User segmentation as a tool for growing metrics

What the talk is about

Serhii Kochubei explains how the Ukrainian social casino developer Murka uses user segmentation to personalize the experience and grow revenue. Segments are built on simple business logic: payer or non-payer, active, churned or returned, with thresholds set by time since install, last login and last payment. Each player sits in exactly one segment at a time, and the calculation is fully automated. He stresses rolling segmentation out across all adjacent departments: shared terminology, a KPI for every segment, and no segment left without an owner. Examples include personalized prices, comeback gifts, dynamic difficulty for players about to leave, and splitting segments into micro-segments by behavior. He closes with A/B test control: even group splits and checking statistical significance over time. Useful for analysts, product and monetization teams.