This document discusses player segmentation for online casino games. It begins with an overview of player segmentation basics and how segmentation can be used strategically. It then discusses how to segment players using different approaches like geography, loyalty, behaviors, needs, and value. The document also provides examples of how segmentation is used at Product Madness for tasks like lifecycle analysis, product development, and A/B testing. It concludes with discussing infrastructure and best practices for segmentation.
iGaming webinar - Real time player management lessons from social casinoLauren Cormack
The social casino space is thriving by doing the impossible; convincing players to place bets that have no chance of real reward. To accomplish this the best social casino games micro-manage the player experience in real-time to ensure that each interaction is a positive one that will lead to conversion.
This process is driven by data, connecting demographics with player preferences and in-game behaviour to ensure that players get an experience perfectly tailored to them. This presentation will demonstrate the techniques and tools used by social casino operators, and how these can be adopted in the gambling sector to improve player lifetime and value.
GDC - Top soft launch strategies for awesome metricsLauren Cormack
GDC 2016 presentation by deltaDNA & Thumbspire -
Games that spend more than 1 month in soft launch are proven to do much better - it's the critical time to make the game adjustments that will inspire players to return, time and time again.
In this presentation, you'll find out what a difference data can make, why different types of players are leaving your game, and learn the practical steps you can take to turn things around. You'll discover what areas you should be testing to maximize your KPIs, and see best-practice examples of games that have got it right.
Use these strategies to improve your player retention by 20%+ and learn from Thumbspire case studies how to boost your game monetization.
10 post launch CRM strategies you need to know to maximize revenuesdeltaDNA
This document outlines 10 post-launch CRM strategies for mobile games based on data from the analytics platform deltaDNA. It finds that the best games focus on long-term player retention and engagement over months rather than short-term revenues. Specific strategies include sending timed offers on 2 out of 3 active days and weekends, targeting offers to player behaviors, A/B testing promotions, and using push notifications to drive re-engagement. Overall, the document advocates for ongoing live operations testing and optimization to build a long-lasting game with high player lifetime value.
GDC 2017 - What the best games know that the rest don’tLauren Cormack
Why do games struggle to monetize and how can analytics be utilized to drastically increase revenues and avoid common monetization pitfalls?
In this talk, Isaac Roseboom, Head of Insight at deltaDNA, will demonstrate how successful games use analytics and player insights to best effect. He'll look at the how they approach onboarding, drive first time purchase, and balance their game economy to maximize KPI performance. You will learn exactly what you need to do to successfully monetize a game and drive repeat spend.
Game Connection Paris 2016 - Making games pay: data secrets for game monetiza...Lauren Cormack
This document outlines key strategies for effectively monetizing mobile games discussed in a presentation. It notes that most common issues include low player retention and uncertainty around which monetization approaches to use. The presentation advocates treating the game like a marketplace by integrating different strategies. It emphasizes that ads are important for monetizing the large percentage of players who never pay and shares data showing over 70% of players do not engage with rewarded ads. The document provides secrets around using player data to understand monetization patterns and balance gameplay and spending. It stresses testing ad placement and rewards to improve engagement without disrupting the game experience.
Lean analytics by Will Perone, CTO at Wicked Fun.
Wicked Fun is a design driven game studio founded by industry veterans Terry Redfield and Will Perone. Discover all the shortcuts it's taken to get the biggest 'bang for the buck' in regard to analytics, supporting systems, and staffing
Achieving better engagement and LTVs by combining gamification and real-time ...deltaDNA
This document outlines an agenda for a presentation on combining gamification and real-time marketing to improve engagement and lifetime value. The presentation will cover best practice gamification mechanics, understanding player experiences, and actively managing the player lifecycle across real-time and other channels. It then details several aspects of gamification including loyalty programs, collections, competitions, tasks and achievements, appointment setting, and signposting. The remainder outlines a player lifecycle approach including strategies for different stages from first-time users to maturing and VIP players, and preventing lapses.
Transforming player value - iGaming webinar Lauren Cormack
The document outlines an agenda for a presentation on transforming player value through gamification and personalization. The presentation covers three pillars: best practice gamification mechanics, understanding player experiences, and actively managing the player lifecycle across channels in real-time. It then discusses in more detail gamification mechanics, key objectives in the first 60 seconds, using data and analytics to segment players and interact intelligently, testing and learning, metrics across the player lifecycle, and example campaigns for different stages including first time user experience, early life, maturing players, VIPs, lapsing, and reactivation.
iGaming webinar - Real time player management lessons from social casinoLauren Cormack
The social casino space is thriving by doing the impossible; convincing players to place bets that have no chance of real reward. To accomplish this the best social casino games micro-manage the player experience in real-time to ensure that each interaction is a positive one that will lead to conversion.
This process is driven by data, connecting demographics with player preferences and in-game behaviour to ensure that players get an experience perfectly tailored to them. This presentation will demonstrate the techniques and tools used by social casino operators, and how these can be adopted in the gambling sector to improve player lifetime and value.
GDC - Top soft launch strategies for awesome metricsLauren Cormack
GDC 2016 presentation by deltaDNA & Thumbspire -
Games that spend more than 1 month in soft launch are proven to do much better - it's the critical time to make the game adjustments that will inspire players to return, time and time again.
In this presentation, you'll find out what a difference data can make, why different types of players are leaving your game, and learn the practical steps you can take to turn things around. You'll discover what areas you should be testing to maximize your KPIs, and see best-practice examples of games that have got it right.
Use these strategies to improve your player retention by 20%+ and learn from Thumbspire case studies how to boost your game monetization.
10 post launch CRM strategies you need to know to maximize revenuesdeltaDNA
This document outlines 10 post-launch CRM strategies for mobile games based on data from the analytics platform deltaDNA. It finds that the best games focus on long-term player retention and engagement over months rather than short-term revenues. Specific strategies include sending timed offers on 2 out of 3 active days and weekends, targeting offers to player behaviors, A/B testing promotions, and using push notifications to drive re-engagement. Overall, the document advocates for ongoing live operations testing and optimization to build a long-lasting game with high player lifetime value.
GDC 2017 - What the best games know that the rest don’tLauren Cormack
Why do games struggle to monetize and how can analytics be utilized to drastically increase revenues and avoid common monetization pitfalls?
