Freemium Economics

Leveraging Analytics and User Segmentation to Drive Revenue
Erscheinungsjahr 2014
ISBN: 978-0-12-416690-5
Verlag: Elsevier Science & Technology

Buch, Englisch, 254 Seiten, Format (B × H): 187 mm x 233 mm, Gewicht: 540 g

Freemium Economics presents a practical, instructive approach to successfully implementing the freemium model into your software products by building analytics into product design from the earliest stages of development.

Your freemium product generates vast volumes of data, but using that data to maximize conversion, boost retention, and deliver revenue can be challenging if you don't fully understand the impact that small changes can have on revenue. In this book, author Eric Seufert provides clear guidelines for using data and analytics through all stages of development to optimize your implementation of the freemium model. Freemium Economics de-mystifies the freemium model through an exploration of its core, data-oriented tenets, so that you can apply it methodically rather than hoping that conversion and revenue will naturally follow product launch.

Zielgruppe

Analysts, user acquisition and product managers, mid- and senior-level managers in Freemium businesses

Autoren/Hrsg.

Seufert, Eric Benjamin (Editor

Seufert, Eric Benjamin

Fachgebiete

• Mathematik | Informatik EDV | Informatik Daten / Datenbanken
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

1. What is the Freemium Model? 2. Analytics as the Heart of Freemium 3. Quantitative Methods for Product Management 4. Freemium Metrics 5. Lifetime Customer Value 6. Monetization and Downstream Marketing 7. Virality 8. Optimized User Acquisition

Über Autor(innen)

Seufert, Eric Benjamin
Eric Seufert is a quantitative marketer with a passion for blending real-world problems with large amounts of data, econometric frameworks, and analytical systems. His professional specialty lies in programmatic statistical methods and predictive forecasting in freemium environments.

Eric received an undergraduate degree in Finance from the University of Texas at Austin and an MA in Economics from University College London, where he was an Erasmus Mundus scholar. Eric joined Skype immediately out of graduate school and subsequently held marketing and strategy roles at Digital Chocolate and Wooga, where he is now the Head of Marketing. Prior to graduate school, Eric worked at uShip, the Austin-based marketplace for shipping services.

Originally from Texas, Eric currently lives in Berlin. In his spare time, Eric enjoys traveling and writing.