Understanding mobile user behaviour
Download as PPTX, PDF0 likes913 views
The document discusses the rapid growth of mobile content services and the increasing need for effective analytics and customer experience management (CEM) solutions due to industry fragmentation and limited visibility into user behavior. It introduces 'cem4mobile', a turnkey analytics solution designed to optimize marketing expenditures, enhance customer satisfaction, and provide insights into user patterns across various mobile environments. The document highlights the potential of mobile analytics to support business strategies while profiling user behaviors and responding effectively to trends in the mobile market.
Understanding mobile user behaviour
- 1. Tuesday, 26 April 20111Analytics & Customer Experience Management for Mobile Content Services
- 2. Rapid growth with limited visibility2Focus on monitoring number of transactions without understanding about customer behaviour, trends, opinions or segments.The burden of fragmentation in mobile industry is just getting more challenging.6300+ handset models
- 5. 20+ mobile browsers… The need for mobile media measurement and analysis heavily increased as mobile services globally enjoy record breaking figures in usage.FragmentationLack of VisibilityExplosive growthWithin the next five years more users will connect to the Internet through mobile devices than desktop PCs.Morgan Stanley, April 2010.
- 6. Tuesday, 26 April 20113Mobile users in the centre of the analysisOpinions &ValuesCapabilitiesEnvironmentBehaviourWelcomeback!
- 7. CEM4Mobile as the SolutionTuesday, 26 April 20114Wi-FiMobile NetworksMeasurementMarket IntelligenceClickstream + Voice-of-customer DataCEM4Mobile AnalyticsCEM4Mobile RankingCEM4Mobile SurveysCEM4Mobile MetricsUnderstandingCustomer SatisfactionProfit
- 8. Proprietary product offering and platform5CEM4Mobile AnalyticsCEM4Mobile RankingCEM4Mobile SurveysCEM4Mobile MetricsTurnkey customer experience management solution for mobile content and VAS services
- 9. Offers business critical information on end-users’ behaviour patterns, segments, handset capabilities, access channels and opinions.
- 10. The real-time analysis is done directly from the traffic between the services and the end-users
- 11. The need for mobile media measurement has increased as mobile content services experiences strong growth
- 12. Media industry is looking for commonly agreed ways of reliably and independently measured and published visitor numbers and other statistics
- 13. Can be used to standardize the measurement on national level
- 14. Market intelligence metrics for understanding the trends and dynamics of the mobile content market
- 15. For understanding, knowledge, forecasting and inspiration
- 16. Provides means for geographical and technological benchmarking and ranking
- 17. New and innovative way to collect feedback and establish a dialog with your customers
- 18. Create advanced multi-language browser based mobile surveys in minutes
- 19. Publish on your site or send to your panel or sample of users over text message
- 20. Reach users in 819 mobile networks in 221 countries
- 21. Quantify users quality of experience and cross analyse against analytics dataOver the Internet with mobile network independent integrationTuesday, 26 April 2011
- 22. Tuesday, 26 April 20116
- 23. Our value propositionWe can detect and measure e.g: unique visitors, handsets and networks – correctlynew, returning, active, loyal, dormant and churned customers which countries, partners, channels and campaigns are generating the profitable customersResponse and Conversion Rate – cross channel customer satisfactionmarket development and trendsThus our customer can e.g:Optimise marketing expenditure – ROIInvest to the right technologies and services at the right time - ROIMaximise the value of the marketing inventory – profitAccelerate media sales - profitMaximise the number of active and loyal customers – profitBenchmark performance against competition – market shareFind and exploit market opportunities – market shareTuesday, 26 April 20117“QAim is the global number one in mobile service analysis.” – TNS, 11 Mar 2010
- 24. 8Current partner and customer references Strategic Partners“QAim is the global number one in mobile service analysis.” – TNS Gallup, 11.3.2010Distributors“CEM4Mobile beat GA & Omniture hands down in mobile analytics support scoring top marks” – Kwantic, 18.10.2010CustomersFinlandFinlandFinlandFinlandFinlandScandinaviaFinlandScandinavia BalticFinlandFinlandFinlandGlobalFinlandThailandTuesday, 26 April 2011Tuesday, 26 April 20118
- 25. 9Solid pipeline of ~300 companiesIn trialFinlandFinlandThailandFinlandFinlandFinlandFinlandIndiaClosing for trialGruppo Telecom ItaliaItalyItalyPortugalThailandItalySwedenPortugalItalyThailandItalyPortugalPortugalTuesday, 26 April 20119
- 26. Analysis and reportexamplesPlease check out our 3 min product videoor visit our website for further information
- 27. Benefits of acquiringloyalusersLoyal users generate more constant traffic than any of the other user types, even during the off-season, making predictions more accurateLoyal users are a great indicator of mobile service’s user satisfactionLoyal users are generating better return on investment in marketing (i.e. decreasing cost of cost-per-click)Profiling loyal customers is more accurate, thus enabling higher marketing income
- 28. IdentifyingservicecompatibilityamonghandsetsiPhone users are very critical, they will not return to the service if the first impression is not goodIn case iPhoneusersaresatisfiedwith the service, theywilluseitheavily in terms of pageviews and visitlength and arenotlikely to bouncefrom the serviceNew Nokia E71 usersaremorelikely to convert into returned and loyaluserscompared to iPhoneusers
- 29. FindingmostcosteffectivemarketingchannelsUserscomingdirectly to the mobile servicearemostlikely to becomeactiveusers. Theyknowwhattheyarelooking for, thuscreatingshortervisits and lesspageviews per visitThe conversionfromfirst-timer to daily usersdiffergreatlybetweendifferentreferrers (Directtraffic 25%, www.google.com 10%, mobile.nokia.mobi 5%. The marketingchannel is moreeffectiveifitcreatesactiveusers
- 30. Profiling Users – Sample 1The biggestagegroup in thisservice is 44 -54 yearsUserswithlessthan 34 yearshaveleastpageviews per visit and aremorelikely to bouncefrom the serviceMost of the usersareolderthan 35 years (74%), theyspendmoretime on the service and browsethrumorepagesthan the youngerusers Option for targetedmarketing?
