A/B testing: Also known as split testing, A/B testing involves
testing two small changes to your creative, website or game on a live
service and measuring which performs better by equally splitting
traffic.
Advertising Network: Sells ads across multiple publishers in order to optimise ad delivery based on the user rather than context.
Ad Server: A web tool that intelligently delivers multiple advertising campaigns spread over time.
Affiliate marketing: A marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts.
Affiliate Network: Acts as an intermediary between publishers (affiliates) and merchant affiliate programs. It allows website publishers to more easily find and participate in affiliate programs which are suitable for their website (and thus generate income from those programs), and allows websites offering affiliate programs (typically online merchants) to reach a larger audience by promoting their affiliate programs to all of the publishers participating in the affiliate network.
Context ads: Adverts placed directly inside or next to relevant content or features.
CPM (Cost-Per-Thousand Impressions): Common term in paid user acquisition contracts in which acquirer pays a certain amount for each 1000 views of an ad.
CPC (Cost Per Click): Common paid user acquisition term in which acquirer pays per click.
CPA (Cost Per Action/Acquisition): Paid user acquisition term in which acquirer is paying per user action, such as an email submit or app download.
eCPA: The effect of viral growth on the CPA. The eCPA is the real cost to acquire a new player. For a game to be a success the eCPA must be less than the LTV. In other words, the cost to get a new player into the game must be less than the player spends during their lifetime.
CPI (Cost Per Install): Paid user acquisition term in which acquirer is paying per completed install; this is usually the most costly of paid user acquisition methods due to the full conversion of use.
eCPI: Effective cost per instal. This cost
takes into consideration all variables that are a direct consequence of a
CPI campaign (discrepancies, organic lift etc...
Engagement: The different actions realized by a user represent its engagement with a game, an app, a website, a brand... For example, liking a facebook page represent an act of engagement to this specific page, or coming back to a game to retrieve a daily reward is also a form of engagement.
Funnel: The steps a new customer or user takes from entry towards
a predefined goal, such as installation, account activation,
registration or purchase.
Geo-targeting: Showing content, usually advertisements, only to people in a specific country or region.
Impression: The basic unit of online advertising. An impression is counted when a single user sees a single ad.
Interstitial: Interstitial means transition. For example at the end of an article or between 2 levels of a specific game, or when a user just open an application, interstitials will be displayed.
Multivariate Testing: Involves identifying a few key areas/sections of creative, of a website or of a game and then creating variations for those sections specifically. (As opposed to creating variations of a whole creative series, website or game in an A/B or split testing).
Retention Rate: Measurement that tells you the amount of users who sign up today and come back tomorrow and each day after that.
2.25.2016
Mobile ads: Playable ads
Specialist: mnectar and voxel
Technics: stream play an app thanks to IPA or APK inside an other app, then the ad freez and promote the app
Results: higher conversion rate
Territory: Voxel covers North America and Europe, where mNectar is only live in North America
Specialities of each company: voxel is more focus on technology, mnectar on advertising
1.26.2016
Marketing: Main definitions and vocabulary
Outbound & Inbound Marketing: The outbound marketing is complementary to the inbound. Once that we
have qualified content that will appeal to the customer, we will look for him
Outbound marketing: get the customer (example: paying directories, sponsored search, display, retargeting, social advertising, email ...)
Inbound marketing: attract customers (Exemple: natural search, social media, press, inbound links, viral content directorie...)
Outbound marketing: get the customer (example: paying directories, sponsored search, display, retargeting, social advertising, email ...)
Inbound marketing: attract customers (Exemple: natural search, social media, press, inbound links, viral content directorie...)
Mobile applications: Time spent in apps
Users are spending 23% more time in apps, through frequency (as measured by the average number of app launches per month) and length, on five inch devices and more.
