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Tuesday, 26 April 2011<br />1<br />Analytics & Customer Experience Management for Mobile Content Services<br />
Rapid growth with limited visibility<br />2<br />Focus on monitoring number of transactions without understanding about cu...
20+ operating systems
680+ mobile networks
20+ mobile browsers… </li></ul>The need for mobile media measurement and analysis heavily increased as mobile services glo...
Tuesday, 26 April 2011<br />3<br />Mobile users in the centre of the analysis<br />Opinions &<br />Values<br />Capabilitie...
CEM4Mobile as the Solution<br />Tuesday, 26 April 2011<br />4<br />Wi-Fi<br />Mobile Networks<br />Measurement<br />Market...
Proprietary product offering and platform<br />5<br />CEM4Mobile Analytics<br />CEM4Mobile Ranking<br />CEM4Mobile Surveys...
Offers business critical information on end-users’ behaviour patterns, segments, handset capabilities, access channels and...
The real-time analysis is done directly from the traffic between the services and the end-users
The need for mobile media measurement has increased as mobile content services experiences strong growth
Media industry is looking for commonly agreed ways of reliably and independently measured and published visitor numbers an...
Can be used to standardize the measurement on  national level
Market intelligence metrics for understanding the trends and dynamics of the mobile content market
For understanding, knowledge, forecasting and inspiration
Provides means for geographical and technological benchmarking and ranking
New and innovative way to collect feedback and establish a dialog with your customers
Create advanced multi-language browser based mobile surveys in minutes
Publish on your site or send to your panel or sample of users over text message
Reach users in 819 mobile networks in 221 countries
Quantify users quality of experience and cross analyse against analytics data</li></ul>Over the Internet with mobile netwo...
Tuesday, 26 April 2011<br />6<br />
Our value proposition<br />We can detect and measure e.g: <br />unique visitors, handsets and networks – correctly<br />ne...
8<br />Current partner and customer references <br />Strategic Partners<br />“QAim is the global number one in mobile serv...
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Understanding mobile user behaviour

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This ppt details how mobile analytics can help CSPs and content providers understand mobile user behaviour and maximise their ROI.

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Understanding mobile user behaviour

  1. 1. Tuesday, 26 April 2011<br />1<br />Analytics & Customer Experience Management for Mobile Content Services<br />
  2. 2. Rapid growth with limited visibility<br />2<br />Focus on monitoring number of transactions without understanding about customer behaviour, trends, opinions or segments.<br />The burden of fragmentation in mobile industry is just getting more challenging.<br /><ul><li>6300+ handset models
  3. 3. 20+ operating systems
  4. 4. 680+ mobile networks
  5. 5. 20+ mobile browsers… </li></ul>The need for mobile media measurement and analysis heavily increased as mobile services globally enjoy record breaking figures in usage.<br />Fragmentation<br />Lack of Visibility<br />Explosive growth<br />Within the next five years more users will connect to the Internet through mobile devices than desktop PCs.Morgan Stanley, April 2010. <br />
  6. 6. Tuesday, 26 April 2011<br />3<br />Mobile users in the centre of the analysis<br />Opinions &<br />Values<br />Capabilities<br />Environment<br />Behaviour<br />Welcomeback!<br />
  7. 7. CEM4Mobile as the Solution<br />Tuesday, 26 April 2011<br />4<br />Wi-Fi<br />Mobile Networks<br />Measurement<br />Market Intelligence<br />Clickstream + Voice-of-customer Data<br />CEM4Mobile Analytics<br />CEM4Mobile Ranking<br />CEM4Mobile Surveys<br />CEM4Mobile Metrics<br />Understanding<br />Customer Satisfaction<br />Profit<br />
  8. 8. Proprietary product offering and platform<br />5<br />CEM4Mobile Analytics<br />CEM4Mobile Ranking<br />CEM4Mobile Surveys<br />CEM4Mobile Metrics<br /><ul><li>Turnkey customer experience management solution for mobile content and VAS services
  9. 9. Offers business critical information on end-users’ behaviour patterns, segments, handset capabilities, access channels and opinions.
