#SGSConfLV

1. Social Gambling and Gaming Summit – Las Vegas, Dec. 2013
Gaining the Edge through
Predictive Personalization
-- Leveraging User Data to Raise KPIs --
Alan Avidan, PhD
CEO, Bees & Pollen
www.BeesAndPollen.com
Alan@BeesAndPollen.com
December 2013

2. Data is knowledge…
Knowledge is Money.

4. Predictive Personalization
Social* + Behavioral
+ Session User Data
User DNA
Generation
Correlate & Predict
Best User Choices
Option A
Option B
Option C
Option D
* Social data contains customer experience, preferences, and trends information
Algorithms include Genetic, Artificial Intelligence, Decision Trees, Regression
December 2013
www.BeesAndPollen.com

5. Predictive Personalization
www.BeesAndPollen.com
December 2013

6. Example: CTA Share Element – 3 Options
Option 1 (Default)
Option 2
Bingo by Ryzing
Element = Decision Point
CTR= Conversion
©2013 Bees and Pollen LTD
Option 3

7. KPIs
Monetization
•
•
•
•
Revenue
Profit
ARPU/ARPPU
%PAY
Virality
• K-Factor
• Invites/DAU
• Acceptance Rate
Retention
•
•
•
•
DAU/MAU
D1, D2, D7, D30
Visits/DAU
Churn Rate
Acquisition
• CPA, CPI
• Abandon Rate
www.BeesAndPollen.com
Engagement
• Abandon Rate
• Session Time
• Drop-off Rates
Traffic
• DAU/WAU/MAU
• # Concurrent
December 2013

8. Raising KPIs ≡ Raising Profit
• Requires:
Increasing LTV and/or Lowering UAC
• Requires:
Raising Conversions at Key Game Elements
• Requires:
More Attractive Choices at Decision Points
www.BeesAndPollen.com
December 2013

9. More Attractive Choices ?
• The Problem:
Players Have Different Choice Preferences
• The Solution:
Predict Each User’s Preference at Each Decision
Point, and Dynamically Adapt the Page
• The Technology:
Real-Time Predictive Personalization
www.BeesAndPollen.com
December 2013

10. Basics 101
MAX (Profit)
Profit = (LTV – UAC – Opex)
LTV = Lifetime Value
UAC = User Acquisition Costs
Opex = Operating Expenses
www.BeesAndPollen.com
December 2013

11. Increase LTV KPIs
1.
•
•
•
•
In-Game
Session Time
Spend Rate (or ARPPU)
# of Concurrent Users (or DAU)
%Pay
• Predict Payers → VIP Treatment
• Predict Non-Payers → Alt. Monetization
www.BeesAndPollen.com
December 2013

12. Increase LTV KPIs
2. Off-Game
• Dx Retention
• Target Higher LTV User Profiles
(Example: Males, 40 and up, from North
America, College, interested in Travel and Cars)
www.BeesAndPollen.com
December 2013

13. Decrease Acquisition Costs
1. In-Game:
• Amplify Virality  Retention Loop
2. Off-Game:
• Target Higher Viral-Active User Profiles
(Example: female, 25-40, interested in books and
music, with over 99 friends)
www.BeesAndPollen.com
December 2013

14. Monetization - Payment Page
Slotolotto
www.BeesAndPollen.com
December 2013

15. www.BeesAndPollen.com
December 2013

16. Option 2
Option 3
Option 4
Option 1
Engagement – Button Colors
www.BeesAndPollen.com
December 2013

17. Send Gifts: Friends Appearance
www.BeesAndPollen.com
December 2013

18. Payout (PARS Table)
Do Not Try This on RMG!
www.BeesAndPollen.com
December 2013

19. Open Graph: Story Variations
Option 1
Competitive
Option 2
Achiever
Option 3
Social
Conversion = Friends clicking the link to get into the game
www.BeesAndPollen.com
December 2013

20. Predictive Personalization
Drives KPI Lift
www.BeesAndPollen.com
December 2013

21. Deep New Insights
www.BeesAndPollen.com
December 2013

22. Gain the Edge
Raise Profit by Predicting and
Affecting Player Behavior via
Real-Time Predictive Personalization
www.BeesAndPollen.com
Please Don’t
Leave Money
on the Table!
December 2013

23. Thank You: alan@BeesAndPollen.com
Predicting Players™
www.BeesAndPollen.com
December 2013