In this talk, Isaac Roseboom, Head of Insight at deltaDNA, will demonstrate how successful games use analytics and player insights to best effect. He'll look at the how they approach onboarding, drive first time purchase, and balance their game economy to maximize KPI performance. You will learn exactly what you need to do to successfully monetize a game and drive repeat spend.
Game Connection Paris 2016 - Making games pay: data secrets for game monetiza...Lauren Cormack
This document outlines key strategies for effectively monetizing mobile games discussed in a presentation. It notes that most common issues include low player retention and uncertainty around which monetization approaches to use. The presentation advocates treating the game like a marketplace by integrating different strategies. It emphasizes that ads are important for monetizing the large percentage of players who never pay and shares data showing over 70% of players do not engage with rewarded ads. The document provides secrets around using player data to understand monetization patterns and balance gameplay and spending. It stresses testing ad placement and rewards to improve engagement without disrupting the game experience.
Lean analytics by Will Perone, CTO at Wicked Fun.
Wicked Fun is a design driven game studio founded by industry veterans Terry Redfield and Will Perone. Discover all the shortcuts it's taken to get the biggest 'bang for the buck' in regard to analytics, supporting systems, and staffing
Achieving better engagement and LTVs by combining gamification and real-time ...deltaDNA
This document outlines an agenda for a presentation on combining gamification and real-time marketing to improve engagement and lifetime value. The presentation will cover best practice gamification mechanics, understanding player experiences, and actively managing the player lifecycle across real-time and other channels. It then details several aspects of gamification including loyalty programs, collections, competitions, tasks and achievements, appointment setting, and signposting. The remainder outlines a player lifecycle approach including strategies for different stages from first-time users to maturing and VIP players, and preventing lapses.
Transforming player value - iGaming webinar Lauren Cormack
The document outlines an agenda for a presentation on transforming player value through gamification and personalization. The presentation covers three pillars: best practice gamification mechanics, understanding player experiences, and actively managing the player lifecycle across channels in real-time. It then discusses in more detail gamification mechanics, key objectives in the first 60 seconds, using data and analytics to segment players and interact intelligently, testing and learning, metrics across the player lifecycle, and example campaigns for different stages including first time user experience, early life, maturing players, VIPs, lapsing, and reactivation.
Understanding and improving games through machine learning - Natasha LatyshevaLauren Cormack
Data Scientist at Jagex - Jagex has a diverse games portfolio, including a large MMORPG (RuneScape), a tactical FPS (Block N Load) and a collectible card game (Chronicle). In this presentation, Natasha Latysheva will showcase recent and upcoming data science and machine learning projects at Jagex – including quest recommender systems, player clustering by playstyle, deep learning player lifecycle sequences, and automatic bot and abuse detection – to give a taster of the insights that a machine learning approach can provide, whilst also offering project ideas for your own games.
Deltadna achieving better engagement and LTV by combining gamification and ...deltaDNA
DeltaDNA CEO, Mark Robinson will discuss how to transfer the essence of game mechanics into real money gaming, and how real-time marketing can be specifically employed at each stage of the player lifecycle to maximise player lifetime value (LTV).
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...deltaDNA
The mobile advertising industry has evolved rapidly in recent years. According to a survey of over 300 mobile game developers in 2017:
- Most games now have some form of advertising, though ads are still more common in casual games.
- Rewarded video is the most widely used ad format, while native ads and offer walls are growing in core games.
- Core games tend to be more cautious with ads, usually showing about one ad per session, whereas casual games derive 30-40% of revenue from ads.
- Developers most commonly integrate ads through internal exchanges or homegrown mediation, though use of multiple ad networks is increasing.
- Attitudes towards ads have become more positive in the last year, viewed
What the best games know that the rest don't - Isaac Roseboom, deltaDNALauren Cormack
Isaac Roseboom, Head of Insight at deltaDNA - Why do games struggle to monetize and how can analytics be utilized to drastically increase revenues and avoid common monetization pitfalls? In this talk, Isaac Roseboom, Head of Insight at deltaDNA, will demonstrate how successful games use analytics and player insights to best effect. He’ll look at the how they approach onboarding, drive first time purchase, and balance their game economy to maximize KPI performance. You will learn exactly what you need to do to successfully monetize a game and drive repeat spend.
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization Lauren Cormack
The secrets to successful F2P ad monetization by Mark Robinson, CEO at deltaDNA.
DeltaDNA surveyed developers to find out how they approach in-game advertising in their highest monetizing F2P games. We questioned them on their concerns, thoughts for the future, and asked them to share their top tips. Find out the insights generated from this data. Learn what games are doing in different genres and with different player types, from indie to major.
EGR webinar 2016 - Real-time approaches to fraud and social responsibilityLauren Cormack
We address the in-game behaviours that can be identified to prevent fraud and enhance social responsibility, and how they can be evaluated and mitigated in real-time.
-Learn to recognise problem gambling behaviour indicators
-Discover real-time approaches to prevention
-Find out what risk triggers there are
The Games Industry Analytics Forum returned for its first gathering of 2015 in the UK and its 8th meet-up.
The line up was as follows:
Changes in Mobile Play & its Analytic Implications
Philip Tuck - Gaming Realms
The Trials of Building a Custom Analytics Solution
Andres Tallos - Fun Fungus
Analytics and Adserving: The Future
A panel of experts from Rebellion, Bee7, InMobi and deltaDNA looked at the issues surrounding the future of analytics and adserving.
A video of the GIAF including the panel discussion will be available on the deltaDNA blog from April 21st 2015.
80% data 20% luck - How to make profitable games in 2019deltaDNA
This document summarizes trends in the mobile gaming industry from 2016 to 2018. It finds that while the top games remain very profitable, opportunities for mid-tier games have grown significantly as revenues outside the top 100 have doubled in two years. This is driven by smaller publishers getting smarter with user acquisition strategy, return on investment reporting, and data-driven game design and live operations. Better third party tools also help publishers facilitate growth through attribution, analytics, and customer relationship management. Overall, the most successful publishers in the future will grow their player bases, not just individual games.
