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Zynga doesn't do behavioral targeting at all.

This statement seems fundamentally at odds with the following. Could you explain further?

Data-driven - I see this as huge plus. Lot of companies are clueless because of not enough feedback-data. A/B testing, phased rollout, metrics are mandatory for any product/feature.

Zynga is 100% data driven. Zynga is not a tech-company, it is a product-manager-company. Product managers are more statisticians than PM. All decisions are from numbers.



Data-driven: How many users are engaging with feature X, how much are they spending on item Y, how many users click button Z.

Behavioural Targeting: User "A" loves lot of "Strawberry crops" let me show him more of that.


So the difference is making changes to optimize for a subset of users vs. optimizing for the aggregate?


Yes




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