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Absolute Poker/Ultimate Bet by Mind Map: Absolute Poker/Ultimate Bet
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Absolute Poker/Ultimate Bet

Urchin (General)

Database

MySQL

Profiles

Up to 1000

Can have up to 4 goals

Can apply filters to each profile

Filters, 4 per profile, RegEx to narrow things down

Used to segment userbase into smaller chunks

Examples, Users who have clicked on a given link, Users who have deposited money, Users from Paraguay

Site

Domains

AbsolutePoker.com

absoluterewardsstore.com

absolutebanking.com

ultimatebet.com

A whole lot more parked domains, Are we doing anything with these?

Current Omniture Setup

Affiliate ID

Parameter based

Cookie, Tied to an image

302 Redirect to absolutebanking.com, Now a 301

Trying to move affiliates off of the banking system to reduce problems

Tagging The Client

Game server tags certain actions, Create new table, Change games

Omniture drops a cookie into IE in the client, Problems with FF users

None of this stuff works, currently

Pages Tagged For Omniture

Download Link

Registration(?)

UltimateBet.com homepage

Roadblocks

Browser

UB's client has a baked in IE client, Does it share cookies with primary browser?

Domains

Correlating users between multiple domains

Integrating reports across domains, MAC address

Client modifications

Hard to get resources to make changes

Multiple clients, Windows C++, Mac Java

Hosting Environment

Expensive

I/O is very expensive

Email Marketing

Same umbrella as Affiliate and SM Campaign

Simply need to add ID

Track specific campaign ROI

Integration between email and client is a 'nice to have'

Unmet Needs In Urchin

Realtime

Nobody has come up with a use-case for realtime data yet

Easy Custom Reports

Nobody wants to use Regex to update profiles

Could be solved by creating a bank of pre-made filters and profiles

Custom Front End

Desired Segmentations

Downloads

Deposits

With a dynamically changing amount

Repeat

Sum For Life

Registrations

Broken down by section of registration

Geography

Payment types

Defection per segment

Previous vs new depositors

Revenue for original campaign

Where in the cashier do people defect

How many users use live chat?

How many of those go on to deposit?

Language use

Aggregated Conversion Rates

Time from registration to deposit

Acquisition Channel

Proof Of Concept Requirements

Must

DL rate for keyword

Reg for keyword

Deposit for keyword

Deposit split by Geography

That'd Be Nice

$ per keyword

$ per player

Simulation

1 Page

x number of variables

Split even and odd IP addresses

Through authentication

A/B Testing

In-site pages

Outside campaigns

Flash Cookie

Or some other workaround for the FF Windows users

ROI

Can we assign accurate lifetime values to segments?

Can we attach a username to a web viewer

Can we find problem points in our Golden Funnel

Retention

Fallout Reports, Segmented in a few ways, Page path

Tag download links, Track post-download behaviour

Acquisition

Back to the Golden Funnel

Good sense of sources

Geo

Geo-Map

Two-segment reports, Keywords vs Geo

Trends

Testing

Can we accurately track A/B Testing?

Can we accurately track multivariate testing?

Client Tagging

Urchin

Data could be pulled from server logs

Omniture

Nobody has seen it implemented in a poker client either

GA

Doesn't have the ability to reprocess log files to access player data

AP/UB Desires

Browsing the game client is similar to browsing a website, UI changes should be done in a similar way

How are users interacting with the client?, Click-path analysis, What about survey based approaches?, 100 person sample?, Segmenting information by gameplay attributes, Betting patterns?

Segment players navigation through the client based on these tests

Trending capabilities

Connect pre-registration to client data, Track all of the information cradle-to-grave, Segmenting player-base, Loyalty, Betting, Winner/Loser, Entry channel, Optimize keywords through client information

Heatmap analysis is important

Specific Tags, Pages of lobby, Buy-in Window, Table, ????, How many people fail to complete tasks?, Registering for a tournament, How much - in chips - are people bringing to the table?

Things the main DB cannot do

Skin

Heatmap

Multiple Clients

3 Per Brand

Back-end connections are --we think-- the same, Common database

Mac client represents 5% of current users

Website conversion is still the most important part of this

Testing

Within Urchin

A/B Testing For Inbound Links, Tag two versions of an email or other marketing message, Track results, Twitter, Facebook, Etc, There is only one version of a tweet, Can be overcome by running your own URL shortener to split traffic, Or using a little javascript hack

Hack to A/B test pages, Two versions of a page, Two funnels starting from these pages and leading to a common goal, Javascript redirect 1/2 of visitors of page 1 (original) to page 2, Include a marker to exclude page 1 traffic from stats, Compare results of the two funnels, Advantages, Can segment the test, All within same service, with same login credentials, Can be combined with current reporting system, Disadvantages, A hack, Requires you to keep a 301 for page 2 traffic after the test is over

Google Website Optimizer

A/B, Redirect 1/2 of traffic to a separate page, Google will track results, Define a goal page within GWO

Multivariate, Google will dynamically replace portions of HTML to test multiple changes on a page, Used to cause problems with complex layouts, I haven't heard of this happening recently., Does not work with CMSes which cannot support an unbalanced <noscript>

Disadvantages, Requires second set of tracking codes, Slight performance hit, Two interfaces, No access to Urchin profiles, filters, or reports

The Golden Funnel

Also known as the Critical Funnel...I just like Golden better. Sorry

Download

Registration, Deposit

Must be able to be tracked with every segmentation and variation on the software

2/3 of the value of Analytics