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UD3. ARM
Feeding the Funnel
Juan Gabriel Gomila Salas
/joanby
@Joan_By
Juan Gabriel 

Gomila Salas
joanby
ARM Model
• Acquisition: How do I gain new users?
• Retention: How do I retain those users?
• Monetization: How do I make ...
Acquisition
Acquisition: types
• Paid acquisition
• Facebook Ads
• Google Adwords: Display y Banners
• Mobile Ads
• Email Marketing
• ...
Acquisition: types
• Organic acquisition
• Viral
• Social
• Public Relation (PR)
• Search Engine Optimization (SEO)
• Cros...
Acquisition: Ads & Display
• Target: keywords, interests, demography…
• Creativities: format, sizes, CTR, CVR…
• Pricing: ...
Acquisition: Email Marketing
• Bounce Rates
• Spam Filters
• Open Rate
• Examples: Mailchimp
Acquisition: Social Media
• Facebook Fan Pages
• Twitter Account
• Youtube Channel
• Blogs
• Web
Acquisition: Press & Public Relations
• Talking to the Press
• Get your game reviewed
• Talking to your fans & gamers
• Ga...
Acquisition: Virality
• Make easy to invite friends 

(Facebook, Twitter, Gmail…)
• Incentivized Vitalization
• Enhanced V...
Retention
Retention: Engagement
• First 60 seconds
• DAU/MAU
• 1-day, 3-day, 7-day
• Monthly retention
• Average Session Length
• Nu...
Retention Tools
• Leaderboards
Retention Tools
• Achievements
Retention Tools
• Collections & Badges
Retention Tools
• Tournaments
Retention Tools
• Missions & Challenges
Retention Tools
• Chats
Retention Tools
• Core Game Loops
Retention Tools
• XP and Level Models
Retention Tools
• Virtual Currencies
Retention Tools
• Rewards & Gifts
Monetization
Monetization: sell the game
• Advantages
• Fire and forget development
• Familiar process for many developers
• Similar re...
Monetization: sell the game
• Disadvantages
• Focus on launch day gives only one chance to maximize sales
• Limits ongoing...
Monetization: subscription
• Advantages
• Recurring revenue stream
• Predictability of income
• Easy for consumer and 

de...
Monetization: subscription
• Disadvantages
• Long-term commitment deters users
• Ongoing development costs
• Requires bill...
Monetization: premium
• Advantages
• Paid once, enjoy forever
• Offers clear value to

premium costumers
• Easy to code
Monetization: premium
• Disadvantages
• Means hobbling the free version (i.e. your prospects get a poor
experience)
• Need...
Monetization: virtual goods
• Advantages
• Allows the user to set 

the price they want to pay
• Easy to track and measure...
Monetization: virtual goods
• Disadvantages
• Requires billing and customer service infrastructure
• Requires substantial ...
Monetization: advertising
• Advantages
• Monetise traffic even 

if users aren’t paying
• Can be simple to 

implement
Monetization: advertising
• Disadvantages
• Can cheap your brand
• Requires active management to generate substantial reve...
Monetization: sponsorship
• Advantages
• Substantial budgets available
• Can pay for the entire game
Monetization: sponsorship
• Disadvantages
• Work-for-hire revenue that simply swaps the publisher for a brand
• Requires s...
Monetization: offer walls
• Advantages
• Additional source of revenue 

for virtual goods business
• Offers alternative wa...
Monetization: offer walls
• Disadvantages
• Carries all the negatives of virtual goods
• Requires careful monitoring
Monetization: payment methods
• Bank transfers
• Credit & Debit cards
• eWallets (Paypal)
• Mobile payments
• SMS Premium
...
Think about the ARM funnel
Exercise #1
• What kind of metrics should track an Acquisition Manager?
• What kind of metrics should track a Retention Ma...
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
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Acquisition - Retention - Monetization : Feeding the Funnel

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Review of the most important topics of an online business: Acquisition, how to improve targeting new users,
Retention, how to make them stay the most,
Monetization, how to earn money from them to feed the funnel

Publié dans : Business
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Acquisition - Retention - Monetization : Feeding the Funnel

