Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using mobile data and insights to create loyal users (1)

140 views

Published on

  • Be the first to like this

Using mobile data and insights to create loyal users (1)

  1. 1. USING MOBILE DATA AND INSIGHTS TO CREATE LOYAL USERS Julia Jakubiec Senior Data and Performance Manager VimpelCom
  2. 2. THREE KEY QUESTIONS: 1: HOW BIG IS THE HERD? 2: HOW TO MEASURE THE HERD? 3: HOW TO STAND OUT IN THE HERD?
  3. 3. VimpelCom Ltd. is a global provider of telecommunication services 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 Italy (31%). VimpelCom's brands include: "Beeline" (in Russia and CIS) "Kyivstar" (in Ukraine) "Wind" (in Italy) "Djezzy" (in Algeria) "Mobilink" (in Pakistan) "Banglalink" (in Bangladesh) and others.
  4. 4. QUESTIONS 1: HOW BIG IS THE HERD?
  5. 5. AVALANCHE OF APPS: 5.7 million 0 550,000 1,100,000 1,650,000 2,200,000 Google Play Apple App Store Windows Store Amazon App Store Blackberry World 234,000 600,000669,000 2,000,000 2,200,000
  6. 6. APPS RETENTION RATES 0% 17.5% 35% 52.5% 70% 1st month 2nd month 3rd month 6th month 12th month 6262 656768 11 18 25 29 38
  7. 7. QUESTIONS 2: HOW TO MEASURE THE HERD?
  8. 8. PREP WORK: QUALITY OF DATA TIMINGS 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. TAPS 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 flow. SCREEN VIEWS USER DATA Collect all user data on mobile devices, operating system, geography etc.
  9. 9. 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. RATIO METRICS 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 ABSOLUTE NUMBERS
  10. 10. FIREBASE: FULL CYCLE
  11. 11. QUESTIONS 3: HOW TO STAND OUT IN THE HERD?
  12. 12. GOOGLE KEY MICRO-MOMENTSACTIONS
  13. 13. INTERNET OF “ME”PEOPLE
  14. 14. FLIPBOARD: content personalisation Flipboard launched in July 2010 as the world's first social magazine, where content from social networks, publishers, online sources and photo sharing sites could all be accessed in one place.
  15. 15. CROSS PLATFORM ANALYSISplaces
  16. 16. DATA MANAGEMENT PLATFORMSREACH
  17. 17. TARGETED PROGRAMMATIC BUYING
  18. 18. NOTIFICATIONSREMIND 1: FREQUENCY 2: TIMING 3: RELEVANCY 4: PERCEIVED ADDED VALUE 5: TESTING Annoying notifications is the #1 reason people uninstall mobile apps (71% of respondents).
  19. 19. USER RATINGS AND COMMENTSWATCH
  20. 20. A/B TESTING / REMOTE CONFIGTEST
  21. 21. THANK YOU! Julia Jakubiec https://www.linkedin.com/in/juliajakubiec

×