Data-Driven Design. You’ve got the data, so, now what? - Aaron Huang - Kontagent
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Transcript of Data-Driven Design. You’ve got the data, so, now what? - Aaron Huang - Kontagent
AARON HUANG, Head of Product Marketing
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DATA-DRIVEN
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BEGINNER
Data-Driven Development:A Phase Based Approach
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Acquire
Engage
Monetize
Build Audience
Launch
Phase
Collect and
Maintain
X
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Beta Testin
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X
(and mobile)
>
CASE STUDY: Align Marketing, Product, Design & Development
What is the Issue?
Exec
Retention is trending down!
CASE STUDY
Day 1 Retention is Dropping
CASE STUDY: Align Marketing, Product, Design & Development
Where is the Issue?
Tutorial completions: existing playersTutorial completions:
new players
Product Mgmt/ Developer
CASE STUDY
New incoming users from a new marketing source are NOT completing the tutorial at a rate comparable to
existing players.
CASE STUDY: Align Marketing, Product, Design & Development
Isolate and optimize.
Optimize Drop-off %’s
Increase tutorial completion rate for new players to
increase retention
Product Mgmt/ Developer
CASE STUDY
1. Funnel analysis and drop-off optimization on the tutorial.
CASE STUDY: Align Marketing, Product, Design & Development
Isolate and optimize.
Marketer
CASE STUDY
2. Decrease or Eliminate spend on the new marketing channel
CASE STUDY:A FALSE POSITIVE
% Paying Users is Trending Up…
But ARPU & ARPPU is trending down…!
Find the ‘Sweet Spot’ to maximize revenue and profit
CASE STUDY
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach
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EXPERTISE:We Help You On Your Roadmap to Success
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DATA-DRIVEN DEVELOPMENT:A Phase Based Approach