  1. 1. UD3. ARM Feeding the Funnel Juan Gabriel Gomila Salas /joanby @Joan_By Juan Gabriel Gomila Salas joanby
  2. 2. ARM Model • Acquisition: How do I gain new users? • Retention: How do I retain those users? • Monetization: How do I make money? CPA < LTV
  3. 3. Acquisition
  4. 4. Acquisition: types • Paid acquisition • Facebook Ads • Google Adwords: Display y Banners • Mobile Ads • Email Marketing • Incentivized Ads • Affiliates • Other: magazines, blogs, TV, Radio,…
  5. 5. Acquisition: types • Organic acquisition • Viral • Social • Public Relation (PR) • Search Engine Optimization (SEO) • Cross-Platform • Corss-Promotion
  6. 6. Acquisition: Ads & Display • Target: keywords, interests, demography… • Creativities: format, sizes, CTR, CVR… • Pricing: CPM, CPC, CPI, CPA… • Examples: Facebook Ads, Google Adwords, Twitter Ads, Web Impressions, Zetanet, Ad4Game, LinianAds, LifeStreetmedia…
  7. 7. Acquisition: Email Marketing • Bounce Rates • Spam Filters • Open Rate • Examples: Mailchimp
  8. 8. Acquisition: Social Media • Facebook Fan Pages • Twitter Account • Youtube Channel • Blogs • Web
  9. 9. Acquisition: Press & Public Relations • Talking to the Press • Get your game reviewed • Talking to your fans & gamers • Gaming conferences
  10. 10. Acquisition: Virality • Make easy to invite friends 
 (Facebook, Twitter, Gmail…) • Incentivized Vitalization • Enhanced Vitalization k-factor = % users who invita * avg. invitations * % friends who accepted k-factor < 1
  11. 11. Retention
  12. 12. Retention: Engagement • First 60 seconds • DAU/MAU • 1-day, 3-day, 7-day • Monthly retention • Average Session Length • Number of sessions per day • Reengagement
  13. 13. Retention Tools • Leaderboards
  14. 14. Retention Tools • Achievements
  15. 15. Retention Tools • Collections & Badges
  16. 16. Retention Tools • Tournaments
  17. 17. Retention Tools • Missions & Challenges
  18. 18. Retention Tools • Chats
  19. 19. Retention Tools • Core Game Loops
  20. 20. Retention Tools • XP and Level Models
  21. 21. Retention Tools • Virtual Currencies
  22. 22. Retention Tools • Rewards & Gifts
  23. 23. Monetization
  24. 24. Monetization: sell the game • Advantages • Fire and forget development • Familiar process for many developers • Similar revenue at launch
  25. 25. Monetization: sell the game • Disadvantages • Focus on launch day gives only one chance to maximize sales • Limits ongoing relationship with gamers • Typically higher price point • Hard to offer a free version of the game • Requires 100% of development budget to spend upfront
  26. 26. Monetization: subscription • Advantages • Recurring revenue stream • Predictability of income • Easy for consumer and 
 developer to understand
  27. 27. Monetization: subscription • Disadvantages • Long-term commitment deters users • Ongoing development costs • Requires billing and consumer service infrastructure • Hosting and server costs • Limited upset opportunities
  28. 28. Monetization: premium • Advantages • Paid once, enjoy forever • Offers clear value to
 premium costumers • Easy to code
  29. 29. Monetization: premium • Disadvantages • Means hobbling the free version (i.e. your prospects get a poor experience) • Needs different designs and layouts for each service, which adds usability and testing headaches • Requires billing and costumer service infrastructure
  30. 30. Monetization: virtual goods • Advantages • Allows the user to set 
 the price they want to pay • Easy to track and measure • Flexible • Often generates more revenue
  31. 31. Monetization: virtual goods • Disadvantages • Requires billing and customer service infrastructure • Requires substantial investment in inventory management • Hosting and server costs • Ongoing development costs
  32. 32. Monetization: advertising • Advantages • Monetise traffic even 
 if users aren’t paying • Can be simple to 
 implement
  33. 33. Monetization: advertising • Disadvantages • Can cheap your brand • Requires active management to generate substantial revenues • Most ads currently targeted at gamers are for rival games • Unlikely to finance your entire game, even once the current market improves
  34. 34. Monetization: sponsorship • Advantages • Substantial budgets available • Can pay for the entire game
  35. 35. Monetization: sponsorship • Disadvantages • Work-for-hire revenue that simply swaps the publisher for a brand • Requires significant and specialist business development work with media agencies and brands
  36. 36. Monetization: offer walls • Advantages • Additional source of revenue 
 for virtual goods business • Offers alternative ways to pay 
 for cash-strapped consumers • Relatively simple to implement
 (provided virtual goods have
 already been implemented).
  37. 37. Monetization: offer walls • Disadvantages • Carries all the negatives of virtual goods • Requires careful monitoring
  38. 38. Monetization: payment methods • Bank transfers • Credit & Debit cards • eWallets (Paypal) • Mobile payments • SMS Premium • Mobile eWallets • Phone Calls • Prepaid cards (physical & vouchers)
  39. 39. Think about the ARM funnel
  40. 40. Exercise #1 • What kind of metrics should track an Acquisition Manager? • What kind of metrics should track a Retention Manager? • What kind of metrics should track a Monetization Manager?

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