Analyse your audience by device - Webinar AT Internet

Online Intelligence Solutions

MULTI-DEVICEWebinar 03-13-2014Stéphanie Legrand

ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2014

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


Mobile trends


TABLET IS NOT MOBILE CONTEXT


MOBILE FIRSTCONTEXT


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.


The device analysis


THE INTERFACES

The dimension is accessible in Technology Menu or in

Dimensions Menu in Data Query


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


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


Mobile analytics : reminder


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


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.


TOP 5 SCENARII


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


#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


# 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


#3 CONTENT STRATEGY

Compare TOP 10 products on tablets and PC

Adapt content selection

WHICH CONTENT BY DEVICE


#4 FUNNELS

Focus on mobile funnel

Segment on mobile abandonists (ID visitor), do they switch on

another device ?

INFLUENCE OF THE DEVICE ON PATHS


# 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


Use case


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


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%


USE CASETRAFFIC DISPATCH

+ 11 % = additional traffic

Total

Website

Mobile site

Iphone

Ipad


USE CASEEXCLUSIVE IPHONE PV & TIME

More page views in less time for exclusive iphone: a different

use of content ?

Page views Time spent


USE CASE

Web and mobile are complementary devices : more

visits for non exclusive

EXCLUSIVE VERSUS NO EXCLUSIVE

Non exclusive Exclusive by device


Data visualization


DASHBOARD DESIGNER


DASHBOARD VIEWER

Online Intelligence Solutions

www.atinternet.commail : [email protected]

Date post:	11-Jan-2015
Category:	Business
Upload:	at-internet
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