360 Session: Alia Lassal, Wooga - using data for better creatives

Published by Richard Bond September 20, 2021
360 session: Alia Lassal, Wooga - using date for better creatives

Transcription below:

Richard Bond:

So this might be a really stupid question. Right. Is it important for you? Do you think to have a question that you're looking to solve and then go and find the data that proves and disproves that? Or is it better to start looking at the data and then raise the questions from that?

Alia Lassal

I think both are very important on one side, starting with question is really like when you have a creative problem to solve, for example. So you start somewhere, you have a question and you can identify your KPIs and what you want, what you want to get from you. Like you have a direction, but sometimes you just look at some random data and you can see things. And I think those two approaches they are, they have to, I think it's, it's important to do this in parallel. One can be dedicated to AB testing. Like you have a problem you want to solve it and you have a plan basically. And the other ways is more like I'm looking for some insights, let's like what's happening. And then you can, you can really read through the data and you can come up with with a very interesting insight that can be used for your campaigns are the creative problem that you're also trying to solve. So

Richard Bond

This is, I find this really interesting, the way that you talk about it, right? Because when we think of data, we think of such rigidity. And what I love about it is you're kind of feeling your way through, you know, trying to get the best bits, you know, do we have a hypothesis we can prove or disprove, let's see what the data is telling us. And like you said, you know, telling you a story about your audience, which I think is super interesting. So it sounds like, you know, there are potential issues with this, for sure. Thinking back to times where you've solved this, how do you go around kind of overcoming the issues of this, you know, massive amount of data. Do you just pick up one thing and run with it and test it because you mentioned your testing methodology already, right?

Alia Lassal

For us? I, I Wooga, we, we know our audience very well. We have a lot of data a lot, and we combine a lot of sources of data to really come up with something. But in UAE, our main problem was like, we have a lot of creative and a lot of data and we could identify the winners and the losers. This is something easy to identify. But then when it comes to why is it winning? Why is it losing? It's a different question. So for us, the main challenge was more like go beyond the identification of winners and losers, but really understand what is driving volume and monetization in a creative really like try to understand the winning features and combinations, but that was our main issue. And this is how we decided to come up with a proper testing methodology. We just decided to have a more scientific approach of testing with like asking yourself question, identify the KPIs. And then we had a testing roadmap divided into different rounds in which each run was dedicated to a specific test on a graphic element of the ad could be like the atmosphere, character burning, et cetera. Thanks to this. We were really able to understand why a creative was winning and also like the winning combination, because sometimes you just have like a great video and it's not working and you don't know why. And on the other side, you see another concept that we're less promising. You see, it's killing you, then you're like, okay,

Richard Bond

People are crazy. Right. Anyway. So, you know, people are illogical, but I love what you're saying about that. It sounds like you're actually going to learn a lot about your audience. So you're going to learn a lot about them just through that, that testing methodology. Right? Yeah. Wooga has got quite a bit of data. You've been sitting on quite a few titles for a while, right? So let's think about new titles or people who are launching new titles or people who are just getting into this who perhaps don't have the same wealth of data. Would you suggest that they come up with a testing methodology first? Would you suggest that they just throw everything out there and start working their way through it? So how do you get to these kinds of insights when you're starting from scratch? I guess

Alia Lassal

That's a good question. There are a lot of things that we can start working on before coming up with a test. Because before coming up with the test, you need, you have some questions. So I think he had a lot of things that can be done, like collect competitive insight in the industry. We have, lot of things are online. You can also check like the market research tools. There are a lot of things to explore through at any sensor tower on yuzu that can really give an idea about something specific. Also like try to get like some information from partners and NPS are advertising platforms or operating systems. They're really keen to share quantitative and qualitative data when it comes to a specific markets or an events that could be like a soft launch. So before starting anything, I would just like try to learn more about the market or the context where you are launching a new game. Yeah. If, if you have the chance to work with a publisher that has a diverse portfolio, it's a bonus because you can get some inspiration from a similar product. If it's not the case, I would just learn as much as possible from external sources and start testing.

Richard Bond

Really interesting. So you're really saying like, understand the market, understand the lay of the land, draw some inspiration from that before you just launch into it.

Alia Lassal

Yeah. You, you need to, I mean, if you have nothing, you need to start from somewhere and it can get overwhelming and learning about the ecosystem first is really good to get some inspiration and get some ideas, try to have a plan.

Richard Bond

Amazing. So, Leah, I know you're crazy busy, so I can't thank you enough for spending some of your time talking to us today. And if anyone wants to reach out to you, what's the best way to do so if they want to continue this conversation,

Alia Lassal

LinkedIn is the perfect platform. Okay. That's

Richard Bond

Great. I'll put a link in below and again, thank you so much for your time.

Speaker: 1Thank you so much.