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At Zynga, analytics is about impact

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Anyone can play Zynga’s FarmVille and other games, but very few get to analyze the data that runs off.

Ken Rudin, VP of analytics and platform technologies, is always on the lookout for new talent, but he’s picky. What does he look for in an applicant?

“Knowing what questions to ask,” he says. He might present an applicant with a problem his staff is puzzling through and asks what approaches to take. Say the company has invested in a some game, and even though it did well at first, growth has flattened out. What would the applicant ask? A good answer is, “It flattened out compared to what?”… Read the rest “At Zynga, analytics is about impact”

Lyzasoft says “power to the people” with free version

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It was International Workers’ Day on Saturday and the official release day of Lyzasoft’s latest product: its foray into “free.” It’s a good way to say “power to the people.”

Some people associate that slogan with protests and even violence. But I think the best paths to power usually involve well-analyzed data, whether in public life or at work. Now the Little Guy has a potent new tool to deploy.

Lyzasoft founder Scott Davis calls Lyza on Lyza Commons [discontinued] “the YouTube of data.” This fully functional cloud-based version of Lyza is a strong tool for office-based, home-based, cubbyhole-based, dorm-based, or public library wifi-based users and groups.… Read the rest “Lyzasoft says “power to the people” with free version”

Mapping the many faces of “retention”

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Everybody knows what “retention” means until they have to design a metric. Ken Rudin, once of LucidEra and now general manager of analytics at the games site Zynga, thought that he and his team could “put something together” quickly — but it actually took “four solid weeks of discussion and debate.”

About 50 million people play Zynga games every day. It’s the leading online social gaming platform, according to Ken, and it’s grown from zero in 2007 to revenues of “a few” hundred million dollars annual revenue. Every day, the company captures 20 to 30 billion records of data, and Ken and his team use that data to improve revenue, viral marketing — and customer retention.… Read the rest “Mapping the many faces of “retention””