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 …

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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  • 1. Online Intelligence Solutions MULTI-DEVICE Webinar 03-13-2014 Stéphanie Legrand
  • 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Mobile trends
  • 4. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TABLET IS NOT MOBILE CONTEXT
  • 5. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 MOBILE FIRST CONTEXT
  • 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 The device analysis
  • 8. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 THE INTERFACES  The dimension is accessible in Technology Menu or in Dimensions Menu in Data Query
  • 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. 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Mobile analytics : reminder
  • 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. 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TOP 5 SCENARII
  • 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. 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. 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 #3 CONTENT STRATEGY  Compare TOP 10 products on tablets and PC  Adapt content selection WHICH CONTENT BY DEVICE
  • 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. 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Use case
  • 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. 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 USE CASE TRAFFIC DISPATCH + 11 % = additional traffic Total Website Mobile site Iphone Ipad
  • 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. 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. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Data visualization
  • 28. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DASHBOARD DESIGNER
  • 29. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DASHBOARD VIEWER
  • 30. Online Intelligence Solutions www.atinternet.com mail : atcontact@atinternet.com