Creating a Metrics Driven Demand Generation Program

1. Creating a Metrics-Driven
Demand
Social Generation Program
Rand Schulman + Pelin Thorogood
Schulman+Thorogood Group

2. Shattering the website-centric
engagement paradigm
And the new world of…
APPS SAPPS MAPPS
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3. Turbocharging Engagement
www.SocialUPs.com
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4. “We’re an analytics company masquerading
as a games company.”
Ken Rudin
Vice President, Analytics & Platform Services
Source: WSJ
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5. The Viral Engagement Imperative
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6. 183% Increase in ARPU in less than Two Months
How effective are my ads in reach?
What is the quality of users from
different countries?
What is my campaign performance
by partner and country tier?
How are my users performing
post install?
www.kontagent.com
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7. Optimizing for Viral Adoption and Revenue Conversion…
Using cohort analysis and segmentation, ads were targeted
based on what groups of users where monetizing more
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8. …and LTV!
5x increase in retention
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9. Speed A/B Testing
Large scale A/B Testing of ads allowed for the dramatic
increase in valuable users into the game ecosystem
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10. Now on to a Multi-Channel Social Chapter
User: Motor Cycle Superstore
Objective: Promote a Black Friday/Cyber Monday
sale using Facebook ads to drive online purchases
Challenge: Cross domain tracking
Vendor: Webtrends
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11. Targeted at Fans
Segmented by top
selling geographies,
gender, and age ranges
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12. Apps are ideal landing
pages for Facebook ads
www.webtrends.com
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14. Return on ad spend Avg Order Value
$3.58 sold for every $1 on media 1. Email $129.94
2. Social $127.09
Iframe tabs can’t see track the visitor through to
To the 3. Search $124.37
4. None/Organic $111.74
another property, such as a
campaign IDs in the referring 5. Affiliate $109.61
link from an ad or a post. you need a solution
website, 6. Display $104.30
7. Sponsorships $0
that supports cross-domain
Webtrends adapted their tag 8. Contest $0
tracking.
to enable attribution.
Facebook Ad Facebook App Website
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15. Applying Gaming Analytics to SAPPS and MAPPS
Cost per engagement
The viral factor
Lifetime value of
engagement
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16. Getting Started
The cost to start a social app is low
Any company can get something up and running!
Cost Time
In-House $68,000 30 Days
Agency $92,000 14 Days
Vendor/Pre-Fab $44,000 8 Days
www.involver.com www.buddymedia.com
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17. The Future is Here
Convergence of content
and advertising
Personalization based on
demographics, behavior
social and interest graphs
Applications integrating
aggregated content based on
personal and social signals
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18. Thank you
www.schulmanthorogood.com