Implementation of a BI System for a Mobile Games Distribution Company

The purpose of this paper is to create and implement a BI system for complex data analysis in Azur Games company. The effectiveness of BI systems in analyzing big data and supporting management decision making has been proven by many studies. BI systems contribute to better informed management decisions and strategic planning, which improves operational performance and provides a sustainable competitive advantage in the market. In order to achieve the objective, the following objectives are defined: 1. Conducting a detailed top-level analysis of the company, including a list of strategic alternatives. 2. Analyzing the current business processes at Azur Games to identify areas for improvement using a BI system. 3. Analytical review of existing BI solutions and their application in the mobile gaming industry. 4. Development of a BI system model customized for the specifics of mobile games distribution. 5. Evaluation of the potential impact of BI-system implementation on the company's efficiency. In the context of product development work at Azur Games, where the author holds the position of product owner, there is a need to analyze a large amount of data, including the monitoring of user behavior data obtained from various sources. For example, Appmetrica is used to collect product metrics and build conversion funnels. A conversion funnel is an analytics tool that tracks a user's journey from the first interaction with a product to the fulfillment of an end goal, such as an in-game purchase. This helps to identify key user churn points and optimize product and marketing strategies. Ad networks such as Mintegral, Unity and Google Ads are used to attract new users by providing data on user interaction with ads and the cost of customer engagement. Analysis of this data helps optimize user acquisition (UA) campaigns and improve their effectiveness. The game also uses in-app advertising, the data on interaction with which is analyzed through Applovin, which allows to estimate revenue from advertising impressions and optimize advertising inserts. The implementation of a BI system at Azur Games will allow all this data to be aggregated and analyzed in a single system, providing a deep understanding of user needs and effective management of marketing and product strategies. This will increase the company's productivity and competitiveness in the mobile gaming market. The scope of the paper is limited to the analysis and implementation of BI systems in the operations of a mobile game distribution company. The main focus is on the impact of BI on improving the effectiveness of marketing campaigns, product management and optimization of decisions based on data analysis. The practical significance of the work lies in the development and implementation of a BI system that can significantly improve informed decision making and optimize key business processes. This, in turn, will improve the company's competitiveness in the mobile games market and ensure more efficient use of resources. The structure of the paper: 1. The first chapter includes a top-level analytical overview of the company, models of the company's organizational structure, Osterwalder's model, and a description of the development process and its impact on analytical processes. The key problems of existing solutions on the market are identified. 2. The second chapter is devoted to analyzing the current state of the company's analytical system, evaluating the effectiveness of the existing analytical tools and identifying the main shortcomings that can be eliminated by implementing a BI-system. The requirements for the development of BI-system, the choice of technologies and platforms for its creation are described. The process of modeling the architecture of the system is considered, taking into account the specifics of business processes and user requirements. 3. The third chapter considers the stages of implementation and evaluation of BI-system efficiency, provides an implementation plan, describes methods and tools for monitoring and analyzing the results of the system, and also evaluates the impact of the system on the improvement of key business processes of the company.