1. Mobile Behavioural Analytics
Kulpreet Singh, SVP, AbsolutData
Bob Burgoyne, Development Director, TNS

2. A new window on the soul…….. Mobile Behavioural Analytics
1. The Data Challenge
2. The Insight Challenge – (Two of) Four Lessons
3. The Marketing Challenge – (Two of ) Five Rules
4. Wrap up

3. The Data Challenge

4. Over 20 Millions hours of unstructured data analyzed to identify
Consumer Behavior

5. (Two of) Four Lessons
The Insight Challenge

6. Lesson One:
Back to the Data

7. 00:31 07:00 13:02 20:05
Bid Weather Glance Travel
Restaur
ant
Online -
Won the
Bid
Social
Network
INACTIVITY
INACTIVITY
INACTIVITY
Reserves Restaurant on Food site – Date confirmed
Updates Social Network
Auction
Session 1 Session 2
Alarm
Clock
Session 3
Dating
Session 4
Travel

8. Lesson Two:
Find the Key

9. Mapping day wise Activity/Inactivity to identify sessions of activity in a
day, that are made up of different chapters of behavior.
TimeTypical Mobile Session
Inactivity > 20
Min
Session 1 Session 2 Inactivity > 20
Min
Low Duration
Low Density
Low Chapter Count
High Duration
High Density
High Chapter Count
Activity
Inactivity
End of Session
Start of Session

10. A typical session includes 7-8 distinct chapters/phases of behaviour
Chapters of behaviour are classified
into one of 5 high level typologies

11. (Two of) Five Rules
The Marketing Challenge

12. Purpose is king

13. The 5 high level chapter types are actually nets of 41 distinct
types of behaviour
5 Big Macs – distributing into 41 chapters
DISCOVERY &
KNOWLEDGE
SOCIALISING
CASUAL BROWSING
COMMUNICATION
ENTERTAINMENT

14. Purpose is king
RULE THREE: ADAPT TO THE HUMAN PURPOSE
The
BIG 5

15. New
possibilities
around the
‘who’ and ‘when’

16. Granular basis for segmenting both ‘who’ and ‘when’

17. New
possibilities
around the
‘who’ and ‘when’
RULE FOUR: USE RICH TARGETING OPPORTUNITIES
Both people
and their day
parts…

18. Wrap up

19. Lesson One:
Back to the Data
Lesson Two:
Find the key
Lesson Three:
Prototype
Lesson Four:
Always Agile
As research experts…

20. As marketing professionals
RULE 1:
Cut through and
engagement
RULE 2:
Find the right
rhythm
RULE 3:
Adapt to the
human purpose
RULE 4:
Use rich targeting
opportunities
RULE 5:
Breadth supports
stickiness

21. Thanks