mobile analytics - tools of trade to predict the future@phoenix mobile festival

Mobile Analytics Tools of Trade to Predict the Future

Lenin GaliSr.Director, Dev Ops and Analytics Services

Ubisoft, Inchttp://www.linkedin.com/in/leningali

Agenda

• About Ubisoft & Games • Data Tracking• Prediction• Tools of Trade• Challenges and QA• Mobile Landscape• Q & A

About Ubisoft• Premium Publisher for over 26 Years• 7000 + Employees• 26+ Countries• 40+ Studio’s• $1.5B+ Revenues• PS, Xbox, XBLA,PSN, PC, Wii, Wii-U, Social, Mobile• Rabbids, Just Dance, Tom Clancy’s Ghost Recon &

Splintercell, FC, AC and Watchdogs and many more

Ubisoft Games

Publisher(s) Needs• 10’s – 100’s of apps• View of Acquisition by app and all apps• View of Retention by app and cross apps• View of Monetization by app and all apps• View of Customer• View of App performance benchmarks• View of Profitability• View of Predictability

DATA TRACKING

Data Tracking

• User Tracking• Application Usage Tracking• Performance Tracking• Advertising Tracking• Marketing Tracking• Feedback and Interactivity Tracking• Monetization Tracking

PREDICTION

Understand the Player

Prediction Process

Customer

Event Tracking Analytics Game DB Internal Tracking

Partner Tracking

Cloud Hadoop ScriptsETL ToolExtract Transform / Store / Automate

Hadoop CRM Biz AppsDWData Models / Queries / Integration

Tableau Platfora /Datameer SPSS / RExcel

Reporting ad-hoc Queries Dashboards

Explore Data Mining

Data ScienceAd-hoc

Analytics &Advanced Analytics

TOOL’S OF TRADE FOR MOBILE

Display internal in game ads (cross promo)

Display externalAds(DSP for alternative

monetization)

Push Notifications

A/B Testing

YES

NO

YES

YES

Swrve

Marketing tracking YES

Actions possible based on events triggered by the user

NO ?

YES

NO

NO

Appsalar

YES

YES

NO (not yet)

YES

YES

Captain

YES

YES

YES

NO

NO

AdMob

NO

YES

YES

NO

NO

Flurry

YES

NO

NO

NO

NO

Apsprse

YES

YES

NO

YES

YES

Ad4scen

YES

Dashboard linked to a retention/monetization dashboard YES YES YES NO YES YES -

limited ?

Analytics / Feedback / Close Loop

SUPER SDK’s• Has Offers!!• One SDK for Partner Integrations• Comprehensive tracking• Analytics and Log Data Exploration• Robust API interface• Check it out!

Challenges• Multiplatform(s) (iOS, Android, Bberry,

Windows• Core vs Custom tracking• Privacy and Platform limitations• Financial reconciliation• DW integrations are complex• Partner echo system is still evolving• Lack of API interfaces (not scalable)

QA• Data quality can not be fully automated• Must be a process• Dedicate a resource (depends on org)• Must be part of app dev cycle of testing• Data driven approach is imperative• Ubisoft has dedicated QA Center(s) in Pune, India and

Shanghai, China and Bucharest, Romania• http://www.mobileapptesting.com/category/mobile-

app-testing/

MOBILE LANDSCAPE

Q & A