Online Intelligence Solutions
MULTI-DEVICE
Webinar 03-13-2014
Stéphanie Legrand
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
AGENDA
o Mobile trends
o The device analysis
o Mobile analytics reminder
o ...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
Mobile trends
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
TABLET IS NOT MOBILE
CONTEXT
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
MOBILE FIRST
CONTEXT
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
AT INTERNET STUDY
TRAFFIC EVOLUTION WEBSITES & APPS
FRENCH MARKET
Period: J...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
The device analysis
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
THE INTERFACES
 The dimension is accessible in Technology Menu or in
Dimen...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
THE DETECTION
Our device detection is based on the WURFL (Wireless Universa...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
THE DETECTION
 Web sites, mobile optimised sites and apps developed in htm...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
Mobile analytics : reminder
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
MOBILE ANALYTICS
 Mobile sites and applications analyses are displayed in ...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
MOBILE ANALYTICS
 SDK available
o iPhone/iPad
o Android
o Blackberry (not ...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
TOP 5 SCENARII
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
MULTI-DEVICE
 Identify the most successful devices
 Adapt the content to ...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
#1 – APPS OR WEB SITE STRATEGY
 Compare the performance of my content rega...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
# 2 MARKETING STRATEGY
 Compare the behavior of users on my website
o What...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
#3 CONTENT STRATEGY
 Compare TOP 10 products on tablets and PC
 Adapt con...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
#4 FUNNELS
 Focus on mobile funnel
 Segment on mobile abandonists (ID vis...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
# 5 ACQUISITION STRATEGY
 Are tablet users really spend more ?
o Compare c...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
Use case
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
USE CASE
 Study base: identified visitors
 User experience by device on w...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
USE CASE
KEY METRICS
Web Mobile iphone iPad
Visits 405 978 9 097 92 695 18 ...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
USE CASE
TRAFFIC DISPATCH
+ 11 % = additional traffic
Total
Website
Mobile ...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
USE CASE
EXCLUSIVE IPHONE PV & TIME
More page views in less time for exclus...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
USE CASE
Web and mobile are complementary devices : more
visits for non exc...
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
Data visualization
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
DASHBOARD DESIGNER
ONLINE INTELLIGENCE SOLUTIONS
© COPYRIGHT 2014
DASHBOARD VIEWER
Online Intelligence Solutions
www.atinternet.com
mail : atcontact@atinternet.com
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Analyse your audience by device - Webinar AT Internet

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With the diversity of devices available (smartphone, tablet, PC, smart TV, consoles etc.) content management optimisation is becoming increasingly complex. Discover how the new multi-device analyses and segmentation will help you better understand your audience’s behaviour according to the device they use.

This presentation contains practical examples such as the bounce rate analysis and the detection of the best performing sources by type of device.

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Analyse your audience by device - Webinar AT Internet

