![]() Its a lot about documentation, but also setting cross-category/department standards, as you don´t want to have different processes for the same topic. Operational Efficiency:You need clear processes, otherwise you will be never able to automate them. Everybody is talking about AI, but you shouldn´t start with implementing AI, you first need to do your homework and set the base in order to be ready for automation. So we started with the definition of different phases.So you see, this is very complex and its a hard job to monitore all the „right“ CPIs and to make the right decisions. Campaign Profit – also many different layers, as we are optimizing in Game, Country, Device, Creative level – easly you have more than 1000 combinations for one channel. The factor is different per game, platform and country.Cost per Aquisition – its depending on the whole marketing funnel, so there are many triggers to watch and to oprimize on. ![]() Starting with tghe Lifetime Value: We have a complex live time value calculation, a topic I could talk another 20 minutes about – in a nutshell, we take the actual customer value of the first 30 days and than we (our analytics team) multiple it with a factor wich refelcts the development over the lifetime.
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