Plants vs. Zombies: Optimizing User Acquisition Decisions with Batch Campaign Management and User Behavior Analysis
- Day-1 ROI
- Monetization Data Viewing
- Bulk Campaigns
- Efficient Campaign Building
- Behavior Funnel
- Churn Stage Analysis
- Data Dashboard
- Operational Decision Support
Background
Plants vs. Zombies is a well-known global IP product with high demand for ad monetization and user acquisition analysis. Public case study materials indicate that the team needed to view Day-1 monetization ROI more promptly and analyze user behavior funnels and churn within the game.
The Challenge
- Insufficient Day-1 Data:Ad platform backend information could not fully support the viewing and assessment of Day-1 monetization ROI.
- Difficulty in Analyzing User Behavior:Lack of an intuitive dashboard for key in-game behaviors and churn stages.
The Solution
Key aspects of the solution disclosed in Gravity Engine's public case studies include:
- Batch Campaign Management:Utilized batch campaign management capabilities to efficiently build campaigns and centrally view Day-1 monetization ROI data.
- User Behavior Analysis:Built funnel and churn analysis dashboards centered around key in-game behaviors.
- Unified Data View:Integrated campaign management and product analytics into a single workflow.
Results
The business value derived from these capabilities includes:
- More Timely Decisions:Day-1 monetization ROI could be incorporated into the unified data viewing process.
- Easier Problem Localization:User behavior funnels helped the team identify key churn stages.
- Integration of Execution and Analysis:Campaign performance data continued to feed into the analytics dashboard, forming a closed-loop workflow.
Based on a publicly available Gravity Engine case study: View original case study
