Big Data for the Little People | Guy Tomer
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Transcript of Big Data for the Little People | Guy Tomer
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Big Data For the Little PeopleGuy TomerChief Marketing and Business Development OfficerTabTale
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About Me – Knowing the Audience
9 YO6 YO XX YO
Coming Soon
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About TabTale• Top 10 Mobile Game publisher WW (AppAnnie)
• Reached 1B downloads in March, and counting
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Developing your own system is complex, start by looking for
(COPPA compliant) existing solutions
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Existing Tools – Google Play A/B TestingThe difference in some cases is huge (40%)!
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Even short description test can make a difference
Google Play A/B Testing – Short Description
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Existing Tools – Flurry Limited Version
Tag your apps as directed at Children and still get most of the great features.
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Price change effectfrom $4.99 to $7.99in our 3D care lineMoving average of revenue perdownloadSignificant increase
Existing Tools – Price Testing
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Building Your Own COPPA - compliant BI &
Analytics System – If; What; How
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High Level Kids Privacy and Analytics
COPPA - Do Not Collect and Track!But….• Aggregated data collected anonymously is not a
problem (e.g. groups A/B testing)• Collection of PII (personal identifier information)
for the support for of internal operations including app analytics is allowed!
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Aggregate non Personal Data from Partners• GEO level data• Can extrapolate usage
from ad impressions• Can leverage session
data from some of the providers
• Apple & Google provide most high level data
• Can be done with AppAnnie or similar.
Stores
Ad Networks
Aggregated BI
Others
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High Level Guidelines for Collecting User Data
• Collect only the ID (e.g. IDFA/Android ID)• Use for support for internal operations only. Never
share!• Mind Security • Be able to delete any user record• Retain the data only for reasonable time• Be clear in your privacy policy
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Tech Tip – Log only Encrypted PII• Full data deletion of a user upon request• SecurityThe trick: Don’t save records with the PII use encrypted PII PII Table
PII Encrypted PII
Delete mydaughter’sdata now!
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Usage And Operations Analysis Examples
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Findings in Kids apps• 73% of the purchases occur in the first 24 hours
• 60% of the purchases in the 1st session85% of the purchases within the 1st 3 sessions
• Users purchase later in apps built chronologically
• 50% of the users purchase after 15 min play
Usage Analysis – Purchase Time
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Usage time and In-App purchases were not affected (changes are statistically insignificant)Rewarded Videos added 12-14% to total revenue
Usage Analysis – Use Rewarded Videos?
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Find where the kids spend most of their time within your app and spend your developers’ time there as well.
Usage Analysis – Scene Performance
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Our dress-up scenes include tons of categories and items that cost money, time and app weight.What’s the optimal number of categories?What’s the optimal number of items?
Usage Analysis – Optimizing Dress Up Scenes
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Adding more than the optimum does not increase usage time or revenues:5 categories 8 items per category
Usage Analysis – Optimizing Dress Up Scenes
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Time based waitGrinding based locked – play other scene
Usage Analysis – Grinding Vs. Time Based Lock
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Grinding works better in terms of number of scene entries
Usage Analysis – Grinding Vs. Time Based Lock
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Popup overlay OR Full screen
Usage Analysis – Paint Scene UX
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Separate scenes worked almost 2X better in terms of usage duration in multiple apps
Usage Analysis – Paint Scene UX Results
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Questions?
Don’t Mess With Me!