Mobile Analytics – Your Mobile, Not You, Is the Next Rich Data-Source
Imagine this – you go on a hill for a nice trek. On your way back, you are exhilarated after a fulfilling run but also tired. All you need is a nice glass of iced tea with lemon from Starbucks. And guess what? When you check your phone, your Starbucks app has an offer for you – on your favorite iced tea. You order your tea through the app and by the time you reach the nearest store, your tea is ready. No waiting. You just tell the barista and she delivers your order to you. Does it sound like a dream scene? Not really. This is exactly what companies like Starbucks are aiming to achieve. Enterprises have started leveraging the power of users’ data generated through mobile devices to deliver a world-class customer experience.
There is literally an explosion of mobile devices – according to Ericsson, the smartphone usage will grow to 6.4 billion by 2021. A survey by IDC saw that mobile users spend only 16% of their time on phone calls and the rest 84% of their time on other activities such as using email, watching videos, playing games, social networking or web browsing. Enterprises are harping on the opportunity to collect mobile data from the massive user base through mobile analytics and use that to improve their business outcomes.
So what type of data can exactly be collected and how enterprises can use that data? Let us take a look –
This one is probably the most obvious one. Based on the mobile user’s demographics, location, preferences, and purchase patterns, companies have started sending out customized and more personalized offers and campaigns to the users to increase their chances of conversion. Users are more likely to engage with the brand if the brand sends them the marketing message which is relevant, contextual, and “just for them”.
Based on the app usage patterns, connectivity availability for the users, and the mobile hardware, companies get valuable consumer insights which they can use to create innovative mobile apps and plan their technology investments accordingly.
Retail Consumer Journey
Just knowing how many people visited the store aka footfall is not enough anymore for the retailers. They need to know who the visitors are, where they are coming from and what are they purchasing. Retailers have started leveraging real-time mobile data about their consumers and map their location before they arrive in the store and after they leave the store to their shopping patterns. This helps them better understand their consumers and serve them with the right products at the right time.
The decisions about say hiring or job allocation, which were traditionally being taken based on conventional methods like skills matching, gut, subjective judgment or intuition can now be taken in a more sophisticated way using analysis of mobile data of the employees. The digital personality of the employees can be looked at to assign them the job which is most suitable to their personality traits. Even specific benefits such as travel rewards or flexible schedules can be offered to the employees based on their needs as revealed by their mobile usage patterns.
Making Mobile Operators More Efficient and Profitable
Mobile cellular networks are the massive carriers as well as generators of data. The mobile operators can use big data analytics to improve the network performance and maximize their revenue. Big Data Analytics can help them get a comprehensive picture about the mobile users with information such as complete subscriber data, their data usage patterns, traffic usage, and other such range of activities. Using this information, the operators can better manage their infrastructure – almost in real time.
Plan Emergency Response
Mobile devices capture a vast amount of data such as identity, social behaviors, geo location, movement etc. about the users. This data is logged in mobile systems and is traceable. Through anonymization protocols, this data can be effectively used to enhance the lives of poor people while retaining the privacy of the data. In developing countries, this data is being used by government agencies to plan emergency response after natural disasters, track epidemic and pandemics, and understand the migration patterns of the people.
There are more than 100,000 health apps available on the app stores. These apps belong to various categories such as wellness, fitness, medical, self-measurement, self-testing etc. Patients have also started storing their medical information on mobile devices. Overall, the mobile adoption in healthcare industry is growing at a rapid speed. Healthcare executives are using sophisticated analytics capabilities to make more informed decisions about patient treatments, offer better patient care, and achieve patient engagement.
Mobile phones have certainly opened up new opportunities for organizations to nurture customer relationships. Through exclusive and focused apps, businesses can very uniquely engage with their customers in a manner that is most suitable for the consumers and at the right time. Several world-leading organizations have started investing heavily in the development of niche and innovative enterprise mobile apps which can help them stay engaged with their consumers.
Inteliment Mobile Engineering teams have helped numerous organizations worldwide with their mobility initiatives. Talk to us for free to see how you can effectively ride on the “mobile wave”.