Metrics for Social Games by David King and Siqi Chen
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Transcript of Metrics for Social Games by David King and Siqi Chen
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metrics for social gamesdavid kinggreen patch
siqi chenserious business
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metrics are a force multiplierbut you need to have something to multiply!
can’t replace a good product
can’t replace creativity, art, design
can’t replace qualitative metrics (user sentiment, net promoter score, etc)
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the business of social games
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(life time value - user acquisition cost) X scale = profit*
* these variables are not independent
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user acquisition costsvirality, retention, cross promotion, marketing etc
life time valueretention, quality, flow, mechanics, theme, payments, etc
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3 ‘A’s of metrics
actionable, accessible, auditable
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actionable
build a framework for experimentation, not vanity
emphasis on split testing and actionable insights
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accessibleon demand experimentation capabilities
timely, transparent and accessible reporting
separate metrics infrastructure as much as possible
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auditablesanity check against other data sources: db, google analytics, facebook
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why companies are metrics focusedsimple math: linear improvements yield non-linear results
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k = (infection rate) * (conversion rate) [summed across all channels]
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VisitProduct quality
New user experienceSocial proof (friends)
Key Metric: activation rate
Activation
InfectionInvite flowsRetention
Call to actionsGame mechanicsSelf expresssionAllocation tuning
Key Metric: infection rate
Conversion Copy writing
Persuasion psychologyDemographic targeting
Key Metric: click through rate
Revenue
the “viral loop”
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virality discounts user acquisition costs (potentially, down to $0)
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user acquisition:
user acquisition cost:
user acquisition cost discount:
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infection rateviral flows, calls to action, product quality, game mechanics, allocation tuning
conversion ratecopy writing, persuasion mechanics/psychology, demographic targeting
viral channelsrequests, notifications, feed forms, email, profile box, share link, email, app tab, etc.
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brief overview of facebook rpgs
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metrics can help with game flowthis affects retention, virality, and everything else
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metrics can help with revenuegain actionable insights on virtual goods behavior
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that’s it. questions?