data powered user experience
DESCRIPTION
Antti Öhrling, Co-founder, Blyk MMF, New York, 7 June 2010 Presentation on Blyk's data powered user experience in Mobile Marketing Association (MMA) event.TRANSCRIPT
Data powered user experience
Antti Ohrling, Co-founder, BlykMMF, New York, 7 June 2010
10/04/2023 Presentation name / Author2
Blyk = a messaging media company that works with mobile operators and advertisers to connect young people with the brands and stuff they like.
Live in the United Kingdom and the Netherlands, soon in India.
Antti Ohrling = Blyk Co-founder. Enthusiastic about mobile messaging being the best way to engage with consumers.
Mobile banners – inadequately targeted – have low click-through rates and over 99% become obsolete wallpaper. Permission based, interactive and contextual messaging engages the audience.
Mobile banners * Mobile messaging **
= Wastage
= Response
= Click through
Legend
Blyk shared #1: Member responses are great. When asking for feedback, one member replied: “It feels like blyk is now part of my life”
Do you prefer this result? ^Y/N?
* Respose rates < 1%
** Average Blyk response rate is 25%
Active opt-in is an important contract between the member and Blyk – and it is all in plain text
Blyk member profile
When you join, Blyk will ask you some questions about yourself.
There are two reasons for doing this:
Firstly, the more Blyk learns about you, the more it can tailor the
messages you’ll get to suit you. So you’ll get more messages
about things you care about and fewer things you don’t.
Secondly, Blyk brands want to know more about young people –
this is one of the reasons that Blyk is only for 16-29 years olds. Blyk
uses the information that you give to help Blyk brands to improve
their products and advertising.
Blyk shared #2: Blyk’s net advocacy has been measured to be higher than all UK operators and social network sites!
Knowing the members is turned into meaningful conversations and good response rates
Blyk shared #3: Even if we don’t ask for response in the ad, we tend to get a good bunch of unprompted feedback!
21%Click to WAP
62%Still doing ‘The Green Thing’3 months later
Daily inflow of member reactions and other behaviour indications are used to optimize the Blyk media format
Blyk shared #4: Members react quickly to Blyk ads! 50% of the responses received within three minutes after the campaign start.
Text analysis of responses to a campaign asking Blyk members about their experience on Blyk. Visualisation through Wordle (www.wordle.net)
Blyk is not in a business of creating a monster data base of all times. We’d rather ask our member right now and act immediately.
Blyk shared #5: “All of it like having a serious relationship with glossy magazine”
Question is great way to start a conversation
• It raises interest
• It can be used to limit the target group
• Answers build up a fresh profile of the member
Example 1
Blyk shared #5: “All of it like having a serious relationship with glossy magazine”
Blyk is not in a business of creating a monster data base of all times. We’d rather ask our member right now and act immediately.
Example 2
Merging data innovatively into information and insight
Blyk member profile -who you are and what you like
Dynamically built profile +-previous answers and behaviour
Current profile-answers right here & now
Information and insight
=
Fresh
ness o
f the d
ata
+
+
High response rates turn into high ROI
(£) (%)
Source: Company.
Advertising response rates Cost per response
12.5
2.2 2.01.5
0.5
0
2
4
6
8
10
12
14
Dire
ct M
ail
Mob
ile(u
npro
filed
)
Em
ail
Onl
ine
adv.
Bly
k
~25%
3%–6%
<2%
0.20% 0.20% 0.10% 0.04% 0.02% 0.01%0%
5%
10%
15%
20%
25%
Bly
k
Mob
ile
Dire
ct m
ail
Pai
d se
arch
Mag
azin
es
E-m
ail
Dire
ct
Onl
ine
Rad
io
Blyk shared #6: “Blyk has kept me up to date with everything and I haven’t been falling behind on all the latest movies, games,…”
Relationship turns into sales once trust has been established in a high response rate environment
Blyk shared #7: “When no one else text me its actually like blyk is a friend. At least they care!”
Lucozade campaign in UK
Blyk generated 35% of the coupon redemptions with only 1% of the media spend.
Data is best fresh! Do not fill your database with old and/or unused information
Blyk shared #8: ” The warm fuzzy feeling whenever i hear the familiar ring signifying a new message…”
Member profile freshness
• Asking members only if there is a foreseeable usage in campaigns and targeting
• Differentiating between explicit and implicit profile information
• Depreciating information over time and deleting the profile information once obsolete
10/04/2023 Presentation name / Author13
Privacy is the ability of an individual to reveal him- or herself selectively. It is everyone’s right to set the limits
Privacy is the ability of an individual to reveal him- or herself selectively. And it is everyone’s right to set the limits.
14
Transparency with data is a must. And privacy is tomorrow’s currency.
Blyk shared #9: “Oh and i also like these random texts you send me with multiple answer questions where i can learn some new information haha”
Dopplr lets you download your data in a convenient zip format or as javascript objects. It is your data!
There are no additional hurdles to join a service as you are able to leave anytime.
Successful data powered user experience in mobile needs:
1) Active opt-in
2) Transparent privacy principles
3) Merging data innovatively into information and insight
4) Sharing the benefits with users
5) Keeping the data fresh
