Apmetrix Blog - May 11th, 2016 | By: Courtney Escajeda | Marketing

Vote for Better Data

With election season squarely in our midst, it is important to consider the effect the changing political environment will have on your content’s performance.
elephant-and-donkey-2011-B
With election season squarely in our midst, it is important to consider the effect the changing political environment will have on your content’s performance. Will your fans continue to purchase every edition you release? Will they spring for the in-game purchases that make up an important part of your bottom line? Will they even be talking about you as much? These are all important questions to ask yourself as you face a shifting consumer market.

Historically, election years see much upheaval across many consumer markets. Sometimes the change is positive as some people see a ‘fresh’ political leader as a beacon for hope economically, socially, or whatever their particular concern might be. With increased political confidence, they begin to feel more confident financially and therefore are more active with their spending habits. On the other hand, the change can be similarly negative as people might view the newly elected leader as confirmation of the ‘country’s decline.’ As a result, they enter a ‘prepare for the worst’ state of mind and begin restricting their spending. Not only is this detrimental to your selling schedule (including new releases, in-app offers, etc.), it is especially concerning given that a decreased monetary flow between fan and brand means that they are less likely to engage with and promote your brand. If they aren’t experiencing the “latest and greatest” or buying that “$1 armor upgrade”, what will they have to talk about in the online forums that have increasingly become your brands PR lifeline?

While it is hard to predict exactly the projection of the consumer market during this election season, there are many different resources at your disposal to help protect your brand regardless the outcome. To begin with, it is very important to remain part of the conversation. With the public discourse consisting more and more of political/social/etc. issues throughout the year, it is important to make sure that you’re not left in the dust. Re-engaging your fans can be as simple as jumping in (or starting) social media conversations that are discussing your content. Not only do fans love when a favorite brand engages directly with them (thus getting them to talk more about you), but furthermore by adding to or directing the conversation you ensure it flows in a beneficial direction.

Similarly, by listening to what the general discourse is, you will get a better idea of the types of offers and push messaging language that might fare better amongst a generally concerned audience. Are people complaining about how a potential candidate will increase the average “cost of living”? You can offer them discounted or bundled in app offerings. Does your audience tweet about how “it doesn’t matter who is elected, no one listens to them anyways”? What better time to restructure your messaging to make it friendly and more personal (e.g. “We’ve listened to your feedback, that’s why we’ve added new gear options.”)

In general, highly targeted push notifications are an extremely useful way to get players reengaged and spending within your game. With all of the news stories and political updates coming out, your audience is likely to have their mobile device nearby giving you ample opportunity to reach out to them. Did a candidate just drop out causing a mass press frenzy? Your customer could have their phone in hand reading the news making it a perfect time to send them a nudge about new game features, upgrades, etc. It’s all about making sure your messaging is in the right place at the right time.

However you choose to stimulate your engagement and monetization strategies this election, it is critical that you stay diligent in doing so to ensure you don’t lose your fans’ attention. If you need help aggregating, correlating, and visualizing all of your data along the way, Apmetrix’s tailored solution makes it quick and easy. If only it was as easy to pick the best candidate….

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Apmetrix Blog - May 11th, 2016 | By: Courtney Escajeda | Marketing

Vote for Better Data

With election season squarely in our midst, it is important to consider the effect the changing political environment will have on your content’s performance.
ab-testing
In a previous post, “Actionable Analytics,” we discussed the difference between actionable analytics and vanity analytics. The core difference is that actionable analytics provide you with information you can use to do something to improve your business. Of course, the key problem is figuring out what constitutes an actionable analytic for your specific business. While understanding the nature of your business helps you to zero in on which analytics are crucial, testing provides the only viable way to determine this with certainty.

Yet, for reasons both practical and mysterious, businesses often shy away from performing tests with their readily available data. Some of the hesitancy presumably stems from a fear of resource drain. Essentially, “I can’t afford to have my employees running a/b split tests on Facebook ads because I need them doing things that contribute to the bottom line.” Without beating the dead horse too hard, dumping time, energy and money into any effort without a reasonable certainty it actually does contribute to the bottom line is suicidal for a business.

If you believe that driving traffic to your website from Facebook increases your ROI, test it. See if there is a correlation between boosting total visitors from Facebook and your total sales. If moving from 5,000 visitors from Facebook to 15,000 visitors a month doesn’t substantially boost your sales, driving traffic from Facebook isn’t profitable. Or, at the very least, you know you’re driving the wrong traffic from the social media giant. Without testing, you’re forced to guess about causation.

If your marketing people tell you that small changes in the language of online marketing content can improve sales performance of a given product, or even improve social sentiment, a blanket change to language is as dicey as doing nothing. With the existing language, you’re dealing with a known quantity and consumer response. With new language, anything could happen. Sales could spike or plummet or stay the same. The testing is where the pudding proves out or fails utterly.

While professional intuitions about customer reactions to a new product, new marketing language, and even new social media platforms shouldn’t be discounted, the technology to test it is available. Testing data is, in the long run, essential to the bottom line. Moreover, there is rapidly improving software that streamlines processing that data into something intelligible and testable. To give up those potential insights is to rob your business of the exact thing it needs to succeed: knowledge.

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Stay up to date on the latest best practices and trends in entertainment analytics.



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