Important trends in ad strategies and how to benefit from themdeltaDNA
The mobile advertising industry is evolving rapidly. Most games now include some form of advertising, with video ads being the most common. While casual games are more likely to show ads, core games are growing in their use of formats like native ads and offer walls. Publishers have become more confident in ads over the past year, with most games showing about one ad per session. Casual games typically generate 30-40% of revenue from ads, compared to 20-30% for core games. Publishers predominantly access ads through their own mediation solutions or exchanges, with 2-5 networks being most common.
Demystifying Data by Pallas Horwitz, Senior Data Scientist at Blue Shell Games.
The Games Industry Analytics Forum (GIAF) returned to San Francisco for its 9th meet-up. The GIAF is a unique opportunity for games analytics practitioners looking to generate insight and value from big data game analytics. If you are interested in attending future GIAF events, please sign up to our mailing list at www.deltadna.com/mailing-list-signup/
Measuring Collaboration in a Multiplayer Game
Deirdre Kerr – Associate Research Scientist at Educational Testing Service (ETS)
The secrets to successful F2P ad monetization: An analytics perspective
Mark Robinson, CEO at deltaDNA
Q&A: Trends in mobile gaming marketing, UA and analytics in 2016Filippo De Rose, Business Performance Manager at 99Games
The Games Industry Analytics Forum returned for its third gathering of the year in San Francisco and its 10th meet-up, on Monday August 10th.
Featuring presentations and expert panel discussions, the GIAF is a unique opportunity for practitioners looking to generate insight and value from big data game analytics; one of the most important trends in games.
Talks at this GIAF:
Nurturing the player journey
Kady Srinivasan, Sr Director of Player Engagement - Mobile at Electronic Arts
Lean analytics
Will Perone, CTO at Wicked Fun
Analytics architecture at IMVU
Jon Watte, VP of Technology at IMVU
Using data to prove the value of haptics
Nick Thomas*, Head of Gaming at Immersion Corporation.
The event is free for game analytics practitioners. For more info on future GIAF events, visit www.deltadna.com/GIAF
*Slides from Immersion are not included in this slide deck at present
Mark Robinson, CEO of deltaDNA, gave a presentation on the state of the mobile games industry and how to succeed in 2019. Some of the key points made include:
- The top games remain entrenched but growth is happening outside the top 100 games.
- Costs to launch and operate games are rising significantly.
- User acquisition costs are high and many games do not see a return on this spending.
- Successful games in 2018 saw more sustainable growth patterns compared to boom and bust cycles in 2016 through improved user targeting, cross-promotion, and data-driven live operations.
- Accessing user level data and improving player lifetime value modeling has allowed mid-tier games to significantly grow revenues in
UK GIAF: Winter 2015
26th November, London
Kindly hosted at the offices of Space Ape Games.
GIAF returns to London with a fantastic line-up of industry speakers covering a broad range of topics from the realm of game analytics.
Speakers:
Juan Gabriel Gomila Salas, CEO at Frogames
Slot machines: Tweaking randomness in Social Casino
Learn how manipulating randomness on social casino games drives engagement, retention and monetisation.
Fred Easey, Head of Analytics at Space Ape Games
Analytical techniques: A practical guide to answering business questions
Exploring different methods you can use as an analyst to understand your game data
Mark Robinson, CEO at deltaDNA
Survey results: The secrets to successful F2P ad monetisation
Get a first-look at the data generated from a research project on in-game advertising, with over 100 game developers surveyed on their top grossing F2P games.
Analytics: going from crushing candy to delivering dinnersdeltaDNA
The document discusses the similarities and differences between analytics in the gaming industry versus food delivery. Some key similarities include tracking the right data, understanding metrics, experiment design, customer understanding, and having the right people. Important differences are that food delivery deals with real-life factors like churn and local variables, has a more complex analytical landscape with variable costs and revenues, and presents greater opportunities for machine learning. Complex experiment designs are also more common for optimizing dispatch algorithms in food delivery versus games.
These slides accompany the Appsflyer and deltaDNA webinar. Learn how to find the right players, improve their experience and monetize your game.
What will you learn?
- How to measure and optimize your user acquisition and retargeting campaigns
- Why game personalization matters to LTV and engagement
- How to use tools to personalize your game
- How to drive bottom line commercial success
GSA invited us to speak on AI in the gaming industry. The attached doc outlines how operators can leverage AI and how the big AI vendors get it wrong in the casino industry.
Double Game Revenue & Engagement:10 Killer InsightsdeltaDNA
Key Takeaways
How to:
Unlock player data beyond dashboards.
Segment players, understand behaviors and drive deeper data insight.
Understand why players leave and when.
Reduce reliance on whales.
Spread spend across the player base.
Find the high potential players not spending.
Understand how timing, geography and platform affect player behavior.
Get players paying multiple times, and why this is important.
A huge amount of effort is focused on analytics in the Games Industry, but how much of it delivers actionable player insight? If you feel that there is more info in your data than you are currently unlocking, then this session is for you.
Since deltaDNA was founded four years ago, our platform and approach has generated key insights that have transformed the player experience and game success. In this talk, we will share these killer insights based on player behaviors and deep data analytics. Use these to double your revenues and engagement levels by creating a better environment for ALL players. All these findings are relevant to your game and are actionable. Know your players and you will create successful and fun games.
Making games pay: Data secrets for monetization Lauren Cormack
DeltaDNA reveal previously unknown research and insight that’s guaranteed to change the way you think about balancing your in-game monetization
In this webinar, learn about the real monetization issues facing developers. Discover the secrets behind balancing IAP and ad serving, and how to monetize without loss of engagement. Find out how to understand your player experiences through segmentation, and to use this insight to design player-centric ad and IAP monetization strategies.
https://deltadna.com/
The Games Industry Analytics Forum returned for its 10th meet-up on Thursday 27th August at Product Madness in London.
GIAF is a free event for game analytics practitioners held in both the USA and UK, organised by game analytics & marketing company deltaDNA.
Featuring ever-changing presentations, venues and expert panel discussions, it's a unique opportunity for practitioners looking to generate insight and value from big data game analytics; one of the most important trends in games.
