a.r.m metrics framework se7en deadly social game metrics by: albert lai, co-founder/president,...
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A.R.M Metrics Framework SE7EN Deadly Social Game Metrics
By: Albert Lai, Co-Founder/President, Kontagent
INTRO:
Select Customer List
And Hundreds More…
Jan. 2009 Jan-2010 Jan-2011
Used by Majority the World’s Largest Game Publishers
Ad Tracker, Viral Testing, Events, Funnels, V.Currency
Social Gaming Focused End-to-End Analytics Suite
Facebook Funded & Leading App Analytics Platform
INTRO:
Most Broadly Used Social Analytics by Developers
INTRO:
People Not PagesOLD SCHOOL:
“WEB ANALYTICS” = PAGESNEW SCHOOL:
“SOCIAL ANALYTICS” = PEOPLE
PAGEVIEWS
SESSIONTIME
EMAILADDRESS
COOKIE/IPADDRESS
EVENTS
VIRALPROFILE
FRIENDGRAPH &
INFLUENCEMAP
AGE &GENDER &LOCATION
Kontagent Analytics Suite
Increase Testing Velocity -> Faster Iterations -> Faster User Growth -> Improved Profits
ABOUT US:
End to End Social Analytics Platform
The Social Web
zz
ABOUT US:
“Web 2.0.11”
WEB 2.0 SOCIAL WEB
Sign-In
Discovery:
Distribution:
Analytics:
Optimization:
Single Sign-On(MS
Passport)Search
Aggregation
Pages
Data-Sampling OK
Social Sign-In
(FB Connect)Shared
Viral
Users
Need Per User Data
SOCIAL WEB SOCIAL WEBWEB 2.0
Sign In: Single Sign-On(MS Passport)
Social Sign-In(FB Connect)
Discovery: Search Shared
Distribution: Aggregation Viral
Analytics: Pages Users
Optimization: Data-Sampling OK Need Per User Data
ABOUT US:
Future of Discovery and Distribution
VIRALITY: DRIVES DISCOVERY + ADOPTION
PHISICAL• Buy: Shelf Space (Best Buy)• Sell: Shrink Wrap (Flight Simulator)• Dev. Cycles: Yearly• Methodes: Pre-Planned• Primary Competitive Advantages: Scale
DIGITAL• Buy: Traffic/Portal (Yahoo)• Sell: Ads, Downloads, Subs• Dev. Cycles: Months• Methodes: Agile/Iterative• Primary Competitive Advantages: Aggregation
SOCIAL• Buy: Viral Tools & Installs• Sell: Virtual Goods• Dev. Cycles: Hours• Methodes: Data-Driven• Primary Competitive Advantages: Viral Data Insights
PHYSICAL
• Buy: Shelf Space (Best Buy)• Sell: Shrink Wrap Software• Dev. Cycles: Yearly• Methods: Pre-Planned• Competitive Advantages: Scale
DIGITAL
• Buy: Traffic/Portal (Yahoo)• Sell: Ads, Downloads, Subs• Dev. Cycles: Months• Methods: Agile/Iterative• Competitive Advantages: Aggregation
SOCIAL
• Buy: Viral Tools & Installs• Sell: Virtual Goods• Dev. Cycles: Hours• Methods: Data-Driven• Competitive Advantages: Viral Data Insights
Viral Loop Engagement Loop
Existing User New User Existing User Existing User
INTRO:
Viral Loops vs. Engagement Loops
The ARM Funnel
ARM Model:
Acquisition, Retention & Monetization
ACQUISITION
RETENTION
MONETIZATION
zz
Framework:
Lifecycle Metrics and the ARM Funnel
WEB 2.0
SOCIAL WEB
Single Sign-On(MS
Passport)
Search
Aggregation
Social Sign-In
(FB Connec
t)Shared
Early Game Development Early Game Development
Mature Game
Development
Mature Game
Development
Mid Game Developmen
tx x x
x x
x
SOCIAL GAME LIFECYCLE
ACQUISITION
RETENTION
MONETIZATION USE
R LI
FECY
CLE
WEB 2.0
SOCIAL WEBSingle
