Embed Size (px)
Citation preview
UPCOMING TALKS
The Analytics Journey at FunPlus Deniz Gezgin - Studio Lead - FunPlus
Demystifying Data Pallas Horwitz - Data Scientist - Blue Shell Games
PANEL DISCUSSION
Analytics and Adserving: The FutureFeaturing KC Srinivas, Head of Business Development (Gaming) at InMobi, Sarah Faulkner,
Product Manager at Google and Ric Neil, Sales Director at Bee7
The Analytics Journey at FunPlusFunPlus is a mobile social gaming
company that puts fun first for players worldwide.
The company’s signature game, Family Farm, is enjoyed by over 4
million players each day and growing. Founded in 2010, FunPlus employs
over 300 people and is headquartered in Beijing, China, with
offices in San Francisco, CA, and Vancouver, Canada.
Analytics/BI Challenges 18 Months Ago
• Every team for its own. All 5 live games had a different way of collecting, processing and exposing data • Needed to login to 5 different dashboard pages to consume day to day KPI
data
• Almost no tracking and analysis flow for new features and releases
• Event collection and definition was also different from team to team • Led to some KPI’s being interpreted differently by teams
• No data engineer for pipeline creation and maintenance
• No dedicated analyst for ad-hoc report creation and analysis
• No standard failure alerts for data pipelines and reports
The Analytics Journey at FunPlus
The Analytics Journey at FunPlusAnalytics/BI Status Today
• Standardized Trigger Spec, event definitions & data processing pipeline structure for all internal games• Event data captured from game servers• Fluentd Collector
• JSON Data dumped to S3 Hourly
• Data validated and Converted to Parquet hourly• Event Parser MapReduce(EMR)
• Fact and Dim Tables Generated in Hive and pushed to Redshift Daily• Hive MetaStore(RDS)
• Hive DW(EMR)
• Third Party Data such as currency, installs source pulled from partners and pushed to Redshift Daily• Third Party Data (EC2)
• Report Generation Scripts Run on Redshift Daily and visualized through Tableau• Tableau Server
• Redshift
Analytics/BI Status Today
• Team Changes/additions• Started with 3 people 19 months ago. Currently 10
• 6 Data Engineers
• 4 Tableau Engineers and Analysts
• Each live team has a dedicated analyst and a data engineer
• Daily turnaround on ad hoc report requests
• Same day response on data and report outages
• New Custom Trigger/Event request flow followed by all game teams
• All game design docs have BI requirement fields that needs to be filled with a BI Analyst and Data Engineer
• Hourly Pipeline and Reports failure alerts in place with on call engineering and analyst response procedure
The Analytics Journey at FunPlus
Analytics/BI Status “Near” Future• Real Time Reports
• Analytics SDK
• Data Science
• Models to prevent and encourage
• Targeting
• Automation
The Analytics Journey at FunPlus
Demystifying DataPALLAS HORWITZSENIOR DATA SCIENTISTBLUE SHELL GAMES
What is wrong with being overwhelmed by data?
• Problem:
• Only data team members are comfortable accessing and analyzing the data
• Data teams spend too much time pulling data instead of driving ROI positive insights
• Executive team does not value data driven decisions
• Solution:
• Identify the analytic needs of every department
• Create infrastructure and culture that empowers departments to perform simple analyses autonomously
Blue Shell Games, LLC
Problem 1: “I can’t access the data”
Common Causes:
• The visual report is broken or out of date
• The user doesn’t have access to the database
• The user doesn’t know where to find the relevant data
Problem 2: “We don’t have that data”
Common Causes:
• Asking the wrong question
• Lack of Metrics QA
• The requested data is not actionable
Problem 3: “A/B Testing is too hard”
Common Causes:
• Business intuition leads to the same conclusions as the A/B test results
• Test results are too fuzzy and p-values are statistically insignificant
• Even statistically significant results won’t change the product roadmap
Solution: Empower everyone to be a data consumer
• Identify the needs of every department
• Anyone can do simple SQL
• Data Standardization Document:
• Database Logins
• Template Queries
Data
Product
Engineering
QA
Community
Product Solution
Result:
• Only the “right” questions are asked
• “Is my feature making money?”
• High Level Statistics
• DAU, Installs, ARPDAU, Payers, Conversion
• Trends: DoD, WoW, 2Wo2W, MoM
• Read Every Spec!
Engineering Solution
• “What do I need to implement?”
• Act as translator
• Metrics Spec
Result:
• Useful data is collected and proxies are available for missing metrics
QA Solution
• “How do I test this?”
• A feature is not complete until metrics are implemented and QA’d
• Setup user friendly metrics logs
Result:
• Implemented metrics act as intended
Community Solution
• “How do I keep players engaged?”
• Tailor contests to in-game activity
• Have contest entries queryable
Result:
• Marketing decisions are informed by actual player behavior
Data Solution
• “How can I contribute to the bottom line?”
• Naïve customer segmentation can greatly impact revenue
• Only implement tests that will affect change
User Segment Revenue Delta p-value
non payer -34% 0.45
payer 137% 0.02
small whale 65% 0.16
whale -43% 0.23
all -6% 0.8
Result:
• Data improves the bottom line and drives product change
Pallas [email protected]@gmail.com
Sarah Faulkner,
Product Manager at
Ric Neil,
Sales Director
at Bee7
KC Srinivas,
Head of Business
Development (Europe)
at InMobi
Discussion
Analytics & Adserving:
The FutureLead by:
Mark Robinson, CEO at deltaDNA
Panelists