UK GIAF: Summer 2015 Featured:
Peter Warman, CEO and Co-founder at Newzoo
What to do with data from 1 billion smart devices in China?
Volodymyr (Vlad) Kazantsev, Head of Data Science at Product Madness
From Data Science to Data Impact: On many ways to segment your players & more
Heather Stark, Analyst at Kinran Limited
Trends in game analytics: What’s happening (and why)
Interested in speaking at a future event or in finding our more? Visit www.deltadna.com/GIAF
Understanding and improving games through machine learning - Natasha LatyshevaLauren Cormack
Data Scientist at Jagex - Jagex has a diverse games portfolio, including a large MMORPG (RuneScape), a tactical FPS (Block N Load) and a collectible card game (Chronicle). In this presentation, Natasha Latysheva will showcase recent and upcoming data science and machine learning projects at Jagex – including quest recommender systems, player clustering by playstyle, deep learning player lifecycle sequences, and automatic bot and abuse detection – to give a taster of the insights that a machine learning approach can provide, whilst also offering project ideas for your own games.
Deltadna achieving better engagement and LTV by combining gamification and ...deltaDNA
DeltaDNA CEO, Mark Robinson will discuss how to transfer the essence of game mechanics into real money gaming, and how real-time marketing can be specifically employed at each stage of the player lifecycle to maximise player lifetime value (LTV).
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...deltaDNA
The mobile advertising industry has evolved rapidly in recent years. According to a survey of over 300 mobile game developers in 2017:
- Most games now have some form of advertising, though ads are still more common in casual games.
- Rewarded video is the most widely used ad format, while native ads and offer walls are growing in core games.
- Core games tend to be more cautious with ads, usually showing about one ad per session, whereas casual games derive 30-40% of revenue from ads.
- Developers most commonly integrate ads through internal exchanges or homegrown mediation, though use of multiple ad networks is increasing.
- Attitudes towards ads have become more positive in the last year, viewed
What the best games know that the rest don't - Isaac Roseboom, deltaDNALauren Cormack
Isaac Roseboom, Head of Insight at deltaDNA - Why do games struggle to monetize and how can analytics be utilized to drastically increase revenues and avoid common monetization pitfalls? In this talk, Isaac Roseboom, Head of Insight at deltaDNA, will demonstrate how successful games use analytics and player insights to best effect. He’ll look at the how they approach onboarding, drive first time purchase, and balance their game economy to maximize KPI performance. You will learn exactly what you need to do to successfully monetize a game and drive repeat spend.
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization Lauren Cormack
The secrets to successful F2P ad monetization by Mark Robinson, CEO at deltaDNA.
DeltaDNA surveyed developers to find out how they approach in-game advertising in their highest monetizing F2P games. We questioned them on their concerns, thoughts for the future, and asked them to share their top tips. Find out the insights generated from this data. Learn what games are doing in different genres and with different player types, from indie to major.
EGR webinar 2016 - Real-time approaches to fraud and social responsibilityLauren Cormack
We address the in-game behaviours that can be identified to prevent fraud and enhance social responsibility, and how they can be evaluated and mitigated in real-time.
-Learn to recognise problem gambling behaviour indicators
-Discover real-time approaches to prevention
-Find out what risk triggers there are
The Games Industry Analytics Forum returned for its first gathering of 2015 in the UK and its 8th meet-up.
The line up was as follows:
Changes in Mobile Play & its Analytic Implications
Philip Tuck - Gaming Realms
The Trials of Building a Custom Analytics Solution
Andres Tallos - Fun Fungus
Analytics and Adserving: The Future
A panel of experts from Rebellion, Bee7, InMobi and deltaDNA looked at the issues surrounding the future of analytics and adserving.
A video of the GIAF including the panel discussion will be available on the deltaDNA blog from April 21st 2015.
80% data 20% luck - How to make profitable games in 2019deltaDNA
This document summarizes trends in the mobile gaming industry from 2016 to 2018. It finds that while the top games remain very profitable, opportunities for mid-tier games have grown significantly as revenues outside the top 100 have doubled in two years. This is driven by smaller publishers getting smarter with user acquisition strategy, return on investment reporting, and data-driven game design and live operations. Better third party tools also help publishers facilitate growth through attribution, analytics, and customer relationship management. Overall, the most successful publishers in the future will grow their player bases, not just individual games.
Important trends in ad strategies and how to benefit from themdeltaDNA
The mobile advertising industry is evolving rapidly. Most games now include some form of advertising, with video ads being the most common. While casual games are more likely to show ads, core games are growing in their use of formats like native ads and offer walls. Publishers have become more confident in ads over the past year, with most games showing about one ad per session. Casual games typically generate 30-40% of revenue from ads, compared to 20-30% for core games. Publishers predominantly access ads through their own mediation solutions or exchanges, with 2-5 networks being most common.
Demystifying Data by Pallas Horwitz, Senior Data Scientist at Blue Shell Games.
The Games Industry Analytics Forum (GIAF) returned to San Francisco for its 9th meet-up. The GIAF is a unique opportunity for games analytics practitioners looking to generate insight and value from big data game analytics. If you are interested in attending future GIAF events, please sign up to our mailing list at www.deltadna.com/mailing-list-signup/
Measuring Collaboration in a Multiplayer Game
Deirdre Kerr – Associate Research Scientist at Educational Testing Service (ETS)
The secrets to successful F2P ad monetization: An analytics perspective
Mark Robinson, CEO at deltaDNA
Q&A: Trends in mobile gaming marketing, UA and analytics in 2016Filippo De Rose, Business Performance Manager at 99Games
The Games Industry Analytics Forum returned for its third gathering of the year in San Francisco and its 10th meet-up, on Monday August 10th.
Featuring presentations and expert panel discussions, the GIAF is a unique opportunity for practitioners looking to generate insight and value from big data game analytics; one of the most important trends in games.
Talks at this GIAF:
Nurturing the player journey
Kady Srinivasan, Sr Director of Player Engagement - Mobile at Electronic Arts
Lean analytics
Will Perone, CTO at Wicked Fun
Analytics architecture at IMVU
Jon Watte, VP of Technology at IMVU
Using data to prove the value of haptics
Nick Thomas*, Head of Gaming at Immersion Corporation.
