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www.BeesAndPollen.com December 2013
Social Gambling and Gaming Summit – Las Vegas, Dec. 2013
Gaining the Edge through Predictive Personalization -- Leveraging User Data to Raise KPIs --
Alan Avidan, PhD CEO, Bees & Pollen [email protected]
Data is knowledge…
Knowledge is Money.
www.BeesAndPollen.com December 2013
Predictive Personalization
Social* + Behavioral + Session User Data
User DNA Generation
Correlate & Predict Best User Choices
Option A
Option B
Option C
Option D
* Social data contains customer experience, preferences, and trends information Algorithms include Genetic, Artificial Intelligence, Decision Trees, Regression
www.BeesAndPollen.com December 2013
Predictive Personalization
©2013 Bees and Pollen LTD
Example: CTA Share Element – 3 Options
Option 2 Option 1 (Default) Option 3
Bingo by Ryzing
Element = Decision Point
CTR= Conversion
www.BeesAndPollen.com December 2013
KPIs Monetization
• Revenue
• Profit
• ARPU/ARPPU
• %PAY
Retention
• DAU/MAU
• D1, D2, D7, D30
• Visits/DAU
• Churn Rate
Engagement
• Abandon Rate
• Session Time
• Drop-off Rates
Virality
• K-Factor
• Invites/DAU
• Acceptance Rate
Acquisition
• CPA, CPI
• Abandon Rate
Traffic
• DAU/WAU/MAU
• # Concurrent
www.BeesAndPollen.com December 2013
Raising KPIs ≡ Raising Profit
• Requires: Increasing LTV and/or Lowering UAC
• Requires: Raising Conversions at Key Game Elements
• Requires: More Attractive Choices at Decision Points
www.BeesAndPollen.com December 2013
More Attractive Choices ?
• The Problem: Players Have Different Choice Preferences
• The Solution: Predict Each User’s Preference at Each Decision Point, and Dynamically Adapt the Page
• The Technology: Real-Time Predictive Personalization
www.BeesAndPollen.com December 2013
MAX (Profit)
Profit = (LTV – UAC – Opex)
Basics 101
LTV = Lifetime Value UAC = User Acquisition Costs Opex = Operating Expenses
www.BeesAndPollen.com December 2013
1. In-Game • Session Time • Spend Rate (or ARPPU) • # of Concurrent Users (or DAU) • %Pay
• Predict Payers → VIP Treatment • Predict Non-Payers → Alt. Monetization
Increase LTV KPIs
www.BeesAndPollen.com December 2013
2. Off-Game • Dx Retention
• Target Higher LTV User Profiles
(Example: Males, 40 and up, from North America, College, interested in Travel and Cars)
Increase LTV KPIs
www.BeesAndPollen.com December 2013
1. In-Game: • Amplify Virality Retention Loop 2. Off-Game: • Target Higher Viral-Active User Profiles
(Example: female, 25-40, interested in books and music, with over 99 friends)
Decrease Acquisition Costs
www.BeesAndPollen.com December 2013
Monetization - Payment Page
Sloto
lotto
www.BeesAndPollen.com December 2013
www.BeesAndPollen.com December 2013
Engagement – Button Colors O
pti
on
1
Op
tio
n 3
Op
tio
n 2
O
pti
on
4
www.BeesAndPollen.com December 2013
Send Gifts: Friends Appearance
www.BeesAndPollen.com December 2013
Payout (PARS Table)
Do Not Try This on RMG!
www.BeesAndPollen.com December 2013
Open Graph: Story Variations
Option 1
Competitive
Option 2
Achiever
Option 3
Social
Conversion = Friends clicking the link to get into the game
www.BeesAndPollen.com December 2013
Predictive Personalization Drives KPI Lift
www.BeesAndPollen.com December 2013
Deep New Insights
www.BeesAndPollen.com December 2013
Gain the Edge Raise Profit by Predicting and Affecting Player Behavior via
Real-Time Predictive Personalization
Please Don’t Leave Money on the Table!