Metrics for Social Games
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metrics for social games david king green patch siqi chen serious business
description
Overview of metrics for social games by David King and Siqi Chen
Transcript of Metrics for Social Games
metrics for social gamesdavid kinggreen patch
siqi chenserious business
metrics are a force multiplierbut you need to have something to multiply!
can’t replace a good product
can’t replace creativity, art, design
can’t replace qualitative metrics (user sentiment, net promoter score, etc)
the business of social games
(life time value - user acquisition cost) X scale = profit*
* these variables are not independent
user acquisition costsvirality, retention, cross promotion, marketing etc
life time valueretention, quality, flow, mechanics, theme, payments, etc
3 ‘A’s of metrics
actionable, accessible, auditable
actionable
build a framework for experimentation, not vanity
emphasis on split testing and actionable insights
accessibleon demand experimentation capabilities
timely, transparent and accessible reporting
separate metrics infrastructure as much as possible
auditablesanity check against other data sources: db, google analytics, facebook
why companies are metrics focusedsimple math: linear improvements yield non-linear results
k = (infection rate) * (conversion rate) [summed across all channels]
VisitProduct quality
New user experienceSocial proof (friends)
Key Metric: activation rate
Activation
InfectionInvite flowsRetention
Call to actionsGame mechanicsSelf expresssionAllocation tuning
Key Metric: infection rate
Conversion Copy writing
Persuasion psychologyDemographic targeting
Key Metric: click through rate
Revenue
the “viral loop”
virality discounts user acquisition costs (potentially, down to $0)
user acquisition:
user acquisition cost:
user acquisition cost discount:
infection rateviral flows, calls to action, product quality, game mechanics, allocation tuning
conversion ratecopy writing, persuasion mechanics/psychology, demographic targeting
viral channelsrequests, notifications, feed forms, email, profile box, share link, email, app tab, etc.
brief overview of facebook rpgs
metrics can help with game flowthis affects retention, virality, and everything else
metrics can help with revenuegain actionable insights on virtual goods behavior
that’s it. questions?