The main reason for this is that those devices enable a better user experience. It seems also that users are using more apps on samsung devices than on others
12.21.2015
Gaming: Free-to-play games on computer and on mobile
1/ Desktop free-to-play games:
Desktop free-to-play games are mostly played by men
The main games are: sport games, mmorpgs and social games
The main motivation for players that are doing in-app purchases are:
- 35% are looking for a competitive advantage (= pay to win)
- 29% for time saving
- 29% for a specific boost
- 25% for a specific discount / in game promotion
- 15% for cosmetic purpose
2/ Mobile free-to-play games:
Desktop free-to-play games are mostly played by men
The main games are: sport games, mmorpgs and social games
The main motivation for players that are doing in-app purchases are:
- 35% are looking for a competitive advantage (= pay to win)
- 29% for time saving
- 29% for a specific boost
- 25% for a specific discount / in game promotion
- 15% for cosmetic purpose
2/ Mobile free-to-play games:
1.5% of mobile players have already done in-app purchases
10% of buyers represent more than 50% of the total game revenues (0,15% of all players)
The first in-app purchase happen in average during the first 24 hours
72% of the revenues made by a player are done during the first 3 days (in average)
12.09.2015
Gaming: Main marketing definitions and vocabulary
1/ Gaming - Behaviors
Authority: People often act in an automated fashion to commands from authority, even if their instincts suggest the commands should not be followed.
Commitment/Consistency: People have a general desire to appear consistent in their behavior, and they also value consistency in others.
Liking: People are more likely to agree to offers from people whom they like.
Reciprocity: This social principle refers to the fact that people usually feel obliged to return favors offered to them. One example includes buying more from a merchant offering a discount.
Scarcity: People tend to want things as they become less available, such as when they are told a certain product will be gone soon so they should buy it now.
Social proof: People generally look to other people similar to themselves when making decisions. This is particularly noticeable in situations of uncertainty or ambiguity.
2/ Gaming - Monetization
Addressable Market Size: The number of people who could become players of a game.
ARPDAU (Average Revenue Per Daily Active User): Common game monetization measurement that shows how game is performing day to day. As a game’s DAU count climbs, some games that are very healthy financially may dip below this threshold, but for most games, $0.05 is a good first benchmark. Games with excellent monetization will have ARPDAUs between $0.15 and $0.25.
ARPU (Average Revenue Per User): Measurement of how much a game is earning per player; this is normally quoted as a monthly number, so the calculation is Monthly Revenue/MAU) = ARPU.
ARPPU (Average Revenue Per Paying User): Measurement used in free-to-play/freemium games; calculates the amount spent by paying users only, so the total should be higher than ARPU.
Casual Game: Games that typically feature simple rules and controls, increasing levels of difficulty featuring light, non-difficult and sometimes short-duration gameplay.
Churn: Unfortunatly for developers it is quite difficult to retain players that often get bored and move on to other games or apps. The rate at which they do so is defined as the churn rate. The percentage of users who played last month who did not come back this month; the calculation is 1 – retention rate=churn.
Cohort: A group of players who all played a game in the same time period, such as on the same day; calculating the retention rate requires users to be grouped into cohorts before they can be compared and analyzed.
Conversion Rate: Percentage of nonpaying players who become paying players with virtual currency, such as by making in-app purchases.
DAU (Daily Active Users): The number of users who play the game on any given day; this is typically expressed as a monthly average. Games with longer session lengths like RPGs will tend to have fewer Sessions/DAU while endless runners and games with shorter sessions can easily exceed 4 or 5 Sessions/DAU.
DAU/ MAU: The ratio DAU/MAU (Daily active users / Monthly active users) is used to measure stickiness of your users. How well the game is capable of retaining the players is indicated by this metric. In a way it exhibits the potential of the game to drive engagement and make it extremely compelling for the players. How many of the users that have visited the game in the past month also initiated a session today?
A game with a strong DAU/MAU ratio will be able to maintain a value over 0.2 for an extended period of time. Be careful comparing this between games: when running a user acquisition campaign, the ratio will be skewed upward.
It is not an indicator of the sales or IAP figures.
DLC (Downloadable Content): Any content purchased after a full game’s installation or purchase that adds new features or extends game play and the life of a game.
Duration: The number of months the average player plays your game; the calculation is 1/churn=duration.
Engagement: How frequently players interact with a game. The greater the engagement is, the greater the likelihood that they will purchase. Engagement is derived from DAU/MAU.
Entry Event: The first action a user performs when they enter a game.
Exit Event: Opposite of entry event. It is the last action a user performs before exiting the game.
F2P: Free to play – allows game play without restriction.
Freemium: A business model whereby the core game is free and users are charged for a premium service(s) or virtual good(s).
Free-To-Play: Also known as F2P – allows game play without restriction.
Gamification: The use of gameplay, games community, marketing and analytics techniques in non-game environments.
