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…

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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