第二部分：Netflix 分析工程工作的调查

This article is the second in a multi-part series sharing a breadth of Analytics Engineering work at Netflix, recently presented as part of our annual internal Analytics Engineering conference. Need to catch up? Check out Part 1. In this article, we highlight a few exciting analytic business applications, and in our final article we’ll go into aspects of the technical craft.

这篇文章是分享Netflix分析工程工作的一系列多部分文章中的第二部分，最近在我们年度内部分析工程会议上进行了展示。需要补课吗？请查看 第一部分。在这篇文章中，我们重点介绍了一些令人兴奋的分析业务应用，而在我们的最后一篇文章中，我们将深入探讨技术工艺的各个方面。

Game Analytics

游戏分析

Yimeng Tang, Claire Willeck, Sagar Palao

User Acquisition Incrementality for Netflix Games

Netflix 游戏的用户获取增量性

Netflix has been launching games for the past three years, during which it has initiated various marketing efforts, including User Acquisition (UA) campaigns, to promote these games across different countries. These UA campaigns typically feature static creatives, launch trailers, and game review videos on platforms like Google, Meta, and TikTok. The primary goals of these campaigns are to encourage more people to install and play the games, making incremental installs and engagement crucial metrics for evaluating their effectiveness.

在过去的三年里，Netflix一直在推出游戏，并在此期间发起了各种营销活动，包括用户获取（UA）活动，以在不同国家推广这些游戏。这些UA活动通常在Google、Meta和TikTok等平台上展示静态创意、发布预告片和游戏评测视频。这些活动的主要目标是鼓励更多人安装和玩游戏，因此增量安装和参与度是评估其有效性的关键指标。

Most UA campaigns are conducted at the country level, meaning that everyone in the targeted countries can see the ads. However, due to the absence of a control group in these countries, we adopt a synthetic control framework (blog post) to estimate the counterfactual scenario. This involves creating a weighted combination of countries not exposed to the UA campaign to serve as a counterfactual for the treated countries. To facilitate easier access to incrementality results, we have developed an interactive tool powered by this framework. This tool allows users to directly obtain the lift in game installs and engagement, view plots for both the treated country...