Converting Deluxe Download Customers to Social Customers All logos and trademarks in this presentation are property of their respective owners MEng ARAeS CIPP President Biography Nick Berry ID: 157614
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Slide1
Nick Berry
Converting Deluxe Download Customers to Social Customers
All logos and trademarks in this presentation are property of their respective owners.
M.Eng
,
ARAeS
,
CIPP
PresidentSlide2
Biography – Nick Berry
1988
1994
2008
2010Slide3
AgendaWhat is Social Gaming?
Why is it so popular?How to find out more about download customers
ExampleSlide4
What is a Social Game?“But they’re not social!”
“A game played on a Social Network”
So what is a game?
P
P
(After all, “Casual G
ames
are not casual”
either!)
Not Work!
“Any non-obligatory activity that is performed for
fun!”Slide5
A Social Game is …… any non-obligatory activity that is performed, for fun, on a Social NetworkSlide6
Why are Social Games so Popular?A non-obligatory activity that is performed for fun.
Certainly describes many of the “Activities” on Facebook!
Discoverability
Accessibility
Camaraderie
Facebook has exposed people to copious quantities of non-essential activities and provided easy channels to announce participation in these entertainments to others.
In no more than a couple of
clicks, exposed
users can be having fun, and jumping on the latest bandwagon of distraction.
Whilst social could
be considered a
poor
adjective to describe games when many
games
are solo activities, these activities do earn it the moniker social because they offer a shared experience. Albeit asynchronously, all the people who have enjoyed the same activity have been down the same path.
Curiosity, Invitation, Peer Pressure, ChallengePlayers broadcast their indulgences, performances and achievements (both actively and passively).Slide7
What do you know about your existing customers?
A
non-obligatory activity that is performed, for fun, on a Social NetworkSlide8
Social Game Developers have it “easy”
Age=18
Age=49
Age=23
Age=38
Age=27
Age=17
Age=58
Age=16Slide9
What do you know about your Deluxe Download customers?Slide10
Sales Database
Sales Date
Sales Value
Credit card Name
Credit card Number
2/3/2001
$6.95
Nicholas Berry
3713
xxxx
xxxx
9980
2/3/2001
$6.95
Nicholas Berry
3713
xxxx xxxx 9980
2/3/2001
$6.95
Nicholas Berry
3713
xxxx
xxxx
9980
2/3/2001
$6.95
Nicholas Berry
3713
xxxx
xxxx
9980Slide11
What’s in a name? (Gender)
Nicholas
Jessica
Taylor
What about
androgynous names?Slide12
US Social Security Administration
Database of all registered names in USA from 1880-2009
complete with gender.
NAME
Year
Frequency
Mary
F
1967
25,320
Susan
F
1967
22,259
Karen
F
1967
21,544Angela
F1967
19,537
Melissa
F
1967
18,370
Patricia
F
1967
17,745
Amy
F
1967
16,130
Elizabeth
F
1967
16,110
Christine
F
1967
15,992
Laura
F
1967
15,820
Julie
F
1967
15,541
Cynthia
F
1967
15,336
Donna
F
1967
14,789
Tina
F
1967
14,154
Deborah
F
1967
14,004Slide13
History of Male NamesSlide14
History of Female NamesSlide15
Scrabble™ Score
ScoreLetters1
A , E , I , O , U , L , N , R , S , T 2D , G
3
B , C , M , P
4
F , H , V , W , Y
5K 8J , X
10Q , Z
Creative spelling:
Z
replacing
S
Y replacing I
Izzabellah
(33 points) instead of Issabella (11 points)Kristyn
(14 points) instead of Kristin (11 points)Slide16
Trivia
– Highest scoring name in the 86,987 distinct names in the SSA database is:
Jazzmyne (scoring 38 points)Slide17
Returning to Androgynous names
2009 DataSlide18
Taylor over the yearsSlide19
Nobody lives forever
Males named Taylor who are still alive
Females named Taylor who are still alive
Number of male Taylors born in 2009 (still alive) +
Number of male Taylors born in 2008 (still alive) +
Number of male … +
Number of male Taylors born in 1940 (still alive) +
…
Male %
Female %
Number of female Taylors born in 2009 (still alive) +
Number of female Taylors born in 2008 (still alive) +
Number of female … +
Number of female Taylors born in 1940 (still alive) +
…Slide20
Life (Death) tables
CDC/NCHS – Center for Disease Control and Prevention/National Center for Health Statistics
1901 Life TablesSlide21
Life (Death) Percentage chance of reaching a specified age.
