Key considerations for using digital marketing analytics to understand consumer behavior and decision making.

1. Deepening Consumer Relationships
A Guide to D2C Success Funnels

2. Decisions
Driving Consumers:
D2C Conversion Funnel: Consumer Payoffs
• Interest • Social
• Fun • Gaming
• Engagement • Viral
• Value • Monetize

3. Interest
• Consumers become aware of the game and make a snap decision of
whether or not to pursue exploring and testing the game.
• Zero Moment Of Truth – if they landed as a result of some other digital
medium.
Can I play Is it
immediately? recommended?
Is This
Right For
Me? How does this
Is it easy to
compare to
use?
others?
Does it look
fun?

4. Fun
• Consumers are now playing the game and have committed their time to it.
• A critical component for consumer retention is Account creation; this
establishes the customer’s identity and fuels everything from payments to
cross-promotions.
• This is the First moment of truth (shelf).
Do I trust it enough Is it fun and
to register? interesting?
Will I Spend
My Time and
Register My
Identity?
Is there enough
Are my friends using
room to explore and
it?
get sucked in?

5. Engagement
• Consumers are now playing the game regularly and have committed their identity to
it.
• A critical component for consumer retention at this phase is the platform for
community and incentive to “check-in”.
• The decision to pay is next, so it’s key for consumers to see an added value in some
way.
• Second Moment of Truth (Experience)
What am I missing out on
if I don’t pay? Does it change daily
Will I Stick
With It?
What happens if I don’t What are my friends
log in? doing?

6. Value
• Now paying for the game, consumers are compelled and motivated to
encourage their friends to play as well.
• The game is more of a service than a product, and add-ons and in-game
purchases strengthen the reward-loop.
• Players create ZMOTs and interest in new users.
Why should I continue to What am I getting for my
pay and play money?
Will I Invest
My Time
and
Money?
I feel compelled to keep
Is it secure?
playing!

7. Decisions
Driving
Post-Launch Optimization:
D2C Conversion Funnel: Payoffs
• Social • Awareness
• Gaming • Acquire
• Viral • Retain
• Monetize • Monetize

8. Decision Making Process

9. Awareness
• What’s going to get consumers landing to the homepage?
• Paid vs. Organic
• Is it Downloadable Content from a PG?
• This part of the relationship is all about attraction.
What will
gamers love?
What
ZMOTs for
extends
New Users
gameplay?
Ads & What will get
Product them signed
Placement up?
Average
Click-through
minutes
rate
Played
Page Views

10. Acquire
• This part of the relationship is all about getting a second date – how will you
compel your users to stick around.
• Even if they’re playing for free, they are spending their time playing instead
of doing something else.
Is this fun?
What might
Social Media go wrong
Blasts with the
service?
Does this
SEM/SEO
enhance the
Targets
PG?
Personal
Sign-up Page
Experience
Bounce Rate
Factor
New
Registered
Users

11. Engagement
• Retention is a critical phase of the conversion funnel.
• It’s time to ask the RIGHT questions?
• Choose actionable metrics that allow for makeovers.
• Use the right tools and visualizations that get meaning from your data.
Is this
addictive
Is there a
Service Biz
community
Model
for users?
Are more or
Live Team less showing
up?
PG Users
Percentage of
Comparative
Return Users
Metrics
Daily Average
User Metrics

12. Monetize
• Continue optimizing the game and provide value for players.
• Become a service that is individualized to users.
• Aim for the Whales and convert the Minnows
• Reiterate the process while managing post-release optimization.
What
percentage
are
Continue spending? How much
Service Biz are they
Model spending?
Which type
Compulsion
of players are
Loop Analysis
spending?
Number of Average
Whales / Lifetime
Minnows Average Value
Revenue Per
Paying User
Metrics