Zynga Analytics at its Peak

We’ve known Zynga has been extremely data driven so that’s not interesting.  What is though is downside of being rigorous about data:

Although Zynga’s focus on metrics led to extremely successful growth and revenue initially, some Zynga alumni think that the company may have been too data-driven during their time there (things may be a bit different today).

One former product manager commented that with Zynga’s intense focus on short term, measurable wins and immediate metrics like daily active users, they often missed out on things that are harder to measure, such as improving the overall usability of a game. He thought that “data was used as an excuse for going after short term gains.” By trying to maximize revenue, the art of making games was lost.

via Amplitude’s Mobile Analytics Blog – News & Updates.

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