The event is free for game analytics practitioners. For more info on future GIAF events, visit www.deltadna.com/GIAF
*Slides from Immersion are not included in this slide deck at present
Mark Robinson, CEO of deltaDNA, gave a presentation on the state of the mobile games industry and how to succeed in 2019. Some of the key points made include:
- The top games remain entrenched but growth is happening outside the top 100 games.
- Costs to launch and operate games are rising significantly.
- User acquisition costs are high and many games do not see a return on this spending.
- Successful games in 2018 saw more sustainable growth patterns compared to boom and bust cycles in 2016 through improved user targeting, cross-promotion, and data-driven live operations.
- Accessing user level data and improving player lifetime value modeling has allowed mid-tier games to significantly grow revenues in
UK GIAF: Winter 2015
26th November, London
Kindly hosted at the offices of Space Ape Games.
GIAF returns to London with a fantastic line-up of industry speakers covering a broad range of topics from the realm of game analytics.
Speakers:
Juan Gabriel Gomila Salas, CEO at Frogames
Slot machines: Tweaking randomness in Social Casino
Learn how manipulating randomness on social casino games drives engagement, retention and monetisation.
Fred Easey, Head of Analytics at Space Ape Games
Analytical techniques: A practical guide to answering business questions
Exploring different methods you can use as an analyst to understand your game data
Mark Robinson, CEO at deltaDNA
Survey results: The secrets to successful F2P ad monetisation
Get a first-look at the data generated from a research project on in-game advertising, with over 100 game developers surveyed on their top grossing F2P games.
Analytics: going from crushing candy to delivering dinnersdeltaDNA
The document discusses the similarities and differences between analytics in the gaming industry versus food delivery. Some key similarities include tracking the right data, understanding metrics, experiment design, customer understanding, and having the right people. Important differences are that food delivery deals with real-life factors like churn and local variables, has a more complex analytical landscape with variable costs and revenues, and presents greater opportunities for machine learning. Complex experiment designs are also more common for optimizing dispatch algorithms in food delivery versus games.
These slides accompany the Appsflyer and deltaDNA webinar. Learn how to find the right players, improve their experience and monetize your game.
What will you learn?
- How to measure and optimize your user acquisition and retargeting campaigns
- Why game personalization matters to LTV and engagement
- How to use tools to personalize your game
- How to drive bottom line commercial success
GSA invited us to speak on AI in the gaming industry. The attached doc outlines how operators can leverage AI and how the big AI vendors get it wrong in the casino industry.
Double Game Revenue & Engagement:10 Killer InsightsdeltaDNA
Key Takeaways
How to:
Unlock player data beyond dashboards.
Segment players, understand behaviors and drive deeper data insight.
Understand why players leave and when.
Reduce reliance on whales.
Spread spend across the player base.
Find the high potential players not spending.
Understand how timing, geography and platform affect player behavior.
Get players paying multiple times, and why this is important.
A huge amount of effort is focused on analytics in the Games Industry, but how much of it delivers actionable player insight? If you feel that there is more info in your data than you are currently unlocking, then this session is for you.
Since deltaDNA was founded four years ago, our platform and approach has generated key insights that have transformed the player experience and game success. In this talk, we will share these killer insights based on player behaviors and deep data analytics. Use these to double your revenues and engagement levels by creating a better environment for ALL players. All these findings are relevant to your game and are actionable. Know your players and you will create successful and fun games.
Making games pay: Data secrets for monetization Lauren Cormack
DeltaDNA reveal previously unknown research and insight that’s guaranteed to change the way you think about balancing your in-game monetization
In this webinar, learn about the real monetization issues facing developers. Discover the secrets behind balancing IAP and ad serving, and how to monetize without loss of engagement. Find out how to understand your player experiences through segmentation, and to use this insight to design player-centric ad and IAP monetization strategies.
https://deltadna.com/
The Games Industry Analytics Forum returned for its 10th meet-up on Thursday 27th August at Product Madness in London.
GIAF is a free event for game analytics practitioners held in both the USA and UK, organised by game analytics & marketing company deltaDNA.
Featuring ever-changing presentations, venues and expert panel discussions, it's a unique opportunity for practitioners looking to generate insight and value from big data game analytics; one of the most important trends in games.
UK GIAF: Summer 2015 Featured:
Peter Warman, CEO and Co-founder at Newzoo
What to do with data from 1 billion smart devices in China?
Volodymyr (Vlad) Kazantsev, Head of Data Science at Product Madness
From Data Science to Data Impact: On many ways to segment your players & more
Heather Stark, Analyst at Kinran Limited
Trends in game analytics: What’s happening (and why)
Interested in speaking at a future event or in finding our more? Visit www.deltadna.com/GIAF
We provide templates for rapid iteration with simple, clear tools. Our real-time sketching with teams increases productivity. We address endless design edits by enabling management of low poly wireframes faster and more conveniently.
Career as a Product Manager / Data Analyst in the Games IndustryThomas Hulvershorn
An introduction to Product management and Data Analytics and advice how to start your career in these areas.
Sahil Gupta and Thomas Hulvershorn talking to Students at Abertay University in Dundee / Scotland
Rich Lehman founded DiCentric Solutions with over 35 years of experience in the gaming industry. The company provides consulting and software to analyze slot operations, marketing campaigns, and patron data. Their tools help casinos optimize game performance, understand patron preferences, and improve yield management. Analyzing game characteristics and minimizing non-playing time can increase revenues and the guest experience.
This document summarizes a project analyzing customer data for a self storage company. It includes:
1. An overview of the self storage company, including key metrics like number of stores and customers.
2. Details about the customer data analysis project, including the goals of customer segmentation, predictive analysis, and conversion strategy recommendations.
3. High-level findings from the customer segmentation and market analysis, including profitable times of year and effects of promotions.
4. Recommendations for landing pages and unit sizes to target different customer demographics based on attributes like gender, age, visit patterns.
The document summarizes the benefits of using a Backend as a Service (BaaS) platform like brainCloud for mobile game development. It notes that the mobile game market is large and growing but challenges remain, including high failure rates for new games. A BaaS reduces development costs by providing common backend functionality and tools to help drive engagement and monetization. brainCloud in particular offers a full-featured backend, multiplatform support, and competitive pricing to help developers succeed in the mobile games industry.
