Following the release of our Intelligent Cloud Services we will be writing monthly blogs to analyse some of the more interesting statistics that we have available through collecting aggregated knowledge on the transactions taking place on our platform.
Some interesting stats this month for click-throughs on URL’s in messages sent from the gaming sector.
The start of the new football season has helped our gaming customers jump to the top of table for click through rates in August compared to July with the average response time unsurprisingly being within 15 minutes. We say unsurprisingly because we are noticing more and more bet in play messages during the 15 minute half time break in football matches.
Percentage Click Throughs Over Time.
The latest odds need to get to customers with enough time to allow them to actually place the bet before the second half starts. Gaming companies see mobile as the only channel that allows them to contact their customers with the half time odds quickly and by placing a link to their mobile page or app, customers can place a bet on the go.
Interestingly almost 50% of these clicks were by iOS devices. A higher click through and conversion rate for these tells us that the mobile website or app renders the best, allowing the company to focus on developing the usability for their website for other devices.
How should this data be used?
Identify and filter the most engaged customers for future campaigns.
We can take the use of data a stage further using some filters. The next time the company has a campaign with a high value offer they can apply a filter that targets just those customers that have previously clicked through- the most valuable customers that are most likely to engage and spend.
Encourage app downloads for different operating systems.
They might also have a new IOS app they want to promote; filtering allows them to target just those that are on that device type so they don’t waste money sending a link for an IPhone app to an Android device.
Complement existing data.
Click through data can also be added to a CRM system to allow a gaming company to segment the data even further. Click throughs can be reported on by campaign so a gaming company might know that a mobile number clicks through and places a next scorer bet at half time for games where Manchester United are playing on a Saturday in a league game. They can then target this number with a personalised message based on these insights.
Enhance other channels.
By complimenting existing email and social data with mobile click through data a company can build a picture of each of their customers preferred channels for engagement. For example a customer might engage with a brand by clicking through to a URL in an SMS, replying with a keyword to an SMS and placing a bet via the mobile website or app. Compare that to a customer who bets in store and responds only to emails and a company can segment and target their data by their preferred channel. This not only saves them money but also helps reduce damage to the brand- why send an email to a customer whose only engagement has been via mobile?
All of this will ultimately lead to a much better ROI- and the more messages a company sends with track able URL’s, the more click throughs they will get and the bigger database of high value customers they will collect.
View our homepage for more interesting statistics on mobile behaviours and devices and look out for our next analysis in October.