Vietnam Mobile Day 2013: Business Intelligence Driven Marketing

6. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - PurposeKPI’s evaluate the health of your product and yourbusiness. 3 categories:• Acquisition• Engagement• MonetizationGoal: final cost per user is less than final life timevalue of user

7. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - OverviewAcquisition Engagement Monetization• Cost (per user)• Cost-per-impression (CPI)• Cost-per-click (CPC)• Cost-per-install (CPI)• # Impressions• # Clicks• Click-through-rate (CTR)• # Downloads• # Installs• # Activations• Conversion (CVR)• K-factor (Virality Rate)• DAU• MAU• Stickiness (DAU/MAU)• Retention Rate (RR)• Session Length• Life Time (LT)• Product-specific• Spending DAU• Spend Amount• ARPU• ARPPU• ARPDAU• Life-time Value (LTV)

8. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Overview (Today)Acquisition Engagement Monetization• Cost (per user)• Cost-per-impression (CPI)• Cost-per-click (CPC)• Cost-per-install (CPI)• # Impressions• # Clicks• Click-through-rate (CTR)• # Downloads• # Installs• # Activations• Conversion (CVR)• K-factor (Virality Rate)• DAU• MAU• Stickiness (DAU/MAU)• Retention Rate (RR)• Session Length• Life Time (LT)• Product-specific• Spending DAU• Spend Amount• ARPU• ARPPU• ARPDAU• Life-time Value (LTV)

9. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - K-factor (Virality)Value:• A measure of how virally effective or social the app is• More viral = less cost to hit # Installs KPI• Longer app life timeDefinition:• K = # invites & conversion rate (1 = status quo)Suggestions:• Social network integration (FB, Twitter connect)• Competitive or cooperative systems (raids, trading)• Friend codes• Invitation incentives (HC, speed-up’s)

10. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Retention Rate (RR)Value:• Indication of how well the app keeps users returning• More returns = longer user life = more monetization• Highly targetable cohortsDefinition:• Day0 = First time activated users on specific date• DayX RR = # users from Day0 return / # Day0 users• Day0 is constantly rolling (every day is a new Day0)• Day1-14 RR most indicative of user behavior• Followed by Day30, 60, 90• View DayX RR as trending or averaged over data points• Averaging Day30 RR requires 2 months

11. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Retention Rate (RR) continueSuggestions:• Good product and useful service• Virality – friends are on it• New content (whether by developers or active community)• Incentivized returns (HC)• Special events (discounts, raids, limited time)• Push notification reminders

12. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Life-Time Value (LTV)Value:• Ultimately, how much revenue each average user providesDefinition:• Simple, ARPDAU * LT (estimate LT based on RR)• Most popular, usually assume 30-Day LTV• Strict, create cohort for first time users for each day for LT# of days. Track & sum up IAP for each user. Averageacross cohorts.• Difficult to define: are users that provide communitycontent or are virally active part of value?

13. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Life-Time Value (LTV) continueSuggestions:• Improvement to RR & worth paying service / product• Discount events to IAP• Strong visual indicators (juicy feedback)• Provide enough access points to IAP• Provide enough options for IAP• There are high-rollers, provide options for them• Allow pay-to-speed-up• Special expression based VG• Do not allow pay-to-win; risk of damaging community

14. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - SegmentationTime Acquisition Monetization• First-time users• New vs Existing (30-days)• Cumulative vs Daily• Hardware• Model• Manufacturer• OS Version• Marketplace• Ad Network• Campaign• Creative• Incentivized vs non• Invitation• Organic• Geo-location• Language• Spenders vs non-spenders• One-time spenders• SC vs HC vs real-cash• Age• Gender• Ethnicity• OccupationPlatform Location Demographic

17. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdData Collection & IntegrationAd NetworksClientsApp EngineData CollectorAnalyticsLoggerRaw DataAd NetworkSDKAPIIntegrationClient SDK• Client-side SDK’s simpler to integrate• Some Ad Networks provide analytics• SDK’s must be scheduled in releaseplanServer API• API provides scheduling flexibility• Requires client to send uniquenessand segmentation dataData Collector• Store uniqueness, segmentation, &event data• Collect application data via web logscraping• Collect Ad Network raw data foracquisition to engagement mapping• Sends collected analytics data to DataEngine for processing

18. Rules EngineJob StatusTrackerScheduling FrameworkValidation FrameworkNotification Framework©Copyright 2013-2014. Spicy Cinnamon Pte. LtdData Engine & Big Data ProcessingETLPig / HiveIntermediateEvents(HDFS)SegmentationBuckets(HDFS)Big Data Processing(Hadoop Cluster)SummaryContainersAggregated StorageData CollectorWorkflow EngineAnalyticsDataHadoop• Intermediate data storage asfiles• HDFS custom data mining• Scheduled ETL to processsummarized data• Workflow Engine to manageHadoop jobsAggregated Storage• Summary data stored in RDBMS• Connected to Visualization toolsReal-Time• Not everything, identify criticalKPI and segmentations• Revenue• # Sessions• Enterprise solutions:Vertica, Teradata

19. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdVisualizations & ServicesDashboards• Pictures are worth a thousand words• Tell a story• Reporting is only valuable if it isactionable (avoid vanity reporting)• Standardized KPI reporting forbusiness healthServices• Funnel analysis & A/B testing forproduct• Alerts & notifications for engineering• Sudden drop in # sessions meansapp engine may be down• Visual data miningTools & Tech• 3rd party: Tableau, Microstrategy• HTML5 for web and mobile support

21. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdWhat’s NextAd Networks• Obtain internal raw data• Vendor reporting cannot always be trusted• Cohort to find channels with high-quality users• Strategize between burst vs consistencymarketing campaigns• Normalize channel data

22. ©Copyright 2013-2014. Spicy Cinnamon Pte. LtdWhat’s Next continueEngagement• Acquiring users is expensive• Focus on Live Ops for re-engagement• Provide fresh content• Provide community and discount events• If you support multiple apps / games• Cross-Promote (X-Promo) at end of user life• Be careful to not self-cannibalize

Vietnam Mobile Day 2013: Business Intelligence Driven Marketing

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Vietnam Mobile Day 2013: Business Intelligence Driven Marketing