Jason Lee | Sr. Manager, Customer Success APAC Actionable
Analytics: User Economics in Game Development
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2 What is Kontagent?What is Kontagent? What is data driven
development?What is data driven development? User Economics: The
A.R.M. ModelUser Economics: The A.R.M. Model Deep Data
ExplorationDeep Data Exploration Q&AQ&A AGENDA
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1 WHAT IS KONTAGENT? We are the leading user analytics platform
for the social and mobile web. User-Centric Data
AccessibilityDomain Expertise
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1000s of Apps Instrumented Over 60 Billion Events/Mo Tracked
200M+ MAUs tracked Track $1 of every $4 spent in the social gaming
industry 3 Kontagent Facts Founded in 2007 100+ employees and
growing Locations around the globe
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What is data driven development? 5
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User Economics The A.R.M. Model 6 Track users from point of
acquisition through monetization Acquire quality users at lowest
cost Keep users engaged as long as possible Get them to spend as
much as possible
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A.R.M. - Acquisition Identify profitable user segments acquire
as many at the lowest cost possible CAC Retention ARPU * All of the
above per channel and per campaign 7 GOAL WHAT TO MEASURE
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6 Acquisition: Analyze in-game behavior to optimize ad
spend
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A.R.M. Retention (and Engagement) Increase user lifetime
playing games highly retained and engaged customers are worth more
Avg. Session length and # of Sessions per day DAU / MAU
(Stickiness) In-app funnel conversion 1, 7 and 30 day Retention 9
GOAL WHAT TO MEASURE
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6 Retention: Retention rates important to monitor But need to
dig deeper to take action on data collected
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6 Retention: Measure the actions that drive your game
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6 Retention: Optimize user paths at key conversion points
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A.R.M. Monetization Harvest retained users maximize lifetime
value of users over games lifecycle Points of user monetization A/B
Test currency bundles % Paying Users (PPU) ARPU & ARPPU 13 GOAL
WHAT TO MEASURE
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6 Monetization: Identify trends in PPU, ARPU and ARPPU
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6 Monetization: Optimize when users monetize
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6 Monetization: A/B Test payment methods and packaged
bundles
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Data Exploration Gain competitive advantage by exploring edge
cases and deep user behaviors specific to your games Cross-app /
Cross-platform user behaviors Whale analysis identify high spenders
Custom LTV models 17 GOAL WHAT TO MEASURE
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6 Data Exploration: Ad hoc queries across entire collected
data-set
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Conclusion 19 Continually collect and analyze data to validate
design decisions Identifying trends is important but taking action
requires deep understanding of game specific data
