When it’s done right, ROI is your most powerful marketing metric. Find out how Miniclip monitors, measures, and maximizes their ROI by leveraging these strategies—and avoiding these all too common mistakes.
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In the digital space, says Jonathan Winters, user acquisition specialist at Miniclip, the great thing is that everything is measurable, and analytic partners are knocking down your door to help you track every possible metric.
But, he says, “The biggest challenge is not to measure what is happening right now, but what you expect is going to happen over a timeframe.”
“We need to have a forecasting system,” he adds, “because the golden rule in user acquisition for ROI-driven campaigns is that the lifetime value has to be higher than the cost per install.”
In the free-to-play area in the app world, particularly, where the vast majority of mobile games live, monetization comes directly from advertising and in-app purchases, and it relies on nailing long-term retention strategy. And when that’s not in place, Winters notes, that’s when your ROI drops like a rock.
“Your monetization model can look amazing,” says Winters, “but if people are not staying in the game, your monetization will never increase or will never even be there.”
The main metrics Miniclips tracks are retention rate and the average daily revenue per daily active user, which is a simple calculation of the average revenue per daily active user times the amount of days that is predicted to be the active days for that cohort.
This, Winters says, is the first level. The second level is looking at in-app events.
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With the technology available today, you can measure milestones within the user journey throughout the game to see how many players who come through your marketing and into the game are actually progressing through those milestones, what achievements they unlock, and what’s keeping them focused.
“The quicker and farther the user progresses through that in a short time period will give you strong indication on how likely this user is going to turn out to be a quality user for your game,” Winters adds.
With that information in hand, you create a funneling system that identifies the highly-engaged users that are seeking ways to stay involved and who become your most loyal users in the long run, what kind of user profile they have, and where they’re coming from. And with that you have a powerful marketing schematic to apply to your marketing strategy: exactly what that high-value user looks like, and where to find them.
To find out more about how to standardize your attribution models to maximize ROI, why skepticism is your best friend, and how to really determine what “return” means for you, join our free VB Live event.
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Don’t miss out!
We’ll be debating:
- How the best of the best measure ROI (calculations, methods & techniques: how the experts do it)
- How to solve key challenges and roadblocks to getting great results
- Why and when ROI should become your core metric
Speakers:
- Sebastian Goldt, Lead Performance Ad Networks, Innogames
- Jonathan Winters, User Acquisition Specialist, Miniclip Games
- Paul H Müller, Co-Founder and CTO, adjust
- Stewart Rogers, Director of Marketing Technology, VentureBeat