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Social Networks

Katana's super-power is a combination of predictive analytics and social network analysis that lets it tell you who your most important users are. Ninja Metrics determines the Social Value of your user. Social interaction in your game aren't just about sharing on Twitter and Facebook - outside activity doesn't tell the whole story.

Enter Social Vale: Ninja's unique model of your uses based on your data that identifies the people who actually cause other people who actually cause other people to play, stay, and spend.

Unlike other approaches, Katana splits every user's value into two distinct components:

  1. 1: Their Lifetime Value (LTV), or how much they will spend before they leave someday
  2. 2: Their Social Value, which is how much they drive other users to spend.

Put together, these two values tell you how much any one user contributes to your bottom line. If that user were to disappear tomorrow, this is how much future revenue would disappear.

The users who have a LTV are commonly known as "whales." We call the users with high Social Value "Social Whales." They are usually a minority, and usually not the same people as the regular whales.

Katana lets you take advantage of these users in three ways:

  1. 1: Be smart about finding more of them.
  2. 2: Monetize them when you have them.
  3. 3: Focus on retaining them over others.

When you've identified your whales or Social Whales, you should consider doing something with them. Katana lets you sort and export custom lists of these users from the dashboard so that you can run custom promotions, messaging or experiences on them. Our testing system is under construction, and will enable you to sample these users, test interventions on them, then see the results on both them and their friends.

When we look at social networks we use the metaphor of a "ripple on the pond." If you start the intervention at the right person and do it the right way, you may see viral effects. Katana will quantify these for you.

Definitions:

Individual LTV (A): An estimation of a users total future spending. LTV represents the value of the game for this player, divorced from the community around the game.

Social Value (B): The value of an individual's influence on others' spending; therefore, how much a users presence adds to the system, by virtue of what their friends do because of them. If you remove the individual from the system their friends will spend this much less.

Total (A+B): Total Value is a combination of a user's individual value and their social value (the value of their social influence). This is their true total value that populates value labels elsewhere in the dashboard. Note that because social value can become negative the total value can in rare cases also become negative. If you remove the individual from the system this value represents how much less will be spent.

Influenceability (C) ($): The value of others influence on that individual. How others influence individuals within their social community. Influenceability is the inverse of Social Value.

Total System (Double Counts, A+B+C) ($): The total system value of an individual, including their individual LTV, their social value, and how much others influence them. This double counts influence so should be used cautiously.