The document provides information about Fixnix Infosec Solutions, a cybersecurity company. It summarizes Fixnix's vision, mission, strategic team members, clients, competitors, and revenue projections for their first year after receiving $250,000 in funding. Key details include their goal to be a top governance, risk and compliance company globally, serve small and medium enterprises, and project $5.65 lakh in first year revenue and profit after funding.
Overcoming Demand Gen Resource Constraints: Headcount, Execution, and BudgetSalesEngine
These are some of the ingredients of an end-to-end demand generation program: database maintenance and integration, PPC and ad retargeting, content creation, email marketing, marketing automation, social media, campaign execution and management, lead scoring and nurturing, lead follow-up and sales enablement.
If it sounds like a lot, that’s because it is—and most companies don’t have the resources to dedicate a full-time employee (or even a part-time contractor) to each piece.
This webinar explores staffing, execution, and budget challenges companies face when they attempt to establish a demand generation function—and presents some ways to address those challenges.
This document discusses how keywords, which are currently the main unit of optimization for search engine marketing, are becoming less important and may eventually be removed. It notes that keywords are inefficient for users and advertisers and too granular. It outlines how Google is pushing broader matching, close variants, geo-modifiers, enhanced campaigns, product listing ads, dynamic search ads, and removing query data to move away from keyword-level optimization to intent-based and audience-based approaches. The document advises marketers to take advantage of current query data, understand their audiences, and expand beyond search engine marketing to prepare for a future without keywords as the main optimization unit.
[Webinar] Predictive Marketing: The Science Behind MarketingMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-marketing-the-science-behind-marketing/
Title: "Predictive Marketing: The Science Behind Marketing"
Description:
One of the hottest trends in marketing and lead generation is predictive marketing. But what does it mean and how does it really work? Can it be implemented by mere mortals in marketing? Or does it require an army of big data scientists and a black box model?
Implementing predictive data for decision making surrounds us today. The challenge is providing advanced analytics without the need for a team of programmers. Join Tal Segalov from Mintigo as he shows how to quickly build predictive models and how to visualize the results for B2B businesses.
In this webinar you will learn:
- Who is already using predictive marketing all around you
- How 20% of your leads give 80% of your business and we have the proof
- The most efficient way to share predictive scores for optimal engagement
- The importance of clean data for building predictive models and constructing visualizations
About The Speaker:
Tal Segalov, COO and Co-Founder at Mintigo
Tal brings more than 15 years of experience in software development. Prior to Mintigo, Tal was AVP Research and Development for modu, the modular mobile handset company. His previous experience includes developing complex, large scale data analysis systems. He holds a B.Sc. EE and a B.A in Physics from the Technion – Israel’s leading school of technology. He also holds an executive MBA from Tel Aviv University.
A group of Cal Poly entreprenurs created a proximity-based social interactive mobile app which allows users to become a professional "assassin" and play a fox hunt type game with their friends, coworkers, classmates, and other random users. The app is named Daily Assassin and is in progress of being created.
LSA17: Developing a Marketing Prioritization Model for Greater Effectiveness ...Localogy
The document discusses developing a market prioritization model to effectively allocate digital marketing resources. It describes collecting various data points on stores like sales, search engine optimization performance, population density, and level of local competition. Stores are then ranked and placed into tiers (high, medium, low priority) based on a composite score of these factors. The model aims to start a dialogue on where to focus efforts to increase returns on investment and drive the highest performance and visibility across all locations.
Developing a Market Prioritization Model For Greater EffectivenessNick Neels
Instead of simply responding to demanding franchisees or location managers, Nick Neels explains how to use internal and third-party data to benchmark and better understand the performance of all your locations. Marketers and brands can then develop a prioritization roadmap that helps focus on sites or locations offering real opportunities for growth and improvement. Results and lessons learned can then be applied across the organization. This tactical session is for anyone representing or working with multi-location enterprises.
This document summarizes information about FixNix, a Governance, Risk, and Compliance (GRC) solutions company. It outlines FixNix's vision, mission, growth timeline, strategic team members, clients, competitors, target markets, and revenue and expense projections for the first year. Key details include FixNix winning the Microsoft Bizspark challenge in 2012, growing to 20 employees by 2013, and projecting $5.65 million in revenue for the first year with marketing expenses of $360,000.
Improving Findability through Site Search AnalyticsLouis Rosenfeld
The document discusses site search analytics from both a bottom-up and top-down perspective. It describes analyzing search query data to understand common queries, failure rates, and metadata patterns. It also discusses defining search-related metrics and benchmarks to measure findability and performance from a top-down perspective. The key is putting both approaches together to understand what is being measured and why.
Using Search Data to Influence Organizational Decision MakingConductor
James Patterson, Senior Manager, SEO, American Eagle at C3 2018
While SEO is typically viewed as one channel within a larger digital marketing portfolio, the research that we do can drive content and technical decisions that impact all digital marketing channels. Identifying useful SEO data and using it to educate key functional teams is a core competency of an in-house SEO. Whether you are involved in early Ideation or tactical Implementation, SEO data should feed your decision making.
The benefits of operating a free-to-play "game-as-a-service" are well known: elastic pricing, a direct relationship with your players, longer lifespan, and an opportunity to fine-tune after launch. But to fully realize these benefits, you need to plan your live operations strategy as carefully as you plan your game. This talk will show how you can build an effective LiveOps strategy using PlayFab.
Similar to UK GIAF Summer 2015 - From data science to data impact (20)
The Ipsos - AI - Monitor 2024 Report.pdfSocial Samosa
According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
Global Situational Awareness of A.I. and where its headedvikram sood
You can see the future first in San Francisco.
Over the past year, the talk of the town has shifted from $10 billion compute clusters to $100 billion clusters to trillion-dollar clusters. Every six months another zero is added to the boardroom plans. Behind the scenes, there’s a fierce scramble to secure every power contract still available for the rest of the decade, every voltage transformer that can possibly be procured. American big business is gearing up to pour trillions of dollars into a long-unseen mobilization of American industrial might. By the end of the decade, American electricity production will have grown tens of percent; from the shale fields of Pennsylvania to the solar farms of Nevada, hundreds of millions of GPUs will hum.
