1. Social Gambling and Gaming Summit – Las Vegas, Dec. 2013
Gaining the Edge through
Predictive Personalization
-- Leveraging User Data to Raise KPIs --
Alan Avidan, PhD
CEO, Bees & Pollen
www.BeesAndPollen.com
Alan@BeesAndPollen.com
December 2013
4. Predictive Personalization
Social* + Behavioral
+ Session User Data
User DNA
Generation
Correlate & Predict
Best User Choices
Option A
Option B
Option C
Option D
* Social data contains customer experience, preferences, and trends information
Algorithms include Genetic, Artificial Intelligence, Decision Trees, Regression
December 2013
www.BeesAndPollen.com
8. Raising KPIs ≡ Raising Profit
• Requires:
Increasing LTV and/or Lowering UAC
• Requires:
Raising Conversions at Key Game Elements
• Requires:
More Attractive Choices at Decision Points
www.BeesAndPollen.com
December 2013
9. More Attractive Choices ?
• The Problem:
Players Have Different Choice Preferences
• The Solution:
Predict Each User’s Preference at Each Decision
Point, and Dynamically Adapt the Page
• The Technology:
Real-Time Predictive Personalization
www.BeesAndPollen.com
December 2013
10. Basics 101
MAX (Profit)
Profit = (LTV – UAC – Opex)
LTV = Lifetime Value
UAC = User Acquisition Costs
Opex = Operating Expenses
www.BeesAndPollen.com
December 2013
12. Increase LTV KPIs
2. Off-Game
• Dx Retention
• Target Higher LTV User Profiles
(Example: Males, 40 and up, from North
America, College, interested in Travel and Cars)
www.BeesAndPollen.com
December 2013
13. Decrease Acquisition Costs
1. In-Game:
• Amplify Virality Retention Loop
2. Off-Game:
• Target Higher Viral-Active User Profiles
(Example: female, 25-40, interested in books and
music, with over 99 friends)
www.BeesAndPollen.com
December 2013
19. Open Graph: Story Variations
Option 1
Competitive
Option 2
Achiever
Option 3
Social
Conversion = Friends clicking the link to get into the game
www.BeesAndPollen.com
December 2013
22. Gain the Edge
Raise Profit by Predicting and
Affecting Player Behavior via
Real-Time Predictive Personalization
www.BeesAndPollen.com
Please Don’t
Leave Money
on the Table!
December 2013
