proactive listening: turning data into value | mickey maher
TRANSCRIPT
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Proactive Listening: Turning Data Into Value@GetUpsight
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Data
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1.Collect Data2.Analyze Data
3.Report Findings4.Develop Product5.Deploy Product
6.Rinse7.Repeat
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Data is a conversation.
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Know your users &be a source of value.
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“... 1,980% growth in a 6 year period.”
Via Business 2 Community, 2015
“... in each independent medium, the experience is customized to the device, connecting the personalized components with the hungry user’s
intent of easily ordering food.“
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“the combined effect of personalization and
recommendations save us more than $1B per
year."Via Business Insider, 2016
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“We collect data because our games don’t stay in the top-ten lists automatically. Success has to be earned by listening to the community … and balancing the
game to make it fair for everyone.”
Sami Yliharju - Services Lead, SupercellAWS Blog, 2016
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Proactive Listening:A How To Guide
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Step 1:Know Your Users
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Why do they play your game?(Aesthetics)
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Aesthetics In The Build & Battle GenrePower
Dominating others in PvP battles feels good
Expression
Base construction is a creative act
Achievement
Completing campaign challenges makes you feel smart
Fellowship
Clan play enables socially meaningful interactions
Wealth
Collecting piles of resources feels good
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How do they access your game’s aesthetics?
(Dynamics)
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Player Dynamics In Build & Battle Games
Advanced Decorator
Habitual Harvester
Frequent Troop Donor
Rewarded Ad Enthusiast
Grinder
Big Spender
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What are the building blocks of these behaviors?
(Mechanics)
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Example: Mechanics In Build & Battle Games
Resource Collection
Base Customization
Unit Production
PvP Battles
Vanity Items
Troop Donation
IAP Purchases
Rewarded Ad Engagement
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Example: Correlating Data To DynamicsAdvanced Decorator:
- Top 10% of all users in Total Vanity Items Purchased- Top 10% of all users in Lifetime Discrete Base Designs
Habitual Harvester:- Top 10% of all users in Average Daily Resource Collections- Top 10% of all users in Total Troop Donations Made
Frequent Troop Donor:- Top 10% of all users in Lifetime Troops Donated- Top 10% of all users in Total Troop Donations Made
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How are they comfortable paying?
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Payment Options
Rewarded Ads & IAPs
Rewarded Ads Only IAPs OnlyNon-Rewarded
Ads
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Favored Aesthetic:Power
Known Dynamics:Battles DailyHabitual Harvester
Preferred Payment:Rewarded Videos Only
Favored Aesthetic:Fellowship
Known Dynamics:Frequent Troop DonorActive Decorator
Preferred Payment:One IAP, No Rewarded Ads
Favored Aesthetic:Expression
Known Dynamics:Plays Multiple Times DailyStrategic Defender
Preferred Payment:$50 Spent Over Multiple IAPS
Step 1: Know Your Users
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Step 2:Offer Value
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Deliver targeted engagements that promote Mechanics that facilitate the Dynamics you know
produce their favored Aesthetics.
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Favored Aesthetic:Power
Known Dynamics:Plays DailyHabitual Harvester
Preferred Payment:Rewarded Videos
Proactive Engagement:● Notify via push when troops are ready● Notify via push when resources are ready for
harvesting● Offer inexpensive IAP. If rejected, increase number of
rewarded video ad placements.
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Favored Aesthetic:Fellowship
Known Dynamics:Frequent Troop DonorActive Decorator
Preferred Payment:IAPs Only
Proactive Engagement:● Notify via push when friends are online● Deliver promotions for vanity items in virtual goods store● Promote discounted mid-tier IAPs. If rejected, promote
lower tier.
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Favored Aesthetic:Expression
Known Dynamics:Plays Multiple Times DailyStrategic Defender
Preferred Payment:Multiple IAPs
Proactive Engagement:● Leverage in-app notifications to promote community-driven
web content ● Notify via push when resource balances are high enough to
upgrade defenses● Promote discounted top-tier IAPs. If rejected, promote mid tier.
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Additional Opportunities Leveraging Data
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1. Every Developer Adds Crash Analytics
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Yay… So what, my app crashes sometimes?
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Take direct action -> Send that user an offer
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2. Common Knowledge: Showing rewarded videos to users will cause negative UX and results in faster
churn
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What the Data Tells Us?This “common wisdom” is flat out wrong
Data tells us offering rewarded video to your users actually encourages them to play more -> increases retention
Showing rewarded video actually increases % of users engaging in IAP transactions. Gets the user comfortable with the F2P mechanic and the idea of virtual currency.
“Tickle their buying bone”
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“When we started listening to players, we found that the most
common problem was that there weren’t enough rewarded
video ads."
Matt Small, Vector Unit Games
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3. Common Knowledge: Let’s put our rewarded video placement in the store
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What the Data Tells Us?Wrong!
Kills revenue and conversion as it is heavily buried.
Most Importantly: This actually hurts IAP ARPDAU. Confusing to the user as the intent by entering the store was to potentially make a purchase. Don’t want to interrupt this intent with something free.
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Don’t Guess… Test!
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