Mobile Analytics - Tools Of Trade to Predict the Future@Phoenix Mobile Festival
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This document discusses mobile analytics tools and strategies for game publishers. It covers: 1) An overview of Ubisoft as a large game publisher and their need to track data across many mobile apps. 2) The types of data that can be tracked, including user behavior, performance, advertising, and monetization. 3) How data is collected from various sources, stored, analyzed and used to predict player behavior and optimize games. 4) Popular analytics tools and challenges of working with multiple platforms and partners. The importance of data quality assurance is also emphasized.
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Mobile Analytics - Tools Of Trade to Predict the Future@Phoenix Mobile Festival
- 1. Mobile Analytics Tools of Trade to Predict the Future Lenin Gali Sr.Director, Dev Ops and Analytics Services Ubisoft, Inc http://www.linkedin.com/in/leningali
- 2. Agenda • About Ubisoft & Games • Data Tracking • Prediction • Tools of Trade • Challenges and QA • Mobile Landscape • Q & A
- 3. About Ubisoft • Premium Publisher for over 26 Years • 7000 + Employees • 26+ Countries • 40+ Studio’s • $1.5B+ Revenues • PS, Xbox, XBLA,PSN, PC, Wii, Wii-U, Social, Mobile • Rabbids, Just Dance, Tom Clancy’s Ghost Recon & Splintercell, FC, AC and Watchdogs and many more
- 5. Publisher(s) Needs • 10’s – 100’s of apps • View of Acquisition by app and all apps • View of Retention by app and cross apps • View of Monetization by app and all apps • View of Customer • View of App performance benchmarks • View of Profitability • View of Predictability
- 7. Data Tracking • User Tracking • Application Usage Tracking • Performance Tracking • Advertising Tracking • Marketing Tracking • Feedback and Interactivity Tracking • Monetization Tracking
- 8. PREDICTION
- 11. Prediction Process Customer Event Tracking Analytics Game DB Internal Tracking Partner Tracking Cloud Hadoop ScriptsETL Tool Extract Transform / Store / Automate Hadoop CRM Biz AppsDW Data Models / Queries / Integration Tableau Platfora / Datameer SPSS / RExcel Reporting ad-hoc Queries Dashboards Explore Data Mining Data Science Ad-hoc Analytics & Advanced Analytics
- 12. TOOL’S OF TRADE FOR MOBILE
- 13. Display internal in game ads (cross promo) Display external Ads(DSP for alternative monetization) Push Notifications A/B Testing YES NO YES YES Swrve Marketing tracking YES Actions possible based on events triggered by the user NO ? YES NO NO Appsalar YES YES NO (not yet) YES YES Captain YES YES YES NO NO AdMob NO YES YES NO NO Flurry YES NO NO NO NO Apsprse YES YES NO YES YES Ad4scen YES Dashboard linked to a retention/monetization dashboard YES YES YES NO YES YES - limite d ? Analytics / Feedback / Close Loop
- 14. SUPER SDK’s • Has Offers!! • One SDK for Partner Integrations • Comprehensive tracking • Analytics and Log Data Exploration • Robust API interface • Check it out!
- 15. Challenges • Multiplatform(s) (iOS, Android, Bberry, Windows • Core vs Custom tracking • Privacy and Platform limitations • Financial reconciliation • DW integrations are complex • Partner echo system is still evolving • Lack of API interfaces (not scalable)
- 16. QA • Data quality can not be fully automated • Must be a process • Dedicate a resource (depends on org) • Must be part of app dev cycle of testing • Data driven approach is imperative • Ubisoft has dedicated QA Center(s) in Pune, India and Shanghai, China and Bucharest, Romania • http://www.mobileapptesting.com/category/mobile- app-testing/
- 17. MOBILE LANDSCAPE
- 19. Q & A
Notes de l'éditeur
- It is important to understand where the player in the game and how are they interacting with the features to know what type of players are they and to make it difficult or to make it easy for them to play the game. Ofcourse we have seen people intentionally trying to kill themselves by repeating the same path even though there is another way to complete the mission.
- Idenify the intensity of the game by understanding where the players are spending their timeThere is only one person out of 10,000 or so players who has most kills and highest score in one type of game play
- DARPUDARPPUHas any one Preorder AC4Watchdogs