Zynga Wins with Business Intelligence Essay example

1317 Words Feb 3rd, 2013 6 Pages
The Internet and social media websites have provided lucrative business opportunities for many companies. However, one particular success story is Zynga, a gaming company founded by Mark Pincus and a group of entrepreneurs. Zynga is currently the leading developer of social network games, such as CityVille, Texas HoldEm Poker and Farmville. Zynga uses Facebook as its main network and relies on the social media aspect of the website to attract potential gamers to play their games. Clearly this method works, as the three games listed above are the most frequently used applications on Facebook. Statistically, Zynga’s games have 250 million monthly active users, of which generate 3 terabytes of data per day. However, what is unique about Zynga …show more content…
Facebook then demanded the gaming firms reduce their wall spam and therefore decreased the viral coefficient. After this Zynga turned to social graph analysis, which looks at the relationships between friends and adjusting their methods of communications appropriately. Zynga are able to do this 50-100 quicker than other competitors due to their use of Vertica’s Massively Parrallel Processing (MPP) system, which is unique n the way is stores and graphs data. This allows Zynga to quickly identify the frequent players from the part-time ones and adjust the amount of communication and also the bonuses available to those players. Zynga are now able to identify groups of users with similar behavioral patterns for even more precise targeting of game-related promotions and activities. Since using MMP Zynga’s revenue has increase from $121 million in 2009 to $600 million in 2010. What we can refer from these facts is that Zynga appear to be a highly technical company, with the huge amounts of data needed to be processed into information and knowledge, which is then used to improve the three bullet points identified above. They also rely heavily on people’s attitudes toward the company. Such as the wall spam mentioned earlier and Zynga’s constant need to improve their users experience to decrease churn rates and increase viral coefficiency. From the facts, we can also see that their relevant
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