Published on 11-Nov-2013
"The solution helps us see exactly what customers want and what convinces them to pay for our games. The insights have been indispensable in growing our user base and our revenue." - GeePlus, Inc.
Media & Entertainment
BA - Business Analytics, BA - Predictive Analytics, Smarter Planet
Headquartered in Tokyo, GeePlus, Inc. mainly engages in the planning, development and operation of social games.
To make the platform successful, the company needed to understand how customers use the site.
By analyzing detailed in-game behavioral data and the personal attributes of customers, the company can predict the lifetime value of each customer, segment customers accordingly and target them with focused marketing campaigns,
Expected to increase average revenue per customer by at least 10 percent every year.
Headquartered in Tokyo, GeePlus, Inc. mainly engages in the planning, development and operation of social games. It was established in 2012 through the company split by Polygon Magic, Inc., a video game development company founded in 1996. GeePlus employs approximately 170 people.
GeePlus, Inc. built a social networking platform for its games—an ideal place to engage and connect its customers. To make the platform successful, the company needed to understand how customers use the site. It built its own analysis tools, but the homegrown solution lacked the sophistication needed to guide targeted marketing campaigns and improve game development.
What Makes It Smarter
Games are fun distractions for users but serious business for the companies that develop them. These companies must convince customers that a game is worth paying for. GeePlus adopted powerful statistical analysis capabilities for its social online game platform to understand how customers play, what they like, what they are willing to buy and how marketing can influence their behavior. By analyzing detailed in-game behavioral data and the personal attributes of customers, the company can predict the lifetime value of each customer, segment customers accordingly and target them with focused marketing campaigns. For example, when advertising new games, the company may focus on early adopters who grow bored with games quickly—a strategy that helps to retain power users while capitalizing on their influence to popularize new games. With continuous feedback on how the segments respond to different campaigns and games, the statistical models become increasingly accurate over time, allowing the company to refine its revenue-generating activities.
Real Business Results
· Expected to increase average revenue per customer by at least 10 percent every year
· Anticipated to increase the percentage of paying customers, resulting in higher revenue
· Increased number of users while reducing customer acquisition costs and operating costs
For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/spss.
To learn more about GeePlus, Inc., visit http://www.geeplus.jp.
Products and services used
IBM products and services that were used in this case study.
SPSS Modeler Server
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