1. By: Albert Lai, Co-Founder/President, Kontagent
A.R.M Metrics Framework
SE7EN Deadly Social Game Metrics
By: Albert Lai, Co-Founder/President, Kontagent

2. INTRO:
Select Customer List
And Hundreds More…

3. Jan. 2009
Jan-2010
Jan-2011

4. Most Broadly Used Social Analytics by Developers
INTRO:
Most Broadly Used Social Analytics by Developers
Facebook Funded & Leading App Analytics Platform
Social Gaming Focused End-to-End Analytics Suite
Ad Tracker, Viral Testing, Events, Funnels, V.Currency
Used by Majority the World’s Largest Game Publishers

5. People Not Pages “WEB ANALYTICS” = PAGES “SOCIAL ANALYTICS” = PEOPLE
INTRO:
People Not Pages
OLD SCHOOL:
“WEB ANALYTICS” = PAGES
NEW SCHOOL:
“SOCIAL ANALYTICS” = PEOPLE
PAGE
VIEWS
EVENTS
FRIEND
GRAPH &
INFLUENCE
MAP
AGE &
GENDER &
LOCATION
COOKIE/IP
ADDRESS
ADDRESS
SESSION
TIME
VIRAL
PROFILE

6. Kontagent Analytics Suite
ABOUT US:
End to End Social Analytics Platform
Kontagent Analytics Suite
Increase Testing Velocity -> Faster Iterations -> Faster User Growth -> Improved Profits

7. The Social Web

8. “Web 2.0.11” ABOUT US: WEB 2.0 SOCIAL WEB WEB 2.0 SOCIAL WEB Sign In:
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
Discovery:
Search
Shared
Distribution:
Aggregation
Viral
Analytics:
Pages
Users
Optimization:
Data-Sampling OK
Need Per User Data
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
Sign-In
Discovery:
Search
Shared
Distribution:
Aggregation
Viral
Analytics:
Pages
Users z
Optimization:
Data-Sampling OK
Need Per User Data

9. Future of Discovery and Distribution
ABOUT US:
Future of Discovery and Distribution
VIRALITY: DRIVES DISCOVERY + ADOPTION
PHISICAL
PHYSICAL
DIGITAL
DIGITAL
SOCIAL
SOCIAL
Buy: Shelf Space (Best Buy)
Sell: Shrink Wrap Software
Dev. Cycles: Yearly
Methods: Pre-Planned
Competitive Advantages:
Scale
Buy: Shelf Space (Best Buy)
Sell: Shrink Wrap (Flight Simulator)
Dev. Cycles: Yearly
Methodes: Pre-Planned
Primary Competitive Advantages:
Scale
Buy: Traffic/Portal (Yahoo)
Sell: Ads, Downloads, Subs
Dev. Cycles: Months
Methods: Agile/Iterative
Competitive Advantages:
Aggregation
Buy: Traffic/Portal (Yahoo)
Sell: Ads, Downloads, Subs
Dev. Cycles: Months
Methodes: Agile/Iterative
Primary Competitive Advantages:
Aggregation
Buy: Viral Tools & Installs
Sell: Virtual Goods
Dev. Cycles: Hours
Methods: Data-Driven
Competitive Advantages:
Viral Data Insights
Buy: Viral Tools & Installs
Sell: Virtual Goods
Dev. Cycles: Hours
Methodes: Data-Driven
Primary Competitive Advantages:
Viral Data Insights

10. Viral Loops vs. Engagement Loops
INTRO:
Viral Loops vs. Engagement Loops
Viral Loop
Engagement Loop
Existing User
New User
Existing User
Existing User

11. The ARM Funnel

12. Acquisition, Retention & Monetization
ARM Model:
Acquisition, Retention & Monetization
ACQUISITION
RETENTION
MONETIZATION

13. Mature Game Development
Framework:
Lifecycle Metrics and the ARM Funnel
SOCIAL GAME LIFECYCLE
Early Game
Development
Mid Game Development
Mature Game Development
USER LIFECYCLE
WEB 2.0
SOCIAL WEB
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
ACQUISITION x
Search
Shared
RETENTION
Aggregation
MONETIZATION z

