Analytics: ChessJam Case Study

Website analytics offer a wealth of information to help companies understand where site visitors are coming from, how long they stay on the site, and what pages they visit while they’re there.  This knowledge is vital in designing and redesigning marketing campaigns and websites.

At the very minimum, we encourage website owners to use Google analytics or basic web stats to track their site’s online activity.  Custom tracking can also be developed to report on important statistics and metrics that basic analytics services do not track.  These custom tracking elements can be built into websites, iPhone apps, desktop AIR apps, trade show kiosks, and more.

Chess moves per day

At HDI, we use analytics in some form for all our in-house projects.  ChessJam is our most popular application right now and we have implemented a custom system to keep track of new user sign ups, chess moves made, games played, and more so we can watch the application’s progression into a popular online game.

Total number of ChessJam users

In the first three months since we launched ChessJam, we’ve marketed on a very meager budget.  This is possible because we keep track of our marketing efforts as compared to our new user sign ups to see which forms of promotion are getting us the most sign ups for our money.  We are able to maximize every advertising dollar we spend.

New ChessJam users per day

Utilizing Adobe technologies such as Cold Fusion and Flex, we are capable of easily building line graphs, bar and pie charts, tables, and 3D graphs in order to visualize the analytical data and note trends.  Each tool is selected, not by how cool it looks, but by how well it reports the information we need.

ChessJam users by country

Building these tools is a good start, but you have to take it further to gain real knowledge.  The next step is to analyze the data to make better decisions about your marketing efforts and website to improve your results. With ChessJam, we watch for trends in our data to help us make decisions.  For example, we’ve seen how weekends, holidays, blog posts, and Tweets have affected our new user count, moves made, and games played. Because there are usually more people playing on Sundays, we chose that day to execute weekly tournaments. We also found that Saturdays are the busiest and best days for our Facebook advertising campaigns.  These are just a few examples of how analytics have helped ChessJam.

Total games per day. Green denotes human vs. human, while blue shows human vs. robot games.

Think we may be able to help improve your results with better online marketing, tracking, reporting, and decision making?  Send us an email!

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