Using mobile data and insights to create loyal users (1)
USING MOBILE DATA AND INSIGHTS
TO CREATE LOYAL USERS
Senior Data and Performance Manager
THREE KEY QUESTIONS:
1: HOW BIG IS THE HERD?
2: HOW TO MEASURE THE HERD?
3: HOW TO STAND OUT IN THE HERD?
VimpelCom Ltd. is a global provider of
headquartered in Amsterdam.
It is the sixth largest mobile network
operator in the world by subscribers
with 270 million customers in 14
countries. Most of the company's
revenue comes from Russia (39%) and
VimpelCom's brands include:
"Beeline" (in Russia and CIS)
"Kyivstar" (in Ukraine)
"Wind" (in Italy)
"Djezzy" (in Algeria)
"Mobilink" (in Pakistan)
"Banglalink" (in Bangladesh)
PREP WORK: QUALITY OF DATA
Besides sessions duration, we will
also be tracking time required to
ﬁnish key stages in the app (e.g. how
long it takes to register with a card).
Tracking all taps within the app will
allow us to quickly run multiple
analysis of different parts of user
experience and optimise accordingly.
Specifying each type of all screens in
the app will allow us to quickly answer
questions on user experience with
different CTA and allow evaluate user
Collect all user data on mobile
devices, operating system,
CONVERSIONS OF USER JOURNEYS
Understanding how users are engaging at key stages of the app. Most of them are
part of KPIs. Evaluation if the app and its UX leads users to perform key objectives.
Evaluation of changes in all metrics expressed as percentages and also evaluation
if the percentage change is signiﬁcant or not and underlying factors for it.
TRENDS AND PERCENTAGE CHANGES
By different criteria from frequency to engagement with different features and
buttons: Active Monthly Users, Sessions,Active Users of Wallet etc.
Evaluation of changes made and their impact on KPIs, understanding what worked
what did not etc.
FROM ONE RELEASE / MARKETING CAMPAIGN TO NEXT
WEEKLY, MONTLY, YEARLY, SEASONAL
FLIPBOARD: content personalisation
Flipboard launched in
July 2010 as the world's
ﬁrst social magazine,
where content from
sources and photo
sharing sites could all be
accessed in one place.