analyse your audience by device - webinar at internet
DESCRIPTION
With the diversity of devices available (smartphone, tablet, PC, smart TV, consoles etc.) content management optimisation is becoming increasingly complex. Discover how the new multi-device analyses and segmentation will help you better understand your audience’s behaviour according to the device they use. This presentation contains practical examples such as the bounce rate analysis and the detection of the best performing sources by type of device.TRANSCRIPT
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Online Intelligence Solutions
MULTI-DEVICEWebinar 03-13-2014Stéphanie Legrand
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AGENDA
o Mobile trends
o The device analysis
o Mobile analytics reminder
o TOP 5 scénarii – demo session
o Use case E-commerce site
o Data visualization
o Questions
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Mobile trends
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TABLET IS NOT MOBILE CONTEXT
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MOBILE FIRSTCONTEXT
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AT INTERNET STUDYTRAFFIC EVOLUTION WEBSITES & APPS
FRENCH MARKET
Period: January 2012 to December 2013 . Perimeter : 2 933 web sites and 263 apps tagged by AT Internet.
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The device analysis
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THE INTERFACES
The dimension is accessible in Technology Menu or in
Dimensions Menu in Data Query
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THE DETECTION
Our device detection is based on the WURFL (Wireless Universal
Resource FiLe).
WURFL is a set of proprietary application programming interfaces (APIs)
and an XML configuration file which contains information about device
capabilities and features for a variety of mobile devices.
Traffic distribution is attributed to 5 segments: PC, smartphones, tablets,
Smart TV and Consoles. If the device used has not been recognised, the
traffic will be allocated to the "PC" segment by default.
WURFL
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THE DETECTION
Web sites, mobile optimised sites and apps developed in html5 and
webview generate "User Agent" strings by connecting to browsers. The
"User Agent" strings are then interpreted by a WURFL database which
is updated on a daily basis.
The WURFL does not process information associated with native apps.
Depending on the operating system, apps will not return the user-agent
string otherwise it would not be possible to exploit the user-agent string.
There is no User agent for Android and the traffic is classified as being 'Undetermined'.
Apple's iOS creates a user-agent which cannot be exploited: by default the WURFL
classifies it as PC traffic.
WURFL PROCESS
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Mobile analytics : reminder
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MOBILE ANALYTICS
Mobile sites and applications analyses are displayed in the
Mobile Edition
Specific analyses in Mobile Edition:
o Brands and models
o Resolutions
o Speed
o App versioning
o Providers
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MOBILE ANALYTICS
SDK available
o iPhone/iPad
o Android
o Blackberry (not BB10)
o Windows 8
Tagging specificities :o Application launch/ Background / Closeo Offline mode
APPLICATIONS
In Analyzer Mobile Edition, the inactivity period is 10 minutes by default.
This duration can be modified on demand.
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TOP 5 SCENARII
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MULTI-DEVICE
Identify the most successful devices
Adapt the content to the context of mobility
Compare the behavioral of users groups
Deliver great cross-device web experiences.
BENEFITS
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#1 – APPS OR WEB SITE STRATEGY Compare the performance of my content regarding tablets
users
o Website Ipad & Android : check the part of the traffic ?
• iPad application traffic
• Android tablet application traffic
BEHAVIOR OF TABLETS USERS
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# 2 MARKETING STRATEGY
Compare the behavior of users on my website
o What is the part of mobile and tablet users ?
o Sources by devices
o Sources bounce rates by devices
WHICH SOURCES DRIVE TRAFIC BY DEVICE
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#3 CONTENT STRATEGY
Compare TOP 10 products on tablets and PC
Adapt content selection
WHICH CONTENT BY DEVICE
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#4 FUNNELS
Focus on mobile funnel
Segment on mobile abandonists (ID visitor), do they switch on
another device ?
INFLUENCE OF THE DEVICE ON PATHS
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# 5 ACQUISITION STRATEGY
Are tablet users really spend more ?
o Compare conversion rate by devices
o Compare sales / conversions/ devices
New vs returning
o Compare the behavior of smartphones users vs all the users
o Complementary device ?
WHICH DEVICE FOR ACQUISITION
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Use case
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USE CASE
Study base: identified visitors
User experience by device on website, mobile site, appso Which combination by user ?o How do they behave ?
How can we adapt a content strategy based on devices ?
CONTEXT
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USE CASEKEY METRICS
Web Mobile iphone iPadVisits 405 978 9 097 92 695 18 292Pages 6 653 916 146 796 2 154 905 451 024Bounce rate 18% 17% 5% 4%Pages/Visits 19,8 19,3 24,3 25,5Time/Visits 7 min 41 6 min 14 3 min 42 5 min 39
Web Appli Iphone Appli ipadConversions 8 547 295 1 032 302 311 549
Conversion rates 3,317% 1,922% 3,232%
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USE CASETRAFFIC DISPATCH
+ 11 % = additional traffic
Total
Website
Mobile site
Iphone
Ipad
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USE CASEEXCLUSIVE IPHONE PV & TIME
More page views in less time for exclusive iphone: a different
use of content ?
Page views Time spent
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USE CASE
Web and mobile are complementary devices : more
visits for non exclusive
EXCLUSIVE VERSUS NO EXCLUSIVE
Non exclusive Exclusive by device
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Data visualization
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DASHBOARD DESIGNER
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DASHBOARD VIEWER