Top 7 Social Game Metrics of 2011<br />The Rise of the Social Web<br />Aaron Huang<br />Head of Product Marketing, Kontage...
WHAT IS <br />KONTAGENT?<br />We are the leading user analytics platform for the social and mobile web.<br />User-Centric ...
STATS Platform<br /><ul><li>35+ man years invested
Over 1B msgs handled/day
Track 1 in 4 Dollars spent in social gaming
15k event msgs handled/second
150M+ MAUs tracked
25M+ DAUs tracked</li></ul>2<br />
THE SOCIALWEB<br />3<br />
INTRO: <br />People Not Page Views<br />OLD SCHOOL: <br />“WEB ANALYTICS” = PAGES<br />NEW SCHOOL:<br />“USER ANALYTICS” =...
THEA.R.M FUNNEL<br />4<br />
ARM Model: <br />Acquisition, Retention & Monetization<br />ACQUISITION<br />RETENTION<br />MONETIZATION<br />5<br />
THE TOP 7 <br />SOCIAL METRICS<br />6<br />
ARM Metric #1<br />ACQUISITION : CAC (Customer Acquisition Cost)<br />1<br />Trending:<br />Up<br />Typical:<br />$1- $3<b...
ARM Metric #2<br />ACQUISITION : k-factor<br />2<br />Trending:<br />Down<br />Typical:<br />Overall K-Factor<br />0.03-0....
ARM Metric #2<br />ACQUISITION : k-factor<br />2<br />Typical:<br />Overall K-Factor<br />0.03-0.10<br />Measure:<br />AKA...
ARM Metric #3<br />RETENTION : Sessions/User & Avg. session length<br />3<br />TRENDING:<br />Flat to Up<br />TYPICAL:<br ...
ARM Metric #3<br />RETENTION : Sessions/User & Avg. session length<br />3<br />ACTIONS:<br />Funnel Test Activation<br />T...
ARM Metric #4<br />RETENTION : 1 Day + 1 Week Retention<br />4<br />Trending: <br />1 Day Down, 1 Week Down<br />Typical: ...
ARM Metric #4<br />RETENTION : 1 Day + 1 Week Retention<br />4<br />Trending: <br />Down<br />Typical: <br />D1: 20-30%<br...
ARM Metric #5<br />RETENTION :avg. lifetime per user<br />5<br />Trending:<br />Up<br />Typical:<br />Depends<br />Measure...
ARM Metric #6<br />Monetization :ARPU, ARPPU<br />6<br />Trending:<br />Up<br />Typical:<br />ARPU: $0.01-0.04 / Day<br />...
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Top 7 Social Metrics - GDC Europe 2011

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Updated trends on social metrics. Best practice framework for looking at social metrics within the lifecycle of game development.

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Top 7 Social Metrics - GDC Europe 2011

