Ep. 90 Adopting the Pareto Rule in Performance Marketing

Today’s guest shares how and why the Pareto Rule in performance marketing across mobile gaming genres has proven to be a powerful and transformative guideline. Consider what you can control better, how to organize your teams for greater efficiency, and what Gameloft is paying special attention to.

Fiona Lauredi is the Lead User Acquisition Manager at Gameloft, an established and leading mobile video games developer worldwide. She is based in Paris.

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• What’s the biggest takeaway that you’ve gained in your experience working across gaming genres?
• What have you learned to put less emphasis on in your role as a performance marketer and what are the things you place the most emphasis on to strive towards the Pareto Rule?
• Was it a big learning curve for your team to adopt the Pareto Rule?
• What’s the process of how you determine a concept for a particular creative?
• What have the results been from executing this kind of a strategy? Have you found that you drive better performance for your titles?

• 3:08 Fiona’s background
• 8:29 Biggest learning for marketing across gaming genres
• 10:06 Applying and adopting the Pareto Rule in performance marketing
• 16:09 Benchmark! Benchmark! Benchmark!
• 18:30 The results Fiona’s seen from her team

(8:58-9:25) “One of the big things I’ve learned and taken away with me is Pareto Rule. So for everyone that is not familiar with that rule, it’s essentially saying that 20% of your actions will make 80% of the value. It’s cutting down on a lot of things that aren’t value based, you stop doing these things. It doesn’t matter that you’re 100% perfect. It matters that you can do 5 times as many things as what you could do before.”

(10:20-10:43) “My belief is that the human race is not intelligent enough that you can make decisions on more than two metrics, three at most. If you look at more things than this, you’re probably not going to be making any decision at all. So I would say that one thing that can be used anywhere is looking at a lot less metrics but the ones that count.”

(19:03-19:27) “In my opinion, creatives are 50-60% of our performance, and I’m talking hardcore data, ROAS, scale, all that--it’s all for me on creatives. So obviously, being able to produce more, to produce better, to produce smarter, and to have more people involved in this process has definitely shown results on the bottom line.”