1. © Absolutdata 2014 Proprietary and Confidential
Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco
www.absolutdata.com
June 26, 2014
Mobile Behavioural Analytics
A new window on the soul

2. © Absolutdata 2014 Proprietary and Confidential 2
Challenges faced in using mobile data
Time zone Issue
People from different geographies
and data captured from different
devices have to be pulled together
Unstructured app data
Thousands of apps and there usages have
to be tracked and analyzed
Change in mobile browsing
behavior
Consumer mobile behavior change
rapidly which requires the algorithms
to be flexible enough to incorporate
new behaviors
Web URL categorization
Millions of websites visited by consumers have
to be accurately categorized to make logical
inferences
www
Massive data size
Over millions of hours of unstructured data
is analyzed to identify consumer behavior

3. © Absolutdata 2014 Proprietary and Confidential 3
Mobile behavior activity classification framework for TNS –
Background
TNS is a leading Research and Data insight firm
For the mobile behavior study, it collected user activity data from smart
phone's via an application installed on the phones of its set of panelists
A mobile app was deployed across 40 countries in
27 different languages which currently collects over
2.5 million lines of mobile usage data of a day
TNS wanted to classify mobile usage data of panelists
into meaningful daily life consumer ‘Chapters’
 Identify rules to categorize mobile behavior of users
 Create segments of users on the basis of mobile
activity chapters

4. © Absolutdata 2014 Proprietary and Confidential 4
Approach: Mobile activity classification process to define chapters
Discovery & Knowledge
(11%)
Travelling
Travel/Maps
Weather Info
Travel Planning
Interest & Hobbies
Tech Savvy
Health
Jobs
Food & Recipe
Information Seeking
News & Reading
Education & Reference
Shopping
Catalogue Shopping
Coupons & Deals
Others
Finance & Banking
Real Estate Search
App
100 Million+
Mobile App instances
& Growing Daily
FrameworkAnalysisFiltered DataRaw Data
 Behavioral Web URL
mapping
 Fuzzy logic matching
techniques
 Activity / Inactivity
Analysis
Web
URL
Power
DGP
Callin
g
 Big MAC
Framework
 Mobile
Behavioral
Activity
Segmentation
Chapter
Formation
20 Million+
Hours of User Activity
Data Recorded
50 Million+
Web URLs Recorded
 Unstructured data
stitching
 Time driven
activity mapping
 Charging /
Discharging cycle
creation
 Machine Learning
Algorithm
 App Affinity & Co-
Occurence Analysis
Socializing
Casual
Browsing
Communication
Entertainment
Discovery
& Knowledge

5. © Absolutdata 2014 Proprietary and Confidential 5
Outcome from the mobile behavior study
97% of activity was covered via Chapters
IMPACT
97% of the users mobile activity time was
categorized using 40 different chapters
Designed a mobile activity classification
framework with 5 high level chapters
encapsulating user behavior
Consumers were further clustered into
5 consumer mobile behavior segments
Inactivity was classified as sleep, charging &
others
Result

6. © Absolutdata 2014 Proprietary and Confidential 6
A new window on the soul… ….. Mobile Behavioural Analytics
The Data Challenge
The Insight Challenge - Four Lessons
The Marketing Challenge - Five Rules
Critical Skills for digital marketing in a mobile world




7. © Absolutdata 2014 Proprietary and Confidential 7
Over 20 Millions hours of unstructured data analyzed to identify
Consumer Behavior

8. © Absolutdata 2014 Proprietary and Confidential 8
A new window on the soul… ….. Mobile Behavioural Analytics
The Data Challenge
The Insight Challenge - Four Lessons
The Marketing Challenge - Five Rules
Critical Skills for digital marketing in a mobile world




9. Lesson One:
Back to the Data

10. © Absolutdata 2014 Proprietary and Confidential 10
Auction Bid
Alarm
Clock
Weather Glance Travel Dating Restaurant Travel
Online -
Won the
Bid
Social
Network
INACTIVITY
INACTIVITY
INACTIVITY
00:31 07:49 13:02 20:05
Reserves Restaurant on Food site – Date confirmed
Updates Social Network

11. Lesson Two:
Find the Key

12. © Absolutdata 2014 Proprietary and Confidential 12
Mapping day wise Activity/Inactivity to identify sessions of activity
in a day, that are made up of different chapters of behavior.
Typical Mobile Session
Time
Inactivity > 20 MinSession 1
Start End Start End Start
Session 2 Inactivity > 20 Min
Activity Inactivity Start of Session End of Session
Session Characteristics
Low Duration
Low Density
Low Chapter Count
Session Characteristics
High Duration
High Density
High Chapter Count