  1. 1. Top 7 Social Game Metrics of 2011<br />The Rise of the Social Web<br />Aaron Huang<br />Head of Product Marketing, Kontagent<br />Prepared for GDC Europe 2011<br />
  2. 2. WHAT IS <br />KONTAGENT?<br />We are the leading user analytics platform for the social and mobile web.<br />User-Centric Data<br />Enhanced Visibility<br />Proven Expertise<br />1<br />
  3. 3. STATS Platform<br /><ul><li>35+ man years invested
  4. 4. Over 1B msgs handled/day
  5. 5. Track 1 in 4 Dollars spent in social gaming
  6. 6. 15k event msgs handled/second
  7. 7. 150M+ MAUs tracked
  8. 8. 25M+ DAUs tracked</li></ul>2<br />
  9. 9. THE SOCIALWEB<br />3<br />
  10. 10. INTRO: <br />People Not Page Views<br />OLD SCHOOL: <br />“WEB ANALYTICS” = PAGES<br />NEW SCHOOL:<br />“USER ANALYTICS” = PEOPLE<br />PAGE<br />VIEWS<br />EVENTS<br />FRIEND<br />GRAPH &<br />INFLUENCE<br />MAP<br />AGE &<br />GENDER &<br />LOCATION<br />EMAIL<br />ADDRESS<br />COOKIE/IP<br />ADDRESS<br />VIRAL<br />PROFILE<br />SESSION<br />TIME<br />3<br />
  11. 11. THEA.R.M FUNNEL<br />4<br />
  12. 12. ARM Model: <br />Acquisition, Retention & Monetization<br />ACQUISITION<br />RETENTION<br />MONETIZATION<br />5<br />
  13. 13. THE TOP 7 <br />SOCIAL METRICS<br />6<br />
  14. 14. ARM Metric #1<br />ACQUISITION : CAC (Customer Acquisition Cost)<br />1<br />Trending:<br />Up<br />Typical:<br />$1- $3<br />Measure:<br />Traffic K-Factor<br />Traffic X-Day Retention <br />Traffic ARPU<br />CPI <br />Action:<br />A/B Test: Creative, <br />Targeting, Source <br />Leverage X-Promotion<br />Bucket Country Tiers<br />7<br />
  15. 15. ARM Metric #2<br />ACQUISITION : k-factor<br />2<br />Trending:<br />Down<br />Typical:<br />Overall K-Factor<br />0.03-0.10<br />Measure:<br />AKA: Viral Loop<br />Msg/User * CTR<br />Action:<br />A/B Test Content<br />A/B Test Flow/Timing<br />Target ‘influencers’<br />Build a Brand <br />8<br />
  16. 16. ARM Metric #2<br />ACQUISITION : k-factor<br />2<br />Typical:<br />Overall K-Factor<br />0.03-0.10<br />Measure:<br />AKA: Viral Loop<br />Avg. Branching Factor<br />Msg/User * CTR<br />Action:<br />A/B Test Content<br />A/B Test Flow/Timing<br />Target ‘influencers’<br />Build a Brand<br />Trending:<br />Down<br />9<br />
  17. 17. ARM Metric #3<br />RETENTION : Sessions/User & Avg. session length<br />3<br />TRENDING:<br />Flat to Up<br />TYPICAL:<br />Mins: 10+ (Casual)<br />Sessions/User: 1.5-2.3<br />MEASURE:<br />“User Activation”<br />Visits / User / Day<br />Time Spent Per Visit<br />ACTIONS:<br />Funnel Test Activation<br />Test Visit Freq. Vs. Time Spent<br />Instrument Custom Engagement Events<br />10<br />
  18. 18. ARM Metric #3<br />RETENTION : Sessions/User & Avg. session length<br />3<br />ACTIONS:<br />Funnel Test Activation<br />Test Visit Freq. Vs. Time Spent<br />Instrument Custom Engagement Events<br />TYPICAL:<br />Mins: 10+ (Casual)<br />Sessions/User: 1.5-2.3<br />TRENDING:<br />Flat to Up<br />MEASURE:<br />“User Activation”<br />Visits / User / Day<br />Time Spent Per Visit<br />11<br />
  19. 19. ARM Metric #4<br />RETENTION : 1 Day + 1 Week Retention<br />4<br />Trending: <br />1 Day Down, 1 Week Down<br />Typical: <br />D1: 20-30% (LT)<br />W1: 23-35% (LT)<br />Measure:<br />Ideally Cohorted<br />Careful Mixing New & Old Users<br />Action:<br />A/B Test Game Mechanics<br />A/B Test Flow / Funnels<br />Instrument Custom Retention Events<br />12<br />
  20. 20. ARM Metric #4<br />RETENTION : 1 Day + 1 Week Retention<br />4<br />Trending: <br />Down<br />Typical: <br />D1: 20-30%<br />W1: 23-35%<br />Measure:<br />Ideally Cohorted<br />Careful Mixing <br />New & Old Users<br />Action:<br />A/B Test Game Mechanics<br />A/B Test Flow / Funnels<br />Instrument Custom Retention Events<br />12<br />
  21. 21. ARM Metric #5<br />RETENTION :avg. lifetime per user<br />5<br />Trending:<br />Up<br />Typical:<br />Depends<br />Measure:<br />Engagement Loop<br />Decay Rate / Half Life<br />Action:<br />Test Game<br />Dynamic as it Relates to The<br />Engagement Loop<br />Retain key influencers!<br />12<br />
  22. 22. ARM Metric #6<br />Monetization :ARPU, ARPPU<br />6<br />Trending:<br />Up<br />Typical:<br />ARPU: $0.01-0.04 / Day<br />ARPPU: $2-12+ / Day<br />Measure:<br />Revenue / DAU / Day<br /># Transactions / DAU / Day<br />Avg. $ Transactions<br />Action:<br />A/B Test Item Pricing<br />A/B Test Flow/Timing<br />Track Sources/Sinks (Soft Currency)<br />Instrument Custom Monetization Events<br />12<br />
  23. 23. ARM Metric #6<br />Monetization :ARPU, ARPPU<br />6<br />Action:<br />A/B Test Item Pricing<br />A/B Test Flow/Timing<br />Track Sources/Sinks (Soft Currency)<br />Instrument Custom Monetization Events<br />Trending:<br />Up<br />Typical:<br />ARPU: $0.01-0.04 / Day<br />ARPPU: $2-12+ / Day<br />Measure:<br />Revenue / DAU / Day<br /># Transactions / DAU / Day<br />Avg. $ Transactions<br />12<br />
  24. 24. ARM Metric #7<br />Monetization :% Paying Users<br />7<br />Trending:<br />Slightly Down<br />Typical:<br />1-2% / Mo.<br />Measure:<br />Demographics of Paying Users<br />Action:<br />Watch Demo & Traffic Source<br />Loop Data back to Ad Targeting<br />Instrument Custom Engagement Events<br />12<br />
  25. 25. ARM Metric #7<br />Monetization :% Paying Users<br />7<br />Action:<br />Watch Demo & Traffic Source<br />Loop Data back to Ad Targeting<br />Instrument Custom Engagement Events<br />Trending:<br />Slightly Down<br />Measure:<br />Demographics <br />of Paying Users<br /> Typical:<br />1-2% / Mo.<br />12<br />
  26. 26. ARM Metric<br />KLTV :Viral Life Time Value<br />KLTV<br />Virality<br />(branching Factor):<br />[1/(1-k)]<br />X<br />arpu:<br />[ARPU per Day]<br />X<br />retention:<br />[Avg. # of Days Engaged]<br />12<br />
  27. 27. See the 7 Social Metrics in Action<br />@Kontagent<br />blog.kontagent.com <br />12<br />

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