Absolute Poker or Ultimate Bet

Absolute Poker/Ultimate Bet
# [Absolute Poker/Ultimate Bet](https://mm.tt/1623559439)
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
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
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
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
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
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
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'
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
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
Site
Domains
AbsolutePoker.com
absoluterewardsstore.com
absolutebanking.com
ultimatebet.com
A whole lot more parked
domains
Are we doing anything with
these
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
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