2. An increasingly common format for brands to communicate
with current and potential customers
The proliferation of smartphones means an
ever growing audience…
…with the opportunity to interact with your brand in
the palm of their hand
But what do apps truly mean for the
brands who invest in them?
3. On the surface apps feel like they are one of the most
researched communications channels around
Beta testing, QA testing, Usability testing…all delivered alongside ratings
and analytics that tell you how many downloads, active users…
Amidst all this data, however, something is missing…
4. On the surface apps feel like they are one of the most
researched communications channels around
Beta testing, QA testing, Usability testing…all delivered alongside ratings
and analytics that tell you how many downloads, active users…
Amidst all this data, however, something is missing…
Ultimately, a greater understanding is needed to
In terms of what the app is doing for the brand
Is it changing consumer perceptions?
Is it driving a change in behaviour?
5. An approach designed to truly
understand the worth of a branded app
Moving beyond the numbers to evaluate the impact of the
app on brand perceptions and consumer behaviour
We offer diagnostics on the execution, impact on brand
metrics, the buzz it generated as well as provide detailed
information on purchase, incremental revenue generation & ROI
all in a competitive context if required
…as well as understanding the benefit delivered
to the user
7. App-titude offers an inherently flexible approach, tailored to your exact needs
and the aims and capabilities of the app
Ultimately our approach determines the impact of the app by comparing the
responses of users and non-users
Determining where the significant differences lie
App-titude primarily uses quantitative techniques
And allows respondents to answer questions without leaving their phone
8. Brand Fit Purchase
How does the app fit with Impact
the brand? Do consumers
feel a natural fit? Is the app
in line with other ATL and Does the app have an impact Opportunities
BTL comms? Competitor on purchase? Consideration?
Audience Context What is the ROI? & Barriers
Who are they? Are they key
target? Does the app only How does your app compare What prevents engagement
appeal to brand loyalists or to competitor apps? Does it with the app in the short and
are you attracting a new longer term? How do you
audience User Benefit have better engagement?
Are the prospects for use Brand Impact minimise barriers and
longer term? maximise opportunities?
What is the app’s ultimate How is the apps impacting on
benefit? Has it delivered the brand? Is it positive?
for the consumer or is it too What messages can it
brand focused? What value deliver? Does it improve
do users place on the Advocacy customer engagement?
app?
Are respondents sharing your
app? Are they talking about
it? To what extent? And
where?
8
9. Diagnostics
Performance feedback determining
the impact on key message take
WoM amplification out, brand metric shifts, perceptions Benchmarking
Evaluating the extent to which your and behaviour Comparison against our database to
experience & the information is give extra context. Comparing results
shared amongst participants & people to similar campaigns. Aggregated so
they talk to. How far does it go? inputs remain anonymous
Client Inputs Optimisation
Using data already collected by the Results delivered, where relevant, in a
client to enrich the findings & give timely manner to enable
greater context. E.g. existing brand improvement & optimisation whilst
trackers for comparison the campaign is on-going
User benefit & longer
Buzz tracking
term usage Using social media monitoring tools to
Identifying the benefit to the user and provide additional context to the
the longevity of an app is key to its campaign evaluation
success
Analytics ROI
& outputs to dig even deeper into the Incremental revenue generation & £1
data. Identifying individual strands of for £1 return. Alternatively, softer
the activity & their responsibility on returns based on shifts in brand
the impact of the campaign metrics – e.g. loyalty scales
10. The world of mobile apps is hot news, there is
no denying that. However we at EXP feel there is
a real disconnect in terms of desired behaviour
and consumers actual behaviour when it comes
to app usage…
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12. A suite of evaluation tools specifically designed
to measure the impact of branded experiences
Delivered by a team dedicated to evaluating experiences
Based around an inherently flexible model EXP can be
used to evaluate experiences in their many guises
Live, digital, B2B, meetings/conferences, retail
Providing timely diagnostics on performance during a
campaign through to optimisation techniques & ROI at its end
13. To find out more or to enquire about our benchmark
database, case studies or find out how much an @2CV_EXP
App-titude study might cost, please get in touch
http://exp.2cv.co.uk/
Experiential marketing
measurement
35 King Street, Covent
Garden, London, WC2E 8JG
+44 (0)20 7655 9900
