"Behavioral analysis - how to use data gathered in gamification and enhance the results it provides?" - my speech from Comarch User Group 2017 (https://usergroup.comarch.com/en/)

1. BEHAVIORAL ANALYSIS - HOW TO USE DATA GATHERED IN
GAMIFICATION AND ENHANCE THE RESULTS IT PROVIDES?
MAŁGORZATA KENDZIOREK
GAMIFICATION PRODUCT MANAGER

2. MAŁGORZATA KENDZIOREK
Gamification Product Manager
The Team Leader of the Consulting Team
responsible for Gamification Consultancy
and Business Analysis

3. WHY
BEHAVIORAL
ANALYSIS?

4. REPORTS
room summary
Activated on: 30/08/2017 at 03:00
Deactivated on: 30/08/2017 at 03:59
Members: 13
Room member 1
Nickname: djdjrjjdjff
Registered on: 30/08/2017 at 03:22
Device: SM-G900F, samsung, system: Android
Session duration: 00:00
Collected badges: 1
WELCOME TO GAME INN
Room member 2
Nickname: asdf
Registered on: 30/08/2017 at 03:22
Device: Browser: Edge 15.15063, OS: Windows 10
Session duration: 00:00
Collected badges: 1
WELCOME TO GAME INN
Room member 3
Nickname: 6u767
Registered on: 30/08/2017 at 03:02
Device: Simulator
Session duration: 00:08
Collected badges: 1
WELCOME TO GAME INN
CAMPAIGN 1
Started games: 2
GAME 1
Game ID: game1
Collected points: 141 pts
Number of attempts: 1
Time spent: 1 sec
GAME 2
Game ID: game2
Collected points: 130 pts
Number of attempts: 1
Time spent: 7 sec

5. ▪ What else can we introduce into our gamification?
▪ How to improve it?
▪ How can we exceed our current results?
▪ How can we join gamification with other tools?
QUESTIONS

6. HOW DOES
BEHAVIORAL
ANALYSIS
WORK?

7. BEHAVIORAL ANALYSIS - OUTLINE
Data
gathering
Analysis
& Concept
Scope
& Mechanics
Development
Go-live &
Maintenance
new features, new
groups of users, etc.
Information about
users:
habits, motivators,
frequency of usage,
devices, favourite app
features, results, etc.

8. BEHAVIORAL ANALYSIS - DESCRIPTION
Gather Analyse Adjust
Information about users,
especially:
• Their habits
• What motivates them in the
short and long term
• Frequency of usage
• Devices they use
• Their favorite app features
• Their results
We use data from:
• Google Analytics adjusted to
a particular project
• System/app statistics
• Google play & AppStore
statistics
Our team includes:
• Business Analysts
• Creative Gamification
Designers
• IT Consultants and more
That combination results in
small changes in the
mechanics that may:
• Improve gamification
experience
• Strengthen interaction
between the solution and
its users
• Create more ways of play
(adjusted to particular
users)
Behavioral analysis

9. BEHAVIORAL
ANALYSIS
- RESULTS?

10. B2E SOLUTION FOR SPORTSWEAR
GLOBAL LEADER, WESTERN EUROPE
Adjusted mechanics – a 198% increase in
the monthly number of openings of educational
tasks/content
Change in the timing of notifications and
newsletters – a 264% increase in the
weekly visit frequency
B2E/B2B SOLUTION
FOR FMCG LEADER,
POLAND
Encouraging tasks -
134 – the number
of attempts made by
one user to complete a
specific task
B2C SOLUTION FOR
JETBLUE AIRWAYS,
USA
Partner Badges
- a 200% increase
in purchases of JB’s
partners’ services during
the first year

11. COMARCH
al. Jana Pawła II 39 a
31-864 Kraków
E-Mail: telco-enquiries@comarch.com
www.comarch.com