query / drill-down PAST Where is the problem? Ad hoc reports How many, how often, where? Standard reports What happened? Source: Competing on Analytics Davenport & Harris Degree of Intelligence © 2009-11 Sonamine LLC. Confidential and proprietary
  5. 5. Optimization Automatic, What’s the best that can happen? machine learning Predictions What will happen next? Forecasting What if these trends continue? Statistical analysis Why is this happening?Value Alerts What just happened? Query / drill-down Human Where is the problem? analyst Ad hoc reports and How many, how often, where? interactive Standard reports What happened? Source: Competing on Analytics Davenport & Harris Degree of Intelligence © 2009-11 Sonamine LLC. Confidential and proprietary
  6. 6. Optimization Hundreds / thousands of What’s the best that can happen? variables crunched by Predictions machine What will happen next? Forecasting What if these trends continue? Statistical analysis Why is this happening?Value < 20 Alerts variables What just happened? processed Query / drill-down by human Where is the problem? at one Ad hoc reports time How many, how often, where? Standard reports What happened? Source: Competing on Analytics Davenport & Harris Degree of Intelligence © 2009-11 Sonamine LLC. Confidential and proprietary
  7. 7. OptimizationWhat’s the best that can happen?Predictions User scoring, machine learningWhat will happen next?ForecastingWhat if these trends continue?Statistical analysis User segmentation, machineWhy is this happening? learningAlerts Real Time, monitoringWhat just happened?Query / drill-down Filtering, slice and dice, group by,Where is the problem? page byAd hoc reports Custom Segmentation, on-the-fly,How many, how often, where? cohort analysisStandard reports Dashboards, cohort reports,What happened? Source: Competing on Analytics Davenport & Harris © 2009-11 Sonamine LLC. Confidential and proprietary
  8. 8. Actions• Optimization• Predictions• Forecasting• StatsReporting• Alerts• Queries• Ad hoc• Canned Analytics Analytics SaaS Services softwareSonamine LLC. Confidential and proprietary © 2009-11
  9. 9.  Pros  Data control, no chance of player cannibilization  Flexible and customizable  No added costs for multiple games Cons  Complexity  High initial startup costs  Maintenance costs © 2009-11 Sonamine LLC. Confidential and proprietary
  10. 10.  Pros  Quick startup  Deep functionality for pure play vendor  Integration with “taking action” for services vendors Cons  Many SaaS providers require co-ownership of data  Possible player cannibalization by other customers of SaaS vendor  Linear cost increase with more games © 2009-11 Sonamine LLC. Confidential and proprietary
  11. 11.  Change your behavior  Better user acquisition sources  Game design Change player behavior (CRM)  More effective targeting of monetization campaigns  More effective targeting of retention campaigns © 2009-11 Sonamine LLC. Confidential and proprietary
  12. 12. © 2009-11 Sonamine LLC. Confidential and proprietary
  13. 13. OpportunityGet more borderline converters to actually make first-time-purchaseSolutionAnalyzed available game play data to group players into 20 different conversion segment.Sent email promotion to top segment with A-B test. © 2009-11 Sonamine LLC. Confidential and proprietary
  14. 14. 160% HigherNo promo Sonamine promo © 2009-11 Sonamine LLC. Confidential and proprietary
  15. 15. 150% higherRandom promo Sonamine promo © 2009-11 Sonamine LLC. Confidential and proprietary
  16. 16. Automated campaigns could increase new conversions by 10%Additional revenue 5x greater than investment © 2009-11 Sonamine LLC. Confidential and proprietary
  17. 17. © 2009-11 Sonamine LLC. Confidential and proprietary
  18. 18. OpportunityGet more borderline churners to stay in gameSolutionAnalyzed available game play data to group players into 20 different conversion segment.Show in game promo to likely churners, using A-B test to gauge results.KPIs are change in engagement metrics after 1 week of campaign. © 2009-11 Sonamine LLC. Confidential and proprietary
  19. 19. Sonamine promo 1 72% Sonamine no promo 11% 0 Avg level up / player Users with virtual transactions Monetized users -30% -86% Accurate predictions. Pop up promotion increases retention, while not leaving money on the table by offering promo to all players. © 2009-11 Sonamine LLC. Confidential and proprietary
  20. 20.  What is the Return on Analytics?  Improvement in revenue/cost/profit from analytic decision  Cost of all analytics = data collection, tools, analysts, services Prioritize analytic efforts  Which type moves the needle, or highest ROA? © 2009-11 Sonamine LLC. Confidential and proprietary
  21. 21.  ConvertSoon™  Automated list of players most likely to make a first time purchase ChurnSoon™  Automated list of players most likely to abandon the game PurchaseMoreSoon™  Automated list of players most likely to purchase more items InfluenceSoon™  Automated list of players most likely to influence their friends. © 2009-11 Sonamine LLC. Confidential and proprietary
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