Telefónica UK
Goals
- Uniquely identify and understand visitors to the O2 Active and O2 mobile sites
- Identify and measure how many people visit O2 mobile sites over Wi-Fi networks
- Engage with new non-O2 prospects visiting O2 mobile sites
- Understand how visitors interact with the mobile sites and which pages and sections are most popular
- Identify the most popular handsets visiting the site to deliver an optimized user experience
- Monitor traffic visiting the site in real-time to optimize visitor paths and activities as they happen
- Track user engagement levels on the portals, including depth, duration and frequency of visit
Telefónica UK is a leading communications company for consumers and businesses in the UK, with over 22 million mobile subscribers through the O2 brand. Through its O2 Active mobile site, O2 offers subscribers a personalized service with fast access to a wide range of leading content including Facebook, Twitter, BBC news and Sky Sports, among others. Additionally, O2 now offers a mobilized version of their website.
Prior to using Bango Analytics, Telefónica UK manually generated reports each time they needed to understand the performance of their mobile sites. This complex and time consuming procedure didn’t provide the level of detail and accuracy or the fast turnaround times they needed to respond to today’s rapid market growth.
Telefónica UK needed a unified mobile analytics solution that would provide the whole team with consistently accurate and highly detailed mobile data. They needed something that was quick and simple to drop into each site that would deliver advanced, real-time insights about customer interactions across all of them, down to microscopic levels. Information about customer engagement levels, paths taken and the duration, depth and frequency of visits. An understanding of the performance of specific pages, sections and sub-sections across the O2 mobile sites as accessed over their own mobile network or Wi-Fi.
In August 2010, Telefónica UK selected Bango Analytics for its unique ability to deliver the high level of detail and accuracy to deploy on portals across the company.
One important feature that led Telefónica UK to select Bango was the powerful ad-hoc filtering tools at the core of the solution. This allows Telefónica UK to select multiple dimensions and quickly drill into specific real-time information about mobile activities on their portals. For example, they can filter to just see customers with selected device types, makes, models or versions. Visitors from specific countries can be selected or they can view customers connecting over Wi-Fi and separate O2 and non-O2 visitors reaching their portals through Wi-Fi and filter for specific pages, sections or sub-sections on those portals. Filters for time, date and an extensive list of campaign parameters can also be set. Once defined, these filters can be saved, assigned to specific individuals and quickly applied to any data sets for analysis.
With Bango Analytics Telefónica UK can quickly and easily optimize the content and services across each portal, delivering a much improved user experience.
Bango’s sophisticated analytics technology is now an essential tool for us at Telefónica UK to gain a better understanding about our customers and how they interact with the O2 mobile sites.
Bango has made the analysis process much easier and quicker, enabling us to react faster to changes on our sites so we can deliver a superior browsing experience to our customers. Their filtering and reporting tools are very impressive, delivering a wealth of options and capabilities.”
Alistair McRonald, Insights Manager at Telefónica UK Limited