Valista is on a mission to protect your brand

Use campaign analytics

Bring Brands2Life

Major TV shows like American Idol or the X Factor attract millions of subscribers anxiously texting in their votes - only to be disappointed that the text messages aren%u2019t getting through.

The mobile network’s bandwidth is significantly hindered with the volume of participants attempting to participate in the interactive poll. Viewers and television network executives are frustrated and blame the network operator – jeopardising customer satisfaction and brand equity.    

The increase of interactive TV (iTV) and mobile content is a catch-22.  Operators are enjoying strong and recurring revenue through the off-deck business, but simultaneously opening up their networks to new challenges regarding network capacity and measurement of campaign performance – variables which can ultimately affect an operator’s brand.  

Campaign analytics has been traditionally seen as a way to increase uptake in mobile content and services. But, campaign analytics can also enable operators to protect their brand by helping to ensure that they are prepared for peaks in network traffic and can predict the success of future campaigns.

Campaign analytics can allow mobile operators to more accurately predict specific metrics of campaigns based on partner performance history, related popularity of similar campaigns and other trends. Some campaign analytics solutions can show with great accuracy the performance of a given campaign. It can be broken down into detail such as price points, charging models, least and most popular campaigns and many other metrics. This enables operators to better determine which campaigns may be successful and plan performance from both a revenue and network traffic perspective. The ability to view the success of past campaigns assists in partner negotiations and strategy by producing objective, measurable results of partner performance and ensuring predictions match reality.

The inability to predict capacity requirements for mobile campaigns can result in serious network and billing bottlenecks due to unpredicted surges in customer traffic. Repeated poor service because of lack of network planning can tarnish an operator’s brand over time. Operators can use campaign analytics to research their campaign program and view bottlenecks in the system. Operators can also plan network sizing for messaging and data throughput and determine where the most revenue is coming from.  Based on this information, they are able to strategise on ways to ensure that their network has sufficient capacity during times of high volume, including the prioritisation of more important campaigns at peak times.  This is crucial in ensuring customer satisfaction and continued participation in the off-deck market.    

Besides planning network capacity, campaign analytics can also be used to measure campaign performance and forecast the success of future campaigns.  For example, a partner may state that a campaign will generate 100,000 transactions per month at $0.99 each. However, historically they only achieve 10 percent of the number of transactions they claim indicating this campaign may only achieve revenue of $999 per month.  With an understanding of the historical data, the operator may determine that the campaign is not worth provisioning given the approval, testing and management efforts it requires.

Operators can also potentially share the results of campaigns with their aggregator partners, which would help fine tune future marketing campaigns with content providers. This helps streamline and safeguard the relationship among content providers, aggregators and operators, making working relationships more successful.

Campaign analytics is a tool which operators can use to garner visibility of their mobile campaigns. Operators can move from on-boarding future campaigns based on intuition of campaign success to a plan based on hard data of past performance. Campaign management tools enable operators to move from a process of choosing all campaigns that fit their guidelines and seeing which ‘stick’ to a process built on intelligence. This intelligence enables operators to be better prepared from a network traffic perspective, thereby increasing their profit margins by approving campaigns that meet more stringent criteria of potential success.  It also allows operators to learn more about their consumer demographics and purchasing behaviour in the off-deck market.  This in turn, can help operators choose the campaigns which are in high demand for their subscriber base – ultimately improving revenues and customer satisfaction.

As mobile operators continue to broaden their off-deck offerings, gaining insight into network capacity as it relates to mobile marketing campaigns is crucial to ensuring success.  In addition, effectively managing network bandwidth can help operators provision mobile campaigns successfully – ensuring customer satisfaction and ultimately protecting the operator’s brand reputation.

 

Users Comments

Post a Comment

Subject :
Comment :
Security Code*	Get another image