Infection Rate: How much a given user exposes the game to other players, such as through status updates or email invites.
IAP (In App Purchases): Virtual goods or upgrades that can be purchased within a game or app, usually in free-to-play games.
K Factor: Measures the viral growth of a game. K Factor is calculated by multiplying the Infection Rate by the Conversion rate. Most of the games usually have a k-factor that is <1, as most of the games do not grow exponentially. This being said, a K-factor is declining over time.
LTV (Life Time Value): The average amount of money spent by each player, including paying and nonpaying; calculation is ARPU x average number of months a user remains active=LTV.
MAU (Monthly Active Users): The number of players who have interacted with a game in a given month.
Monetization: The practice of making money from an online or mobile app/property. Typical approaches include display ads, subscriptions, affilliate links, context advertising, add-on purchases, or microtransactions/in-app purchases.
Optimization: Steps taken to improve an app or game’s performance, often in terms of important funnels. Optimization involves interpreting analytics and making adjustments to improve them.
Reengagement: The act of bringing lapsed players back to the game. It includes re-engaging gamers who have been signed off for an hour, a day, a month, or more.
Retention: It means that the goal is to know how many players are still playing after 1 day, after 3 days etc... Rates of 40%, 20%, and 10% are considered a good benchmark for Day 1, Day 3 and Day 7 retention.
These benchmarks change drastically according to the genre of the game (strategy games have a high 30-day retention compared to casual games).
Social Gaming: Multiplayer games with social graphs on social networks and mobile phones. Social games generally have a very gentle learning curve, easy-to-understand UI, and live on a social network, taking advantage of player’s friendships in meaningful ways within the game.
Stickiness: The most important metric for engagement, measuring the number of days per month active users play the game. The calculation is DAU/MAU, so if the DAU is 1000 and the MAU is 2000, the game’s stickiness is 50%. A range of 20-30% is considered good.
Vanity Metrics: These are metrics that do not necessarily indicate success in the app monetization world, but some companies like to track them and boast about them anyway. Examples include the number of game registrations to date, total hours played, total items purchased with virtual currency, number of concurrent users, and likes.
Virality: Measured by K Factor, the Viral Rate/Virality shows how much your users are promoting, evangelizing and spreading your game. The tendency to be spread by word of mouth.
Virtual Currency: An in-game or online currency generally purchased with real money. Can be redeemed inside a virtual world or online game, usually for virtual goods.
Virtual Worlds: Online worlds where players create avatars and interact in real-time.
Authority: People often act in an automated fashion to commands from authority, even if their instincts suggest the commands should not be followed.
Commitment/Consistency: People have a general desire to appear consistent in their behavior, and they also value consistency in others.
Liking: People are more likely to agree to offers from people whom they like.
Reciprocity: This social principle refers to the fact that people usually feel obliged to return favors offered to them. One example includes buying more from a merchant offering a discount.
Scarcity: People tend to want things as they become less available, such as when they are told a certain product will be gone soon so they should buy it now.
Social proof: People generally look to other people similar to themselves when making decisions. This is particularly noticeable in situations of uncertainty or ambiguity.
2/ Gaming - Monetization
Addressable Market Size: The number of people who could become players of a game.
ARPDAU (Average Revenue Per Daily Active User): Common game monetization measurement that shows how game is performing day to day. As a game’s DAU count climbs, some games that are very healthy financially may dip below this threshold, but for most games, $0.05 is a good first benchmark. Games with excellent monetization will have ARPDAUs between $0.15 and $0.25.
ARPU (Average Revenue Per User): Measurement of how much a game is earning per player; this is normally quoted as a monthly number, so the calculation is Monthly Revenue/MAU) = ARPU.
ARPPU (Average Revenue Per Paying User): Measurement used in free-to-play/freemium games; calculates the amount spent by paying users only, so the total should be higher than ARPU.
Casual Game: Games that typically feature simple rules and controls, increasing levels of difficulty featuring light, non-difficult and sometimes short-duration gameplay.
Churn: Unfortunatly for developers it is quite difficult to retain players that often get bored and move on to other games or apps. The rate at which they do so is defined as the churn rate. The percentage of users who played last month who did not come back this month; the calculation is 1 – retention rate=churn.
