The document discusses how mobile network operators can create loyal users by using mobile data and insights. It addresses three key questions: how big the potential user base is, how to measure user engagement and retention, and how to stand out from competitors. To answer the first question, it provides statistics on the number of mobile apps and declining retention rates. For the second question, it outlines different metrics that can be used to analyze user behavior, such as session timing and taps. Finally, it discusses strategies like personalization, cross-platform analysis, targeted advertising and A/B testing that can help attract and keep users.

1. USING MOBILE DATA AND INSIGHTS
TO CREATE LOYAL USERS
Julia Jakubiec
Senior Data and Performance Manager
VimpelCom

2. THREE KEY QUESTIONS:
1: HOW BIG IS THE HERD?
2: HOW TO MEASURE THE HERD?
3: HOW TO STAND OUT IN THE HERD?

3. VimpelCom Ltd. is a global provider of
telecommunication services
headquartered in Amsterdam.
It is the sixth largest mobile network
operator in the world by subscribers
with 270 million customers in 14
countries. Most of the company's
revenue comes from Russia (39%) and
Italy (31%).
VimpelCom's brands include:
"Beeline" (in Russia and CIS)
"Kyivstar" (in Ukraine)
"Wind" (in Italy)
"Djezzy" (in Algeria)
"Mobilink" (in Pakistan)
"Banglalink" (in Bangladesh)
and others.

4. QUESTIONS 1:
HOW BIG IS THE HERD?

5. AVALANCHE OF APPS: 5.7 million
0
550,000
1,100,000
1,650,000
2,200,000
Google Play Apple App Store Windows Store Amazon App Store Blackberry World
234,000
600,000669,000
2,000,000
2,200,000

6. APPS RETENTION RATES
0%
17.5%
35%
52.5%
70%
1st month 2nd month 3rd month 6th month 12th month
6262
656768
11
18
25
29
38

7. QUESTIONS 2:
HOW TO MEASURE THE HERD?

8. PREP WORK: QUALITY OF DATA
TIMINGS
Besides sessions duration, we will
also be tracking time required to
finish key stages in the app (e.g. how
long it takes to register with a card).
Tracking all taps within the app will
allow us to quickly run multiple
analysis of different parts of user
experience and optimise accordingly.
TAPS
Specifying each type of all screens in
the app will allow us to quickly answer
questions on user experience with
different CTA and allow evaluate user
flow.
SCREEN VIEWS
USER DATA
Collect all user data on mobile
devices, operating system,
geography etc.

9. CONVERSIONS OF USER JOURNEYS
Understanding how users are engaging at key stages of the app. Most of them are
part of KPIs. Evaluation if the app and its UX leads users to perform key objectives.
RATIO METRICS
Evaluation of changes in all metrics expressed as percentages and also evaluation
if the percentage change is significant or not and underlying factors for it.
TRENDS AND PERCENTAGE CHANGES
By different criteria from frequency to engagement with different features and
buttons: Active Monthly Users, Sessions,Active Users of Wallet etc.
Evaluation of changes made and their impact on KPIs, understanding what worked
what did not etc.
FROM ONE RELEASE / MARKETING CAMPAIGN TO NEXT
WEEKLY, MONTLY, YEARLY, SEASONAL
ABSOLUTE NUMBERS

10. FIREBASE: FULL CYCLE

11. QUESTIONS 3:
HOW TO STAND OUT IN THE HERD?

12. GOOGLE KEY MICRO-MOMENTSACTIONS

13. INTERNET OF “ME”PEOPLE

14. FLIPBOARD: content personalisation
Flipboard launched in
July 2010 as the world's
first social magazine,
where content from
social networks,
publishers, online
sources and photo
sharing sites could all be
accessed in one place.

15. CROSS PLATFORM ANALYSISplaces

16. DATA MANAGEMENT PLATFORMSREACH

17. TARGETED PROGRAMMATIC BUYING

18. NOTIFICATIONSREMIND
1: FREQUENCY
2: TIMING
3: RELEVANCY
4: PERCEIVED ADDED VALUE
5: TESTING
Annoying notifications is the #1 reason people
uninstall mobile apps (71% of respondents).

19. USER RATINGS AND COMMENTSWATCH

20. A/B TESTING / REMOTE CONFIGTEST

21. THANK YOU!
Julia Jakubiec
https://www.linkedin.com/in/juliajakubiec