LTV- Lifetime Value - Prediction in Casual Gaming by DMG- DSNR Media Group
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Transcript of LTV- Lifetime Value - Prediction in Casual Gaming by DMG- DSNR Media Group
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RESULT-BASED ADVERTISINGFOR CASUAL GAMING
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THE PROBLEM
Customer value is built slowlyDifferent customers have different values
How to predict customer’s value or Lifetime Value-LTV?
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THE CHALLENGE
Lifetime Value-LTV PredictionNot only who is worth what…
but also, how to distinguish between them
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THE KEY
If we are able to predict LTV, based on campaign value chain components
We can attribute higher eCPA for higher LTV acquisitions
$$$
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BUILDING AN OPTIMIZED VALUE CHAIN
Audience
and media placement
Creativebanners
Conversion Funnel Results
Landing Page
Registration Form
Landing page
Landing page
Short Form
Long Form
eCPA eCPM
Conv RateConv Rate
Conv ValueConv Value
LTVLTV
$$$
%
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Advertising platforms that optimize based on predicted LTV Requires:
• LTV tracking and reporting mechanisms • Smart prediction engine/s connecting the dots…
• All along the value chain: pre- and post-click and post-conversion
THE SOLUTION
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CONNECTING THE DOTS…
Audience
and media placement
Creativebanners
Conversion Funnel Results
Landing Page Registration Form
Landing page
Landing page
Short Form
Long Form
Conv RateConv Rate
Conv ValueConv Value
LTVLTV
$$$
%
PREDICTIONENGINE
PREDICTIONENGINE
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Technology stack No platform does it allWill advertisers share their real LTV data?What happens while we accumulate the data?
OBSTACLES