- 31. Profiling Users– Sample 272% of the respondentsthinkthat the service’susability is at least in goodlevelThe usersgrading the serviceusability as poor, arealso the onesspendingmost of the time in the service, suggestingthattheyarenotable to findwhattheyarelooking for. Option for furthercross-analysis?
- 32. How special events affect mobile services (1/2)IcelandVolcanoFirst of MaySoccer World CupSummer seasonbeginsiPhoneCampaignbeginsThe iPhonecampaigncreatedlot of new users and visits to the service, but the pageviewswerenotincreasedThe first of Mayhad a greatnegativeimpact on daily pageviewsThe summer seasondecreasedsignificantly the pageviews, butonlyslightly the visits and uniqueusersThe Soccer World Cup createdhighpeaksduringweekends in pageviews, slightincrease in visits and uniqueusers
- 33. How special events affect mobile services 2/2IcelandVolcanoFirst of MayiPhoneCampaignbeginsSoccer World CupSummer seasonbeginsThe iPhonecampaignsufferedgreatly on the First of Maycelebrations, causingcleardecrease on new usersThe iPhonecampaignhascreated a slightincrease in the returnedusers, butcompared to the highnumber of new usersduring the campaign, the resultsarepoorThe Soccer World Cup hascreatedpeaks of new usersduring the weekends
- 34. Understanding mobile user’s behaviorMondayMondayMondayMonday
- 35. Use Case ExamplesPlease check out our 3 min product videoor visit our website for further information
- 36. Media House - Search Engine OptimizationTop Media company with an extensive portfolio investigated the top search words used when customers were coming to their site.Through this they modified the content on their site to improve the search results and discoverability of the content related to the searches.They witnessed a clear increase in traffic to the site and with a customer satisfaction survey discovered that the customers appreciated the changes. One comment was, “Found what I was looking for more quickly.”See Step By Step Video
- 37. Media House - Search Engine OptimisationMobile operator providing mobile content noticed their marketing campaigns were not meeting their ROI goals.Survey revealed that females are mostly interested in entertainment content.Cross analysis revealed the most effective referrers of female users.Based n this campaign was created. The success was measured by the percent change of New, Returned, and Loyal Users before and after the campaign.Average Daily/BeforeNew 0.5%Returned 1.0%Loyal 0.7%Percent ChangeAfterNew 7.5%Returned 3.4%Loyal 1.7%
- 38. Content Provider – Optimising Marketing ExpenditureTop weather forcasting company wanted to choose the correctmarketing channel for their new iPhone application, by target groupsegmentation.Customer first discovered their top 3 most effective marketing channels referring the most iPhone handsets and chose the top referrer. Providing the most Unique Users.In the first week during the iPhone application campaign, for the top referrer, the Unique iPhone Users from that marketing channel increased by over 300%See Step By Step Video339%
- 39. Mobile Operator - Content SalesMobile operator wanted to increase content sales by offering a mobile application. First, they discovered the top operating system in their service to be iPhone.They cross analyzed the opinions user profile and found out that iPhones were used 67% by femalesThey designed an iPhone application targeted at females. On week 38 application was launched and the percent change in visits, pageviews and unique users before and after are represented here.Average Weekly / BeforePV 1.9%Visit 1.5%Unique User 1.1% Percent ChangeAfterPV 4.7%Visit 4.0%Unique User 4.0%
- 40. Content Provider – End-user FulfilmentA leading yellow pages company which provides an internal search engine, that provides information on local businesses, people, or locations, wanted the conversion rate to show customer expectation fulfilment.Goal was 85% of traffic on results pages would find the result wantedFrom the Observation they discovered they were largely below that figure in two areas, People and Maps.After investigation they discovered some problems and made correction and the following month the conversion improved by almost 13%.