Improving your KPIs with push notifications
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How to fully utilize the good sides of push notifications while minimizing the risk of spamming your users.
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Improving your KPIs with push notifications
- 1. Improving your KPIs with Push notifications Miloš Milošević | Nordeus | 2016
- 2. About Nordeus Award winning gaming company, founded in 2010 Offices in London, Dublin and Belgrade Creators of Top Eleven
- 3. About TopEleven Our flagship product 130+ million registered users Global 5 years old
- 4. Push Notifications 101 Push notification is the delivery of information from a software application to a client device without a specific request from the client
- 5. The good and the bad Good: o No limit o No CTR requirements o Not platform dependent Bad: o No limit
- 6. Nordeus approach Criteria for sending push notifications Message content creation, personalization and optimization Measuring results
- 7. Criteria for sending push notifications • Start from your local notifications, think how you can improve them • Create service notifications • Test on other platforms first
- 8. Message content creation • Personalize as much as possible • Find user affiliation to feature • Use the user’s gameplay habits
- 9. Measuring results • Use click through rate for optimizing messages • Measure retention to determine the success of a push campaign • Be careful when you measure performance of personalized messages
- 10. Our results - Day 1 retention
- 11. Our results - Day 3 retention
- 12. Our results - Day 7 retention
- 13. Beyond push notifications • Collect Google and Apple responses, know when a user deleted your app • Use it as another way to measure message performance • Try to predict when a user will delete your app
- 14. Recap • Criteria for sending push notifications • Message content creation, personalization and optimization • Measuring results • Use all feedback
- 15. ..to support all of this • We made a centralized messaging service running on Hadoop, powered by Apache Spark. • Specs: o Scalable o Guarantee on time delivery o Near real time notifications o A/B test support o Modular design o Extensive logging
- 16. Announcing Pushkin - pushkin.io • Nordeus first open source project • Lightweight framework for sending push notifications • Written in Python, easy to use API • Multi platform - Google and Apple supported out of the box • Capable of sending 500 notifications per second
Notas do Editor
- Make here or in about TE slide how we managed to increase retention by X percent using only push notifications
- We’re on the best european gaming companies best employer in the region across europe - nemoj da ti pada glas kada kazes founded in 2010 by 3 people
- Make here or in intro slide how we managed to increase retention by X percent using only push notifications. ..add something like: As for me, I am a data scientist and I was a part of the team that pioneered push notifications in Top Eleven.
- Image: Server (sending push) -> Cloud (API) -> Client Unlike pull notifications, in which the client must request information from a server, push notifications originate from a server. Typically, the end user must opt-in to receive alerts; opt-in usually takes place during the install process and end users are provided with a way to manage alerts if they change their minds later on. An important advantage of push notifications in mobile computing is that the technology doesn't require specific applications on a mobile device to be open in order for a message to be received. This allows a smartphone to receive and display social media or text message alerts even when the device's screen is locked and the social media application that is pushing the notification is closed. Explain the importance of push notifications in gaming industry. - This is important for games, because it enables them to inform the user about certain events that happened or will happen.
