1) A new marketing source is driving new users to the game but they are not completing the tutorial at the same rate as existing players, causing day 1 retention to trend down. 2) The issue will be addressed in two ways: first, optimizing the tutorial funnel and drop-off rates for new players to increase completion; second, potentially decreasing or eliminating spend on the new marketing channel. 3) The goal is to isolate what is causing new users to not complete the tutorial, optimize that, and find the right balance of spending and player experience to maximize revenue and profit over time.

1. AARON HUANG, Head of Product Marketing

5. Data-Driven Development:
A Phase Based Approach
Collect
Build
Beta Launch and
Audien
Testing Phase Maintai
ce
n
Acquire X X X
Engage X X X
>
Monetize (and mobile) X
6

7. CASE STUDY: Exec
Align Marketing, Product, Design & Development
What is the Issue?
Day 1 Retention is
Dropping
Retention is
trending down!

8. Product Mgmt/
CASE STUDY:
Developer
Align Marketing, Product, Design & Development
Where is the Issue?
New incoming users from a new marketing source
are
NOT completing the tutorial at a rate comparable to
existing players.
Tutorial completions:
Tutorial completions: existing players
new players

9. CASE STUDY: Product Mgmt/
Align Marketing, Product, Design & Development Developer
Isolate and optimize.
1. Funnel analysis and drop-off
optimization on the tutorial.
Increase tutorial
completion rate for new
Optimize Drop-off %’s players to increase
retention

10. CASE STUDY: Marketer
Align Marketing, Product, Design & Development
Isolate and optimize.
2. Decrease or Eliminate spend on
the new marketing channel

17. CASE STUDY: Find the ‘Sweet Spot’ to maximize
A FALSE POSITIVE
revenue and profit
% Paying Users is
Trending Up…
But ARPU &
ARPPU is trending
down…!

18. COLLECT
GROW
BUILD
6

19. DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach
BUILD GROW COLLECT
X X X
X X X
X
6

20. DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach
6

21. DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach
BUILD GROW COLLECT
X X X
X X X
X
6

22. DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach
6

23. EXPERTISE:
We Help You On Your Roadmap to Success
BUILD GROW COLLECT
X X X
X X X
X
6

24. DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach
6