Effective Data Driven Development for Social and Mobile Apps

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1) A new marketing source is driving new users to the game but they are not completing the tutorial at the same rate as existing players, causing day 1 retention to trend down. 2) The issue will be addressed in two ways: first, optimizing the tutorial funnel and drop-off rates for new players to increase completion; second, potentially decreasing or eliminating spend on the new marketing channel. 3) The goal is to isolate what is causing new users to not complete the tutorial, optimize that, and find the right balance of spending and player experience to maximize revenue and profit over time.

Tecnología Empresariales

Data-Driven Development:
A Phase Based Approach
Collect
Build
Beta Launch and
Audien
Testing Phase Maintai
ce
n
Acquire X X X

Engage X X X

>
Monetize (and mobile) X

6

CASE STUDY: Exec
Align Marketing, Product, Design & Development

What is the Issue?
Day 1 Retention is
Dropping

Retention is
trending down!

Product Mgmt/
CASE STUDY:
Developer
Align Marketing, Product, Design & Development

Where is the Issue?
New incoming users from a new marketing source
are
NOT completing the tutorial at a rate comparable to
existing players.
Tutorial completions:
Tutorial completions: existing players
new players

CASE STUDY: Product Mgmt/
Align Marketing, Product, Design & Development Developer

Isolate and optimize.
1. Funnel analysis and drop-off
optimization on the tutorial.

Increase tutorial
completion rate for new
Optimize Drop-off %’s players to increase
retention

CASE STUDY: Marketer
Align Marketing, Product, Design & Development

Isolate and optimize.
2. Decrease or Eliminate spend on
the new marketing channel

CASE STUDY: Find the ‘Sweet Spot’ to maximize
A FALSE POSITIVE
revenue and profit

% Paying Users is
Trending Up…

But ARPU &
ARPPU is trending
down…!

DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach

BUILD GROW COLLECT

X X X

X X X

X

6

DATA-DRIVEN DEVELOPMENT:
A Phase Based Approach

6

EXPERTISE:
We Help You On Your Roadmap to Success

BUILD GROW COLLECT

X X X

X X X

X

6

Effective Data Driven Development for Social and Mobile Apps

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Effective Data Driven Development for Social and Mobile Apps

1. AARON HUANG, Head of Product Marketing

5. Data-Driven Development: A Phase Based Approach Collect Build Beta Launch and Audien Testing Phase Maintai ce n Acquire X X X Engage X X X > Monetize (and mobile) X 6

7. CASE STUDY: Exec Align Marketing, Product, Design & Development What is the Issue? Day 1 Retention is Dropping Retention is trending down!

8. Product Mgmt/ CASE STUDY: Developer Align Marketing, Product, Design & Development Where is the Issue? New incoming users from a new marketing source are NOT completing the tutorial at a rate comparable to existing players. Tutorial completions: Tutorial completions: existing players new players

9. CASE STUDY: Product Mgmt/ Align Marketing, Product, Design & Development Developer Isolate and optimize. 1. Funnel analysis and drop-off optimization on the tutorial. Increase tutorial completion rate for new Optimize Drop-off %’s players to increase retention

10. CASE STUDY: Marketer Align Marketing, Product, Design & Development Isolate and optimize. 2. Decrease or Eliminate spend on the new marketing channel

11.

12.

13.

14.

15.

16.

17. CASE STUDY: Find the ‘Sweet Spot’ to maximize A FALSE POSITIVE revenue and profit % Paying Users is Trending Up… But ARPU & ARPPU is trending down…!

18. COLLECT GROW BUILD 6

19. DATA-DRIVEN DEVELOPMENT: A Phase Based Approach BUILD GROW COLLECT X X X X X X X 6

20. DATA-DRIVEN DEVELOPMENT: A Phase Based Approach 6

21. DATA-DRIVEN DEVELOPMENT: A Phase Based Approach BUILD GROW COLLECT X X X X X X X 6

22. DATA-DRIVEN DEVELOPMENT: A Phase Based Approach 6

23. EXPERTISE: We Help You On Your Roadmap to Success BUILD GROW COLLECT X X X X X X X 6

24. DATA-DRIVEN DEVELOPMENT: A Phase Based Approach 6

Effective Data Driven Development for Social and Mobile Apps

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