14. A R M 7 Deadly Metrics of the ARM Funnel Framework:
SOCIAL GAME LIFECYCLE
Early Game
Development
Mid Game Development
Mature Game Development
WEB 2.0
SOCIAL WEB
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
Traffic
Virality
Engagement
Retention
Revenue / LTV x
METRICS A
Search
Shared R
Aggregation M
1 Day/Wk Cohort Retention
CAC
ARPU & ARPPU 1 2
K-Factor 3
Sessions/User & Avg. Session Length 4 6
Avg. LT of a User 5 7
% Paying Users
K-LTV

15. The 7 Deadly Social Metrics

16. 1 ACQUISITION > CAC (Customer Acquisition Cost) ARM Metric #1
Trending: Up
Typical:
$1- $3
Measure:
Traffic K-Factor
Traffic X-Day Retention
Traffic ARPU
CPM/CPC/CPI
Action:
A/B Test: Creative,
Targeting, Source
Leverage X-Promotion
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

17. 2 ACQUISITION > k-factor ARM Metric #2 Trending: Flat to down
Typical:
Overall K-Factor
Invite CTR: 10-20%
Measure:
AKA: Viral Loop
Avg. Branching Factor
Msg/User * CTR
Action:
A/B Test Content
A/B Test Flow/Timing
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

18. 3 RETENTION > Sessions/User & Avg. session length ARM Metric #3
TRENDING:
Flat to Up
TYPICAL:
Mins: 10+
Sessions/User:
Day 1 Retention: 10-35%
MEASURE:
“User Activation”
Visits / User / Day
Time Spent Per Visit
ACTIONS:
Funnel Test Activation
Test Visit Freq. Vs. Time Spent
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

19. 4 RETENTION > 1 Day + 1 Week Retention ARM Metric #4 Trending: Up
Typical:
D1: 25-30%
W1: 10-15%
Measure:
Ideally Cohorted
Careful Mixing New & Old Users
Action:
A/B Test Game Mechanics
A/B Test Flow / Funnels
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

20. 5 RETENTION > avg. lifetime per user ARM Metric #5 Trending: Up
Typical:
Depends
Measure:
Engagement Loop
Decay Rate / Half Life
Action:
Test Game
Dynamic as it Relates to The
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

21. 6 Monetization > ARPU, ARPPU ARM Metric #6 Trending: Up Typical:
Measure:
Revenue / DAU
# Transactions /DAU
$ Transactions
Action:
A/B Test Item Pricing
A/B Test Flow/Timing
Track Sources/Sinks
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

22. 7 Monetization > % Paying Users ARM Metric #7 Trending: Up Typical:
1-3%
Measure:
Demographics of Paying Users
Action:
Watch Demo & Traffic Source
Loop Data back to Ad Targeting
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

23. KLTV KLTV > Viral Life Time Value ARM Metric Virality
(branching Factor):
[1/(1-k)] X
arpu:
[ARPU per Day]
retention:
[Avg. # of Days Engaged]
- Display / Big Brand ads pushing up cost of inventory
- CPIs moving to multi-$
- cross promotion becomes more powerful
- IP/licence becomes more important

24. A R M 7 Deadly Metrics of the ARM Funnel Framework:
SOCIAL GAME LIFECYCLE
Early Game
Development
Mid Game Development
Mature Game Development
WEB 2.0
SOCIAL WEB
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
Traffic
Virality
Engagement
Retention
Revenue / LTV x
METRICS A
Search
Shared R
Aggregation M
1 Day/Wk Cohort Retention
CAC
ARPU & ARPPU 1 2
K-Factor 3
Sessions/User & Avg. Session Length 4 6
Avg. LT of a User 5 7
% Paying Users
K-LTV

25. See the 7 Deadly Social Metrics in Action
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26. Contacts Kontagent 55 Hawthorne Street Suite 610 San Francisco, CA
94105
Tel:  1 (415)
kontagent.com
kontagent.com