The AGI race has begun. We are building machines that can think and reason. By 2025/26, these machines will outpace college graduates. By the end of the decade, they will be smarter than you or I; we will have superintelligence, in the true sense of the word. Along the way, national security forces not seen in half a century will be un-leashed, and before long, The Project will be on. If we’re lucky, we’ll be in an all-out race with the CCP; if we’re unlucky, an all-out war.
Everyone is now talking about AI, but few have the faintest glimmer of what is about to hit them. Nvidia analysts still think 2024 might be close to the peak. Mainstream pundits are stuck on the wilful blindness of “it’s just predicting the next word”. They see only hype and business-as-usual; at most they entertain another internet-scale technological change.
Before long, the world will wake up. But right now, there are perhaps a few hundred people, most of them in San Francisco and the AI labs, that have situational awareness. Through whatever peculiar forces of fate, I have found myself amongst them. A few years ago, these people were derided as crazy—but they trusted the trendlines, which allowed them to correctly predict the AI advances of the past few years. Whether these people are also right about the next few years remains to be seen. But these are very smart people—the smartest people I have ever met—and they are the ones building this technology. Perhaps they will be an odd footnote in history, or perhaps they will go down in history like Szilard and Oppenheimer and Teller. If they are seeing the future even close to correctly, we are in for a wild ride.
Let me tell you what we see.
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataKiwi Creative
Harness the power of AI-backed reports, benchmarking and data analysis to predict trends and detect anomalies in your marketing efforts.
Peter Caputa, CEO at Databox, reveals how you can discover the strategies and tools to increase your growth rate (and margins!).
From metrics to track to data habits to pick up, enhance your reporting for powerful insights to improve your B2B tech company's marketing.
- - -
This is the webinar recording from the June 2024 HubSpot User Group (HUG) for B2B Technology USA.
Watch the video recording at https://youtu.be/5vjwGfPN9lw
Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Discussion on Vector Databases, Unstructured Data and AI
https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Aggregage
This webinar will explore cutting-edge, less familiar but powerful experimentation methodologies which address well-known limitations of standard A/B Testing. Designed for data and product leaders, this session aims to inspire the embrace of innovative approaches and provide insights into the frontiers of experimentation!
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeWalaa Eldin Moustafa
Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
#SQL #Views #Privacy #Compliance #DataLake
Analysis insight about a Flyball dog competition team's performanceroli9797
Insight of my analysis about a Flyball dog competition team's last year performance. Find more: https://github.com/rolandnagy-ds/flyball_race_analysis/tree/main
5. ‹#›
Heart of Vegas in (public) Numbers
iPad US - #13 top grossing
iPhone US - #32 top grossing
Android - #44 top grossing
US (games) Australia
iPad - #1 top grossing
iPhone - #1 top grossing
Android -#3 top grossing
jobs@productmadness.com volodymyrk
6. ‹#›
Data Impact Team
Ad-hoc analytics;
dashboards
Deep dive analysis;
Predictive analytics
ETL, R&D
jobs@productmadness.com volodymyrk
7. ‹#›
Data Impact Team
7 people; 4 in London office
jobs@productmadness.com volodymyrk
Ad-hoc analytics;
dashboards
Deep dive analysis;
Predictive analytics
ETL, R&D
12. ‹#›
Successful segmentation is the product of a detailed
understanding of your market and will therefore take time
- Market Segmentation: How to Do it and Profit from it, 4th edition: Malcolm McDonald
13. ‹#›
Basics
Customers have different needs and means
Segmentation can help to understand those differences
Which can help to deliver on those needs
And drive higher profitability
14. ‹#›
What is a Player Segment?
A segment is a group of customers who display similarities to
each other...
Customers move in and out of segments over time
15. ‹#›
How many segments are there?
There is no one right way to segment (not should there be):
Many different approaches and techniques
Mix of art, science, common sense, experience and practical knowledge
Depends on business needs and availability of data
Don’t aim to build one holistic model to meet all needs
17. ‹#›
Strategic
Management
Product
Development
Marketing
Operations
Comments
Geography
/Demographics
✭✭ ✭✭ ✭✭
Separates players by country, city, city-district, distance
from land-based casinos.
By generational profile: boomers, Gen-Y, Gen-X.
Loyalty / Length of
Relationship
✭✭✭ ✭ ✭✭✭
New players, on-boarding, engaged, lapsed, re-
engaged, cross-promoted.
Behavioural ✭ ✭✭✭ ✭✭✭
Based on identifying player’s behaviour characteristics
that help to understand why customer behave the way
they do
Needs-based ✭ ✭✭✭ ✭
Divide customers based on needs which are being
fulfilled by playing Online Slots
Value Based ✭✭✭ ✭ ✭✭
Based on present and future value of the customer
(RFM/CLV)
19. ‹#›
Segmentation = building a taxonomy
All Players
New
(<28 days)
Established
(>28d)
Payer Non Payer0-2 days 3-7d 8-27
<30 spins >30 … High V Med V Low V Engaged Casual…
VIP Concierge
20. ‹#›
..and simplifying it daily use
All Players
New
(<28 days)
Established
(>28d)
Payer Non Payer0-2 days 3-7d 8-27
<30 spins >30 … High V Med V Low V Casual…
New
High
Value
Med Value Low Value Engaged Casual
Engaged
29. ‹#›
Pillars of Successful Segmentation Project
Business knowledge
Data knowledge
Analytical skills
People
Process
Technology
ETL
Machine Learning
Business Intelligence
Product Integration
Marketing
Product
Data Services
30. ‹#›
Top-down approach to segmentation
1. Define objectives and therefore customer characteristics
a.dd
2. Choice method to split users
a.d
3. Prioritise segments to target
a.d
4. Operationalise segmentation
a.s
5. ‘land’ the segmentation within the organization
31. ‹#›
Bottom-up approach
360o player
view
Segmentation
Player
transitions
Tailored
interventions
Prioritisation
and testing
● Build database to provide 360o view of the customer
● Demographic, behavioural, payments, etc.
● Add predictive attributes, such as conversion probability, churn risk, LTV, etc.
