data-driven design. you’ve got the data, so, now what? - aaron huang - kontagent

AARON HUANG, Head of Product Marketing

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DATA-DRIVEN

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BEGINNER

Data-Driven Development:A Phase Based Approach

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Acquire

Engage

Monetize

Build Audience

Launch

Phase

Collect and

Maintain

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Beta Testin

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(and mobile)

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CASE STUDY: Align Marketing, Product, Design & Development

What is the Issue?

Exec

Retention is trending down!

CASE STUDY

Day 1 Retention is Dropping

CASE STUDY: Align Marketing, Product, Design & Development

Where is the Issue?

Tutorial completions: existing playersTutorial completions:

new players

Product Mgmt/ Developer

CASE STUDY

New incoming users from a new marketing source are NOT completing the tutorial at a rate comparable to

existing players.

CASE STUDY: Align Marketing, Product, Design & Development

Isolate and optimize.

Optimize Drop-off %’s

Increase tutorial completion rate for new players to

increase retention

Product Mgmt/ Developer

CASE STUDY

1. Funnel analysis and drop-off optimization on the tutorial.

CASE STUDY: Align Marketing, Product, Design & Development

Isolate and optimize.

Marketer

CASE STUDY

2. Decrease or Eliminate spend on the new marketing channel

CASE STUDY:A FALSE POSITIVE

% Paying Users is Trending Up…

But ARPU & ARPPU is trending down…!

Find the ‘Sweet Spot’ to maximize revenue and profit

CASE STUDY

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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach

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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach

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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach

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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach

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EXPERTISE:We Help You On Your Roadmap to Success

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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach