Embrace data - the easy said-than-done pathL3 - VNG

wrong lane…

dangerous…

too much for a woman… …20kg?

Confirmation Bias : You tend to learn/see what you already know

Data

Information/Insight

Action

VNG/Game Industry : cruel world with/without data

rule of thumb

“Dear Mr CEO, we’ve got 5B revenue in the 1st month. Let’s rock… We want to have a 5* pool-party!”

“Dear Mr CEO, we’ve got 6B revenue in the 1st month. We burn 400K till now (ongoing ROI ~ 75%) and users

keep paying. Let’s watch…”

“Dear Mr CEO, we’ve got 6B revenue in the 1st month. We burn 400K till now (ongoing ROI ~ 75%) to fill up 10 servers. Rev from server 1-3 is 5B and users don’t have any content to consume. Plus, retention 7 from server 4-10 is quite low (5%). Let’s stop asap until we get the hot-fix in our hand.”

“Dear Mr CEO, we’ve got 6B revenue in the 1st month. We burn 400K till now (ongoing ROI ~ 75%) to fill up 10 servers. Rev from server 1-3 is 5B and users don’t have any content to consume. Plus, retention 7 from server 4-10 is quite low (5%). Let’s stop asap until we get the hot-fix in our hand.”

Replace “server” with “restaurant, hotel, website…”

What the book says…

What the book says… What I’m doing with my gang…

Buy less traffic Keep targeted KPI done

^_^ L3Hanoi University of

Science & Tech

CCNP (nearly done)

Baomoi (backend - as a coder)

Baomoi/Noti5/Starbuzz (evangelist)

Zini/VNG (product manager)

Conversion Manager/VNG (job : asking WHY)

We need to spend a lot of money to get

ImpressionClickInstallUser

Loyal User

Paying User

Minnow

Dolphin

Whale

We need to spend a lot of money to get

ImpressionClickInstallUser

Loyal User

Paying User

MinnowDolphinWhale

Facebook Fan

Youtube Subscriber

Instagram Follower

or just only your attention?

VOLUME CPI RR1 RR7

GAME1 100000 0.5 50% 5%

GAME2 50000 0.6 40% 8%

GAME3 60000 0.6 35% 7%

Which game is better in term of …?

VOLUME CPI RR1 CPRR1 RR7 CPRR7

GAME1 100000 0.5 50% 1.0 5% 10.0

GAME2 50000 0.6 40% 1.5 8% 7.5

GAME3 60000 0.6 35% 1.7 7% 8.6

Which game is better in term of retention?

From PC to IoT

Data needs Context

ePiWeseektocreateaflexible,scalableand

mostprofitablesystemfordelivering

andmonitoringinformationon

Internet.

SolveProblem

SolveAnotherProblem

Symbolic?

+Benefit

Fans+Benefit

Whynot?

Gab

360Game

GG/FB/Appsflyer API

Tech Stack Google Apps Script

Why we buy less?

Less Installs, more effective users, higher retention, better ROAS/ROI

My recommendation

Practise!

My recommendationPractise!

Keep asking WHY…

Learn a program language… (Excel VBA, Google Apps Script, R, Python…)

Reading (our) books : cleaning data, visualize data …

Leave your job to find a data-driven company

Think inside the box & Find the opposite

You can live without data!You can die fast without data too!