Cohort: A group of players who all played a game in the same time period, such as on the same day; calculating the retention rate requires users to be grouped into cohorts before they can be compared and analyzed.
Conversion Rate: Percentage of nonpaying players who become paying players with virtual currency, such as by making in-app purchases.
DAU (Daily Active Users): The number of users who play the game on any given day; this is typically expressed as a monthly average. Games with longer session lengths like RPGs will tend to have fewer Sessions/DAU while endless runners and games with shorter sessions can easily exceed 4 or 5 Sessions/DAU.
DAU/ MAU: The ratio DAU/MAU (Daily active users / Monthly active users) is used to measure stickiness of your users. How well the game is capable of retaining the players is indicated by this metric. In a way it exhibits the potential of the game to drive engagement and make it extremely compelling for the players. How many of the users that have visited the game in the past month also initiated a session today?
A game with a strong DAU/MAU ratio will be able to maintain a value over 0.2 for an extended period of time. Be careful comparing this between games: when running a user acquisition campaign, the ratio will be skewed upward.
It is not an indicator of the sales or IAP figures.
DLC (Downloadable Content): Any content purchased after a full game’s installation or purchase that adds new features or extends game play and the life of a game.
Duration: The number of months the average player plays your game; the calculation is 1/churn=duration.
Engagement: How frequently players interact with a game. The greater the engagement is, the greater the likelihood that they will purchase. Engagement is derived from DAU/MAU.
Entry Event: The first action a user performs when they enter a game.
Exit Event: Opposite of entry event. It is the last action a user performs before exiting the game.
F2P: Free to play – allows game play without restriction.
Freemium: A business model whereby the core game is free and users are charged for a premium service(s) or virtual good(s).
Free-To-Play: Also known as F2P – allows game play without restriction.
Gamification: The use of gameplay, games community, marketing and analytics techniques in non-game environments.
Infection Rate: How much a given user exposes the game to other players, such as through status updates or email invites.
IAP (In App Purchases): Virtual goods or upgrades that can be purchased within a game or app, usually in free-to-play games.
K Factor: Measures the viral growth of a game. K Factor is calculated by multiplying the Infection Rate by the Conversion rate. Most of the games usually have a k-factor that is <1, as most of the games do not grow exponentially. This being said, a K-factor is declining over time.
LTV (Life Time Value): The average amount of money spent by each player, including paying and nonpaying; calculation is ARPU x average number of months a user remains active=LTV.
MAU (Monthly Active Users): The number of players who have interacted with a game in a given month.
Monetization: The practice of making money from an online or mobile app/property. Typical approaches include display ads, subscriptions, affilliate links, context advertising, add-on purchases, or microtransactions/in-app purchases.
Optimization: Steps taken to improve an app or game’s performance, often in terms of important funnels. Optimization involves interpreting analytics and making adjustments to improve them.
Reengagement: The act of bringing lapsed players back to the game. It includes re-engaging gamers who have been signed off for an hour, a day, a month, or more.
Retention: It means that the goal is to know how many players are still playing after 1 day, after 3 days etc... Rates of 40%, 20%, and 10% are considered a good benchmark for Day 1, Day 3 and Day 7 retention.
These benchmarks change drastically according to the genre of the game (strategy games have a high 30-day retention compared to casual games).
Social Gaming: Multiplayer games with social graphs on social networks and mobile phones. Social games generally have a very gentle learning curve, easy-to-understand UI, and live on a social network, taking advantage of player’s friendships in meaningful ways within the game.
Stickiness: The most important metric for engagement, measuring the number of days per month active users play the game. The calculation is DAU/MAU, so if the DAU is 1000 and the MAU is 2000, the game’s stickiness is 50%. A range of 20-30% is considered good.
Vanity Metrics: These are metrics that do not necessarily indicate success in the app monetization world, but some companies like to track them and boast about them anyway. Examples include the number of game registrations to date, total hours played, total items purchased with virtual currency, number of concurrent users, and likes.
Virality: Measured by K Factor, the Viral Rate/Virality shows how much your users are promoting, evangelizing and spreading your game. The tendency to be spread by word of mouth.
Virtual Currency: An in-game or online currency generally purchased with real money. Can be redeemed inside a virtual world or online game, usually for virtual goods.
Virtual Worlds: Online worlds where players create avatars and interact in real-time.
