News
Celltick segments to better click rate
Tim Green Sep 1 2008, 12:00pm
Celltick has recorded a 60 per cent increase in clicks after improving user segmentation.
This is the highlight of results from the first implementation of the new ‘Response-Based Segmentation’ (RBS) feature on its LiveScreen Media platform. The process tracks user interaction and automatically creates a profile. This allows Celltick to target users according to their areas of interest and demographic characteristics.
The trial of RBS, launched with a Brazilian operator, showed a 60 per cent increase in the number of users responding to teasers on the idle screen, and an 80 per cent increase in the overall number of clicks-per-day since the service enhancement.
Stephen Dunford, CEO of Celltick, said: “In mobile marketing it is crucial for operators to differentiate their services for advertisers, content providers and subscribers alike.
RBS can provide improved performance and enhanced revenues as well as help increase customer retention by providing the content subscribers really want rather than generic messages.”
Celltick’s LiveScreen Media platform provides a mobile marketing media channel broadcasted to the user’s idle screen. It enables advertisers to segment by location and handset and launch time-sensitive campaigns.
