Metrics For Social Games
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metrics for social games david king green patch
siqi chen serious business
metrics are a force multiplier but you need to have something to multiply! can’t replace a good product can’t replace creativity, art, design can’t replace qualitative metrics (user sentiment, net promoter score, etc)
the business of social games
(life time value - user acquisition cost) X scale = profit* * these variables are not independent
user acquisition costs
virality, retention, cross promotion, marketing etc
life time value
retention, quality, flow, mechanics, theme, payments, etc
3 ‘A’s of metrics actionable, accessible, auditable
actionable build a framework for experimentation, not vanity emphasis on split testing and actionable insights
accessible on demand experimentation capabilities timely, transparent and accessible reporting separate metrics infrastructure as much as possible
auditable sanity check against other data sources: db, google analytics, facebook
why companies are metrics focused simple math: linear improvements yield non-linear results
k = (infection rate) * (conversion rate) [summed across all channels]
Visit Product quality New user experience Social proof (friends)
Activation
Key Metric: activation rate
the “viral loop” Infection Invite flows Retention Call to actions Game mechanics Self expresssion Allocation tuning Key Metric: infection rate
Conversion Copy writing Persuasion psychology Demographic targeting Key Metric: click through rate
Revenue
virality discounts user acquisition costs (potentially, down to $0)
user acquisition: user acquisition cost: user acquisition cost discount:
infection rate
viral flows, calls to action, product quality, game mechanics, allocation tuning
conversion rate
copy writing, persuasion mechanics/psychology, demographic targeting
viral channels
requests, notifications, feed forms, email, profile box, share link, email, app tab, etc.
brief overview of facebook rpgs
metrics can help with game flow
this affects retention, virality, and everything else
metrics can help with revenue
gain actionable insights on virtual goods behavior
that’s it. questions?
siqi chen serious business
metrics are a force multiplier but you need to have something to multiply! can’t replace a good product can’t replace creativity, art, design can’t replace qualitative metrics (user sentiment, net promoter score, etc)
the business of social games
(life time value - user acquisition cost) X scale = profit* * these variables are not independent
user acquisition costs
virality, retention, cross promotion, marketing etc
life time value
retention, quality, flow, mechanics, theme, payments, etc
3 ‘A’s of metrics actionable, accessible, auditable
actionable build a framework for experimentation, not vanity emphasis on split testing and actionable insights
accessible on demand experimentation capabilities timely, transparent and accessible reporting separate metrics infrastructure as much as possible
auditable sanity check against other data sources: db, google analytics, facebook
why companies are metrics focused simple math: linear improvements yield non-linear results
k = (infection rate) * (conversion rate) [summed across all channels]
Visit Product quality New user experience Social proof (friends)
Activation
Key Metric: activation rate
the “viral loop” Infection Invite flows Retention Call to actions Game mechanics Self expresssion Allocation tuning Key Metric: infection rate
Conversion Copy writing Persuasion psychology Demographic targeting Key Metric: click through rate
Revenue
virality discounts user acquisition costs (potentially, down to $0)
user acquisition: user acquisition cost: user acquisition cost discount:
infection rate
viral flows, calls to action, product quality, game mechanics, allocation tuning
conversion rate
copy writing, persuasion mechanics/psychology, demographic targeting
viral channels
requests, notifications, feed forms, email, profile box, share link, email, app tab, etc.
brief overview of facebook rpgs
metrics can help with game flow
this affects retention, virality, and everything else
metrics can help with revenue
gain actionable insights on virtual goods behavior
that’s it. questions?
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