RESULT-BASED ADVERTISING FOR CASUAL GAMING
THE PROBLEM <ul><li>Customer value is built slowly </li></ul><ul><li>Different customers have different values </li></ul>H...
THE CHALLENGE Lifetime Value-LTV Prediction Not only who is worth what… but also, how to  distinguish between them
THE KEY If we are able to predict LTV, based on  campaign value chain components  We can attribute higher eCPA for higher ...
BUILDING AN OPTIMIZED VALUE CHAIN  Landing  Page Registration Form Landing page Landing page Short Form Long Form Conv Rat...
<ul><li>Advertising platforms that optimize based on predicted  LTV </li></ul><ul><li>Requires : </li></ul><ul><ul><ul><li...
CONNECTING THE DOTS… Audience and media placement Creative banners Conversion Funnel Results Landing Page Registration For...
<ul><li>Technology stack    No platform does it all </li></ul><ul><li>Will advertisers  share their real LTV data? </li><...
Thank you Tsafrir Peles [email_address] Twitter: @Peles_dmg www.DsnrMG.com
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LTV- Lifetime Value - Prediction in Casual Gaming by DMG- DSNR Media Group

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  • Better title
  • MEANS: prediction problem: We either go broad with low acquisition cost target  low volumes and missed opportunities Or we find way to predict LTV and adjusting ACT accordingly  higher cpa for higher ltv
  • Pre-click – some ad servers offer in their pixel type LTV Some post click optimization platforms
  • LTV- Lifetime Value - Prediction in Casual Gaming by DMG- DSNR Media Group

    1. 1. RESULT-BASED ADVERTISING FOR CASUAL GAMING
    2. 2. THE PROBLEM <ul><li>Customer value is built slowly </li></ul><ul><li>Different customers have different values </li></ul>How to predict customer’s value or Lifetime Value- LTV ? $ $$ $$$
    3. 3. THE CHALLENGE Lifetime Value-LTV Prediction Not only who is worth what… but also, how to distinguish between them
    4. 4. THE KEY If we are able to predict LTV, based on campaign value chain components We can attribute higher eCPA for higher LTV acquisitions $$$ $$$ $$$
    5. 5. BUILDING AN OPTIMIZED VALUE CHAIN Landing Page Registration Form Landing page Landing page Short Form Long Form Conv Rate Conv Value LTV $$$ % Audience and media placement Creative banners Conversion Funnel Results eCPA eCPM
    6. 6. <ul><li>Advertising platforms that optimize based on predicted LTV </li></ul><ul><li>Requires : </li></ul><ul><ul><ul><li>LTV tracking and reporting mechanisms </li></ul></ul></ul><ul><ul><ul><li>Smart prediction engine/s connecting the dots… </li></ul></ul></ul><ul><ul><ul><ul><li>All along the value chain: pre- and post-click and post-conversion </li></ul></ul></ul></ul>THE SOLUTION
    7. 7. CONNECTING THE DOTS… Audience and media placement Creative banners Conversion Funnel Results Landing Page Registration Form Landing page Landing page Short Form Long Form Conv Rate Conv Value LTV $$$ % PREDICTION ENGINE
    8. 8. <ul><li>Technology stack  No platform does it all </li></ul><ul><li>Will advertisers share their real LTV data? </li></ul><ul><li>What happens while we accumulate the data? </li></ul>OBSTACLES
    9. 9. Thank you Tsafrir Peles [email_address] Twitter: @Peles_dmg www.DsnrMG.com

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