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GIAF USA Fall 2015 - Lean analytics

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Page 1: GIAF USA Fall 2015 - Lean analytics
Page 2: GIAF USA Fall 2015 - Lean analytics
Page 3: GIAF USA Fall 2015 - Lean analytics

Lean Analytics

Will PeroneCTO & Cofounder

August 2015

Page 4: GIAF USA Fall 2015 - Lean analytics

Who Am I?

• Designing and Programming games since age 11• Making mobile games since 2005• Making social games since 2007• Worked for Glu, Funzio, Kixeye• Started 3 companies - Andrograde, RubyCoins, Wicked Fun

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State of Wicked Fun

• Venture backed• 16 employees• Cross-platform real time multiplayer game• Pre-revenue• Iterating the product fast• Iterating UA/Marketing fast

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A Conundrum

Be as lean as possible

Iterate as fast as possible

Execute the highest quality bar possible

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Different Needs for Analytics

Business Intelligence– Industry standard events easy– Hard to dig into the ‘why’

Design– Want complex game balancing metrics– Want in-game economy related analytics

Engineering– Want performance/bug/crash monitors

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Wicked Fun’s Solution

• No dedicated PM/Analyst• Focus on a few core metrics per department• Don’t waste time building analytics in-house• Empower each team to do their own analytics• Balance quantitative and qualitative analysis, don’t let

analytics run your life – Analytics can mislead you on what to focus on

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Design

• Use hierarchical events for balancing• Not all off the shelf analytics platforms support hierarchical events, may have

to manually do it

• Total in-game currency, Net currency over time• What are people buying in game• Certain things still require engineering to get involved (db

queries, adding events to code)

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Engineering

• Use analytics as crash report statistics and performance/net monitoring tools– Ping, packet size, function times & counts…– Set up special API keys so you can turn it off if event traffic too high

• Set up a different analytics API key per platform (mobile, web, PC…)– The platform itself will color user behavior even if the game is exactly

the same

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BI

• Retention (D1, D7)– Connected to # people who convert to paying– How long does it take for people to buy?

• Total funnel is hard to set up but worth it– View ->Install ->Register ->Tutorial ->Screen flow– Higher dropoff in your marketing or in your game?

• What is the first thing people usually buy?• Organics vs Paid Installs -> Virality– Key to cheap UA

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Industry Challenges

There is still no good solution for cross-platform marketing, attribution and analytics

Supporting infrastructure for real time multiplayer cross-platform games is still in its infancy

Developers want real time analytics data feed to personalize UX to customers

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Questions?

[email protected]@willperone

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JOIN IN THE CONVERSATION PARTICIPATE IN THE NEXT GIAF

Analytics for Games [email protected]

www.deltaDNA.com/GIAF