Frosmo Social Optimizer Helps Sites Track Users and Customize To Increase Revenue

Facebook Connect allows websites to know a lot about their users. However, sorting through this data and customizing a site to best fit each user can be difficult and a drain on engineering and design resources. Former gaming network Frosmo wants to help companies simplify this process and increase their revenues through their new product: Social Optimizer.

Frosmo’s CEO Mikael Gummerus founded the company in 2009 as a game network which could be integrated into portals like Yahoo! and China’s RenRen. Frosmo sold users virtual currency they could use to participate in tournaments, and its Facebook application FrosmoWorld peaked at approximately 750,000 monthly active users. But the company believed that the same customization of social games thanks to plentiful user data would happen to all websites.

To facilitate this shift to socialization, Frosmo built Social Optimizer. Clients can use it to analyze over 100 benchmarks simultaneously to quickly create real-time change to their site — without the need to burden IT departments or developers. Once installed on a site, Frosmo collects user identity, network, and behavior data from Facebook Connect. This data populates an analytics tool which helps companies segment their users and send them customized product offers, discounts, and messages through pop-ups overlaid on the client’s website. For example, Social Optimizer can help clients target users who’ve viewed a certain product page multiple times and send them a 20% discount offer to secure the sale.

Frosmo now has 30 employees between their Helsinki and China offices, with about 70% working on Social Optimizer. It is privately funded, and has raised $3.8 million from angel investors and a grant from the Finnish government. Clients come from media, sports, business-to-business service providers and include Yahoo!, MTV Media, APE Payment, and Asian social game developer 6waves. Frosmo costs a few hundred dollars per month depending on traffic, though a stripped-down version is available for free.

Frosmo Social Optimizer – Track, Target, Customize

After a client installs Frosmo and gives it some time to collect data, they can log in to the browser-based Frosmo Dashboard. There they can integrate Google Analytics data, view custom sales funnels, bring in data from their own APIs, and access Frosmo’s social analytics and Revenue Optimizer.

Frosmo’s analytics lets clients see graphs denoting which users viewed, published, or clicked a piece of content. By viewing these actions on a single graph, clients can tell whether they need to bring in more traffic as a whole, make sharing easier, or display more enticing and clickable content. The analytics system isn’t as sophisticated as some, but having a native analytics tools prevents clients from having the export to Excel to get a high level understanding of their data.

The core of Frosmo’s product is the Revenue Optimizer. Clients can use it to see how their revenue is dependent on different user attributes. Frosmo automatically calculates statistical significance, showing variables that strongly influence revenue in green and variables with no discernible impact in red. This powerful feature lets clients quickly hone in on which attributes to use to segment their user base. For example, if the language variable is shown in red, a client knows that language of the user doesn’t influence revenue, and language shouldn’t be used to create segments.

Revenue Optimizer’s graphs show how revenue and conversions fluctuate depending on a selected variable. A graph could show that while young adults have the highest conversion rates, revenue from this segment is low. Meanwhile, it could show that middle-aged adults convert less often but spend a lot when they do, leading to high revenue from this segment. From this graph, the client knows that getting middle-aged adults to convert is crucial to revenue, whereas it might be better to encourage young adults to share instead of buy to generate higher margin leads.