  10. 10. The real-time analysis is done directly from the traffic between the services and the end-users
  11. 11. The need for mobile media measurement has increased as mobile content services experiences strong growth
  12. 12. Media industry is looking for commonly agreed ways of reliably and independently measured and published visitor numbers and other statistics
  13. 13. Can be used to standardize the measurement on national level
  14. 14. Market intelligence metrics for understanding the trends and dynamics of the mobile content market
  15. 15. For understanding, knowledge, forecasting and inspiration
  16. 16. Provides means for geographical and technological benchmarking and ranking
  17. 17. New and innovative way to collect feedback and establish a dialog with your customers
  18. 18. Create advanced multi-language browser based mobile surveys in minutes
  19. 19. Publish on your site or send to your panel or sample of users over text message
  20. 20. Reach users in 819 mobile networks in 221 countries
  21. 21. Quantify users quality of experience and cross analyse against analytics data</li></ul>Over the Internet with mobile network independent integration<br />Tuesday, 26 April 2011<br />
  22. 22. Tuesday, 26 April 2011<br />6<br />
  23. 23. Our value proposition<br />We can detect and measure e.g: <br />unique visitors, handsets and networks – correctly<br />new, returning, active, loyal, dormant and churned customers <br />which countries, partners, channels and campaigns are generating the profitable customers<br />Response and Conversion Rate – cross channel <br />customer satisfaction<br />market development and trends<br />Thus our customer can e.g:<br />Optimise marketing expenditure – ROI<br />Invest to the right technologies and services at the right time - ROI<br />Maximise the value of the marketing inventory – profit<br />Accelerate media sales - profit<br />Maximise the number of active and loyal customers – profit<br />Benchmark performance against competition – market share<br />Find and exploit market opportunities – market share<br />Tuesday, 26 April 2011<br />7<br />“QAim is the global number one in mobile service analysis.” – TNS, 11 Mar 2010<br />
  24. 24. 8<br />Current partner and customer references <br />Strategic Partners<br />“QAim is the global number one in mobile service analysis.” – TNS Gallup, 11.3.2010<br />Distributors<br />“CEM4Mobile beat GA & Omniture hands down in mobile analytics support scoring top marks” <br />– Kwantic, 18.10.2010<br />Customers<br />Finland<br />Finland<br />Finland<br />Finland<br />Finland<br />Scandinavia<br />Finland<br />Scandinavia Baltic<br />Finland<br />Finland<br />Finland<br />Global<br />Finland<br />Thailand<br />Tuesday, 26 April 2011<br />Tuesday, 26 April 2011<br />8<br />
  25. 25. 9<br />Solid pipeline of ~300 companies<br />In trial<br />Finland<br />Finland<br />Thailand<br />Finland<br />Finland<br />Finland<br />Finland<br />India<br />Closing for trial<br />Gruppo Telecom Italia<br />Italy<br />Italy<br />Portugal<br />Thailand<br />Italy<br />Sweden<br />Portugal<br />Italy<br />Thailand<br />Italy<br />Portugal<br />Portugal<br />Tuesday, 26 April 2011<br />9<br />
  26. 26. Analysis and reportexamples<br />Please check out our 3 min product video<br />or visit our website for further information<br />
  27. 27. Benefits of acquiringloyalusers<br />Loyal users generate more constant traffic than any of the other user types, even during the off-season, making predictions more accurate<br />Loyal users are a great indicator of mobile service’s user satisfaction<br />Loyal users are generating better return on investment in marketing (i.e. decreasing cost of cost-per-click)<br />Profiling loyal customers is more accurate, thus enabling higher marketing income<br />
  28. 28. Identifyingservicecompatibilityamonghandsets<br />iPhone users are very critical, they will not return to the service if the first impression is not good<br />In case iPhoneusersaresatisfiedwith the service, theywilluseitheavily in terms of pageviews and visitlength and arenotlikely to bouncefrom the service<br />New Nokia E71 usersaremorelikely to convert into returned and loyaluserscompared to iPhoneusers<br />
  29. 29. Findingmostcosteffectivemarketingchannels<br />Userscomingdirectly to the mobile servicearemostlikely to becomeactiveusers. Theyknowwhattheyarelooking for, thuscreatingshortervisits and lesspageviews per visit<br />The conversionfromfirst-timer to daily usersdiffergreatlybetweendifferentreferrers (Directtraffic 25%, www.google.com 10%, mobile.nokia.mobi 5%. The marketingchannel is moreeffectiveifitcreatesactiveusers<br />
