LARA GUEDES
E-JOURNAL #1
INSIGHTS FROM DATA ANALYSES THE GAME INDUSTRY AND THE MARKETING ANALYTICS PROCESS I’m not a big fan of games, however I’m passionate about marketing. After listening to the speaker Chis Han, I learned that games are not just about having creative and design skills, is also about data analysis. Chris Han is the marketing manager
in
marketing
analytics
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Behaviour Interactive - a data-driven company, founded in 1992, and one of the biggest companies in the games industry in Canada. Chris made me realize that interpreting data to enhance the customer experience marketing.
is
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essential
skill
in The data sources for a game company do not just come from user experiences while playing the games. Data can come from anywhere. Valuable insights to enhance customer experience and solve business issues can be obtained through various channels such as Social Media, Sales, Websites, and Paid Media. Unlocking the true potential of data requires more than just collecting it. It's about knowing how to use
this
valuable
resource
to
make
informed decisions and drive meaningful results.
Marketing Analytics Process The analysis of data related to marketing performance, known as Marketing Analytics, involves the collection, examination, and reporting of such information. The process can be applied to evaluate the success of marketing campaigns, monitor customer actions, and refine marketing tactics. Marketing Analytics, applied to the gaming industry, involves collecting and analyzing data to assess the success of marketing campaigns and understand player behaviour. It enables marketers to evaluate user acquisition costs, conversion rates, and player engagement, refining strategies for improved acquisition and retention. Additionally, it extends to monitoring in-game behaviour, helping identify popular features and optimal pricing models for more informed decision-making in the dynamic gaming landscape. As you can notice, this can be applied to any industry. It is a valuable skill even if you do not aspire to specialize in analytics. Understanding the process is a crucial skill for marketers in any role. The key to enhancing your marketing career is being data-driven, staying attuned to trends, and being aware of new tools. In any marketing career, this proficiency ensures adaptability and an advantage in strategic decision-making.
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