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阐述7步提高游戏数据分析效率的方法

发布时间:2013-06-22 14:26:15 Tags:,,,

作者:Mark Robinson

手机游戏行业越来越把分析学作为成功的三大支柱之一了,另外两大支柱是创意和品质。

人们通常把分析学等同于仪表盘报告,但这太死板了,只能粗略地反映你的游戏表现。

这就是为什么行业越来越倾向于使用特定的玩家反馈和可执行的分析结果来指导游戏设计调整。

了解真实的玩家观点并不容易。对发行商和开发者而言,玩家、平台和设备类型多样化导致分析学的数据追踪成了一大挑战。

那就是为什么我们最近发表了《Analytics Driven Game Design》白皮书,旨在使这个过程更加简单和有效。

以下是一些重要的设计和执行建议:

data analytics(from informationweek)

data analytics(from informationweek)

1、提前收集数据

人们往往不会把执行分析学的数据标注当作优先任务。

这是错误的,因为数据收集一般要贯穿整个开发过程,需要的时间是执行的三到五倍。

2、尽早收集事件数据

当事件及其参数定义好时,开发者就可以确定什么时候需要什么数据了。

一开始就把这样的数据结构结合到代码中,可以保证当代码需要这些数据时就能有现成的数据。

如果把事件收集放在开发过程的末尾,通常只能收集到60%有价值的数据,这说明没有充分利用分析学。

3、统一视角

复杂的游戏通常涉及多个系统。例如,登录系统可能不同于支付系统,这意味着数据来源通常有两个:服务器和游戏客户端。

因此,有必统一视角,即使户ID与登录活动保持一致。

这样,分析时就可以忽略数据来源,把所有信息放在一起。

4、同步时间标记

类似地,因为事件数据来自多个来源、时区和应用商店,有必要使用同步时间标记,以确保观察玩家行为的视角能够保持一致。

发送客户端数据时通常使用本地时间标记,而服务器数据记录的通常是保存数据的时间。

如果两个时间标记不一样,就会很难知道真正的事件顺序,从而不利于建立玩家行为档案。

5、创建单一登录ID

将这个独特的ID与一次登录中发生的所有事件联系在一起,对高效分析特别重要。

如果事件发生后才关联数据,必然会导致误差和错误。

考虑到大量初次玩家留存分析学专注于第一次游戏,统一而准确地定义你的登录活动是很重要的。

6、总是记录结果

事件的目标应该是记录结果而不是变化。

换句话说,记录任务的结果比记录任务中的各种变化更好。例如,记录当玩家完成任务时获得了什么,即得到多少经验点或杀敌数,比记录每一次射击更实用。

7、数据完整性 vs.数据优先级

开发者总是要考虑数据收集的深度问题。

留存率通常是反映免费游戏成功的最重要指标,所以考虑应该把与留存率相关的分析学放在最前面,以保证迅速而充分地利用分析学,指导制定提高留存率的策略。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Seven steps to effectiveness: A developers’ guide to designing for analytics

by Mark Robinson

The mobile industry is increasingly orientating itself to position analytics as one of the three main pillars of success in mobile gaming, alongside great creative ideas and high quality design execution.

Analytics often equates with dashboard reporting, but this can be pretty inflexible, giving only a general overview of how well your game is performing.

That’s why the industry is moving towards using specific player feedback and actionable analytics to make game design changes based or rich player data.

Delivering real player insight is not straightforward. The diverse range of player types, platforms and devices accessing free-to-play games can make data tagging for analytics a challenge for publishers and developers.

That’s why we’ve recently released a whitepaper, called Analytics Driven Game Design, which aims to make this process more easy and effective.

Here are some highlighted design and implementation recommendations…

1. Build in analytics from day one

The implementation of data tagging to support analytics is often a low priority.

This is a false economy, as on average, where data collection is integrated at the end of the development phase, it takes three to five times longer to implement.

2. Make event data available in the game upfront

With events and their parameters well defined, a developer can then determine what data is required and when.

Building this data structure into the code from the start ensures that the data is easily available at the right point in the code where the data needs to be sent.

On average, games where event collection is retro-fitted into the development process, only 60 percent of that valuable game data is collected, which is the equivalent to leaving money on the table.

3. Build a single player view

As games become more complex there are often multiple systems involved. For example, registration system might be different from the payment system, which means that data is often sent from both servers and game clients.

It is therefore imperative to build a single player view by having a consistent concept of a User ID and session.

Building a single player view allows information to be brought together in the analytics system no matter where the data originates.

4. Synchronise timestamps

Similarly, with event data coming from multiple sources and timezones, as is inevitable with app stores, it is essential to synchronise timestamps to ensure that a single consistent view of player behaviour can be maintained.

Client data is often sent using a local timestamp, whereas server data will most likely be time stamped where the data is stored.

If timestamps are not the same, it makes it very hard to understand the true order of events, which is vital in building a player behaviour profile.

5. Create a single session ID

Having a unique Session ID that ties all the events in a single session together is vital in allowing effective analysis.

The alternative is to retro-fit data after the fact which is inevitably inaccurate and introduces errors.

Given a great deal of the initial player retention analysis is focused on the first session, having a consistent and accurate way of defining your sessions is essential.

6. Always collect outcomes

Events should aim to collect outcomes rather than changes.

In other words, it is much better to collect the outcome of a mission rather than each change that happened during the mission. For example, collecting what the player achieved when they complete a mission e.g. how many points they were rewarded or enemies they killed, is much more useful than collecting every shot fired.

7. Data completeness vs. operational investment

For all developers, there is always a balance to be struck on the depth of data collection.

Retention is often the most important aspect of a F2P game to get right, so consider making sure events that support retention analysis are implemented first to ensure analytics can start to deliver value for your game quickly and support retention optimisation.(source:pocketgamer)


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