Proactive Listening: Turning Data Into Value@GetUpsight

Data

1.Collect Data2.Analyze Data

3.Report Findings4.Develop Product5.Deploy Product

6.Rinse7.Repeat

Data is a conversation.

Know your users &be a source of value.

“... 1,980% growth in a 6 year period.”

Via Business 2 Community, 2015

“... in each independent medium, the experience is customized to the device, connecting the personalized components with the hungry user’s

intent of easily ordering food.“

“the combined effect of personalization and

recommendations save us more than $1B per

year."Via Business Insider, 2016

“We collect data because our games don’t stay in the top-ten lists automatically. Success has to be earned by listening to the community … and balancing the

game to make it fair for everyone.”

Sami Yliharju - Services Lead, SupercellAWS Blog, 2016

Proactive Listening:A How To Guide

Step 1:Know Your Users

Why do they play your game?(Aesthetics)

Aesthetics In The Build & Battle GenrePower

Dominating others in PvP battles feels good

Expression

Base construction is a creative act

Achievement

Completing campaign challenges makes you feel smart

Fellowship

Clan play enables socially meaningful interactions

Wealth

Collecting piles of resources feels good

How do they access your game’s aesthetics?

(Dynamics)

Player Dynamics In Build & Battle Games

Advanced Decorator

Habitual Harvester

Frequent Troop Donor

Rewarded Ad Enthusiast

Grinder

Big Spender

What are the building blocks of these behaviors?

(Mechanics)

Example: Mechanics In Build & Battle Games

Resource Collection

Base Customization

Unit Production

PvP Battles

Vanity Items

Troop Donation

IAP Purchases

Rewarded Ad Engagement

Example: Correlating Data To DynamicsAdvanced Decorator:

- Top 10% of all users in Total Vanity Items Purchased- Top 10% of all users in Lifetime Discrete Base Designs

Habitual Harvester:- Top 10% of all users in Average Daily Resource Collections- Top 10% of all users in Total Troop Donations Made

Frequent Troop Donor:- Top 10% of all users in Lifetime Troops Donated- Top 10% of all users in Total Troop Donations Made

How are they comfortable paying?

Payment Options

Rewarded Ads & IAPs

Rewarded Ads Only IAPs OnlyNon-Rewarded

Ads

Favored Aesthetic:Power

Known Dynamics:Battles DailyHabitual Harvester

Preferred Payment:Rewarded Videos Only

Favored Aesthetic:Fellowship

Known Dynamics:Frequent Troop DonorActive Decorator

Preferred Payment:One IAP, No Rewarded Ads

Favored Aesthetic:Expression

Known Dynamics:Plays Multiple Times DailyStrategic Defender

Preferred Payment:$50 Spent Over Multiple IAPS

Step 1: Know Your Users

Step 2:Offer Value

Deliver targeted engagements that promote Mechanics that facilitate the Dynamics you know

produce their favored Aesthetics.

Favored Aesthetic:Power

Known Dynamics:Plays DailyHabitual Harvester

Preferred Payment:Rewarded Videos

Proactive Engagement:● Notify via push when troops are ready● Notify via push when resources are ready for

harvesting● Offer inexpensive IAP. If rejected, increase number of

rewarded video ad placements.

Favored Aesthetic:Fellowship

Known Dynamics:Frequent Troop DonorActive Decorator

Preferred Payment:IAPs Only

Proactive Engagement:● Notify via push when friends are online● Deliver promotions for vanity items in virtual goods store● Promote discounted mid-tier IAPs. If rejected, promote

lower tier.

Favored Aesthetic:Expression

Known Dynamics:Plays Multiple Times DailyStrategic Defender

Preferred Payment:Multiple IAPs

Proactive Engagement:● Leverage in-app notifications to promote community-driven

web content ● Notify via push when resource balances are high enough to

upgrade defenses● Promote discounted top-tier IAPs. If rejected, promote mid tier.

Additional Opportunities Leveraging Data

1. Every Developer Adds Crash Analytics

Yay… So what, my app crashes sometimes?

Take direct action -> Send that user an offer

2. Common Knowledge: Showing rewarded videos to users will cause negative UX and results in faster

churn

What the Data Tells Us?This “common wisdom” is flat out wrong

Data tells us offering rewarded video to your users actually encourages them to play more -> increases retention

Showing rewarded video actually increases % of users engaging in IAP transactions. Gets the user comfortable with the F2P mechanic and the idea of virtual currency.

“Tickle their buying bone”

“When we started listening to players, we found that the most

common problem was that there weren’t enough rewarded

video ads."

Matt Small, Vector Unit Games

3. Common Knowledge: Let’s put our rewarded video placement in the store

What the Data Tells Us?Wrong!

Kills revenue and conversion as it is heavily buried.

Most Importantly: This actually hurts IAP ARPDAU. Confusing to the user as the intent by entering the store was to potentially make a purchase. Don’t want to interrupt this intent with something free.

Don’t Guess… Test!