SlideShare a Scribd company logo
Will Lytle CCO Segment and Develop
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The internet presents us with a paradox…
Cheers for last night…
Peter Steiner New Yorker,  July 5, 1993
CUSTOMER RETENTION Recency Frequency Monetary Value
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
?
 
 
The emotional state of a player that results from his/her  recent  play and that which plays a direct role in influencing future behaviour (including hyper-activity, neutrality and disengagement). ,[object Object],[object Object],[object Object],[object Object],[object Object],How do you plug it in…
Unfunded Active Lapsed
Recency Source Breakdown Products Promo  Aptitude Value -Plebs -HiPos -Gluttons Player State -Win/Loss -Acct Balance -Value Swings Personal Data Products Value Player State Recency Personal data
Statistically derived “moments” during a player’s lifetime when it is in your best interest to interfere in order to increase response and ROI. ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Inspiring, but Disconnected Player Experience Fragmented Experience Appeasers Customer-facing teams
WTF?!?!?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Occurs when a customer comes in contact with your company and experiences your level of service. Jan Carlzon President of Scandinavian Airlines Moments of Truth © 1987 But that’s not really the whole picture….
Player Experience Player Development Specialists Mini-Boss Boss Player Controlled  Filter, Gather, and Personalize Balance Player and Biz Demands Appeasers Re-Visionary
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you [email_address]

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