Using mobile data and insights to create loyal users (1)

USING MOBILE DATA AND INSIGHTS TO CREATE LOYAL USERS

Julia JakubiecSenior Data and Performance Manager

VimpelCom

THREE KEY QUESTIONS:

1: HOW BIG IS THE HERD?

2: HOW TO MEASURE THE HERD?

3: HOW TO STAND OUT IN THE HERD?

VimpelCom Ltd. is a global provider of telecommunication services headquartered in Amsterdam.

It is the sixth largest mobile network operator in the world by subscribers with 270 million customers  in 14 countries. Most of the company's revenue comes from Russia (39%) and Italy (31%).

VimpelCom's brands include: "Beeline" (in Russia and CIS) "Kyivstar" (in Ukraine) "Wind" (in Italy) "Djezzy" (in Algeria) "Mobilink" (in Pakistan) "Banglalink" (in Bangladesh) and others.

QUESTIONS 1: HOW BIG IS THE HERD?

AVALANCHE OF APPS: 5.7 million

0

550,000

1,100,000

1,650,000

2,200,000

Google Play Apple App Store Windows Store Amazon App Store Blackberry World

234,000

600,000669,000

2,000,0002,200,000

APPS RETENTION RATES

0%

17.5%

35%

52.5%

70%

1st month 2nd month 3rd month 6th month 12th month

6262656768

1118

252938

QUESTIONS 2: HOW TO MEASURE THE HERD?

PREP WORK: QUALITY OF DATA

TIMINGSBesides sessions duration, we will also be tracking time required to finish key stages in the app (e.g. how long it takes to register with a card).

Tracking all taps within the app will allow us to quickly run multiple analysis of different parts of user experience and optimise accordingly.

TAPSSpecifying each type of all screens in

the app will allow us to quickly answer questions on user experience with

different CTA and allow evaluate user flow.

SCREEN VIEWS

USER DATACollect all user data on mobile

devices, operating system, geography etc.

CONVERSIONS OF USER JOURNEYSUnderstanding how users are engaging at key stages of the app. Most of them are part of KPIs. Evaluation if the app and its UX leads users to perform key objectives.

RATIO METRICS

Evaluation of changes in all metrics expressed as percentages and also evaluation if the percentage change is significant or not and underlying factors for it.

TRENDS AND PERCENTAGE CHANGES

By different criteria from frequency to engagement with different features and buttons: Active Monthly Users, Sessions,Active Users of Wallet etc.

Evaluation of changes made and their impact on KPIs, understanding what worked what did not etc.

FROM ONE RELEASE / MARKETING CAMPAIGN TO NEXT

WEEKLY, MONTLY, YEARLY, SEASONAL

ABSOLUTE NUMBERS

FIREBASE: FULL CYCLE

QUESTIONS 3: HOW TO STAND OUT IN THE HERD?

GOOGLE KEY MICRO-MOMENTSACTIONS

INTERNET OF “ME”PEOPLE

FLIPBOARD: content personalisation

Flipboard launched in July 2010 as the world's first social magazine, where content from social networks, publishers, online sources and photo sharing sites could all be accessed in one place.

CROSS PLATFORM ANALYSISplaces

DATA MANAGEMENT PLATFORMSREACH

TARGETED PROGRAMMATIC BUYING

NOTIFICATIONSREMIND

1: FREQUENCY

2: TIMING

3: RELEVANCY

4: PERCEIVED ADDED VALUE

5: TESTINGAnnoying notifications is the #1 reason people uninstall mobile apps (71% of respondents).

USER RATINGS AND COMMENTSWATCH

A/B TESTING / REMOTE CONFIGTEST

THANK YOU!Julia Jakubiec

https://www.linkedin.com/in/juliajakubiec