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.

3. success much?

4. reach|views|impressions

5. APPLYING
THE
MEASURE

6. MARKETING/SALES

7. TYPES OF
MEASUREMENT

8. awareness
image
attitude shifts
INTERMEDIATE
MEASURES
BEHAVIORAL
MEASURES
ROI
MEASURES
response rates
compliance with
expected actions
corelation with sales
efficiency
social impact

9. AWARENESS
INTEREST
DESIRE
ACTION

10. 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?

11. CONTEXT

12. 40% of all Steam games
were released in 2016

13. CLUTTER

16. THE VALUE
OF RESEARCH

17. 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?

19. What is the state of your competition?
DESK RESEARCH
YOUR CATEGORY /
DIRECT COMPETITION
WIDER SCOPE /
ADJECENT CATEGORIES
UGC / STEAMTAGS
SOCIAL MONITORING

20. CASE-STUDY DATABASES
(ADREPORT/BRAND24/WARC)

21. direct support from
SPECIALIZED PARTNERS

22. THE BEGINNING
IS ALSO THE END

23. SHORT/LONG TERM
6-9 months campaign plan

24. WARNING!!!1
STOLEN SLIDE!

25. * based on CELLENSE / Ivan Trancik data.
X V

26. 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.

27. 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.

28. Pre-ordering early can
lower the DAY1 IMPACT
closing your door to the
first page.

29. REACH X AWARENESS
IMPACTING SALES
No. of MENTIONS
(MEDIA/CONSUMER)
GOOGLE
SEARCH TRENDS

30. 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.

31. 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.

32. Only the last steps of our campaign are
directly related to the product purchase
and should be evaluated as such.

33. MEASUREMENT
& EVALUATION
PROPER BENCHMARKS | HISTORICAL DATA
BEHAVIORAL DATA | CONTROL | STRAIER

34. SOCIAL MEDIA MONITORING

35. WHAT CAUSED THE EVENT?
HOW TO AVOID/REPLICATE IT?

36. MEASUREMENT
& EVALUATION
PROPER BENCHMARKS | HISTORICAL DATA
BEHAVIORAL DATA | CONTROL | STRAIER

37. PUTTING GAME ON SALE GIVING
INSTANT BOOST OF INCOME.
IMAGE-FOCUSED CAMPAIGN PROLONGING
THE LIFE CYCLE & LEADING TO ORGANIC
USER ACQUISITION.
VS

38. SHORT TERM MARKETING BOOSTS
ARE CRUCIAL BUT NOT AT A COST OF
LONG TERM BRAND BUILDING.

39. ROI=/PROFIT

40. 1k$ => 15k$ = 150%ROI
100k$ => 150k$ = 50%ROI

41. 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

42. FAIL HARDER

44. @akawist