Post on 15-Dec-2015
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
President
Biography – Nick Berry
1988 1994 2008 2010
Agenda
1) What is Social Gaming?
2) Why is it so popular?
3) How to find out more about download customers
4) Example
What is a Social Game?
“But they’re not social!”
“A game played on a Social Network”
So what is a game?
PP
(After all, “Casual Games are not casual” either!)
Not Work!
“Any non-obligatory activity that is performed for fun!”
A Social Game is …
… any non-obligatory activity that is performed,
for fun, on a Social Network
Why are Social Games so Popular?A non-obligatory activity that is performed for fun.
Certainly describes many of the “Activities” on Facebook!
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, Challenge
Players broadcast their indulgences, performances and achievements (both actively and passively).
What do you know about your existing
customers?
Social Game Developers have it “easy”
Age=18 Age=49 Age=23 Age=38
Age=27 Age=17 Age=58 Age=16
What do you know about your Deluxe Download customers?
Sales Database
Sales DateSales ValueCredit card NameCredit 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 9980
What’s in a name? (Gender)
NicholasJessicaTaylor
What about androgynous names?
US Social Security Administration
Database of all registered names in USA from 1880-2009complete with gender.
NAME Year FrequencyMary F 1967 25,320Susan F 1967 22,259Karen F 1967 21,544Angela F 1967 19,537Melissa F 1967 18,370Patricia F 1967 17,745
Amy F 1967 16,130Elizabeth F 1967 16,110Christine F 1967 15,992
Laura F 1967 15,820Julie F 1967 15,541
Cynthia F 1967 15,336Donna F 1967 14,789Tina F 1967 14,154
Deborah F 1967 14,004
History of Male Names
History of Female Names
Scrabble™ Score
Score
Letters
1A , E , I , O , U , L , N , R , S , T
2 D , G
3 B , C , M , P
4 F , H , V , W , Y
5 K
8 J , X
10 Q , Z
Creative spelling:
Z replacing SY replacing I
Izzabellah (33 points) instead of Issabella (11 points)
Kristyn (14 points) instead of Kristin (11 points)
Trivia – Highest scoring name in the 86,987 distinct names in the SSA database is:Jazzmyne (scoring 38 points)
Returning to Androgynous names
2009 Data
Taylor over the years
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) +…
Life (Death) tablesCDC/NCHS – Center for Disease Control and Prevention/National Center for Health Statistics
1901 Life Tables
Life (Death) Percentage chance of reaching a specified age.
39.1%
67.9%
82.4%
88.7%
92.1%
65
Gender Differences
100%
0%Perc
enta
ge C
hance
of
Reach
ing S
peci
fied A
ge
1930
Gender Differences – Age at Death
1980Age at Death (per 100,000)
Male Female
Multiply
Taylor
Who names their child “Ethel” these days?
Probability Density Functions
Facebook demographics
FaceBook Demographics
AGE
13
65+
FemaleMale
FaceBook Demographics
Many users of college age.
In USA large number of members over 65
Bejeweled
Jay Leno vs. Conan
Comparing Demographic “Genes”
38.41% correlation
Comparing Demographic “Genes”
80.89% correlation
Bejeweled Blitz Affinity
What are fans of glee on facebook interested in?
Affinity for Games
Sims
Pet So
ciety
Tetri
sW
ii
Country St
ory
Guitar H
ero
Super
Mario Bro
s
Petville
Doodle Jump
Civiliza
tion
Zoo W
orld
Pillow Fi
ght
Wii F
it
TextT
wist
Cityvil
le
Barn Buddy
Settler
s of C
atan
Vampire
Wars
Scrab
ble
World
of Warc
raft
Texa
s Holdem
Poker
Mafia W
ars
Castle
Age
Farm
Town
Mobsters
2 - Ven
detta
PS3
Wars
torm0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV Shows
Jers
ey S
hore
MTV
Amer
icas N
ext T
op M
odel
Scru
bsLo
st
Heroe
s
Ugly Bet
ty CSI
Sim
pson
sNCIS
Sex an
d th
e City
Big B
ang
Theo
ry
Criminal M
inds
Law a
nd O
rder
Ellen
Degen
erou
s
Jay Le
no
Star
Tre
k
Med
ium
Top
Gear
Howar
d St
ern
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Music
Taylor Swift
Lady Gaga
Katy Perry
Britney Spears
Shakira Justin Bieber
Avril Lavigne
Rihanna Black Eyed Peas
Michael Jackson
Frank Sinatra
Red Hot Chili
Peppers
Elvis Barry Manilow
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Drinks, Fast Food and FootwearPepsi
Coca
-Cola
Red B
ull
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sta
rbuck
s
McD
onald
s
Taco
Bell
Dair
y Q
ueen
Dunkin
Do...
Piz
za H
ut
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Convers
e
Pum
a
Nik
e
Reebok
Adid
as
Cro
cs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hobbies, Animals and Misc.M
akeup
Fash
ion
Socc
er
Snow
board
ing
Skiing
Bakin
g
Joggin
g
Fish
ing
Yoga
Scu
ba D
ivin
g
Knit
ting
Mart
ial A
rts
Golf
NA
SC
AR
Gard
enin
g0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hors
es
Cats
Dogs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iTunes
Tw
itte
r
Fours
quare
Invest
ing
Cig
ars
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Example (finally!)
GreatPokerHands
Texas Hold’em Poker Strategy cards sold at retail.
GreatPokerHands Sales Database
GreatPokerHands Age/Gender Profile
Children under 18 do not have credit cards
GreatPokerHand Sales Correlations
45.63%
34.81%
25.72%
Results
Example CPC Prices
Texas Holdem $1.73Golf (74.77%) $0.88
Texas Holdem $2.05 - $3.06Scuba Diving (65.93%) $0.79 - $1.16NASCAR (65.56%) $0.41 - $0.56
Summary• Using 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.
The EndQuestions?
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Nick@DataGenetics.com