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Help: Glossary

DAU - Daily Active Users - Any user that has logged in.

MAU - Monthly Average Users

DAU as % of MAU - For Today/This Week/This Month, this is the number of Daily Active Users divided by the Monthly Active Users, given as a percentage.

DAU/MAU Ratio - Comparing Daily Active Users to Monthly Active Users shows roughly how many days per month your average user engages with your game.

ARPU - Average Review Per User

ARPPU - Average Review Per Paying User

K-Factor - The k-factor or viral coefficient (the latter is more common) measures how many new, secondary users an individual new user you acquire brings in over their lifetime.

For example, if every new user you acquire brings in, on average, 2 new users your viral coefficient would be 2. The mechanism for bringing in new users can be anything: refer-a-friend, send an email, send a text message, send a Facebook request, etc.

If your viral coefficient is greater than 1 you will see logistic growth[1] and effectively reduce your cost of customer acquisition to zero. This is why ""viral growth"" is so coveted in the consumer internet world."

LTV Lifetime value - The total revenue (or profit) generated by a customer over the course of the relationship with that customer.

1, 2, 7 Day Retention - The percent of new users in this time period who came back on 1, 2, or 7 days after the initial login.

Churn - The turnover rate for active users. Churn refers to the constant loss and gain of members.

Viral Rate / Virality - Measured by K-Factor, the Viral Rate/Virality shows how much your users are promoting, evangelizing and spreading your game.

Probability - It is the likelihood that the event is going to happen, given as a percent or a number from 0 to 1.

Confidence - This is not the same thing as probability. If you look back at that, you won’t see any indication of whether or not it’s accurate. It’s just the guess, and some guesses are pretty bad. As the saying goes, “even a broken clock is right twice a day,” which is a polite way of saying that even a bad model will get some things right. A good model outperforms chance, and has a high confidence rating. You can measure confidence several ways.

F-Score - This is only one of several ways of conveying confidence in the model, but it’s the best. Consider a score that gives you all of the correct cases. Well, you can just select all of the cases, and you’re going to be right about 100% of the correct ones. Or consider a score that gives you all of the incorrect cases. You can be 100% right there. What an F-Score does is to take those two approaches and average their results. You can’t cheat it, and the score, while looking like a %, is actually better than that.

Conversion - Conversion is the move from “not paying” to “paying.

Monetization - Monetization is how much people will spend over time before they stop spending (churn). A full monetization model for a user’s lifetime is the same thing as their lifetime value – commonly called an LTV. In other words, a good predictive model can improve your LTV accuracy, which leads to smarter CRM.

Social Value - Social Value tells you which people influence others, and by how much.

Funnels - Funnels are a system that helps track the stages consumers or purchasers travel through to eventually make a buying decision.

Cohort - A group of subjects who have shared a particular experience during a particular time span. In social gaming a cohort is used for analyzing retention.

Engagement - Engagement measures how long your users spend playing your game.

Distribution - Distribution helps show why users are disengaging with the game.

Re-Engagement - Users stop coming eventually. Re-engagement is how you get them back. It includes re-engaging users who have been signed off for an hour, a day, a month, or more.

Social Whales - Katana can detect a whole separate class of valuable customers called Social Whales. By understanding your players’ social networks and the spending habits within them, we are able to detect which players wield an outsized level of influence.

These Social Whales drive spending among others. They are your super-influencers. When they are active, others are active. When they buy, others buy. For any one of them, you get increased revenue created out of thin air thanks to their social connectedness and their personalities."

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Page last modified on October 30, 2014, at 04:03 PM