Segmented Key Performance Indicators for Online Games

The Consortium propose to invest in a methodology of using existing data to identify KPI (Key Performance Indicator) issues in an online game and a methodology of tracking solutions to these issues in segmented groups. The Consortium aim to use this methodology to create a powerful analytics tool that can then be used by other online companies.
The methodology will enable users to segment their user base either randomly or in a determined fashion. Each group will be given a slightly different version of the site or game experience, with one particular improvement in place. The KPI values will then be tracked for a period after the changes have been rolled out to the groups, and then analysed to establish whether particular changes have demonstrated an improvement in the KPIs. If a particular change is shown to provide an improvement in KPIs, then it will be rolled out to the whole user base.
In this way, it is hoped to incrementally improve the user experience and commercial viability of the online game.