The purpose of this session is to educate the audience on the definition and fundamental pillars of user analytics within the context of the Free-to-Play model. The F2P model has been a game changer for how businesses (social games, mobile apps, etc.) now think about building revenue streams, and balancing revenue/monetization with building a truly engaging & sticky user experience. [They can work in harmony, but it takes understanding user behavior to get that balance right.] This new model also changes the way marketers need to think about managing their user acquisition strategies, and how to measure ROI. It’s now less about optimizing on CPA/CPI, and more about CPPC (cost per profitable customer). Ultimately, user analytics helps companies measure and improve their customer economics from acquisition to engagement to monetization, changing the focus from the value of a page to the value of the lifetime of your customers.