Marketing Analytics

Overview

The Analytics and Engagement platform is a powerful and intelligent set of tools for creating interactive dashboards that enable content owners and operators to extract, analyze and utilize information about the behavior of the consumers in their platforms, including user, subscriptions, media consumption, application interactions, and campaign engagement.

Analytics and Engagement provides real-time and aggregated insights into consumers’ reactions and responses across any device and service. With Analytics and Engagement, operators at content distribution sites can build dashboards enabling the display of reports—in a variety of visually optimized views—containing real-time data that informs decision makers regarding the interactions and consumption of content by end-consumers. This information can prove essential in the taking of key business decisions concerning the acquisition, curation, marketing, and distribution of content. The outcome is enhancing monetization of content and ROI through expanding and maintaining an active and engaged subscriber base. 

Analytics and Engagement provides interactive dashboards that enable businesses to segment users into audiences. Based on insights derived from audience data, Analytics and Engagements drives personalized campaigns to accomplish business goals such as content consumption, subscribing to a service, upgrading from free to premium plan, retaining subscribers, and reducing churn.

 

The Life cycle: How Analytics and Engagement Works

The Analytics and Engagement lifecycle is designed to take advantage of real-time data gathering, coupled with interactive administration screens. Together, these empower your business to take action and make informed responses based on the effectiveness of the actions taken. 

Data Collection

Data is ingested into the Big Data system from various sources, thereby allowing for in-depth analysis and segmentation, based on abstract-level figures, as well as drill-downs to the most granular level of per-user or per-video detail

  • App events 
  • Media events 
  • Consumption events 
  • User tags are utilized to track information about a user
  • Performance events networks
  • Campaign events 

Analyze and Visualize

Reports are the central informational elements provided by Analytics and Engagement. For a dashboard to be of value to an organization as a whole—and to each user within the organization—it needs to contain informative and actionable data, in real-time, describing the metrics that enable the user to make an effective business decision.                                         

Define Audiences

By means of the data gathered across all apps and applications in the Big Data system, and the analytics performed on that data, B2C customers have the ability to communicate and market to their end-consumers directly in the app.

The audiences reached through engagement messaging will be targeted based upon rules set up by administrators, involving any number or combination of parameters and meta data in the Big Data system.

Audiences can be identified and defined by a wide variety of attributes gathered from diverse sets of data, including user preferences, interactions with the applications, consumption of content, subscriptions, and beyond.

In addition, audiences can be saved and used in comparative reports; and, based on the analytical activity stemming from those reports, targeted in structured marketed campaigns. What’s more, saved audiences can be re-used in the future.

Design and Launch Campaigns

Campaigns can involve one or several steps that entail engaging an audience to accomplish a goal. Ultimately, your purpose in running a campaign is to convince the consumers in your network to engage more closely with the platform, spend more time using it, acquire content; and, when the time comes for renewal, to extend subscription (strengthen retention) instead of leaving the network (avoid churn).

When designing a campaign, the engagement manager has the option to consider: 

    • The tailored audience to target 
    • Communication channel(s) (Push, Inbox, E-mail, In-App)
    • Messaging Type – Deliver Text, Image, Audio, Video Rich Content and then Deep-link into the app for optimal campaign effectiveness.
    • Frequency and Timing – Campaigns can be run as one-off events, or alternatively on a scheduled basis. For instance, a campaign could run daily with the aim of engaging users that have not consumed content in the last 7 days.
    • Decision Tree – A process flow determining further actions to take once the first communication has occurred. Any number of steps, as well as follow-on steps, can be configured, based on the user’s engagement with the previous messages.

 

Measure Effectiveness and Re-target

All data derived from campaigns is gathered back into the user profile. This data can, in turn, be used to further refine audience engagements, where an audience is re-targeted based on this response data.

A native advertising module allows you to place relevant ads to the consumer, instead of blanket DSP advertising, which is used as filler. The ads can be targeted to relevant end-consumers based on audience segments, for maximum effect. Ad campaigns can embody a combination of image, audio and video ads, with each having its own pricing models (CPC, CPM, CPL, and CPV). 

You are able to define zones on their application. Per campaign, the relevant zones are chosen and weighted based on program preferences.

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