  1. 1. Online Intelligence Solutions MULTI-DEVICE Webinar 03-13-2014 Stéphanie Legrand
  2. 2. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 AGENDA o Mobile trends o The device analysis o Mobile analytics reminder o TOP 5 scénarii – demo session o Use case E-commerce site o Data visualization o Questions
  3. 3. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Mobile trends
  4. 4. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TABLET IS NOT MOBILE CONTEXT
  5. 5. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 MOBILE FIRST CONTEXT
  6. 6. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 AT INTERNET STUDY TRAFFIC EVOLUTION WEBSITES & APPS FRENCH MARKET Period: January 2012 to December 2013 . Perimeter : 2 933 web sites and 263 apps tagged by AT Internet.
  7. 7. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 The device analysis
  8. 8. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 THE INTERFACES  The dimension is accessible in Technology Menu or in Dimensions Menu in Data Query
  9. 9. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 THE DETECTION Our device detection is based on the WURFL (Wireless Universal Resource FiLe). WURFL is a set of proprietary application programming interfaces (APIs) and an XML configuration file which contains information about device capabilities and features for a variety of mobile devices. Traffic distribution is attributed to 5 segments: PC, smartphones, tablets, Smart TV and Consoles. If the device used has not been recognised, the traffic will be allocated to the "PC" segment by default. WURFL
  10. 10. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 THE DETECTION  Web sites, mobile optimised sites and apps developed in html5 and webview generate "User Agent" strings by connecting to browsers. The "User Agent" strings are then interpreted by a WURFL database which is updated on a daily basis.  The WURFL does not process information associated with native apps. Depending on the operating system, apps will not return the user-agent string otherwise it would not be possible to exploit the user-agent string. There is no User agent for Android and the traffic is classified as being 'Undetermined'. Apple's iOS creates a user-agent which cannot be exploited: by default the WURFL classifies it as PC traffic. WURFL PROCESS
  11. 11. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Mobile analytics : reminder
  12. 12. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 MOBILE ANALYTICS  Mobile sites and applications analyses are displayed in the Mobile Edition Specific analyses in Mobile Edition: o Brands and models o Resolutions o Speed o App versioning o Providers
  13. 13. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 MOBILE ANALYTICS  SDK available o iPhone/iPad o Android o Blackberry (not BB10) o Windows 8  Tagging specificities : o Application launch/ Background / Close o Offline mode APPLICATIONS In Analyzer Mobile Edition, the inactivity period is 10 minutes by default. This duration can be modified on demand.
  14. 14. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TOP 5 SCENARII
  15. 15. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 MULTI-DEVICE  Identify the most successful devices  Adapt the content to the context of mobility  Compare the behavioral of users groups  Deliver great cross-device web experiences. BENEFITS
  16. 16. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 #1 – APPS OR WEB SITE STRATEGY  Compare the performance of my content regarding tablets users o Website Ipad & Android : check the part of the traffic ? • iPad application traffic • Android tablet application traffic BEHAVIOR OF TABLETS USERS
  17. 17. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 # 2 MARKETING STRATEGY  Compare the behavior of users on my website o What is the part of mobile and tablet users ? o Sources by devices o Sources bounce rates by devices WHICH SOURCES DRIVE TRAFIC BY DEVICE
  18. 18. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 #3 CONTENT STRATEGY  Compare TOP 10 products on tablets and PC  Adapt content selection WHICH CONTENT BY DEVICE
  19. 19. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 #4 FUNNELS  Focus on mobile funnel  Segment on mobile abandonists (ID visitor), do they switch on another device ? INFLUENCE OF THE DEVICE ON PATHS
  20. 20. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 # 5 ACQUISITION STRATEGY  Are tablet users really spend more ? o Compare conversion rate by devices o Compare sales / conversions/ devices  New vs returning o Compare the behavior of smartphones users vs all the users o Complementary device ? WHICH DEVICE FOR ACQUISITION
  21. 21. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Use case
  22. 22. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 USE CASE  Study base: identified visitors  User experience by device on website, mobile site, apps o Which combination by user ? o How do they behave ?  How can we adapt a content strategy based on devices ? CONTEXT
  23. 23. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 USE CASE KEY METRICS Web Mobile iphone iPad Visits 405 978 9 097 92 695 18 292 Pages 6 653 916 146 796 2 154 905 451 024 Bounce rate 18% 17% 5% 4% Pages/Visits 19,8 19,3 24,3 25,5 Time/Visits 7 min 41 6 min 14 3 min 42 5 min 39 Web Appli Iphone Appli ipad Conversions 8 547 295 1 032 302 311 549 Conversion rates 3,317% 1,922% 3,232%
  24. 24. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 USE CASE TRAFFIC DISPATCH + 11 % = additional traffic Total Website Mobile site Iphone Ipad
  25. 25. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 USE CASE EXCLUSIVE IPHONE PV & TIME More page views in less time for exclusive iphone: a different use of content ? Page views Time spent
  26. 26. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 USE CASE Web and mobile are complementary devices : more visits for non exclusive EXCLUSIVE VERSUS NO EXCLUSIVE Non exclusive Exclusive by device
  27. 27. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Data visualization
  28. 28. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DASHBOARD DESIGNER
  29. 29. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DASHBOARD VIEWER
  30. 30. Online Intelligence Solutions www.atinternet.com mail : atcontact@atinternet.com
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