13. © Absolutdata 2014 Proprietary and Confidential 13
A typical session includes 7-8 distinct chapters/phases of
behaviour
Chapters of behaviour are classified into one of 5
high level typologies

14. Lesson Three:
Prototype

15. © Absolutdata 2014 Proprietary and Confidential 15
0
2
4
6
8
10
12
14
16
18
20
22
24
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Prototype – Chapter Distribution over 2 weeks
DISCOVERY &
KNOWLEDGE
SOCIALISING
CASUAL BROWSING
COMMUNICATION
ENTERTAINMENT

16. Lesson Four:
Always Agile

17. © Absolutdata 2014 Proprietary and Confidential 17
Agile!
ITERATIVE
COLLABORATIVE
DODGE DEAD-ENDS
RE-EVALUATION
OF GOALS AS WE LEARN
PRAGMATIC

18. © Absolutdata 2014 Proprietary and Confidential 18
A new window on the soul… ….. Mobile Behavioural Analytics
The Data Challenge
The Insight Challenge - Four Lessons
The Marketing Challenge - Five Rules
Critical Skills for digital marketing in a mobile world




19. © Absolutdata 2014 Proprietary and Confidential 19
Shape of the Day

20. © Absolutdata 2014 Proprietary and Confidential 20
There are 2hrs 54 mins in the day when the mobile phone is ‘in
session’
* Dense – The sessions with more than 70% activity density with the phone i.e. activity duration/total duration
This average duration of daily ‘in session’
time is spread across 7 sessions:
Density of usage varies – only 56% of sessions are
dense*
56%
1 2 3
4 5 6
7

21. © Absolutdata 2014 Proprietary and Confidential 21
Very different levels of activity (number of sessions) across user
base
Session time duration based on deciles – Low – Bottom 4 Deciles, Medium – Next 3 Deciles, High – Top 3 Deciles
73%
dense
Low - 56 mins Medium - 151 mins High - 354 mins
59%
dense
38%
dense4.5
7.4
9.6
Numberofsessionsperday

22. Shape of
the Day
SEVEN
SESSIONS
In a typical day
RULE ONE: CUT THROUGH AND ENGAGEMENT

23. © Absolutdata 2014 Proprietary and Confidential 23
Behaviours
are granular

24. © Absolutdata 2014 Proprietary and Confidential 24
Typically, a user has 55 chapters of mobile usage in a day
Session time duration based on deciles – Low – Bottom 4 Deciles, Medium – Next 3 Deciles, High – Top 3 Deciles
But usage levels vary dramatically:
Low
Medium
High
55chapters
117
41
18

25. RULE TWO: FIND THE RIGHT RHYTHM
Behaviours
are granular
55
CHAPTERS
In a typical day

26. © Absolutdata 2014 Proprietary and Confidential 26
Purpose is king

27. © Absolutdata 2014 Proprietary and Confidential 27
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

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

29. © Absolutdata 2014 Proprietary and Confidential 29
New
possibilities
around the
‘who’ and ‘when’

30. © Absolutdata 2014 Proprietary and Confidential 30
Super granular basis for segmenting both ‘who’ and ‘when’

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

32. © Absolutdata 2014 Proprietary and Confidential 32
It’s not just
penetration…

33. © Absolutdata 2014 Proprietary and Confidential 33
Tech brands stretch across chapters
Tech brand used in conjunction with the Chapters
Occurrence of chapters based on deciles – Low – Bottom 3 Deciles, Medium – Next 4 Deciles, High – Top 3 Deciles
Socializing Communication Entertainment
Social Networking
Private Photo
Sharing
Social Multimedia
Sharing
Quick Social Checks
Micro Blogging
Dating
Calling
Multi Mode
Interactions
SMS & MMS
Emails
Instant Messaging
Quick Checks
Gaming
Social/ Casual
Gaming
Device Multimedia
Device Music
Photography
Leisure &
Recreation
Mature Content
Video Streaming
Music Streaming
Discovery & Knowledge Casual Browsing
Travel/Maps
Weather Info
Travel Planning
Tech Savvy
Health
Jobs
Food & Recipe
Sports
News & Reading
Education &
Reference
Focused Single
Retailer Shopping
Coupons & Deals
Multi Retailer
Shopping
Finance & Banking
Real Estate Search
Web Browsing
Unfocussed
Activities
Crisp View
Other Single
Activity
Small Web Sessions
High
Medium
Low
None

