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|Session Name:||How to Lie with Analytics|
|Track / Format:||Free to Play Design & Business Summit|
|Overview:||The difference between a good game and a great game is often determined by the slimmest of margins. The purpose of analytics is to find those margins (and exploit them!) for the betterment of the game. In this talk, we will use the evolution of TinyCo's business intelligence systems as a backdrop to highlight the missteps and failures that we learned from while crafting a world-class analytics system. Topics such as event tracking, sampling, and balancing significance vs. execution will be discussed, with a special focus on how to use analytics to create a truly data-driven culture.|