how to measure user experience and marketing effectiveness in mobile services

Wednesday 3 May 20231

Experience, Interaction, Engagement.

Association of Finnish Advertisers Mobile Seminar Helsinki Exhibition & Convention Centre 7 February 2013

How to measure user experience and marketing effectiveness in mobile services?CEM4Mobile Solutions OyJanne Aalto


Good News

Experience, Interaction, Engagement.3

Bad News• Measuring mobile traffic is much harder than

measuring PC trafficRequirement PCs Mobile

DevicesDevices impacting behavior Not really To large extent,

8.000+ relevant devices

Platforms Windows, iOS, Linux

20+

Browsers Few 60+

Network complexity Low: well standardised

High: 900+ mobile operator networks

Visitor identification Easy Tough

IP address Identifies the client machine and location

Identifies the operator gateway

Content Desktop optimised

Mobile optimised


Recommendation• Make sure your measurement and analytics tool:

‒ supports well both browsing and application tracking= web / mobile browsing, responsive design, web apps, native apps

‒ can link the user’s device, device capabilities, the access point and behaviour = experience

‒ both 1st and 3rd party user detection are supported on the browsing side = nr. users, returning users, segmentation!!!

‒ supports all major mobile application platforms and mobile browsers

• There is no point to measure if the data cannot be trusted

• Don’t forget the privacy

Be pessimistic, what works with PCs typically doesn’t work in mobile measurement

Measuringbehavior, experience

and satisfaction


What metrics?


Traditional Web metrics not that effectiveExamples I1. Visit length

‒ Average visit length for iPhone 90 seconds and Nokia 2730 classic 229 seconds

‒ Wow, Nokia users are using double the amount of time in the service, they must be really happy with it, right?

‒ Not really: • the challenge in this metric is the clear differences in the network bandwidth from

different access points used and the processing power of the handset• touchscreen devices are proven to be faster than handsets with other pointing

methods2. Bounce rate

‒ Common to see mobile media sites, where the bounce rate reaches nearly 70%

‒ This could be considered reasonably high, but:• Traditionally the mobile services are optimised to consume minimal bandwidth and

to offer the desired content immediately on or close to the landing page


So, short average visit lengths or high bounce rates are not necessarily indications of poor customer experience


Traditional Web metrics not that effective Examples II1. Click-depth

‒ Three completely different use cases: 1. Mobile sites, 2. Applications and 3. Responsive Sites with multiple platforms

‒ Applications generate events whereas mobile web optimised service generates page views

‒ Native mobile apps typically perform faster than mobile websites and number of events exceed number of page views by a mile – you cannot compare apples with oranges

‒ With Responsive Sites the context is everything (device, device capabilities, content, access point, location...)

‒ Multiple platforms make massive headaches on measurement and understanding behaviour

‒ Mobile Apps and mobile browsing still dividing the user base approx. 50/50


So what would work for Mobile Apps, Mobile Sites and Responsive Design?

Go beyond standard tracking metrics

for bothexperience and marketing

effectiveness

Experience, Interaction, Engagement.10

Insight for mobile service development and campaign planning

Critical Lag Events

10

SurveysCustomer Assets

RelationshipAnalysis

ImpactAnalysis

Export data sets Import events

Segmentation & Cross Analysis

Interaction, Experience and Engagement Measurement

Capability Analysis

VoC InteractionsEnvironment

Analysis

Behaviour Analysis

Digital Services

Outbound Digital Marketing Channels

Experience Engagement

Loyal AdvocateActive

Inactive or Casual Wireless Customers

Interactions

Learn from users’ behaviour and opinions - a recommended model


Mobile Surveys for linking the opinions and behaviour


Net Promoter Score for measuring the number of Promoters / Brand Advocates


Summary of recommendations1. Pay attention to the technical details

= aim for quality in your measurement

2. Link interaction, behavior and survey data = use both quantitative and qualitative measurements

3. Measure conversions (e.g. active, loyal, advocates)

4. Don’t be too academic, learn from behavior and feedback of your users= keep it simple

5. Take advantage of segmentation and targeting opportunities

6. Test everything

Thank You!

Please visit our blog for further information

http://www.cem4mobile.com/blog/

http://www.cem4mobile.com/

how to measure user experience and marketing effectiveness in mobile services

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