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A.R.M Metrics Framework

A.R.M Metrics Framework. SE7EN Deadly Social Game Metrics By: Albert Lai, Co-Founder/President, Kontagent. INTRO: Select Customer List. And Hundreds More…. Jan. 2009. Jan-2010. Jan-2011. INTRO: Most Broadly Used Social Analytics by Developers.

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A.R.M Metrics Framework

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  1. A.R.M Metrics Framework SE7EN Deadly Social Game Metrics By: Albert Lai, Co-Founder/President, Kontagent

  2. INTRO: • Select Customer List And Hundreds More…

  3. Jan. 2009 Jan-2010 Jan-2011

  4. INTRO: • Most Broadly Used Social Analytics by Developers Facebook Funded & Leading App Analytics Platform Social Gaming Focused End-to-End Analytics Suite Ad Tracker, Viral Testing, Events, Funnels, V.Currency Used by Majority the World’s Largest Game Publishers

  5. INTRO: • People Not Pages OLD SCHOOL: “WEB ANALYTICS” = PAGES NEW SCHOOL: “SOCIAL ANALYTICS” = PEOPLE PAGE VIEWS EVENTS FRIEND GRAPH & INFLUENCE MAP AGE & GENDER & LOCATION COOKIE/IP ADDRESS EMAIL ADDRESS VIRAL PROFILE SESSION TIME

  6. ABOUT US: • End to End Social Analytics Platform Kontagent Analytics Suite Increase Testing Velocity -> Faster Iterations -> Faster User Growth -> Improved Profits

  7. The Social Web

  8. ABOUT US: • “Web 2.0.11” WEB 2.0 SOCIAL WEB WEB 2.0 SOCIAL WEB Single Sign-On (MS Passport) Social Sign-In (FB Connect) Sign-In Discovery: Search Shared Distribution: Aggregation Viral Analytics: Pages Users z Optimization: Data-Sampling OK Need Per User Data

  9. ABOUT US: • Future of Discovery and Distribution VIRALITY: DRIVES DISCOVERY + ADOPTION PHISICAL PHYSICAL DIGITAL DIGITAL SOCIAL SOCIAL • Buy: Shelf Space (Best Buy) • Sell: Shrink Wrap Software • Dev. Cycles: Yearly • Methods: Pre-Planned • Competitive Advantages: • Scale • Buy: Shelf Space (Best Buy) • Sell: Shrink Wrap (Flight Simulator) • Dev. Cycles: Yearly • Methodes: Pre-Planned • Primary Competitive Advantages: • Scale • Buy: Traffic/Portal (Yahoo) • Sell: Ads, Downloads, Subs • Dev. Cycles: Months • Methods: Agile/Iterative • Competitive Advantages: • Aggregation • Buy: Traffic/Portal (Yahoo) • Sell: Ads, Downloads, Subs • Dev. Cycles: Months • Methodes: Agile/Iterative • Primary Competitive Advantages: • Aggregation • Buy: Viral Tools & Installs • Sell: Virtual Goods • Dev. Cycles: Hours • Methods: Data-Driven • Competitive Advantages: • Viral Data Insights • Buy: Viral Tools & Installs • Sell: Virtual Goods • Dev. Cycles: Hours • Methodes: Data-Driven • Primary Competitive Advantages: • Viral Data Insights

  10. INTRO: • Viral Loops vs. Engagement Loops Engagement Loop Viral Loop Existing User Existing User Existing User New User

  11. The ARM Funnel

  12. ARM Model: • Acquisition, Retention & Monetization ACQUISITION RETENTION MONETIZATION

  13. Framework: • Lifecycle Metrics and the ARM Funnel SOCIAL GAME LIFECYCLE Mid Game Development Early Game Development Mature Game Development WEB 2.0 SOCIAL WEB USER LIFECYCLE Single Sign-On (MS Passport) Social Sign-In (FB Connect) ACQUISITION Search Shared RETENTION Aggregation MONETIZATION z

