Google Pay Gamification (Product Management) — Startup Analytics

  • Transactions with non-zero rewards are coloured green.
  • The sole transaction in red is the one where the offer was deterministic, available on spending a specific amount on the FreshMenu application.
  • Date Since Last: Days since the last transaction on Google Pay.
  • Transaction Value: The amount transacted through Google Pay.
  • CumTV: The Cumulative transactional value exchanged until then.
  • Reward: The corresponding cashback received.
  • CumR: Cumulative rewards earned till then.
  • Item: Whether it is a transfer to another Google Pay user or payment to some kind of service.
  • Special Offer: This column is just to identify the specific row when we got a deterministic reward.
  • Time as a component solves lots of issues for them.
  • If you transact frequently, no need to incentivise you as they have already converted you.
  • If you send it to a new person who has not transacted a lot, your likelihood of reward increases given that, you a new connection for Google Pay and also engaging someone new into the system.
  • I further strengthened the anecdotal evidence by sending some fresh transactions recently which have resulted in no rewards. Thereby, it seems like hypothesis one rather than two.

Conclusion

This whole usage of expected value has been a great trick to engage the Indian audience. Many people don’t understand the concept of probability and that having a low probability and very high outcome is really a not so great deal at the end of the day.

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