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Data-driven game marketing @ GIC2017

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Presentation from Game Industry Conference 2017.
SUMMARY:
While we are one of the most innovative and digitally driven industries, the role of data in marketing planning is way too small. How can we measure our video campaigns, social coverage, investments into paid activities and predict if our spendings will convert into actual sales? Being a part of the indie scene and having limited budgets we should consider data as an important part of our communication planning, as it can increase the effectiveness of activities, allow for savings and help us optimize by learning and getting better with every campaign we run.

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Data-driven game marketing @ GIC2017

  1. 1. success much?
  2. 2. reach|views|impressions
  3. 3. APPLYING THE MEASURE
  4. 4. MARKETING/SALES
  5. 5. TYPES OF MEASUREMENT
  6. 6. awareness image attitude shifts INTERMEDIATE MEASURES BEHAVIORAL MEASURES ROI MEASURES response rates compliance with expected actions corelation with sales efficiency social impact
  7. 7. AWARENESS INTEREST DESIRE ACTION
  8. 8. AWARENESS INTEREST DESIRE ACTION What’s the follow-up & how can it boost the sales? Is there a community built around the genre/trend/franchise?
  9. 9. CONTEXT
  10. 10. 40% of all Steam games were released in 2016
  11. 11. CLUTTER
  12. 12. THE VALUE OF RESEARCH
  13. 13. How does the market look? STEAMSPY DATA What does it mean to succeed? What does it mean to do ‘so-so’? Where the failure begins?
  14. 14. What is the state of your competition? DESK RESEARCH YOUR CATEGORY / DIRECT COMPETITION WIDER SCOPE / ADJECENT CATEGORIES UGC / STEAMTAGS SOCIAL MONITORING
  15. 15. CASE-STUDY DATABASES (ADREPORT/BRAND24/WARC)
  16. 16. direct support from SPECIALIZED PARTNERS
  17. 17. THE BEGINNING IS ALSO THE END
  18. 18. SHORT/LONG TERM 6-9 months campaign plan
  19. 19. WARNING!!!1 STOLEN SLIDE!
  20. 20. * based on CELLENSE / Ivan Trancik data. X V
  21. 21. The titles that perform better on the market have some kind of a pre-launch community built. -- There is a direct corellation betwen proper coverage generating organic interest in a game and its performance in a launch window. -- Media early-burners generating WOM too early simply lose their money.
  22. 22. Follow your heart with your brain. LEAVE ’CALL TO ACTION’ FOR THE LAST MILE OPEN WITH IMAGE-BUILDING COMMUNICATION Early wishlists and pre-orders won’t do you any good without proper foundation built on awareness built for your title.
  23. 23. Pre-ordering early can lower the DAY1 IMPACT closing your door to the first page.
  24. 24. REACH X AWARENESS IMPACTING SALES No. of MENTIONS (MEDIA/CONSUMER) GOOGLE SEARCH TRENDS
  25. 25. CAMPAIGN LAUNCH DAYANNOUNCEMENT EVALUATIONTRACKING The market scan should start before the proper launch of your campaign so you would have any kind of applicable benchmark for further evaluation.
  26. 26. IT IS NOT A BUG IT IS A FEATURE. For most channels, there is no direct link between stimulus and response. -- Patterns exist and should be used if applicable. -- Focusing on measurable activities only weakens your overall impact.
  27. 27. Only the last steps of our campaign are directly related to the product purchase and should be evaluated as such.
  28. 28. MEASUREMENT & EVALUATION PROPER BENCHMARKS | HISTORICAL DATA BEHAVIORAL DATA | CONTROL | STRAIER
  29. 29. SOCIAL MEDIA MONITORING
  30. 30. WHAT CAUSED THE EVENT? HOW TO AVOID/REPLICATE IT?
  31. 31. MEASUREMENT & EVALUATION PROPER BENCHMARKS | HISTORICAL DATA BEHAVIORAL DATA | CONTROL | STRAIER
  32. 32. PUTTING GAME ON SALE GIVING INSTANT BOOST OF INCOME. IMAGE-FOCUSED CAMPAIGN PROLONGING THE LIFE CYCLE & LEADING TO ORGANIC USER ACQUISITION. VS
  33. 33. SHORT TERM MARKETING BOOSTS ARE CRUCIAL BUT NOT AT A COST OF LONG TERM BRAND BUILDING.
  34. 34. ROI=/PROFIT
  35. 35. 1k$ => 15k$ = 150%ROI 100k$ => 150k$ = 50%ROI
  36. 36. KEY MONITORING TOOLS DEDICATED PARTNERSHIPS PRE-CAMPAIGN RESEARCH INITIAL BENCHMARKING STRUCTURED PLANNING WITH KEY KPIs DEFINIED POST-CPG EVALUATION P&L / LESSONS LEARNED ONGOING DATA COLLECTIONONGOING DATA COLLECTION/ANALYSIS competition + category past campaigns case studies intermediate measures behavioural measures ROI measures comms/media media tracking social media monitoring case study data-bases comparison with benchmarks objectives / KPIs evaluation noise exclusion c&m/business
  37. 37. FAIL HARDER
  38. 38. @akawist

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