Professional Documents
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Customer Experience Management & Analytics For Mobile Services For Insight and Understanding
Customer Experience Management & Analytics For Mobile Services For Insight and Understanding
Opinions &
Values
Capabilities
Environment
Behaviour
Welcome
back!
VoC Surveys
Wi-Fi
Mobile Networks
Mobile
Site-centric data Network-centric Device-centric data Voice-of-
Analytics
collection data collection collection Customer
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Customer Experience Management for Mobile
Services
Active Loyal Advocate
Experience Engagement
Inactive or Casual
Behaviour Analysis VoC Interactions
Wireless Customers
Environment
Analysis
Interaction, Experience and Engagement Measurement
Capability
Interactions
Analysis Transaction & Messaging
Open Export Interface
Interfaces
Digital Services
Impact Relationship Customer
Critical Lag Data Feeds Messaging
Analysis Analysis Assets
Outbound Marketing
Channels
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CEM4Mobile for Mobile Operators
General overview
Operator’s /
partners
3rd Party Mobile Services
Mobile Services
Mobile
Mobile
Operator Surveys
Network
Integration by importing data
from operator’s network
(Transaction API)
-Demographic data
-User location
-Post paid, pre-paid status
-Flow-through, internet service
events
Integration of
Voice-of-
Customer
Integration data
by server
side or
application
tracking
CEM4Mobile seeks to provide the complete picture, which provides insight into
mobile user’s behavior, handset capabilities, environment, values and opinions as
well as market trends.
Capability Profiler provides an insight into the opportunities and challenges that the
users devices are creating by detecting and cross-analyzing the users devices and
highlighting segment specific similarities and restrictions
Behavior Profiler reveals mobile customers usage patterns within a service; how and when
they use the service and whether they are coming back. This makes it possible to analyze
segment specific loyalty and churn, service behavior and amount of data used.
Opinions Profiler enables collection of direct feedback from end-users. The opinions module
enables a fast and reliable channel for measuring perceived experience and for
understanding end users subjective opinions and values. This information can also be cross-
analyzed against collected behavior and traffic information.
Users with less than 34 years The biggest age group in Most of the users are older
have least pageviews per visit this service is 44 -54 years than 35 years (74%), they
and are more likely to bounce spend more time on the
from the service service and browse thru more
pages than the younger users
Option for targeted
marketing?
iPhone users are very In case iPhone users are satisfied New Nokia E71 users are
critical, they will not with the service, they will use it more likely to convert
return to the service if heavily in terms of pageviews into returned and loyal
the first impression is and visit length and are not likely users compared to
not good to bounce from the service iPhone users
Finding most cost effective marketing channels
Average Visits
Domain Name User Activity Pageviews Visits PV/ Visit Unique Users Bounce Rate Length [s]
Direct traffic First-timer 420818 200525 2,10 200519 57,94 97,44
Direct traffic Daily user 836436 393728 2,12 50940 43,08 97,14
Direct traffic Weekly user 315945 153896 2,05 46052 41,70 68,80
Direct traffic Monthly user 35286 16129 2,19 14495 41,87 83,79
mobile.nokia.mobi First-timer 66851 26137 2,56 26137 44,43 125,10
mobile.nokia.mobi Daily user 11898 4391 2,71 1347 32,79 159,28
mobile.nokia.mobi Weekly user 6284 2443 2,57 1127 31,40 113,24
mobile.nokia.mobi Monthly user 939 394 2,38 378 37,82 113,81
www.google.com First-timer 9675 3566 2,71 3566 41,19 131,37
www.google.com Daily user 2718 1060 2,56 350 21,42 106,61
www.google.com Weekly user 1284 519 2,47 308 27,75 93,63
www.google.com Monthly user 306 107 2,86 103 20,56 114,50
Users coming directly to the mobile The conversion from first-timer to daily users differ
service are most likely to become greatly between different referrers (Direct traffic 25%,
active users. They know what they www.google.com 10%, mobile.nokia.mobi 5%. The
are looking for, thus creating marketing channel is more effective if it creates
shorter visits and less pageviews per active users
visit
How special events affect mobile services (1/2)
The iPhone campaign The first of May had The summer season decreased The Soccer World Cup created
created lot of new users a great negative significantly the pageviews, high peaks during weekends
and visits to the service, but impact on daily but only slightly the visits and in pageviews, slight increase in
the pageviews were not pageviews unique users visits and unique users
increased
How special events affect mobile services 2/2
The iPhone campaign The iPhone campaign has created a slight The Soccer World
suffered greatly on the increase in the returned users, but Cup has created
First of May celebrations, compared to the high number of new users peaks of new users
causing clear decrease on during the campaign, the results are poor during the weekends
new users
Service monitoring (2012)
QoE based alerts and alams
Basic functionality:
Ability to provide QoE alerts and alarms quickly (real time analytics)
Scalable solution
High Availability
Integrated seamlessly into the Analysis/Reporting solution
Solution Principle:
Monitoring and alarm functionality is built in line with existing analysis and
reporting functionality
Utilizing existing scalability and HA configurations
Dual data “pipelines” for providing improved pass-through times
Monitoring and alarm data assigned a priority track for faster pass-through
Parallel monitoring database for troubleshooting
DB layout and operation optimized for real-time updates
DB contains only very short time (< 1day) history
DB also contains ongoing sessions for up-to-date view of situation
Service monitoring (2012)
Alerts and trouble shooting