11.16.2015
Mobile applications: Main definitions and vocabulary
AppStore: An online store for downloading applications. Major app stores include Apple’s AppStore, Google Play Store, and Amazon AppStore.
ARPDAU: Average Revenue Per Daily Active User. It is one of the most common monetization metrics in the mobile space. This gives developers a sense of how their application is performing on a daily basis.
ARPU: Average revenues per user. It is normaly a monthly metric
ARPU = LTV (Lifetime value) / (Avg no. of months a player plays your game)
ARPPU: Average Revenue Per Paying User. It is the average revenu spent by a paying user in a game / application.
CAC (Customer/User Acquisition Cost): All the money spent advertising to prospective players, divided by the number of new players you were able to acquire during that same time period.
DAU/ MAU: The ratio DAU/MAU (Daily active users / Monthly active users) is used to measure stickiness of your users. How well the game is capable of retaining the players is indicated by this metric. In a way it exhibits the potential of the game to drive engagement and make it extremely compelling for the players. How many of the users that have visited the game in the past month also initiated a session today?
A game with a strong DAU/MAU ratio will be able to maintain a value over 0.2 for an extended period of time. Be careful comparing this between games: when running a user acquisition campaign, the ratio will be skewed upward.
K-factor: measure of viral growth. A k-factor of 1 means you’re gaining one user through one existing user, and your app is neither growing nor declining. A k-factor of less than 1 means that your app requires marketing efforts, else it might run out of users. While a k-factor greater than 1 means that your app is growing exponentially
LTV: Lifetime Value. It is the total revenue that a user will spend during its entire lifespan in a game / application.
Positive Unit Economics: This means you are profitable when it comes to app monetization, since it indicates your LTV is greater than CAC (Customer Acquisition Cost).
Retention: retention is defined as a calculation of active users over time. Retention is normally estimated after Day 1, Day 3, Day 7, Day 30, Day 90...
Sessions/DAU: This metric refers to how many times the average Daily Active User (DAU) initiates a session in a game / application.
A strong number of Sessions/DAU is usually around 3, but it really depends on the genre of your app.
SDK: Software Development Kit. Short for software development kit, a programming package that enables a programmer to develop applications for a specific platform. Typically an SDK includes one or more APIs, programming tools, and documentation.
ARPDAU: Average Revenue Per Daily Active User. It is one of the most common monetization metrics in the mobile space. This gives developers a sense of how their application is performing on a daily basis.
ARPU: Average revenues per user. It is normaly a monthly metric
ARPU = LTV (Lifetime value) / (Avg no. of months a player plays your game)
ARPPU: Average Revenue Per Paying User. It is the average revenu spent by a paying user in a game / application.
CAC (Customer/User Acquisition Cost): All the money spent advertising to prospective players, divided by the number of new players you were able to acquire during that same time period.
DAU/ MAU: The ratio DAU/MAU (Daily active users / Monthly active users) is used to measure stickiness of your users. How well the game is capable of retaining the players is indicated by this metric. In a way it exhibits the potential of the game to drive engagement and make it extremely compelling for the players. How many of the users that have visited the game in the past month also initiated a session today?
A game with a strong DAU/MAU ratio will be able to maintain a value over 0.2 for an extended period of time. Be careful comparing this between games: when running a user acquisition campaign, the ratio will be skewed upward.
K-factor: measure of viral growth. A k-factor of 1 means you’re gaining one user through one existing user, and your app is neither growing nor declining. A k-factor of less than 1 means that your app requires marketing efforts, else it might run out of users. While a k-factor greater than 1 means that your app is growing exponentially
LTV: Lifetime Value. It is the total revenue that a user will spend during its entire lifespan in a game / application.
Positive Unit Economics: This means you are profitable when it comes to app monetization, since it indicates your LTV is greater than CAC (Customer Acquisition Cost).
Retention: retention is defined as a calculation of active users over time. Retention is normally estimated after Day 1, Day 3, Day 7, Day 30, Day 90...
Sessions/DAU: This metric refers to how many times the average Daily Active User (DAU) initiates a session in a game / application.
A strong number of Sessions/DAU is usually around 3, but it really depends on the genre of your app.
SDK: Software Development Kit. Short for software development kit, a programming package that enables a programmer to develop applications for a specific platform. Typically an SDK includes one or more APIs, programming tools, and documentation.
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