- Paperback: 254 pages
- Publisher: Morgan Kaufmann (27 Jan. 2014)
- Language: English
- ISBN-10: 0124166903
- ISBN-13: 978-0124166905
- Product Dimensions: 19 x 1.5 x 23.5 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 128,301 in Books (See Top 100 in Books)
Freemium Economics: Leveraging Analytics and User Segmentation to Drive Revenue (The Savvy Manager's Guides) Paperback – 27 Jan 2014
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"Seufert's book provides extensive guidance on analyzing the data generated by a freemium product to boost retention and drive revenue. By collecting and deploying analytics on large amounts of data generated by users of the product, through all stages of development and usage, the author explains how you can optimize your implementation of the freemium model."--Data and Technology Today, May 27, 2014
About the Author
Eric Seufert is a quantitative marketer with a passion for blending real-world problems with large amounts of data, econometric frameworks, and analytical systems. His professional specialty lies in programmatic statistical methods and predictive forecasting in freemium environments. Eric received an undergraduate degree in Finance from the University of Texas at Austin and an MA in Economics from University College London, where he was an Erasmus Mundus scholar. Eric joined Skype immediately out of graduate school and subsequently held marketing and strategy roles at Digital Chocolate and Wooga, where he is now the Head of Marketing. Prior to graduate school, Eric worked at uShip, the Austin-based marketplace for shipping services. Originally from Texas, Eric currently lives in Berlin. In his spare time, Eric enjoys traveling and writing.
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Freemium Economics: Leveraging Analytics and User Segmentation to Drive Revenue, is one of those books.
This is truly a seminal work by the author, one that, with radical zeal, distills down the principles and precepts necessary to survive in the byzantine and treacherous Mobile Gaming landscape.
Let us not fool ourselves, friends, for the sandbox we play in is a digital jungle. We breathe life into these mobile applications we build, pixel by painstaking pixel, only to have our hopes and dreams append to the D1/D3/D7/D30 retention metrics of our latest cohort.
This book, will give you the tools, tactics, strategies, and knowledge essential to gaining distribution infamy.
Here are some of my favorite topics covered:
- Commerce at $0 Price Point (Massive Scale, Purchasing a Intersection of Interest & Disposable Income)
- Fremium Case Studies (Skype, Spotify, Candy Crush Saga)
- User Segmentation, Cohorts, & A/B Testing
- Built-In Virality: K-factor & Cycle Times
- Paid User Acquisition & Alternative User Acquisition
It is with this, friends, that I leave you, my objective and unvarnished fervor for this book. A must-read for all those in Mobile Gaming, User Acquisition, or Start-ups involved in Mobile.
This book gives me a deep understanding of what we need to calculate and review from a statistical standpoint in order to perform a deep analysis of our user base. It is focused on the calculation and analytical aspects. The other books spend more time on anecdotes and particular categories of advertisement/upsell/gameplay, whereas this book has comparatively few, which is fine with me. They don't really dig into analyzing the data.
This book is about gathering and analyzing the data to maximize LTV (Life Time Value of the customer). The only other place I have seen the type of explanation like in this book is in the author's blog mobiledevmemo.com.
The topics I found of particular interest related to measuring virality, events to be tracked for analysis, analysis spreadsheets and user segmentation. It helps if you have some background in statistics, but you can get most of the book if that's not your background.
Understanding this book will help you create and take every opportunity to understand your audience enough to maximally monetize your app.
Even for someone who has been in the industry for many years, this book uncovered a lot of the secrets and dispelled a lot of myths. Eric Seufert is a true expert in the field and has real-world experience managing F2P games and their analytics. There's two halves to a successful F2P game, one is good game design, the other is a solid understanding of analytics. This book will help you with the latter, and even inform how you build that into your game design from Day 1.
I highly recommend this book. It is packed with practical and useful knowledge that is essential for your F2P mobile game business. If you don't read this, in my opinion, you are going into it completely blind.