How to measure user experience and marketing effectiveness in mobile services
- 1. Association of Finnish Advertisers Mobile Seminar Helsinki Exhibition & Convention Centre 7 February 2013 How to measure user experience and marketing effectiveness in mobile services? CEM4Mobile Solutions Oy Janne Aalto Experience, Interaction, Engagement. Wednesday, 27 February 2013 1
- 2. Good News Experience, Interaction, Engagement.
- 3. Bad News • Measuring mobile traffic is much harder than measuring PC traffic Requirement PCs Mobile Devices Devices impacting behavior Not really To large extent, 8.000+ relevant devices Platforms Windows, iOS, 20+ Linux Browsers Few 60+ Network complexity Low: well High: 900+ standardised mobile operator networks Visitor identification Easy Tough IP address Identifies the Identifies the client machine operator gateway and location Content Desktop Mobile optimised optimised Experience, Interaction, Engagement. 3
- 4. Recommendation • Make sure your measurement and analytics tool: ‒ supports well both browsing and application tracking = web / mobile browsing, responsive design, web apps, native apps ‒ can link the user’s device, device capabilities, the access point and behaviour = experience ‒ both 1st and 3rd party user detection are supported on the browsing side = nr. users, returning users, segmentation!!! ‒ supports all major mobile application platforms and mobile browsers • There is no point to measure if the data cannot be trusted • Don’t forget the privacy Be pessimistic, what works with PCs typically doesn’t work in mobile measurement Experience, Interaction, Engagement.
- 5. Measuring behavior, experience and satisfaction
- 6. What metrics? Experience, Interaction, Engagement.
- 7. Traditional Web metrics not that effective Examples I 1. Visit length ‒ Average visit length for iPhone 90 seconds and Nokia 2730 classic 229 seconds ‒ Wow, Nokia users are using double the amount of time in the service, they must be really happy with it, right? ‒ Not really: • the challenge in this metric is the clear differences in the network bandwidth from different access points used and the processing power of the handset • touchscreen devices are proven to be faster than handsets with other pointing methods 2. Bounce rate ‒ Common to see mobile media sites, where the bounce rate reaches nearly 70% ‒ This could be considered reasonably high, but: • Traditionally the mobile services are optimised to consume minimal bandwidth and to offer the desired content immediately on or close to the landing page So, short average visit lengths or high bounce rates are not necessarily indications of poor customer experience Experience, Interaction, Engagement. Wednesday, 27 February 2013 7
- 8. Traditional Web metrics not that effective Examples II 1. Click-depth ‒ Three completely different use cases: 1. Mobile sites, 2. Applications and 3. Responsive Sites with multiple platforms ‒ Applications generate events whereas mobile web optimised service generates page views ‒ Native mobile apps typically perform faster than mobile websites and number of events exceed number of page views by a mile – you cannot compare apples with oranges ‒ With Responsive Sites the context is everything (device, device capabilities, content, access point, location...) ‒ Multiple platforms make massive headaches on measurement and understanding behaviour ‒ Mobile Apps and mobile browsing still dividing the user base approx. 50/50 So what would work for Mobile Apps, Mobile Sites and Responsive Design? Experience, Interaction, Engagement. Wednesday, 27 February 2013 8
- 9. Go beyond standard tracking metrics for both experience and marketing effectiveness
- 10. Learn from users’ behaviour and opinions - a recommended model Active Loyal Advocate Experience Engagement Inactive or Casual Behaviour Analysis VoC Interactions Wireless Customers Environment Analysis Interaction, Experience and Engagement Measurement Segmentation & Cross Analysis Capability Interactions Analysis Export data sets Import events Digital Services Impact Relationship Customer Critical Lag Surveys Events Analysis Analysis Assets Outbound Digital Marketing Channels Insight for mobile service development and campaign planning Experience, Interaction, Engagement. 10
- 11. Mobile Surveys for linking the opinions and behaviour Net Promoter Score for measuring the number of Promoters / Brand Advocates Experience, Interaction, Engagement. Wednesday, 27 February 2013 11
- 12. Summary of recommendations 1. Pay attention to the technical details = aim for quality in your measurement 2. Link interaction, behavior and survey data = use both quantitative and qualitative measurements 3. Measure conversions (e.g. active, loyal, advocates) 4. Don’t be too academic, learn from behavior and feedback of your users = keep it simple 5. Take advantage of segmentation and targeting opportunities 6. Test everything Experience, Interaction, Engagement.
- 13. Thank You! Please visit our blog for further information http://www.cem4mobile.com/blog/
Editor's Notes
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