In the search for the right analytics partner, we are frequently approached by publishers and developers about transitioning from other tools to deltaDNA. It can be a difficult decision to transition an existing game to a new analytics provider, but if it’s for the right reasons, it will be worth it.
Broadly the reasons for change fall into two categories; they are either data driven or marketing driven. Data driven reasons are usually about data transparency, granularity and analysis capabilities. At deltaDNA we expose all data for analysis; for example, in deltaDNA you can segment based on metrics, events or combinations to create segments for analysis as well as targeting.
Our Data Mining tools and the ability to plug-in third party tool-sets like R or Tableau provide developers with greater clarity and insight. These are derived from the volume of data, the exposure of it and its granularity. As games become more popular, data volumes grow, so you can more accurately analyze more aspects of the game. To do this, you need to be able to see more of the detail on what’s going on. This is often why games upgrade their analytics, to see with greater clarity and confidence the details behind player engagements, and then use it to make the playing experience better.
Marketing driven reasons for change cover three areas, acquisition, monetization and player experience. As games grow, small improvements can generate a lot of extra revenue, and so it becomes important to understand how different player acquisition channels contribute to the game’s economy, so budget allocation can be smarter. Micro campaigns become more attractive when you have more users too. So instead of targeting your Whales, you can target paying players who have different playing styles with different offers, or you can use in-game triggers to make offers at just the right time to the right players. When you have more players, the cost-benefit analysis of setting up these campaigns becomes much more attractive and of course, the advantage is the ability to improve the player experience in a more personalized way by improved targeting and having greater statistical confidence in your data sets.
The transition process
There are some differences to transitioning a live game to a new analytics system, compared to implementing analytics before you have significant data flowing. However, at deltaDNA we’ve done it many times before and we can work with you through the steps to make it as painless as possible, with our Insight team on-hand every step of the way.
Event schema design & optimization
The deltaDNA platform provides a much higher granularity of data capture, so the first step is often to identify opportunities to bring in more data, to understand your game in more detail, and take advantage of real-time engagement, for showing ads and making offers.
The deltaDNA Event Manager tools allow you to define the events that you wish to see from your game. The deltaDNA Insights and Support teams will help you identify the optimal event capture and migration strategy for your game.
We’ll help you to instrument the deltaDNA client SDK as a replacement for the analytics SDK in your game client. This is usually straightforward as you will typically be recording the same user events at the same points in the game.
Data migration and clean-up
You’ll need access to your historical data, and this will involve exporting all your data from your legacy partner, and transferring it to deltaDNA using the REST API.
Your old data may need a clean-up, and so we validate all the data that goes into the deltaDNA platform as it’s collected. This ensures our platform provides accurate insight that can guide your strategy and player engagements. Our Support team will advise you on this.
This involves our Set-up and Insight teams working with you to understand your priorities to create custom queries, dashboards and reports, that will report on your game. We’ll also advise on an enhanced event schema, to collect more granular data for analysis, and to provide for real-time player targeting.
Where possible and desirable, we will transition your campaigns and set-up your initial target segments. With deltaDNA, you can also analyze player behavior taking place within any user segment, and build micro player segments using all the game’s parameters and events, so this is just a starting point.
Insight support & training
Our Insight team will help you to generate quick wins. We’ll evaluate your game data and advise on the creation of advanced player segments and campaigns, while our support team will help with staff training. We also have online tutorials for Analysts, Developers, Marketers and Producers.