  30. 30. Profiling Users – Sample 1<br />The biggestagegroup in thisservice is 44 -54 years<br />Userswithlessthan 34 yearshaveleastpageviews per visit and aremorelikely to bouncefrom the service<br />Most of the usersareolderthan 35 years (74%), theyspendmoretime on the service and browsethrumorepagesthan the youngerusers Option for targetedmarketing?<br />
  31. 31. Profiling Users– Sample 2<br />72% of the respondentsthinkthat the service’susability is at least in goodlevel<br />The usersgrading the serviceusability as poor, arealso the onesspendingmost of the time in the service, suggestingthattheyarenotable to findwhattheyarelooking for. Option for furthercross-analysis?<br />
  32. 32. How special events affect mobile services (1/2)<br />IcelandVolcano<br />First of May<br />Soccer World Cup<br />Summer seasonbegins<br />iPhoneCampaignbegins<br />The iPhonecampaigncreatedlot of new users and visits to the service, but the pageviewswerenotincreased<br />The first of Mayhad a greatnegativeimpact on daily pageviews<br />The summer seasondecreasedsignificantly the pageviews, butonlyslightly the visits and uniqueusers<br />The Soccer World Cup createdhighpeaksduringweekends in pageviews, slightincrease in visits and uniqueusers<br />
  33. 33. How special events affect mobile services 2/2<br />IcelandVolcano<br />First of May<br />iPhoneCampaignbegins<br />Soccer World Cup<br />Summer seasonbegins<br />The iPhonecampaignsufferedgreatly on the First of Maycelebrations, causingcleardecrease on new users<br />The iPhonecampaignhascreated a slightincrease in the returnedusers, butcompared to the highnumber of new usersduring the campaign, the resultsarepoor<br />The Soccer World Cup hascreatedpeaks of new usersduring the weekends<br />
  34. 34. Understanding mobile user’s behavior<br />Monday<br />Monday<br />Monday<br />Monday<br />
  35. 35. Use Case Examples<br />Please check out our 3 min product video<br />or visit our website for further information<br />
  36. 36. Media House - Search Engine Optimization<br />Top Media company with an extensive portfolio investigated the top search words used when customers were coming to their site.<br />Through this they modified the content on their site to improve the search results and discoverability of the content related to the searches.<br />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.”<br />See Step By Step Video<br />
  37. 37. Media House - Search Engine Optimisation<br />Mobile operator providing mobile content noticed their marketing campaigns were not meeting their ROI goals.<br />Survey revealed that females are mostly interested in entertainment content.<br />Cross analysis revealed the most effective referrers of female users.<br />Based n this campaign was created. <br />The success was measured by the percent change of New, Returned, and Loyal Users before and after the campaign.<br />Average Daily/<br />Before<br />New 0.5%<br />Returned 1.0%<br />Loyal 0.7%<br />Percent Change<br />After<br />New 7.5%<br />Returned 3.4%<br />Loyal 1.7%<br />
  38. 38. Content Provider – Optimising Marketing Expenditure<br />Top weather forcasting company wanted to choose the correct<br />marketing channel for their new iPhone application, by target group<br />segmentation.<br />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.<br />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%<br />See Step By Step Video<br />339%<br />
  39. 39. Mobile Operator - Content Sales<br />Mobile operator wanted to increase content sales by offering a mobile application. <br />First, they discovered the top operating system in their service to be iPhone.<br />They cross analyzed the opinions user profile and found out that iPhones were used 67% by females<br />They designed an iPhone application targeted at females. <br />On week 38 application was launched and the percent change in visits, pageviews and unique users before and after are represented here.<br />Average Weekly / <br />Before<br />PV 1.9%<br />Visit 1.5%<br />Unique User 1.1%<br /> Percent Change<br />After<br />PV 4.7%<br />Visit 4.0%<br />Unique User 4.0%<br />
  40. 40. Content Provider – End-user Fulfilment<br />A 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.<br />Goal was 85% of traffic on results pages would find the result wanted<br />From the Observation they discovered they were largely below that figure in two areas, People and Maps.<br />After investigation they discovered some problems and made correction and the following month the <br /> conversion improved by almost 13%.<br />

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