CEM4Mobile Analytics

Customer Experience Management for Mobile Operators and Service Providers

CEM4Mobile Analytics is the Customer Experience Management solution for companies providing Mobile Content and Value Added Services for individual or business users. CEM4Mobile Analytics offers business critical information for decision-makers who are eager to excel in the crucial area of customer experience.

CEM4Mobile Analytics concentrates on end-users and their behaviour with wireless devices. The statistical data can be collected and normalised from number of sources namely: from mobile services by using mobile optimised taglines, mobile networks via Deep Packet Inspection (DPI), server-to-server integrations via the Transaction Interface and customer opinions and values through the Voice-of-Customer channel. CEM4Mobile is offered both Cloud (SaaS) basis, with fast and straight forward integration, and as a local deployment.

CEM4Mobile collects and presents information about every essential area of Mobile Customer Experience

Consumer_1_v03 CEM4Mobile concentrates exclusively on the most important areas of mobile content services:

end-user behaviour - understand your end-user's behaviour patterns
handset capabilities - opportunities and supported content technologies within your target audience,
environment - from where and how the end-users access the service, and
opinions and values - feedback on the value created.

Behaviour - understand your end-users' behaviour patterns

This module reveals mobile customers’ usage patterns within the service; how and when they use the service and whether they are coming back. Tracking end-user behaviour makes it possible to analyse loyalty and user churn, pageview behaviour, most popular content used and end-user segments. Individual graphs enable cross-analysis of behaviour against the Capabilities, Environment and end-user Opinions modules.

The behaviour analysis module reveals reveals critical information such as:

What the customer trends for the service are - first-timer, returning, active, loyal, dormant, or churned
How actively end-users are using your mobile service
What usage paths users are following within the service
How marketing campaigns are affecting behaviour in the service

Capabilities - opportunities and supported content technologies within the target audience

TopOsVersions_5_v03 The Capabilities module provides an insight into the opportunities and restrictions that the users’ handsets are creating. It provides technical feasibility and “time-to-market” analysis for service development by detecting and cross-analysing the users' handsets and highlighting their similarities and restrictions.

CEM4mobile has an embedded knowledge base which contains approximately 350 details on 6.200+ handsets from approximately 120 mobile manufacturer brands. This knowledge base is used to reveal information critical to decision-making such as:

Handsets that might be struggling or that do not support the monitored mobile service
New handsets in the market and their speed of penetration
Content formats and capabilities that could be utilised in order to create maximum user experience
Increasing or declining handset capability trends in the target audience

Environment - from where and how the end-users access the service

ReferrerURLs_6_v02 The Environment module presents information about the end-users’ network, location, previous URLs visited and language preferences. CEM4Mobile contains a feature for comprehensive network operator and access point identification, and can detect close to 600 mobile operator networks across the world.

Analysis based on the Environment profiler module reveal critical information about mobile customers such as:

Geographical locations
Traffic split & data access reliability of operator networks
Wireless / non-wireless device
Split between the Internet and WAP access points
Referrer URLs that the visitors are coming from
Efficiency of the marketing channels (URLs)

Opinions - feedback on the value created

CrossAnalysis_9_v02 The Opinions module facilitates collection of valuable feedback from the end-users. The module includes a survey creation interface, which can be used to create and publish mobile surveys in minutes. The results of the surveys can be viewed as individual reports or cross-analyzed against, for example, behaviour, environment and handset information. The surveys can be published in several languages and can include single-select, multi-select or free text questions.

Cross-analysis over categories

CEM4Mobile offers the opportunity to cross-analyse detailed information between the Behaviour, Capabilities, Environment and Opinions modules. These analyses can reveal hidden bottlenecks in the mobile service, the most profitable marketing channels, behaviour based on handset or access point and much, much more.

Drill-down from individual graphs

CEM4Mobile also allows users to drill-down for more in-depth insight and analysis. You can create your analysis by simply browsing through the graphs and establish your own filters using the graphic reports interface.

Analytics Benefits