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[Vietnam Mobile Day 2013] - Business intelligence driven marketing
1.
Business Intelligence Driven
Marketing ©Copyright 2013-2014. Spicy Cinnamon Pte. Ltd
2.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd Introduction Alex Sung • Technical Lead at eBay • Sr. Product Manager at GREE International • CTO at Spicy Cinnamon
3.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd Focus Today Contents • Identifying Key Performance Indicators (KPI) • Designing an Analytics Platform • What’s next & other notes
4.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd KPI
5.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd KPI Topics • Purpose • Overview • Important KPI’s • Segmentation
6.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd KPI - Purpose KPI’s evaluate the health of your product and your business. 3 categories: • Acquisition • Engagement • Monetization Goal: final cost per user is less than final life time value of user
7.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd KPI - Overview Acquisition Engagement Monetization • Cost (per user) • Cost-per-impression (CPI) • Cost-per-click (CPC) • Cost-per-install (CPI) • # Impressions • # Clicks • Click-through-rate (CTR) • # Downloads • # Installs • # Activations • Conversion (CVR) • K-factor (Virality Rate) • DAU • MAU • Stickiness (DAU/MAU) • Retention Rate (RR) • Session Length • Life Time (LT) • Product-specific • Spending DAU • Spend Amount • ARPU • ARPPU • ARPDAU • Life-time Value (LTV)
8.
©Copyright 2013-2014. Spicy
Cinnamon Pte. Ltd KPI - Overview (Today) Acquisition Engagement Monetization • Cost (per user) • Cost-per-impression (CPI) • Cost-per-click (CPC) • Cost-per-install (CPI) • # Impressions • # Clicks • Click-through-rate (CTR) • # Downloads • # Installs • # Activations • Conversion (CVR) • K-factor (Virality Rate) • DAU • MAU • Stickiness (DAU/MAU) • Retention Rate (RR) • Session Length • Life Time (LT) • Product-specific • Spending DAU • Spend Amount • ARPU • ARPPU • ARPDAU • Life-time Value (LTV)
9.
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Cinnamon Pte. Ltd KPI - K-factor (Virality) Value: • A measure of how virally effective or social the app is • More viral = less cost to hit # Installs KPI • Longer app life time Definition: • K = # invites & conversion rate (1 = status quo) Suggestions: • Social network integration (FB, Twitter connect) • Competitive or cooperative systems (raids, trading) • Friend codes • Invitation incentives (HC, speed-up’s)
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Cinnamon Pte. Ltd KPI - Retention Rate (RR) Value: • Indication of how well the app keeps users returning • More returns = longer user life = more monetization • Highly targetable cohorts Definition: • Day0 = First time activated users on specific date • DayX RR = # users from Day0 return / # Day0 users • Day0 is constantly rolling (every day is a new Day0) • Day1-14 RR most indicative of user behavior • Followed by Day30, 60, 90 • View DayX RR as trending or averaged over data points • Averaging Day30 RR requires 2 months
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Cinnamon Pte. Ltd KPI - Retention Rate (RR) continue Suggestions: • Good product and useful service • Virality – friends are on it • New content (whether by developers or active community) • Incentivized returns (HC) • Special events (discounts, raids, limited time) • Push notification reminders
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Cinnamon Pte. Ltd KPI - Life-Time Value (LTV) Value: • Ultimately, how much revenue each average user provides Definition: • Simple, ARPDAU * LT (estimate LT based on RR) • Most popular, usually assume 30-Day LTV • Strict, create cohort for first time users for each day for LT # of days. Track & sum up IAP for each user. Average across cohorts. • Difficult to define: are users that provide community content or are virally active part of value?
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Cinnamon Pte. Ltd KPI - Life-Time Value (LTV) continue Suggestions: • Improvement to RR & worth paying service / product • Discount events to IAP • Strong visual indicators (juicy feedback) • Provide enough access points to IAP • Provide enough options for IAP • There are high-rollers, provide options for them • Allow pay-to-speed-up • Special expression based VG • Do not allow pay-to-win; risk of damaging community
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Cinnamon Pte. Ltd KPI - Segmentation Time Acquisition Monetization • First-time users • New vs Existing (30-days) • Cumulative vs Daily • Hardware • Model • Manufacturer • OS Version • Marketplace • Ad Network • Campaign • Creative • Incentivized vs non • Invitation • Organic • Geo-location • Language • Spenders vs non-spenders • One-time spenders • SC vs HC vs real-cash • Age • Gender • Ethnicity • Occupation Platform Location Demographic
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Cinnamon Pte. Ltd Analytics Platform
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Cinnamon Pte. Ltd Analytics Platform Topics • Data Collection & Integration • Data Engine & Big Data Processing • Visualizations & Services
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Cinnamon Pte. Ltd Data Collection & Integration Ad NetworksClients App Engine Data Collector Analytics Logger Raw Data Ad Network SDK API Integration Client SDK • Client-side SDK’s simpler to integrate • Some Ad Networks provide analytics • SDK’s must be scheduled in release plan Server API • API provides scheduling flexibility • Requires client to send uniqueness and segmentation data Data Collector • Store uniqueness, segmentation, & event data • Collect application data via web log scraping • Collect Ad Network raw data for acquisition to engagement mapping • Sends collected analytics data to Data Engine for processing
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Rules EngineJob Status Tracker Scheduling
Framework Validation Framework Notification Framework ©Copyright 2013-2014. Spicy Cinnamon Pte. Ltd Data Engine & Big Data Processing ETL Pig / Hive Intermediate Events(HDFS) Segmentation Buckets(HDFS) Big Data Processing (Hadoop Cluster) Summary Containers Aggregated Storage Data Collector Workflow Engine Analytics Data Hadoop • Intermediate data storage as files • HDFS custom data mining • Scheduled ETL to process summarized data • Workflow Engine to manage Hadoop jobs Aggregated Storage • Summary data stored in RDBMS • Connected to Visualization tools Real-Time • Not everything, identify critical KPI and segmentations • Revenue • # Sessions • Enterprise solutions: Vertica, Teradata
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Cinnamon Pte. Ltd Visualizations & Services Dashboards • Pictures are worth a thousand words • Tell a story • Reporting is only valuable if it is actionable (avoid vanity reporting) • Standardized KPI reporting for business health Services • Funnel analysis & A/B testing for product • Alerts & notifications for engineering • Sudden drop in # sessions means app engine may be down • Visual data mining Tools & Tech • 3rd party: Tableau, Microstrategy • HTML5 for web and mobile support
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Cinnamon Pte. Ltd What’s Next
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Cinnamon Pte. Ltd What’s Next Ad Networks • Obtain internal raw data • Vendor reporting cannot always be trusted • Cohort to find channels with high-quality users • Strategize between burst vs consistency marketing campaigns • Normalize channel data
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Cinnamon Pte. Ltd What’s Next continue Engagement • Acquiring users is expensive • Focus on Live Ops for re-engagement • Provide fresh content • Provide community and discount events • If you support multiple apps / games • Cross-Promote (X-Promo) at end of user life • Be careful to not self-cannibalize
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Cinnamon Pte. Ltd Thank You AiTi-Aptech & Vietnam Mobile Day 2013 We are HIRING! alex@cinnamon.is thao@cinnamon.is http://tinyurl.com/Seconds-Photo-Chatroom
Notas do Editor
Many KPI’sHere is a list of the most standard one’s
Due to limit on time, we will concentrate only on a few interesting one’s
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