Briefs

Predictive analytics allow publishers to analyze and build a profile for each player -- allowing for highly targeted marketing

Business Week, April 16, 2007, Jeff Kaplan.

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By leveraging predictive models publishers are able to analyze historical campaign performance and determine which two promotions are going to generate the highest response rate per gamer.

By using the combination of statistics and data mining, predictive analytics provides an automated way to process and make predictions from the mounds of data collected, which typically can include hundreds to thousands of attributes per gamer: session activity, purchases, downloads, titles played, number of friends, genre preferences, and the list of data points goes on.

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As mentioned before social networking is another powerful way to foster brand loyalty and continue to drive customer lifetime value. With peer-to-peer influence at an all time high, another great opportunity is to model and identify high valued gamers that have a strong friend network. The predictive model can identify the correlations and strength of relationships among friends. This intelligence can be used to identify active gamers who have the ability to influence their large inactive group of friends.

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