34. RULE FIVE: BREADTH SUPPORTS STICKINESS
It’s not just
penetration…
Breadth
Matters

35. © Absolutdata 2014 Proprietary and Confidential 35
A new window on the soul… ….. Mobile Behavioural Analytics
The Data Challenge
The Insight Challenge - Four Lessons
The Marketing Challenge - Five Rules
Critical Skills for digital marketing in a mobile world




36. © Absolutdata 2014 Proprietary and Confidential 36
As research experts…
Lesson One:
Back to the Data
Lesson Two:
Find the key
Lesson Three:
Prototype
Lesson Four:
Always Agile

37. © Absolutdata 2014 Proprietary and Confidential 37
As Marketers…
What content will resonate with the customerMESSAGE
What is the best touch point for campaign - in app, SMS, email etc.CHANNEL
When (in/ between - day, weekday, weekend, session) should you communicate to generate the
highest impact (sales, trial etc.)?
TIMING
How do you drive usage and revenue?UPLIFT
What digital moments should be prioritized and the platforms used?OPTIMISE
Whom (by chapters) should you target (activation, cross-sell/ up-sell, retention)TARGETING

38. © Absolutdata 2014 Proprietary and Confidential 38
As Marketers…
RULE ONE: CUT THROUGH AND ENGAGEMENT
RULE TWO: FIND THE RIGHT RHYTHM
RULE THREE: ADAPT TO THE HUMAN PURPOSE
RULE FOUR: LEVERAGE RICH TARGETING OPPORTUNITIES
RULE FIVE: BREADTH SUPPORTS STICKINESS

39. Thank You
Name
Designation
Phone:
Email:

40. © Absolutdata 2014 Proprietary and Confidential 40
There are 2hrs 54 mins in the day when the mobile phone is ‘in
session’
* Dense – The sessions with more than 70% activity density with the phone i.e. activity duration/total duration
This average duration of daily ‘in session’
time is spread across 7 sessions:
Density of usage varies – only 56% of sessions are
dense*
56%
1 2 3
4 5 6
7

41. © Absolutdata 2014 Proprietary and Confidential 41
Very different levels of activity (number of sessions) across user
base
Session time duration based on deciles – Low – Bottom 4 Deciles, Medium – Next 3 Deciles, High – Top 3 Deciles
73%
dense
Low - 56 mins Medium - 151 mins High - 354 mins
59%
dense
38%
dense4.5
7.4
9.6
Numberofsessionsperday

42. © Absolutdata 2014 Proprietary and Confidential 42
Typically, a user has 55 chapters of mobile usage in a day
Session time duration based on deciles – Low – Bottom 4 Deciles, Medium – Next 3 Deciles, High – Top 3 Deciles
But usage levels vary dramatically:
Low
Medium
High
55chapters
117
41
18

43. © Absolutdata 2014 Proprietary and Confidential 43
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

44. © Absolutdata 2014 Proprietary and Confidential 44
Super granular basis for segmenting both ‘who’ and ‘when’

45. © Absolutdata 2014 Proprietary and Confidential 45
Tech brands stretch across chapters
Tech brand used in conjunction with the Chapters
Occurrence of chapters based on deciles – Low – Bottom 3 Deciles, Medium – Next 4 Deciles, High – Top 3 Deciles
Socializing Communication Entertainment
Social Networking
Private Photo
Sharing
Social Multimedia
Sharing
Quick Social Checks
Micro Blogging
Dating
Calling
Multi Mode
Interactions
SMS & MMS
Emails
Instant Messaging
Quick Checks
Gaming
Social/ Casual
Gaming
Device Multimedia
Device Music
Photography
Leisure &
Recreation
Mature Content
Video Streaming
Music Streaming
Discovery & Knowledge Casual Browsing
Travel/Maps
Weather Info
Travel Planning
Tech Savvy
Health
Jobs
Food & Recipe
Sports
News & Reading
Education &
Reference
Focused Single
Retailer Shopping
Coupons & Deals
Multi Retailer
Shopping
Finance & Banking
Real Estate Search
Web Browsing
Unfocussed
Activities
Crisp View
Other Single
Activity
Small Web Sessions
High
Medium
Low
None

46. © Absolutdata 2014 Proprietary and Confidential 46
As Marketers…
What content will resonate with the customerMESSAGE
What is the best touch point for campaign - in app, SMS, email etc.CHANNEL
When (in/ between - day, weekday, weekend, session) should you communicate to generate the
highest impact (sales, trial etc.)?
TIMING
How do you drive usage and revenue?UPLIFT
What digital moments should be prioritized and the platforms used?OPTIMISE
Whom (by chapters) should you target (activation, cross-sell/ up-sell, retention)TARGETING