● Segment customers by desired attributes: more than one approach
● Use robust statistical techniques for clustering or validation of empirical segmentation
● Ensure segmentation is intuitive for the business and can be used across business functions
● Identify how players are moving from one segment to another (segment transition matrix)
● Determine value levers and identify potential improvement ideas
● Create tailored interventions (CRM, push ..), aimed at moving customers to more valuable segments
● Build predictive models to detect best offer and prevent undesirable transitions
● Prioritise interventions based on expected LTV uplift and ease of implementation
● Test interventions through experimentation
32. ‹#›
How to actually do segmentation?
Just Look at Data Clustering Decision Trees
Player Attributes
de-correlate
Normalise Scale
47. ‹#›
Behavioural Segmentation
Average Bet
Gifts per Day
Bonuses per Day
Machine Stickiness
Days Played
Spins per Day
Preference for New Machines
%% of spin on High-Roller machines
Big Win Stickiness
etc.
Hierarchical
Clustering
54. JOIN IN THE CONVERSATION PARTICIPATE IN THE NEXT GIAF
Analytics for Games
www.deltadna.com/giaf
events@deltadna.com
#UKGIAF
Editor's Notes
\/ \/ \/ \/ \/ \/ \/
US (games)
iPad US - #13 top grossing
iPhone US - #32 top grossing
Android - #44 top grossing
Australia
Who cares about Australia. We do
iPad - #1 top grossing
iPhone - #1 top grossing
Android -#3 top grossing
Overall, not only games
Ad-hoc analytics, daily fires, dashboards, Insights
Deep dive analysis - reports that take few weeks to complete;
Predictive analytics, Machine learning, statistical modelling
Data Pipeline, platform for machine learning and modelling
Insights
Data Science
Data Engineering
7 people; 4 in London office
We Are Hiring !
jobs@productmadness.com
Events are generated on server-side. This way we control data quality.
We are processing 350 Million events per day
They got ingested into Amazon Cloud to S3, with the help of Python and Spark.
And then got copied to Amazon Redshift - Columnar parallel database.
Currently we have 12 nodes, with total capacity of 24TB
Once the data is in there - we do all heavy aggregations and transformations.
We have moved from Hadoop more than a year ago and haven’t looked back since.
We perform most of interactive analysis in Python Notebooks.
For trivial things we are using re.dash, which is similar to Mode and Periscope.
It is Web-based SQL client with integrated plotting and collaboration functionality.
You can even create dashboards with re.dash, but for production dashboards we prefer to use Tableau or our own D3.js-based application.
All our web applications are using Python backend, Flask framework. We use scikit-learn for machine learning and predictive analytics.
As you have probably guessed, we like Python.
What we do:
AB tests
bread and butter of data science teams
yet controversial
and often misunderstood
Customer Lifetime Value modelling
knowing how much your customer worth, shortly after you acquite them is a holy-grail of User Acqusition
can easily spend next 40 minutes talking about customer lifetime value modelling, but ..
So - segmentation
In this presentation I will not be taking in details about classification algorithm, dimensionality reduction or machine learning.
Instead, we will be looking at segmentation from Product Marketing perspective.
Successful segmentation is the product of a detailed understanding of your market and will therefore take time
Segmentation is not a two-weeks task you assign to your analytics department
Customers have different needs and means.
Some players play for fun, others got a kick from competition.
We all know that players have very different willingness to pay.
Most of you know how rare it is to find a Normal Distribution among our players - our games are played by outliers. If you remove outliers from any analysis - you will probably miss the point of it.
Segmentation can help to understand those differences
Which can help to deliver on those needs
And drive higher profitability
A segment is a group of customers who display similarities to each other...
They may react similarly in a product/service offering
They may provide comparable values (profitability) to the company
They may bear the same needs or behave in alike ways
Customers move in and out of segments over time
There is no one right way to segment (not should there be):
Many different approaches and techniques. I will cover few techniques in the following slides.
Mix of art, science, common sense, experience and practical knowledge
You need to take business needs into account, but also what data is available and can be used, operationally.
Don’t aim to build one holistic taxonomy to meet all needs,
So what are different types of segmentation?
How do you approach a problem like this?
Multiple way to segment users
And there are different use cases for segmentation.
You can segment on: geography and basic demographics.
In our case - Australian players are very important, and usually behave quite differently from the rest of the world.
You can segment based on stage in a player’s Lifecycle - new players behave differently to someone who have been playing your game for the last two years. Also, knowing users who are showing signs of disengagement is very important.
You can also segment on Behaviour, Needs (if you can identify them, possibly based on observed behaviour) and, of course, based on Player Value.
But different parts of the business are interested in different segmentations.
Product Managers and Marketing teams might be very interested in Behavioural Segments. But CEO may be more interested to track retention metric for your most valuable players (whales).
The actual segmentation might be hybrid.
This is the segmentation of the Land-based Slot players.
First layer - by frequency of play, e.g. engagement
Second layers - bahavioural
But of course, it is important to understand why segmentation is useful for a business.
What decisions can it help to make?
And how it can affect daily operations and possibly product?
Clients of Segmentation
Strategy and Finance
Product development
Marketing operations
Strategy and Finance
When we looked at data after launch, amount of coints spent has actually dropped on the day of the launch!
But was it even a real drop?
But for a specific segment, that day was very positive.
Business knowledge:
- high-level segments goals
- product/marketing strategy
Data knowledge:
- how to access 360 view?
- what are segments definitions?
Stats/Analytical skills
- how to profile various segments?
ETL
- recalculated daily or real-time
- regular reviews
Integration with back-office and game
- segmentation engine + ETL
Dashboards
Reporting
Marketing:
- day-2-day campaigns for segments
- reporting (monthly and daily)
Product
- review feature success for segment
Analytics and data engineering
- ongoing support and refinement
What are business objectives and therefore customer characteristics we should use to profile the market?
What approach should we take to ensure segments accurately represent the market and actionable?
What criteria should we use to prioritise segments and select targets?
How can we ensure segmentation is operational and can be deployed?
How to do ‘land’ the segmentation within the organization and ensure it gains traction?
K-means
Hierarchical Clustering
Decision Trees
.. and many more