5월 14일 Tabjoy Workshop

1. Struggle
with
Analy0cs
Jin
Woo
2012.05.14

2. Brief
Intro
of
MobCrete
“MobCrete
is
a
Mobile
Social
Game
Developer”
#
of
downloads
2,843,576

3. Why Analytics?
“Money
Ball”
It’s
geRng
things
down
to
one
number.
We’ll
find
value
in
player
that
no
one
else
can
see
1. Games
as
product
to
Games
as
service
2. Reten0on
is
a
core
factor
to
drive
3. Immediacy
of
applica0on
4. Freemium
is
micro-­‐managing

4. Basic Terms
1. ARPU/ARPPU
2. Churn
3. DAU/MAU
4. Engagement
5. Entry
Event
6. Exit
Event
7. K-­‐Factor
8. LTV
9. UAC
10. Re-­‐engagement
11. Virality
12. Funnel
Analysis
13. A/B
Test

5. Basic Terms
Acquisi'on
Mone'za'on
UAC ARPU
ARPPU
LTV
Reten'on
Virality
Churn K-factor
Exit Event (Re)Engagement
Entry Event
A/B Test
DAU/MAU
Funnel Test

6. So Retention?
First
impression
(Icon,
0tle,
Sound…)
A/B
Test
Tutorial
Funnel
Test
Funnel
First
Achievement
F/B,
Twieer
Pos0ng
Socialize
Push
No0fica0on
Barrier
Exit
Event
Quit
Email
marke0ng

7. So Retention?

8. So Retention?

9. From our experiences
Q.
What
KPIs
do
we
need
to
track
and
any
ac0on
ac0onable
on
the
results?
Q.
If
LTV
is
bigger
than
UAC,
should
we
keep
purchasing
new
users?
Q.
What
is
the
cheapest
way
of
user-­‐acquisi0on
and
reten0on
?

11. Q&A
sjwoo@mobcrete.com
Facebook.com/WooSangJin
Twieer.com/WooSangJin