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Gloria Johnson, Loot Crate

Gloria is the head of mobile product at Loot Crate, where she is currently leading the development of an in-house, native app rewrite. She has worked on mobile games, geo-location based apps, commerce apps, and social networks. She has also worked in adtech, managing SDK development for offline ad attribution.

Gloria has built and structured product teams, tuned game economies at scale, and scaled top 50 grossing apps. Her most notable accomplishment includes making the “Top 50 Grossing Apps” chart with fewer than 10k DAU.

When joining a company, her first task is surveying the analytics landscape. What tools are they using? How are they using them? How the systems talking to each other? Who’s looking at the data? More often than not, not enough people are looking at the data. Insights stop at the dashboards. Product managers fall prey to looking only at profile-level information, when in practice, users are taking action long before they log in.

In order to create a performance-based product, companies would best be served tying all the data together. How did a user get here? How many ads were they exposed to? Which ones? What did they do before logging in? After? What tests were they in? What notifications did they receive? What crashes did that user encounter? Although it may seem like noise or a path to analysis paralysis, when implemented correctly, these inputs can help inform inform product and marketing strategies and even LTV or eCPI models.

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Guest
AKeyMark — Other
1 year 9 months ago

where is this chat occurring?

Guest
Mobile Growth Community — Product Manager
1 year 9 months ago

Hi you are in the chat right now! Gloria will answer the questions that you type in this discussion!

Guest
Branch Metrics — Marketer
1 year 9 months ago

Hi Gloria, thanks for leading this chat! For small startups with small (or zero) budgets, what analytics tools do you recommend starting out with? At what point should they start transitioning to more powerful tools, and what would those tools be?

Guest
Trapux — Product Manager
1 year 9 months ago

just curious, wouldn’t this had been better as perhaps a google hangout or some kind of video AMA

Guest
Mobile Growth Community — Product Manager
1 year 9 months ago

Hi, we specifically chose this format so that it could be easier for people who are at work to participate. It also makes it much more personal as you can ask the questions that are specific to your needs rather than hearing generic information that might not be applicable to you. We will consider moving to a video format in the future if it fits the needs and abilities of our speakers and regular audience. Thanks

Guest
Trapux — Product Manager
1 year 9 months ago

Got you, thanks Amanda!

Guest
tapas media — Other
1 year 9 months ago

Hi Gloria! I’m really impressed with that you were able to get into the Top 50 Grossing Apps with fewer than 10k DAU. What kind of paying user base was this comprised of? Did you have a very high % of users that were making in-app purchases or did you have a more standard % of paid users but a higher % of whales?

Guest
Marketer
1 year 9 months ago

Hello!

You mentioned that the customer starts interacting way before the dashboard/login. How do you track them before this? What steps would you take to figure out what to even track?

Guest
Trapux — Product Manager
1 year 9 months ago

Hi Gloria, I would like to get your insights on how you’ve managed to scale the gross revenue of Loot Crate product, while having a poor user experience in your app (based on your app store reviews)? And how does your team address the customer feedbacks in order to continue to enhance the customer online and offline experience?

Guest
1 year 9 months ago

Developers hate giving up their information and being marketed to. How can I get go about getting before data about them to convert them?

Guest
EA — Other
1 year 9 months ago

Hi Gloria,

First off, thanks for being available for the chat! I’m currently trying to break into product management (most recently was doing finance at a gaming company), so I’d like to ask what your experience was like transitioning from mobile games. It would be great to hear some of the differences between mobile games and Loot Crate from a PM standpoint (for example, going from IAPs to subscription models and prioritizing different metrics), and some similarities as well.

Thanks!

Guest
Trapux — Product Manager
1 year 8 months ago

Do you foresee the main lootcrate product to continue to weigh heavily on its subscription boxes?
and how do you or your team of PMs “get out the door” to speak directly with customers to identify their needs and perhaps other ways the company can introduce new product offerings to them?

Thanks for your insights!

Guest
Sales
1 year 8 months ago

Hi Gloria – thanks for jumping on here to share your experience! I’m curious how much you think product-market fit has played into your company’s growth vs. all the press you’ve gotten. (Love the service, by the way.) 🙂 Also, how do you use the data you collect? I’m confident you get a *ton* of data at Loot Crate…. How do you parse through it all + decide what’s most relevant?

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