Using analytics to optimize all of your advertising spend

A recent article in the Harvard Business Review on Advertising Analytics 2.0 shows how advanced analytic tools and concepts can improve the return from your growth efforts. The article, written by Wes Nichols of MarketShare, shows how ad channels increasingly interact with each other and you can be much more effective by understanding these interactions. What you do in performance marketing, search ads, web, YouTube, TV and PR are not independent of each other. For example, a TV advertisement may increase Google searches that are then directed to your web game by purchasing ad words.

Advanced analytics allow you to understand these interdependencies and allocate accordingly. For example, one company found 85 percent of its budget went to TV ads and six percent to YouTube ads but the YouTube ads were nearly twice as effective at driving search. They then changed their allocation of ad dollars. This adjustment increased sales nine percent without incurring any additional advertising expense.

Advertising analytics 2.0One of the keys to using analytics more effectively is understanding what data to collect. Many in the game industry think that tracking clicks on cost-per-click (CPC) campaigns, adding some consumer surveys, focus groups and last-click attribution is enough to optimize their marketing. It is not. Continue reading “Using analytics to optimize all of your advertising spend”

How to implement A/B testing

There’s a great blog post on GamesBrief on how to get your A/B testing efforts going. Given the importance of A/B testing to optimizing both your game’s performance and user acquisition, this is a must-read article if you are not already A/B testing.

A/B testing image from

To summarize the post (read the full post for a much deeper explanation of each point), the key point is that there are six steps to start successful A/B testing: Continue reading “How to implement A/B testing”

Moneyball strikes again: How to use analytics for sustained competitive advantage

Monday night the Oakland A’s gained a playoff berth with a roster that most experts believed at the beginning of the season would not even approach playing .500 baseball. Although most experts in hindsight now see the quality of the A’s players, they are failing to realize their success is again the result of Billy Beane’s (Oakland’s General Manager) ability to use analytics to gain a competitive advantage.

Oakland A’s celebrate reaching the playoffs Continue reading “Moneyball strikes again: How to use analytics for sustained competitive advantage”

The Importance of the Future presentation on analytics from Casual Connect Seattle 2012

A Slideshare link to my presentation from Casual Connect 2012:

Continue reading “The Importance of the Future presentation on analytics from Casual Connect Seattle 2012”

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