Wapstart introduces audience loyalty and engagement measurement tools
WapStart – the largest mobile advertising network in Russia and CIS, announces technology targeting assessment of the customer loyalty to the brands before and after a campaign on the basis of statistical data and integrated re-targeted surveys.
For the first time advertisers have fast and simple way to reliably evaluate users reaction to a marketing campaign. This enables us to optimize and achieve true business goals and not just the secondary indicators such as CTR or bounce rates.
The effectiveness of mobile advertising can be measured by various indicators, some of which are quantitative, and some – qualitative, such as user engagement and brand loyalty. In order to effectively manage an advertising campaign and marketing strategy as a whole, we need to pay attention to both sets of the indicators. However, while the quantitative indicators are reasonably precise measurements in mobile advertising, the marketers have difficulty in assessing quality indicators in a simple and integrated way as a post campaign metric. That is why WapStart created the functionality of the integrated surveys, which allows to evaluate brand loyalty before and after the start of an ad campaigns automatically and with precision.
The functionality of surveys uses our proven retargeting and DMP technology, enabling to segment users into different groups, based on such organic parameters as the level of involvement in the application (active users, users of average activity, “sleeping” users), as well as to work out different scenarios and hypotheses. If the user falls into one of the segments (for example, inactive – “sleeping” users that have viewed advertisements), a survey to assess the relationship with the product or brand could be offered after viewing an AD. At the same time not engaging with those users who do not fall into the specified scenario, such as active or recently measured customer. Multiple different segments and questions could be measured in parallel clarifying marketing hypothisis with a single campaign. As a result, representative segment conclusions are gathered based on all collected information from before and after, allowing to evaluate up tick effect as well as understand what segments have high or low loyalty. Subsequent campaign could then re-target low loyalty segments with a specific offer while other segments receive different personalized messages.
Mikhail Evdokimov, the head of account management: “The functionality of surveys is very important for our advertisers, because it allows to measure the interest and effect of an advertising campaigns. Particularly interesting is that it can be used in conjunction with our DMP, as this allows you to poll the audience on a pre-prepared list of users, their properties and behaviors».
The findings are not only a reflection of the effectiveness of a given campaign, but also the basis for the further personalized interaction with the customer and understand his expectations about the advertised product.
WapStart is the largest mobile advertising network in Russia and CIS. The company provides services to thousands of mobile websites and applications within local and international markets. Monthly WapStart audience reach is 40 million people and over 5 billion impressions. WapStart possesses advanced technologies of targeting and audience analysis, allowing to carry out advertising campaigns in mobile environment with high investment profitability.