App-titude - app evaluation
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Transcript of App-titude - app evaluation
An increasingly common format for brands to communicate with current and potential customers
But what do apps truly mean for the brands who invest in them?
The proliferation of smartphones means an ever growing audience…
…with the opportunity to interact with your brand in the palm of their hand
Amidst all this data, however, something is missing…
On the surface apps feel like they are one of the most researched communications channels around
Beta testing, QA testing, Usability testing…all delivered alongside ratings and analytics that tell you how many downloads, active users…
Amidst all this data, however, something is missing…
Ultimately, a greater understanding is needed to In terms of what the app is doing for the brand
Is it changing consumer perceptions?Is it driving a change in behaviour?
On the surface apps feel like they are one of the most researched communications channels around
Beta testing, QA testing, Usability testing…all delivered alongside ratings and analytics that tell you how many downloads, active users…
…as well as understanding the benefit delivered to the user
An approach designed to trulyunderstand the worth of a branded app
Moving beyond the numbers to evaluate the impact of the app on brand perceptions and consumer behaviour
We offer diagnostics on the execution, impact on brand metrics, the buzz it generated as well as provide detailed information on purchase, incremental revenue generation & ROIall in a competitive context if required
App-titude in more detail
App-titude offers an inherently flexible approach, tailored to your exact needs and the aims and capabilities of the app
Ultimately our approach determines the impact of the app by comparing the responses of users and non-users
Determining where the significant differences lie
App-titude primarily uses quantitative techniques
And allows respondents to answer questions without leaving their phone
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Audience
Who are they? Are they key target? Does the app only appeal to brand loyalists or
are you attracting a new audience
Purchase
Impact
Does the app have an impact on purchase? Consideration?
What is the ROI?
Brand FitHow does the app fit with the brand? Do consumers
feel a natural fit? Is the app in line with other ATL and
BTL comms? Competitor
Context
How does your app compare to competitor apps? Does it
have better engagement? Are the prospects for use
longer term?
Opportunities
& Barriers
What prevents engagement with the app in the short and
longer term? How do you minimise barriers and
maximise opportunities?Brand Impact
How is the apps impacting on the brand? Is it positive?
What messages can it deliver? Does it improve customer engagement?Advocacy
Are respondents sharing your app? Are they talking about
it? To what extent? And where?
User Benefit
What is the app’s ultimate benefit? Has it delivered
for the consumer or is it too brand focused? What value
do users place on the app?
WoM amplificationEvaluating the extent to which your
experience & the information is shared amongst participants & people
they talk to. How far does it go?
Client InputsUsing data already collected by the client to enrich the findings & give greater context. E.g. existing brand
trackers for comparison
ROIIncremental revenue generation & £1
for £1 return. Alternatively, softer returns based on shifts in brand
metrics – e.g. loyalty scales
Analytics& outputs to dig even deeper into the data. Identifying individual strands of the activity & their responsibility on
the impact of the campaign
Buzz trackingUsing social media monitoring tools to
provide additional context to the campaign evaluation
OptimisationResults delivered, where relevant, in a
timely manner to enable improvement & optimisation whilst
the campaign is on-going
DiagnosticsPerformance feedback determining
the impact on key message take out, brand metric shifts, perceptions
and behaviourBenchmarking
Comparison against our database to give extra context. Comparing results to similar campaigns. Aggregated so
inputs remain anonymous
User benefit & longer term usage
Identifying the benefit to the user and the longevity of an app is key to its
success
The world of mobile apps is hot news, there is
no denying that. However we at EXP feel there is
a real disconnect in terms of desired behaviour
and consumers actual behaviour when it comes
to app usage…
Continue reading this article here
Or visit our blog by clicking on the logos below
Get in touch
Based around an inherently flexible model EXP can be used to evaluate experiences in their many guises
Live, digital, B2B, meetings/conferences, retail
Providing timely diagnostics on performance during acampaign through to optimisation techniques & ROI at its end
A suite of evaluation tools specifically designed to measure the impact of branded experiences
Delivered by a team dedicated to evaluating experiences
http://exp.2cv.co.uk/
35 King Street, Covent Garden, London, WC2E 8JG
+44 (0)20 7655 9900
@2CV_EXP
To find out more or to enquire about our benchmark database, case studies or find out how much an App-titude study might cost, please get in touch
Experiential marketing measurement