Sign-On(MS
Passport)Search
Aggregation
Social Sign-In
(FB Connect)Shar
ed
Early Game Development Early Game Development
Mature Game DevelopmentMature Game Development
Mid Game Development
Traffic Virality Engagement Retention Revenue / LTV
x x x
x x x
x x x
-----------------------METRICS-----------------------
Avg. LT of a User
1 Day/WkCohort Retention
SOCIAL GAME LIFECYCLE
1 2 3 4
5
6
7
ARM
CAC K-Factor Sessions/User & Avg. Session Length
ARPU & ARPPU
% Paying Users
Framework:
7 Deadly Metrics of the ARM Funnel
K-LTV
The 7 Deadly Social Metrics
ARM Metric #1ACQUISITION > CAC (CUSTOMER ACQUISITION COST)
TRENDING:Up
TYPICAL:$1- $3
MEASURE:Traffic K-FactorTraffic X-Day Retention Traffic ARPUCPM/CPC/CPI
ACTION:A/B Test: Creative, Targeting, Source Leverage X-Promotion
1
TRENDING:Flat to down
TYPICAL:Overall K-Factor0.05-0.20Invite CTR: 10-20%
MEASURE:AKA: Viral LoopAvg. Branching FactorMsg/User * CTR
ACTION:A/B Test ContentA/B Test Flow/Timing
2
ARM Metric #2ACQUISITION > K-FACTOR
TRENDING:Flat to Up
TYPICAL:Mins: 10+Sessions/User: 1.7-2.2Day 1 Retention: 10-35%
MEASURE:“User Activation”Visits / User / DayTime Spent Per Visit
ACTIONS:Funnel Test ActivationTest Visit Freq. Vs. Time Spent
3
ARM Metric #3RETENTION > SESSIONS/USER & AVG. SESSION LENGTH
TRENDING: Up
TYPICAL: D1: 25-30%W1: 10-15%
MEASURE:Ideally CohortedCareful Mixing New & Old Users
ACTION:A/B Test Game MechanicsA/B Test Flow / Funnels
4
ARM Metric #4RETENTION > 1 DAY + 1 WEEK RETENTION
TRENDING:Up
TYPICAL:Depends
MEASURE:Engagement LoopDecay Rate / Half Life
ACTION:Test GameDynamic as it Relates to TheEngagement Loop
5
ARM Metric #5RETENTION > AVG. LIFETIME PER USER
TRENDING:Up
TYPICAL:ARPPU: $2-10+ARPU: $0.01-0.05
MEASURE:Revenue / DAU# Transactions /DAU$ Transactions
ACTION:A/B Test Item PricingA/B Test Flow/TimingTrack Sources/Sinks
6
ARM Metric #6MONETIZATION > ARPU, ARPPU
TRENDING:Up TYPICAL:1-3%
MEASURE:Demographics of Paying Users
ACTION:Watch Demo & Traffic SourceLoop Data back to Ad Targeting
7
ARM Metric #7MONETIZATION > % PAYING USERS
VIRALITY (BRANCHING FACTOR):
[1/(1-k)]
X
ARPU:[ARPU per Day]
X
RETENTION:[Avg. # of Days Engaged]
KLTV
ARM MetricKLTV > VIRAL LIFE TIME VALUE
WEB 2.0
SOCIAL WEBSingle
Sign-On(MS
Passport)Search
Aggregation
Social Sign-In
(FB Connect)Shar
ed
Early Game Development Early Game Development
Mature Game DevelopmentMature Game Development
Mid Game Development
Traffic Virality Engagement Retention Revenue / LTV
x x x
x x x
x x x
-----------------------METRICS-----------------------
Avg. LT of a User
1 Day/WkCohort Retention
SOCIAL GAME LIFECYCLE
1 2 3 4
5
6
7
ARM
CAC K-Factor Sessions/User & Avg. Session Length
ARPU & ARPPU
% Paying Users
Framework:
7 Deadly Metrics of the ARM Funnel
K-LTV
See the 7 Deadly Social Metrics in Action
Follow us on Twitter @Kontagent! www.kontagent.com
Contacts
• Kontagent 55 Hawthorne Street Suite 610 San Francisco, CA 94105
Tel: 1 (415) 766-6500 E-mail: albert @ kontagent.com Support: support @ kontagent.com
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