Zynga's PM On-Call System

Zynga's data-driven approach to product management was a key part of their success in the social gaming space. Their PM on call system represents an advanced approach to metrics monitoring and analysis.

Zynga's PM On Call System

• Every game had a designated PM on call
• PMs would send daily analysis of what changed day over day
• When metrics dropped, they would segment the data to identify the cause
• Example: "50% drop in Mexico for Farmville" would be investigated and explained
• This level of data monitoring was unprecedented - "never seen this done in any other organization"

Data-Driven Culture at Zynga

• Extremely metrics-focused organization
• Hired former investment bankers as product managers because of their analytical skills
• PMs would run numerous tests simultaneously with real-time metrics tracking
• Sophisticated segmentation allowed for pinpointing exact causes of metric changes
• Even small bugs or typos in drop rates could significantly impact sharing and engagement

Impact of Data Analysis

• Small details added together made significant differences
• Example: "Crew" mechanic invention required 20 unique people to help unlock features
  • This increased distribution by forcing players to engage with more users
  • Resulted in large boost in DAUs (Daily Active Users)
• Ability to identify anomalies quickly (like a typo bug affecting treasure drop rates)
• Constant testing and optimization created a competitive advantage

Data vs. Creativity Balance

• Data-driven approach worked well in Facebook platform environment
• This approach didn't translate as effectively to mobile gaming
• Mobile gaming required more creativity and innovation
• Environment dictates approach: "If it's a data friendly environment like Facebook, then data is all that matters"
• When distribution is difficult, creativity and brand become more important