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User path analysis and user profiling
The document outlines a comprehensive analysis of user paths, behavior topics, and player profiling to enhance offers personalization for gaming applications. It includes data on player interactions, churn rates, and customization needs alongside modeling techniques to improve offer prediction accuracy. Key scenarios illustrate personalized offer strategies for both new and returning players based on their profiles and actions.
User path analysis and user profiling
- 1. USER PATH ANALYSISAND USER PROFILING Alisa Spodyneyko Lead Analyst INTERNAL USE ONLY
- 2. #1 PLAYER PATHSANALYSIS #1 Player paths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 3. Collect logs withscreen views and UI element interactions Screen View Time Button Click INTERNAL USE ONLY
- 4. Simplified 1st sessionplayers path FractureZ INTERNAL USE ONLY
- 5. #2 USER BEHAVIORTOPICS #1 Player paths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 6. Topic Modeling (withLDA) User Paths Screens/Actions Topics INTERNAL USE ONLY
- 7. Nitro Nation topics(Day 0) Car customization IAPs Rims customization Non-career game modes Getting FREE currency Not enough currency Buy car and car offers Augmented reality Career and career offers Change profile & create new profile Crew Drift mode not available INTERNAL USE ONLY
- 8. TOP-5 topics bypaying users % (Day 0) 21% 17% 12% 11% 9% Crew Career and suspension tuning drift, suspension tuning, giftreward IAP screens career offer, car offer 1,4% 1,3% 0,8% 0,8% 0,8% Cheat with carseries and blueprint Augmentedreality Change car Non career game modes Buy car, car offers Offers system work worth than currency shop Career motivates to pay Non-career modes don’t motivate to pay INTERNAL USE ONLY
- 9. Churn rate vsPayment conversion rate Customization Need upgrades, not enough currency, drift unavaliable Career Premium Shop, Customization 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 5% 10% 15% 20% 25% ChurnRate % of Paying Users Topic with high churn of payers Topics with loyal paying users INTERNAL USE ONLY
- 10. #3 USER PROFILING #1 Playerpaths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 11. Your profile Topic_0 Topic_1Topic_2 Topic_3 Topic_4 Player 1 0.5 0.8 0 0 0.2 Player 2 0 0.4 0.2 0.8 0.8 Player 3 0 0 0.6 0 0.2 Player 4 0.7 0 0 0.1 0.1 Player 5 0.3 0 0 0 0 INTERNAL USE ONLY
- 12. Applications of userprofiles • Profile statistics • Change in profiles over time • Change in profiles after game update • Player paths management INTERNAL USE ONLY
- 13. #4 OFFERS PERSONALIZATION #1 Playerpaths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 14. Adding topics improveoffers prediction models accuracy Some topics make impact on offers prediction INTERNAL USE ONLY
- 15. Scenario #1: Newplayer - personal offer after 1st day User Path for 1st day User Profile for the 1st day Find similar profiles Offer something that usually purchase users with similar profiles INTERNAL USE ONLY
- 16. Scenario #2: Oldplayer - personal offer at some game point User Path for last N actions User Profile for N actions Offer something that usually purchase users with similar profiles for N actions INTERNAL USE ONLY
- 17. THANK YOU! Alisa Spodyneyko|Lead Analyst alisa.spodyneyko@creative-mobile.com INTERNAL USE ONLY