Vietnam Mobile Day 2013: Business Intelligence Driven Marketing

  • Published on
    02-Jul-2015

  • View
    868

  • Download
    1

DESCRIPTION

Bi chia s ca anh Alex Sung, CTO Spicy Cinnamon ti hi tho Vietnam Mobile Day 2013 t chc ti H Ni vo ngy 11/05/2013.

Transcript

1. Business Intelligence Driven MarketingCopyright 2013-2014. Spicy Cinnamon Pte. Ltd 2. Copyright 2013-2014. Spicy Cinnamon Pte. LtdIntroductionAlex Sung Technical Lead at eBay Sr. Product Manager at GREE International CTO at Spicy Cinnamon 3. Copyright 2013-2014. Spicy Cinnamon Pte. LtdFocus TodayContents Identifying Key Performance Indicators (KPI) Designing an Analytics Platform Whats next & other notes 4. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI 5. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPITopics Purpose Overview Important KPIs Segmentation 6. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - PurposeKPIs evaluate the health of your product and yourbusiness. 3 categories: Acquisition Engagement MonetizationGoal: final cost per user is less than final life timevalue of user 7. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - OverviewAcquisition Engagement Monetization Cost (per user) Cost-per-impression (CPI) Cost-per-click (CPC) Cost-per-install (CPI) # Impressions # Clicks Click-through-rate (CTR) # Downloads # Installs # Activations Conversion (CVR) K-factor (Virality Rate) DAU MAU Stickiness (DAU/MAU) Retention Rate (RR) Session Length Life Time (LT) Product-specific Spending DAU Spend Amount ARPU ARPPU ARPDAU Life-time Value (LTV) 8. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Overview (Today)Acquisition Engagement Monetization Cost (per user) Cost-per-impression (CPI) Cost-per-click (CPC) Cost-per-install (CPI) # Impressions # Clicks Click-through-rate (CTR) # Downloads # Installs # Activations Conversion (CVR) K-factor (Virality Rate) DAU MAU Stickiness (DAU/MAU) Retention Rate (RR) Session Length Life Time (LT) Product-specific Spending DAU Spend Amount ARPU ARPPU ARPDAU Life-time Value (LTV) 9. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - K-factor (Virality)Value: A measure of how virally effective or social the app is More viral = less cost to hit # Installs KPI Longer app life timeDefinition: K = # invites & conversion rate (1 = status quo)Suggestions: Social network integration (FB, Twitter connect) Competitive or cooperative systems (raids, trading) Friend codes Invitation incentives (HC, speed-ups) 10. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Retention Rate (RR)Value: Indication of how well the app keeps users returning More returns = longer user life = more monetization Highly targetable cohortsDefinition: Day0 = First time activated users on specific date DayX RR = # users from Day0 return / # Day0 users Day0 is constantly rolling (every day is a new Day0) Day1-14 RR most indicative of user behavior Followed by Day30, 60, 90 View DayX RR as trending or averaged over data points Averaging Day30 RR requires 2 months 11. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Retention Rate (RR) continueSuggestions: Good product and useful service Virality friends are on it New content (whether by developers or active community) Incentivized returns (HC) Special events (discounts, raids, limited time) Push notification reminders 12. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Life-Time Value (LTV)Value: Ultimately, how much revenue each average user providesDefinition: Simple, ARPDAU * LT (estimate LT based on RR) Most popular, usually assume 30-Day LTV Strict, create cohort for first time users for each day for LT# of days. Track & sum up IAP for each user. Averageacross cohorts. Difficult to define: are users that provide communitycontent or are virally active part of value? 13. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - Life-Time Value (LTV) continueSuggestions: Improvement to RR & worth paying service / product Discount events to IAP Strong visual indicators (juicy feedback) Provide enough access points to IAP Provide enough options for IAP There are high-rollers, provide options for them Allow pay-to-speed-up Special expression based VG Do not allow pay-to-win; risk of damaging community 14. Copyright 2013-2014. Spicy Cinnamon Pte. LtdKPI - SegmentationTime Acquisition Monetization First-time users New vs Existing (30-days) Cumulative vs Daily Hardware Model Manufacturer OS Version Marketplace Ad Network Campaign Creative Incentivized vs non Invitation Organic Geo-location Language Spenders vs non-spenders One-time spenders SC vs HC vs real-cash Age Gender Ethnicity OccupationPlatform Location Demographic 15. Copyright 2013-2014. Spicy Cinnamon Pte. LtdAnalytics Platform 16. Copyright 2013-2014. Spicy Cinnamon Pte. LtdAnalytics PlatformTopics Data Collection & Integration Data Engine & Big Data Processing Visualizations & Services 17. Copyright 2013-2014. Spicy Cinnamon Pte. LtdData Collection & IntegrationAd NetworksClientsApp EngineData CollectorAnalyticsLoggerRaw DataAd NetworkSDKAPIIntegrationClient SDK Client-side SDKs simpler to integrate Some Ad Networks provide analytics SDKs must be scheduled in releaseplanServer API API provides scheduling flexibility Requires client to send uniquenessand segmentation dataData Collector Store uniqueness, segmentation, &event data Collect application data via web logscraping Collect Ad Network raw data foracquisition to engagement mapping Sends collected analytics data to DataEngine for processing 18. Rules EngineJob StatusTrackerScheduling FrameworkValidation FrameworkNotification FrameworkCopyright 2013-2014. Spicy Cinnamon Pte. LtdData Engine & Big Data ProcessingETLPig / HiveIntermediateEvents(HDFS)SegmentationBuckets(HDFS)Big Data Processing(Hadoop Cluster)SummaryContainersAggregated StorageData CollectorWorkflow EngineAnalyticsDataHadoop Intermediate data storage asfiles HDFS custom data mining Scheduled ETL to processsummarized data Workflow Engine to manageHadoop jobsAggregated Storage Summary data stored in RDBMS Connected to Visualization toolsReal-Time Not everything, identify criticalKPI and segmentations Revenue # Sessions Enterprise solutions:Vertica, Teradata 19. Copyright 2013-2014. Spicy Cinnamon Pte. LtdVisualizations & ServicesDashboards Pictures are worth a thousand words Tell a story Reporting is only valuable if it isactionable (avoid vanity reporting) Standardized KPI reporting forbusiness healthServices Funnel analysis & A/B testing forproduct Alerts & notifications for engineering Sudden drop in # sessions meansapp engine may be down Visual data miningTools & Tech 3rd party: Tableau, Microstrategy HTML5 for web and mobile support 20. Copyright 2013-2014. Spicy Cinnamon Pte. LtdWhats Next 21. Copyright 2013-2014. Spicy Cinnamon Pte. LtdWhats NextAd Networks Obtain internal raw data Vendor reporting cannot always be trusted Cohort to find channels with high-quality users Strategize between burst vs consistencymarketing campaigns Normalize channel data 22. Copyright 2013-2014. Spicy Cinnamon Pte. LtdWhats Next continueEngagement Acquiring users is expensive Focus on Live Ops for re-engagement Provide fresh content Provide community and discount events If you support multiple apps / games Cross-Promote (X-Promo) at end of user life Be careful to not self-cannibalize 23. Copyright 2013-2014. Spicy Cinnamon Pte. LtdThank YouAiTi-Aptech & Vietnam Mobile Day 2013We are HIRING!alex@cinnamon.is thao@cinnamon.ishttp://tinyurl.com/Seconds-Photo-Chatroom