Calculating virality

Last week, I blogged about virality and its importance to LTV. Although I listed some virality variables, it was a relatively high-level look at virality and did not go into detail about calculating it. Alex St. John (with help from Anthony Percorella and Don Alvarez) recently posted a great model that goes into detail on how to measure virality. It also accounts for many variables such as exposure and immunity that I did not discuss. I strongly recommend you read Alex’s analysis and look at the underlying dynamics.
Alex st john model

Author: Lloyd Melnick

I am EVP Casino at VGW, where I lead the Chumba Casino team. Previously, I was Director of StarsPlay, the social gaming vertical for the Stars Group (PokerStars, Sky Betting & Gaming, BetEasy, Full Tilt and BetStars). I was also Sr Dir at Zynga's social casino (including Hit It Rich! slots, Zynga Poker and our mobile games), where I led VIP CRM efforts and arranged licensing deals. I have been a central part of the senior management team (CCO, GM and CGO) at three exits (Merscom/Playdom, Playdom/Disney and Spooky Cool/Zynga) worth over $700 million.

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