39.1%
67.9%
82.4%
88.7%
92.1%
65Slide22
Gender Differences
100%
0%
Percentage Chance of Reaching Specified AgeSlide23
1930
Gender Differences – Age at Death
1980
Age at Death
(per 100,000)
Male
FemaleSlide24
MultiplySlide25
TaylorSlide26
Who names their child “Ethel” these days?Probability Density FunctionsSlide27
Facebook demographicsSlide28
FaceBook Demographics
AGE
13
65+
Female
MaleSlide29
FaceBook Demographics
Many users of college age.
In USA large number of members over 65Slide30
BejeweledSlide31
Call of Duty 4TetrisCountry and RockFishingHuntingNASCARBlack Eyed Peas
Star TrekStar WarsYovilleTexas Holdem PokerWarstorm
Happy IslandPet SocietyFishvilleCollapse!Taylor SwiftTransformers
Country Life
Harry Potter
Britney Spears
Mobsters 2 - VendettaCastle AgeVampire WarsTwilightMobstersWorld of
WarcraftZooskCivilizationPepsiNFLConverse
Jersey ShoreVictorias SecretMTVCoca-ColaPillow FightSims 3
Super Mario BrosMafia WarsHappy AquariumCafe WorldJigsaw PuzzlesBarn BuddyCountry Story
MythbustersAvril LavigneRed BullDisney
Johhny DeppTitanicStarbucksRed Hot Chili PeppersLord of the Rings
SpongeBobMcDonaldsScrabble(LIL) Farm LifeDilbertInvesting
Farm TownLaw and OrderTextTwistFarmville Treasure Isle
Doodle JumpPlayboyDr PhilIsland ParadiseZoo WorldFish WorldBejeweled BlitzRoller Coaster Kingdom
Justin BieberConan oBrienJay Leno
Michael JacksonJames BondJames PattersonAngels and DemonsRoller CoastersChessMahjong DimensionsMahjongPetville
UnoElvisFrank SinatraSoccerCigarsGolfJoggingPilatesYoga
PumaAdidasNikeReebokLifetimeColbertHoward SternBig Bang Theory
Ellen
Degenerous
Dr
Who
Lost
Top Gear
WWE
Wrestling
Jui
Jitsu
Martial Arts
MMA
UFC
Boxing
NCIS
Cooking
Sewing
Knitting
Martha Stewart
Horses
Makeup
Fashion
Cake Decorating
Greenhouse
Bird Watching
Dogs
Plants
Cats
Flowers
Gardening
Baking
The Bachelor
Crocs
Jeep
The Office
Saturday Night Live
Scrubs
South Park
Family Guy
Simpsons
Heroes
Ugly Betty
Battlestar
Galactica
Dunkin Donuts
Pizza Hut
Taco Bell
Scuba Diving
Skiing
Snowboarding
iTunes
Barry
Manilow
Dairy Queen
Lady Gaga
Vin Diesel
Criminal Minds
Two and a Half Men
How I met your Mother
Medium
Ghost Whisperer
Biggest Loser
Americas Next Top Model
Sex and the City
Desperate Housewives
CSI
American Idol
Happy PetsMind Jolt GamesRestaurant CityTwitteriPHONEiPadPokemonNintendo DS
Xbox 360PS3DiabetesMonopolySettlers of CatanMegan FoxRock BandFoursquareGuitar HeroOprah Winfrey ShowHaloWii Fit
WiiSlide32Slide33
Jay Leno vs. ConanSlide34
Comparing Demographic “Genes”
38.41%
correlationSlide35
Comparing Demographic “Genes”
80.89%
correlationSlide36
Bejeweled Blitz AffinitySlide37
What are fans of glee on facebook interested in?Slide38Slide39
Affinity for GamesSlide40
TV ShowsSlide41
MusicSlide42
Drinks, Fast Food and FootwearSlide43
Hobbies, Animals and Misc.Slide44
Example (finally!)
GreatPokerHands
Texas Hold’em Poker Strategy cards sold at retail.Slide45
GreatPokerHands Sales DatabaseSlide46
GreatPokerHands Age/Gender Profile
Children under 18 do not have credit cardsSlide47
GreatPokerHand Sales Correlations
45.63%
34.81%
25.72%Slide48
ResultsSlide49
Example CPC Prices
Texas
Holdem $1.73
Golf
(74.77%)
$0.88
Texas
Holdem
$2.05 - $3.06
Scuba Diving (65.93%)
$0.79 - $1.16NASCAR
(65.56%) $0.41 - $0.56Slide50
SummaryUsing just First names you can estimate age/gender of your customers.Correlating this with other products/brands highlights the affinities.
Use this information to lower customer acquisition costs (How to effectively advertise)Use this information to chase potential sponsorship deals.Slide51
The End
Questions?
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Nick@DataGenetics.com