SocialDemand Generation ProgramCreating a Metrics-Driven

Rand Schulman + Pelin Thorogood

Schulman+Thorogood Group

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APPS SAPPS MAPPS

Shattering the website-centricengagement paradigm

And the new world of…

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www.SocialUPs.com

Turbocharging Engagement

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“We’re an analytics company masquerading as a games company.”

Ken Rudin Vice President, Analytics & Platform Services

Source: WSJ

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The Viral Engagement Imperative

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www.kontagent.com

183% Increase in ARPU in less than Two Months

How effective are my ads in reach?

What is the quality of users from different countries?

What is my campaign performance by partner and country tier?

How are my users performing post install?

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Optimizing for Viral Adoption and Revenue Conversion…

Using cohort analysis and segmentation, ads were targeted based on what groups of users where monetizing more

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…and LTV!

5x increase in retention

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Speed A/B Testing

Large scale A/B Testing of ads allowed for the dramatic increase in valuable users into the game ecosystem

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Now on to a Multi-Channel Social Chapter

User: Motor Cycle Superstore

Objective: Promote a Black Friday/Cyber Monday sale using Facebook ads to drive online purchases

Challenge: Cross domain tracking

Vendor: Webtrends

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Targeted at Fans

Segmented by top selling geographies, gender, and age ranges

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Apps are ideal landing pages for Facebook ads

www.webtrends.com

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Avg Order Value1. Email $129.942. Social $127.093. Search $124.374. None/Organic $111.745. Affiliate $109.616. Display $104.307. Sponsorships $08. Contest $0

Return on ad spend$3.58 sold for every $1 on media

Facebook Ad Facebook App Website

Iframe tabs can’t see the campaign IDs in the referring link from an ad or a post. Webtrends adapted their tag to enable attribution.

To track the visitor through to another property, such as a website, you need a solution that supports cross-domain tracking.

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Cost per engagement

The viral factor

Lifetime value of engagement

Applying Gaming Analytics to SAPPS and MAPPS

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Getting Started

The cost to start a social app is low

Any company can get something up and running!

Cost Time

In-House $68,000 30 Days

Agency $92,000 14 Days

Vendor/Pre-Fab $44,000 8 Days

www.involver.com www.buddymedia.com

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The Future is Here

Convergence of content and advertising

Personalization based on demographics, behavior social and interest graphs

Applications integrating aggregated content based on personal and social signals

Thank you

www.schulmanthorogood.com