Gamification: Leveraging Game Strategies & Big Data to Drive Business with Dr. Karl Kapp
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Competitive pressures are driving business beyond the simple incentive and rewards programs. Cutting edge organizations are leveraging Knowledge Performance Indicators (KPIs), such as user engagement, loyalty quotient, event causality, and user cohorts to gain insight into and develop a more robust understanding of their customer and their preferences. With the widespread application of gamification, you have experienced in the course of your Internet usage, although you may not have even realized it. This overview demonstrates: What's Gamification and What's not How Gamification is growing Implications of gamification on learning, business, and life What you’ll learn: Gamification and its Competitive Advantage Value of gamification Best practices for initiating a gamification program to drive loyalty and retention
Transcript of Gamification: Leveraging Game Strategies & Big Data to Drive Business with Dr. Karl Kapp
A NEW PLATFORM FOR A NEW ERA
O
Pivotal Confidential – Internal Use Only
Introductions David Morris, Host Big Data Analytics Marketing – Cetas, By VMware [email protected] @jdavidmorris @pivotalanalyticx
Please submit your questions at anytime throughout the webinar via the chat tool.
Today’s Thought Leadership Webinar: Gamification: Leveraging Game Strategies & Big Data
to Drive Business
Pivotal Confidential – Internal Use Only
EMC VMware
Pivotal
• Greenplum • Gemfire • Cetas - Now Pivotal Analytics • Pivotal Labs
April 24th General Electric (GE)
Is Now
Pivotal Confidential – Internal Use Only
Dr. Karl M. Kapp
Available from Amazon
Twi1er:@kkapp [email protected]
Google “Kapp Notes”
GamificaCon Dr. Karl M. Kapp
Professor, Bloomsburg University Author: The GamificaCon of Learning and InstrucCon
Agenda • GamificaCon and its CompeCCve Advantage • Value of gamificaCon • Best pracCces for iniCaCng a gamificaCon program to drive loyalty and retenCon
Adding game elements to traditional learning. Structural:
§ Points § Badges § Leaderboard
Content: § Characters § Challenge § Feedback
Gamification is using game-based mechanics, aesthetics and game-thinking to engage people, motivate action promote learning, solve problems and engage.
What is Gamification?
• Gamification is to Learning Game as: – Part is to Whole – Piece is to Puzzle – Slice is to Pie – Steering Wheel is to Car
• Gamification uses parts of games but is not a game
in-and-of itself.
What is Gamification?
Polling QuesCon • By 2015, what percent of Global 1000 organizaCons are predicted to use GamificaCon, as a primary mechanism for transforming business operaCons?
• 5% • 20% • 40% • 60% • 80%
Gamifica'on is not only about points, badges, progress bars and rewards…
… but that’s not all or this would be the most engaging game in the world.
20% increase in profile comple'on.
… the possibili'es of “gamifica'on” are far larger than points, badges and rewards.
Challenge
Jones, B., Valdez, G., Norakowski, J., & Rasmussen, C. (1994). Designing learning and technology for educaConal reform. North Central Regional EducaConal Laboratory. [Online]. Available: h1p://www.ncrtec.org/capacity/profile/profwww.htm and Schlechty, P. C. (1997). InvenCng be1er schools: An acCon plan for educaConal reform. San Francisco, CA: Jossey-‐Bass. Chapter 2 “The GamificaCon of Learning and InstrucCon.”
Feedback
Story
• Self-‐DeterminaCon Theory – Autonomy – Competence – Relatedness
Self-Determination Theory
Autonomy or Producers– Players are producers, not just consumers, they are “writers” not just “readers.” Even at its simplest level, players co-design games by the action they take and decision they make. James Paul Gee, University of Wisconsin-Madison
Competence or Pleasantly Frustrating– Good games stay within, but at the outer edge, of the players “regime of competence” (diSessa, 2000) Challenges in a game are challenging but feel “doable.” This is motivational. James Paul Gee, University of Wisconsin-Madison
diSessa, A. A. Changing Minds: Computers, Learning and Literatcy. Cambridge, Mass.: MIT Press, 2000.
Performance before Competence– Good video games operate by a principle just the reverse of Most training modules: performance before competence (Cazden, 1981). Players can perform before they are competent, supported by the design of the game. It is learning by doing. James Paul Gee, University of Wisconsin-Madison
Relatedness– This is experienced when a person feels connected to others. It can either be in real-time or related to players who have played before through such items as a leaderboard or artifacts left by other players.
h1p://success.adobe.com/microsites/levelup/index.html
• Gamification in the Enterprise: – Health and Wellness – Learning and Development – Business Operations
Gamification in the Enterprise
• “Daily Challenge” – New challenge each day in email – Earn points – Progress through levels
• Running and Exercise – Nike+
Health and Wellness
80% of Blue Shield employees have
parCcipated in at least one wellness programs.
50% drop in smoking prevalence and a similar
increase in regular physical acCvity among employees.
The incidence of hypertension has fallen by two-‐thirds, and disability
claims are down .
NikePlus Stats for Karl
• Mobile Cricket University (Mobile CU) – Points
• Earned for completing certain formal learning assignments • “acceleration points” for completing assignments within a defined time period
– Leader boards • Master • Group • Challenge
– Digital badges and trophies are awarded • Knowledge Guru
– Character – Challenge – Feedback
Learning and Development
39.39% indicated “I wanted to see what I remember from the training.”
81.82% agreed with statement “I learned more about 4G LTE by playing the
game”
42.2% indicated “I want my store and market to win.”
39.39% indicated “I wanted to see what I remember from the training.”
81.82% agreed with statement “I learned more about 4G LTE by playing the
game”
42.2% indicated “I want my store and market to win.”
Average contract value 2x higher than for previous mobile product.
Of all the launches done in the previous two years to
MobileConnect, the sales team has built the quickest pipeline
for this product.”
First call resoluCon ($35 a call/average) is up 45%.
• “Lawley Insurance” – Looking for a strategy to convince the sales team of the value of salesforce.com. – Goal:
• Update the stage opportunities. • Change close dates on leads when appropriate. • Properly log prospect calls and meetings.
• Ford Canada – Professional Performance Program (p2p) – Goals: Drive site traffic, increase utilization of content, decrease time to certification,
encourage learning – Gamification Mechanics: Fast Feedback, Transparency, Goals, Badges, Leveling Up,
Competition, Collaboration, Community, Points – Big Data: User activity, content consumption, employee performance, customer
satisfaction, course completion
Business Operations
In 2 week Cme frame, sales team created the equivalent of 257% of the average weekly acCviCes created in the prior 7.5 months.
Stage updates increased 110%.
Closing dates updated 307 Cmes in 2 weeks.
Professional Performance Program
A posiCve correlaCon between engagement in the Ford p2p Cup and key performance measures including sales and customer saCsfacCon
15% more unique visitors and a 30% increase in unique visits vs. the same period the previous year
A 417% increase in site usage vs. the same period the previous year
Polling QuesCon • What percent of current gamified applicaCons will fail by 2014?
• 5% • 20% • 40% • 60% • 80%
Gamification and Big Data 1. Tracking behaviors, acCons and acCviCes 2. Mining the data for meaning from behaviors,
acCons and acCviCes 3. Modifying acCons and reacCons of programs
based on data 4. ReporCng results
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