User path analysis and user profiling
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The document outlines a comprehensive analysis of user paths, behavior topics, and player profiling to enhance offers personalization for gaming applications. It includes data on player interactions, churn rates, and customization needs alongside modeling techniques to improve offer prediction accuracy. Key scenarios illustrate personalized offer strategies for both new and returning players based on their profiles and actions.
User path analysis and user profiling
- 1. USER PATH ANALYSIS AND USER PROFILING Alisa Spodyneyko Lead Analyst INTERNAL USE ONLY
- 2. #1 PLAYER PATHS ANALYSIS #1 Player paths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 3. Collect logs with screen views and UI element interactions Screen View Time Button Click INTERNAL USE ONLY
- 4. Simplified 1st session players path FractureZ INTERNAL USE ONLY
- 5. #2 USER BEHAVIOR TOPICS #1 Player paths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 6. Topic Modeling (with LDA) User Paths Screens/Actions Topics INTERNAL USE ONLY
- 7. Nitro Nation topics (Day 0) Car customization IAPs Rims customization Non-career game modes Getting FREE currency Not enough currency Buy car and car offers Augmented reality Career and career offers Change profile & create new profile Crew Drift mode not available INTERNAL USE ONLY
- 8. TOP-5 topics by paying users % (Day 0) 21% 17% 12% 11% 9% Crew Career and suspension tuning drift, suspension tuning, giftreward IAP screens career offer, car offer 1,4% 1,3% 0,8% 0,8% 0,8% Cheat with carseries and blueprint Augmentedreality Change car Non career game modes Buy car, car offers Offers system work worth than currency shop Career motivates to pay Non-career modes don’t motivate to pay INTERNAL USE ONLY
- 9. Churn rate vs Payment conversion rate Customization Need upgrades, not enough currency, drift unavaliable Career Premium Shop, Customization 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 5% 10% 15% 20% 25% ChurnRate % of Paying Users Topic with high churn of payers Topics with loyal paying users INTERNAL USE ONLY
- 10. #3 USER PROFILING #1 Player paths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 11. Your profile Topic_0 Topic_1 Topic_2 Topic_3 Topic_4 Player 1 0.5 0.8 0 0 0.2 Player 2 0 0.4 0.2 0.8 0.8 Player 3 0 0 0.6 0 0.2 Player 4 0.7 0 0 0.1 0.1 Player 5 0.3 0 0 0 0 INTERNAL USE ONLY
- 12. Applications of user profiles • Profile statistics • Change in profiles over time • Change in profiles after game update • Player paths management INTERNAL USE ONLY
- 13. #4 OFFERS PERSONALIZATION #1 Player paths #2 Behavior Topics #3 Player profiles #4 Offers Personalization INTERNAL USE ONLY
- 14. Adding topics improve offers prediction models accuracy Some topics make impact on offers prediction INTERNAL USE ONLY
- 15. Scenario #1: New player - personal offer after 1st day User Path for 1st day User Profile for the 1st day Find similar profiles Offer something that usually purchase users with similar profiles INTERNAL USE ONLY
- 16. Scenario #2: Old player - personal offer at some game point User Path for last N actions User Profile for N actions Offer something that usually purchase users with similar profiles for N actions INTERNAL USE ONLY
- 17. THANK YOU! Alisa Spodyneyko| Lead Analyst alisa.spodyneyko@creative-mobile.com INTERNAL USE ONLY