- Ok so, what’s so great about push notifications? Well, there’s no limit on how many you can send, you don’t have to fulfill any CTR requirements and there are not platform dependent. Good: No limit, no CTR requirements, not platform dependent Bad: No limit (raise your hand if you have deleted an application because it has spammed you too much) Good i Bad na dve razlicite strane ..I flew all the way to here to tell you what are push notifications ……. (par sekundi pauze) … just kidding
- uvod za slajd: I will show you how to fully utilize the good side of push notifications and how to minimize the risk of spamming your users… anytihng ili da ce useri obrisati aplikaciju, ili tako nesto
- Start from your local notifications, think about how you can improve them (example: topeleven before match notification and red card player). Explain local notifications: Local notifications are the notifications that are scheduled by your game on client device. They are cool but they are not dynamic. In our experience, service notifications or in other words, notifications that inform the user of something important that he would normally see the next time he logs in, are the messages that worked best. Think about what you can do with this. Test on other platforms before going to push, use the data, iterate. (Of course, you can always test different campaigns, but you should ask yourself. As a user, would I like to receive this message?) - Sack this. Just tell them they can test on facebook if they have the opportunity. Upotrebi emocije korisnika sto vise
- Not all users will respond the same to a certain notification. Some messages will work better on a certain segment of your users. What kind of notifications work well on what type of user and how to find the perfect match? Segment your user base, send different messages to different segments. Try to engage a certain user emotion with each notification (joy, enthusiasm, respect). Trick is to find which emotion to engage. How Nordeus does it? Try to find user affiliation to a certain feature, then base your notification around that feature. Use user gameplay habits to further break down your user base into certain groups - divide them by activity, monetization or other attributes. For every user, try to answer the question - Why is he playing my game? For fun? Is he playing to win? Is he a casual player? Is he playing because of friends, etc. Use that information to better structure your messages. Look back to previous slide, maybe based on the segment user is in, you will send or not send certain notifications. We had a big success bla bla day 1 retention, podeli neke brojeve
- CTR for messages, Retention for campaigns. You can use classic A/B testing, but it depends on the type of messages. Sometimes, if you are measuring a certain personalization, you want to have a baseline group. So, you would have Control/Baseline/Test. Explain what this means. Let the campaigns run for some time. Sometimes you need to wait to have good results. This is of course based on the number of people in each group that will receive the notification.
- Display some of our push notification, direct transfer comes to mind. Make some graphs, explain why direct transfer has the best retention. Show our in general results. Show graph for the retention, then show other KPIs (transactions, sessions or something else) - Basically, the impact that people that came because of notifications made. On another slide show some of our messages - Explain why direct transfers is our most successful notification.
- Display some of our push notification, direct transfer comes to mind. Make some graphs, explain why direct transfer has the best retention. Show our in general results. Show graph for the retention, then show other KPIs (transactions, sessions or something else) - Basically, the impact that people that came because of notifications made. On another slide show some of our messages - Explain why direct transfers is our most successful notification.
- Display some of our push notification, direct transfer comes to mind. Make some graphs, explain why direct transfer has the best retention. Show our in general results. Show graph for the retention, then show other KPIs (transactions, sessions or something else) - Basically, the impact that people that came because of notifications made. On another slide show some of our messages - Explain why direct transfers is our most successful notification.
- There are a few cool features which you can take advantage of when sending push notifications. Because Google and Apple return to you the status of your sent messages, you can actually know if a message cannot be delivered because the user has deleted your application. So, if you have notifications that you send daily to every user, you can track the number of deletions. Another way to measure message performance. Easy way to spot really bad messages. Even better, if you focus on a special user segment, you can even use machine learning to predict when a user will delete the application and do something about it. FUN ELEMENT
- RECAP WHAT I SHOWED YOU Repeat what you said with an emphasis on how this will improve your KPIs Lead into the Systems we use slide with something like: We achieved all this with creating … ili ... Having a really good system for sending messages is a MUST HAVE let me tell you a story about what made all this possible Treba da naglasis kako je neophodno imati dobar sistem za push notifikacije koji ce ti omoguciti da brzo iteriras itd itd, kako smo mi napravili veeeliki sistem, pa zasto smo napravili manji - i onda BUM - OPEN SOURCE BITCHEEEEES Da se bulleti pojavljuju jedan po jedan!
- We created a massive apache spark system for sending push notifications. We have great scalability, tracking, real time notifications, etc. Some time ago we decided to create a separate lightweight messaging framework and distribute it on our servers. These lightweight messaging systems are now in charge of our real time notifications. Why? Even though Hadoop is reliable, we do not want to have a situation where we don’t have an instant backup. Having a separate system on each game server increases our redundancy by a great margin. Also, having a different service handling real time notifications, relieves the stress of our main system. ALSO, GIVE MOAR POWER TO GAME DEVELOPERS. USING THIS THEY CAN ITERATE FASTER. Lightweight framework provides them with an API they can use to full power. ..Laddies and gentleman, I would like to announce … PUSHKIN