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THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - "MASS MEDIA"
AMANDA OTLEYDATA SCIENTIST
If you had a window into the lives and psyche of your consumers, and even into the lives and psyche of your competitors' consumers, what could you learn about your brand?
How could you use these insights to inform future strategy and decision making toensure a crucial competitive advantage?
Kamino has the ability to help you do just this.
SKY VS VIRGINARE THEIR CUSTOMERS REALLY ANY DIFFERENT?
DAILY MOBILE ACTIVITY
TOP CATEGORIES:
WEB VS APP DAILY AVERAGEAVERAGE DAILY ONLINE USAGE
AVG. HOURLY ACTIVITY PER INDIVIDUAL
TEXT MESSAGES AND CALLS,DAILY AVERAGE:
WEB APP WEB APP
SOCIAL MEDIA/COMMUNICATION
BUSINESS & INDUSTRIAL
NEWS
SHOPPING
ARTS & ENTERTAINMENT
EDUCATION AND EMPLOYMENT
COMPUTERS & TECHNOLOGY
BEAUTY & FITNESS
LAW & GOVERNMENT
LEISURE & HOBBIES
SOCIAL
GAMES
BROWSER
COMMUNICATION
WEATHER
PERSONALISATION
PRODUCTIVITY
NEWS & MAGAZINES
SHOPPING
MEDIA & VIDEO
SOCIAL MEDIA/COMMUNICATION
BUSINESS & INDUSTRIAL
SHOPPING
ARTS & ENTERTAINMENT
NEWS
COMPUTERS & TECHNOLOGY
BEAUTY & FITNESS
LAW & GOVERNMENT
SPORTS
EDUCATION AND EMPLOYMENT
SOCIAL
BROWSER
COMMUNICATION
WEATHER
PRODUCTIVITY
MEDIA & VIDEO
PHOTOGRAPHY
NEWS & MAGAZINES
GAMES
MUSIC & AUDIO
2 hr
4 min
4 hr
20 min
Sky customers - app visits Virgin customers - app visits
Sky customers - web visits Virgin customers - web visits
0
10
20
30
40
50
1Hour: 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
APPS: 81.3%
WEB: 18.7%
APPS: 88.3%
WEB: 11.7%
1615
TEXT MESSAGING
3
7
CALLS
6
9
MINSDURATION
SOCIAL MEDIA BEHAVIOR
DISPLAYING BEHAVIOUROF BEING “ADDICTED” TOSOCIAL MEDIA
CUSTOMERS ON FACEBOOK
PEAK TIME BETWEEN 7 - 8AM PEAK TIMES 8 - 9PM ON APP8 - 9AM ON WEB
11% 18%
82% 75%
35% 36%
PEAK TIME BETWEEN 7 - 8PM PEAK TIMES BETWEEN 12AM - 1PM
PINTERESTTWITTER
55% 9%
PEAK TIME BETWEEN 4 - 6PM PEAK TIMES 8 - 9AM ON APP
GOOGLE+SNAPCHAT
22% 27%
USING
USING
USING USING
USING
USING
DIGITAL MEDIUMS USED
HOW CUSTOMERS ENGAGE ONLINE WITH THE BRANDS
DETAILED BREAKDOWN OF SKY APP USAGE
SOCIAL ACTIVITY AROUND BRAND ENGAGEMENT
STREAMING CONTENT
81%
48% 64%
APPS19%WEB
17%APPS
83%WEB
TWITTERFACEBOOK18% 7%
4%SKYGO
1%SKY MOVIES
1%SKY SPORTSFANTASY FOOTBALL
7%SKY +
30%SKY LIVE - FOOTBALL SCORE CENTRE
19%SKY SPORTS
38%SKY NEWS
SKY CUSTOMERS USE OTHERAPPS/SITES TO STREAM TV/FILMS
IN THE SAME BROWSING SESSIONIN THE SAME BROWSING SESSION
VIRGIN CUSTOMERS USE OTHERAPPS/SITES TO STREAM TV/FILMS
A CLOSER LOOK AT DIGITAL BEHAVIOUR
Kamino allows you to track sub domain activity, at either an individual user or group level. This will show their interaction with websites, along with the search terms they are using, to create a 'digital profile' of their online life.
Below is a closer look at a 35 year old, female, ABC1, SKY Customer.All insights below have been gleaned from her web usage.
MOTHER TO A YOUNG BABY POTENTIALLY ANOTHER ONTHE WAY - ON MATERNITY
DOESN’T PURCHASEREGULARLY ONLINE
LOOKING FOR A NANNY RESEARCHES PURCHASESFOR A LONG TIME
GYM MEMBER, RUNNER& HOME EXCERCISER
COOKING FAN - REGULARLYRESEARCHES RECIPES
REGULARLY RESEARCHESFAD DIETS
REGULARLY RESEARCHESCHEAP GYM CLOTHING
INTERESTED IN A BARGIN
APPLIED FOR A CREDIT CARD NOT LOYAL TOONE SUPERMARKET
ENJOYS FILMS & REGULARYVISITS THE CINEMA
SKY CUSTOMERS AREENGAGING WITH THEBRANDMORE THANVIRGIN CUSTOMERS
VIRGIN CUSTOMERS SPEND TWICE AS LONGAS SKY CUSTOMERS USING ONLINE SERVICES
MORE VIRGIN CUSTOMERS ARE ADDICTED* TO SOCIAL MEDIA
VIRGIN CUSTOMERSARE MORE HEAVILYUSING APPS AND ARESTREAMING MORE
INSIGHTS
107 Sky and Virgin customers (combined) were surveyed and passively tracked for a 1 week period.Participants were sourced from ResearchBods' nationally representative online research panel - SurveyBods.
There is a need for each of the brands to look more closely at their media streaming apps - considering the usability and/or the marketing of these services to understand which factors are limiting these services from engaging their customers as successfully as similar streaming apps.
NEITHER BRAND IS ACHIEVING THE MAXIMUMPOTENTIAL FROM THEIR MEDIA STREAMING APPS.
These platforms should be carefully considered as a factor in the customer journey and present potential marketing opportunities. Both of the brands' customers are spending a significant amount of time on these sites/apps throughout their day-to-day activity and alongside their usage of the brands' online services.
SOCIAL MEDIA FEATURES HEAVILY IN THE ONLINEACTIVITY OF THE CUSTOMERS OF BOTH BRANDS.
THE OPPORTUNITY FOR SOCIAL MARKETING IS SIGNIFICANT
SKY CUSTOMERS FREQUENTLY USE SOCIAL MEDIAPLATFORMS & ONE OF SKY'S ONLINE SERVICES INTHE SAME ACTIVITY SESSION
*CHECKING SOCIAL AT LEAST ONCE AN HOUR
ResearchBods
T: +44 (0)113 246 [email protected]
www.researchbods.com
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