Mobile Analytics

The next wave of Business Intelligence

Prashant Sharma M.B.A.(I.B.) 2nd Semester Roll No. 40

INTRODUCTION
The earth is shifting beneath our feet. Smartphones, iPads, and tablet computers combined have surpassed PCs in number of units shipped annually. These highly portable devices, and the

new technologies embedded in them, represent tectonic shifts

in research possibilities. Despite the shock and rubble of tectonic upheaval, new opportunities are visible through the clouds of confusion.

New Possibilities
Before we get too excited, lets keep in mind that the new possibilities are just that: new possibilities. These new devices and new technologies are not a magic panacea. You should

expect no miracles nor any pot of gold at the end of the rainbow.
However, if we apply the new possibilities wisely and use them in conjunction with tried-and-true research methods, these new

capabilities just might help us identify new opportunities and

devise creative solutions to a range of marketing problems.

While capabilities vary across the different types of devices, most contain the following features:
QR Codes

Web Access
Cameras Video Cameras GPS Scanners

Dictation
QWERTY Keyboard Near-Field Communications (NFC)

Research Methodology
Qualitative Research
The smartphones, and tablets to a lesser degree, are godsends to qualitative researchers.

Participants in qualitative projects can respond on the go or while visiting particular stores or geographic locations. Participants can record and transmit voice, pictures, video, and sounds.

Some common qualitative applications:

Motivational Explorations Product Usage Explorations Shopping Investigations Customer Experience Studies Event Marketing Projects

Quantitative Research
The traditional online survey, if concise and simple in
design, works perfectly well on smartphones (and tablets).

Mobile surveys and traditional online surveys can be mixed and overlapped, depending on the target market, to

achieve more representative sampling.

Some examples of the range of studies that can be conducted via

mobile devices:
Usage Diaries Traffic Patterns

Surveys Triggered by GPS

Brand-Share Data Out-of-Stock Analyses Management Alerts Younger Audiences

Data Summary
Digital Delivery Channels and Services Property Effectiveness Application Analytics Ad Analytics Geo-Spatial Analytics

User profile and Relevance

Identify New Opportunities

Analytics Landscape
Strategies Social, Email, Blogs, Video, Mobile

Marketing, Sales - Product Listing, Promotions

Applications ERP, CRM, Databases, Internal Applications, Customer/Consumer facing applications Context Web, Customers, Products, Business Systems, Processes and Services Support Systems CRM, Recommendation Systems Data warehouses, Business Intelligence

Major Findings
Basic Analytics
Performance Management What happened in the past?

Advanced Analytics
Complex Even Processing Multivariate Statistical Analysis Time-series Analysis Data Mining Predictive Modeling Ensemble Modeling Constrained Based Optimization Natural Language Processing Text Mining What is happening at this moment?

Entity Extraction Sentiment Analysis Semantic Analysis Behavioral Analytics Social Network Analysis Social Media Analytics

What will happen?

What is most likely to happen? What might happen if we give it a little nudge?

Every decision we make is based on Analytics