  14. Framework: • 7 Deadly Metrics of the ARM Funnel SOCIAL GAME LIFECYCLE Mid Game Development Early Game Development Mature Game Development WEB 2.0 SOCIAL WEB Single Sign-On (MS Passport) Social Sign-In (FB Connect) A Search Shared R Aggregation M 1 Day/WkCohort Retention ARPU & ARPPU 6 CAC 4 Sessions/User & Avg. Session Length 3 1 2 K-Factor 7 % PayingUsers 5 Avg. LT of a User K-LTV

  15. The 7 Deadly Social Metrics

  16. ARM Metric #1 • ACQUISITION > CAC (Customer Acquisition Cost) 1 • Trending: • Up • Typical: • $1- $3 • Measure: • Traffic K-Factor • Traffic X-Day Retention • Traffic ARPU • CPM/CPC/CPI • Action: • A/B Test: Creative, • Targeting, Source • Leverage X-Promotion

  17. ARM Metric #2 • ACQUISITION > k-factor 2 • Trending: • Flat to down • Typical: • Overall K-Factor • 0.05-0.20 • Invite CTR: 10-20% • Measure: • AKA: Viral Loop • Avg. Branching Factor • Msg/User * CTR • Action: • A/B Test Content • A/B Test Flow/Timing

  18. ARM Metric #3 • RETENTION > Sessions/User & Avg. session length 3 TRENDING: Flat to Up TYPICAL: Mins: 10+ Sessions/User: 1.7-2.2 Day 1 Retention: 10-35% MEASURE: “User Activation” Visits / User / Day Time Spent Per Visit ACTIONS: Funnel Test Activation Test Visit Freq. Vs. Time Spent

  19. ARM Metric #4 • RETENTION >1 Day + 1 Week Retention 4 Trending: Up Typical: D1: 25-30% W1: 10-15% Measure: Ideally Cohorted Careful Mixing New & Old Users Action: A/B Test Game Mechanics A/B Test Flow / Funnels

  20. ARM Metric #5 • RETENTION >avg. lifetime per user 5 Trending: Up Typical: Depends Measure: Engagement Loop Decay Rate / Half Life Action: Test Game Dynamic as it Relates to The Engagement Loop

  21. ARM Metric #6 • Monetization > ARPU, ARPPU 6 Trending: Up Typical: ARPPU: $2-10+ ARPU: $0.01-0.05 Measure: Revenue / DAU # Transactions /DAU $ Transactions Action: A/B Test Item Pricing A/B Test Flow/Timing Track Sources/Sinks

  22. ARM Metric #7 • Monetization > % Paying Users 7 Trending: Up Typical: 1-3% Measure: Demographics of Paying Users Action: Watch Demo & Traffic Source Loop Data back to Ad Targeting

  23. ARM Metric • KLTV > Viral Life Time Value KLTV Virality (branching Factor): [1/(1-k)] X arpu: [ARPU per Day] X retention: [Avg. # of Days Engaged]

  24. Framework: • 7 Deadly Metrics of the ARM Funnel SOCIAL GAME LIFECYCLE Mid Game Development Early Game Development Mature Game Development WEB 2.0 SOCIAL WEB Single Sign-On (MS Passport) Social Sign-In (FB Connect) A Search Shared R Aggregation M 1 Day/WkCohort Retention ARPU & ARPPU 6 CAC 4 Sessions/User & Avg. Session Length 3 1 2 K-Factor 7 % PayingUsers 5 Avg. LT of a User K-LTV

  25. See the 7 Deadly Social Metrics in Action Follow us on Twitter @Kontagent! www.kontagent.com

  26. Contacts • Kontagent • 55 Hawthorne Street • Suite 610 • San Francisco, CA • 94105 • Tel:  1 (415) 766-6500 • E-mail:albert @ kontagent.com • Support:support @ kontagent.com

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