Services Insights

Service Insights is a service developed for analyzing user behavior in mobile value added services and applications. The aim of the service is to produce a comprehensive current state analysis of a mobile service and its’ performance indicators.

The service makes it possible to collect information in order to accurately analyze and understand both users and usage patterns of a mobile service or application. The acquired information can be directly utilized both when launching new services or improving existing ones.

Service deliverables

The Service Insight delivery starts with a joint workshop, where the objectives and KPI’s (Key Performance Indicators) of the mobile service(s) are determined.

Service tracking begins with the integration of the service to the CEM4Mobile Analytics, where a TAG-line is added to the mobile service. After this, data collection around the selected KPI’s begins in real time.

The tracking continues over an agreed time period which usually lasts between one and three months, depending on the selected KPI’s. During the tracking period all service events are collected in a database, where they are refined into a more intelligible format for reporting.

In the reporting, service users are primarily defined by segment based on whether they are dormant, active, loyal or advocates (users who recommend the service to others).

Within the different segments, specific combinations of mobile devices, behavioral patterns, environmental factors and user opinions can be determined, separating the active and loyal customers from the casual and dormant ones.

In addition to Service Insight, the Market Metrics service is also available. On top of determining general market trends, this service enables a comparison and benchmarking of the collected KPI data against market averages.

This way Customers quickly get a basis of comparison for their own results and gain an understanding of weather the measured service performance is above or below the market median.

In order to get this comparison, the CEM4Mobile Metrics data storage is used. This storage consists billions of analyzed mobile transactions to date, covering approximately 25 Million unique users and more than 6500 known mobile devices in in over 200 countries.

Continued use Continuing and further developing the service tracking and reporting is easily done by implementing the CEM4Mobile Analytics solution. The solution is delivered through the internet (SaaS, Software as a Service).

A monthly charge for using the service is applied, which is determined based on the number of unique users in the mobile service.

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