How Artificial Intelligence Can Help Enterprises Gain Insights Into Asian Consumers
Artificial intelligence (AI) is without doubt one of the most talked-about technologies today, and for good reason: advances in computation, processing power and storage, and the tremendous volumes of data generated, thanks to new mobile and cloud technologies have come together to drive a renaissance in AI.
On the other hand, this confluence of factors is also creating mountains of data – and a headache for any enterprise trying to make sense of all of it. Since Appier was established five years ago, we’ve accumulated a considerable database of billions of anonymized device profiles in Asia, which continues to learn as it grows. This data provides some very good insight into the cross-screen behaviors of people throughout the Asia-Pacific region.
Today, I wanted to share a few highlights from our newly-released 2H 2016 Cross-Screen User Behavior Report, generated from our analysis of over 1,800 billion Appier-run campaign data points.
For enterprises, one of the report’s key takeaways is just how important it is to understand the cross-device dynamics of today’s consumers. The complexity of these usage patterns make it difficult for marketers trying to reach them using conventional technology. Using AI, Appier is able to process these billions of data points quickly, detect patterns and even predict future behavior.
I encourage you to download the report to read at your leisure, but I wanted to share here a few key trends the report reveals.
1. A cross-device perspective is critical to understanding Asian consumers
51% of internet users across Asia own 2 or more devices. And among that group, more than half (26% of total users) regularly switch between four or more devices. Regionally, Taiwan users lead Asia in multi-device usage, with 40% using four or more devices, followed by Australia and Japan (29%), Singapore (28%) and Hong Kong (27%).
There’s a lot of talk about the importance of mobile in Asia, but the data from our report shows clearly that a single-device perspective provides an incomplete view of how users in Asia are interacting online. A cross-device perspective is essential for a complete understanding of the user journey.
Consider this: more users browse websites on their PCs during the work day than on mobile, even here in mobile-crazy Asia. But at night, this trend reverses. To be even more precise, our data shows that pageviews on PCs are highest between 2 and 3 pm while pageviews on mobiles peak between 9 and 10 pm.
Another important point the report reveals is just how differently users in Asia reacted to online ads, depending on which device they were using. On average, 79% of users exhibited different behaviors across devices. 35% of users showed completely different behaviors. There are also important differences in this user behavior across the region: Korea logs the most varied behavior at 88%, while on the other end of the scale, Hong Kong stands at 51%.
2. Linking usage data across devices is essential for a comprehensive enterprise data strategy
As our report shows, only by viewing data across devices can you see a complete picture of your user’s journey, and only then will you be able to plan your marketing campaigns effectively. This level of detail is important for marketers, but it’s instructive for other parts of the enterprise as well. For example, the human resources department can use AI to determine where best to deploy the workforce to better serve the needs of the customer base or to identify key skills which HR requires.
3. Richer data sets lead to higher performing campaigns with greater ROI accuracy
Our data consistently shows that cross-screen campaigns perform better than single-screen campaigns. Click-through rates in Vietnam was 54% higher for cross-screen campaigns, while in Australia, the difference was 53%; in India, 48%; in Taiwan, 36%; in Hong Kong, 27% and in Japan and Korea, 19%.
Using Appier’s AI platform, we were also able to help our customers accurately identify the final conversion device on cross-screen campaigns, a critical piece of information for marketers. Across Asia, the smartphone accounted for 46% of final conversions. As usual, there were significant differences by country. The PC drives most final conversions In Australia (71%), India (41%), Malaysia (44%) and Vietnam (41%). The smartphone served as the final conversion device in all other countries – Hong Kong (48%), Indonesia (64%), Korea (62%), Singapore (53%) and Taiwan (48%).
The richer the data, the more successful the campaign. Our research shows three screen campaigns deliver as much as 160% more conversions than those on two screens.
4. Predicting actions is where AI truly shines
We have long believed that one of the biggest benefits of AI is helping predict future actions. Through a comprehensive analysis of the rich datasets that we have accumulated over the years, we have been able to help our customers with very precise and accurate predictions of what their target audiences will do.
One exciting area that we’re exploring is AIXON, a data intelligence platform that allows marketers at a variety of enterprises to discover new customers, enrich their understanding of their customer base, and make predictions using AI.
Some examples of ways that enterprises can use AIXON include:
- A news publisher looking to increase their online subscriptions by identifying likely subscribers online.
- A marketer analyzing data to discover what topics their users are interested in and integrating these insights into their CRM system to optimize their content strategy.
- An e-commerce merchant driving more online sales or conversions by analyzing site data to predict which users are most likely to make online purchases.
- A mobile app developer identifying users at risk of uninstalling their app so they can plan and implement re-engagement measures.
- An online publisher increasing the value of their inventory by providing more granular analyses of site audiences to potential advertisers.
For more data, details, and insights to consumer behavior in Asia, go ahead and download the report. If you’d like to learn more about how AI can help you, don’t hesitate to get in touch with us for more information. Appier’s AI has been helping our customers navigate the complex, cross-device consumer space in Asia over the last five years but this is just the beginning. We believe AI has more to offer to enterprises.
WE ARE HERE TO HELP
YOU MIGHT ALSO LIKE
Our new blog post features a short list of some common python programming patterns and their C++ equivalents. This can help programmers learn C++ in a more efficient way if he or she already knows Python. Leave us a comment below and let us know what you’d like to see covered in our future posts! █ Read More Technical Insights: Introduction to GraphQL｜goo.gl/d7PyXH █ Join Us Our current openings｜goo.gl/rx1jce Basic C++ 11/14 for Python Programmers from Appier
Author | Junde Yu, Chief Business Officer, Appier I’m excited to welcome Satoshi (Josh) Shozen to our team as Senior Vice President of Enterprise Solution Sales for Japan and South Korea. Based in Tokyo, Josh brings over 15 years’ experience in enterprise software sales management and digital marketing in Japan and the region where he has worked with global technology companies including Adobe, Proscape Technologies, and Microsoft. Before joining Appier, Josh was the country manager for SundaySky Japan, the creator of SmartVideo platform, and helped develop the strategic partner ecosystem for selling into major FSI and Automotive clients. In his new role, Josh will lead our teams in both countries to strengthen the business of Aixon, an AI-powered Data Intelligence Platform that Appier launched last July. More than 10 clients, including Japanese real estate portal LIFULL, have already successfully deployed Aixon and transformed their digital marketing campaigns. While we continuously upgrade technology for Aixon’s functionality to help our customers’ business success, such as the recent integration with LINE Business Connect, we also see the strong potential of our business in both the marketing and data intelligence platforms. With Josh on board, we are looking to accelerate our business in Japan
Consumers in Asia Pacific are increasingly choosing to shop online rather than in-store, and by 2021, e-commerce sales will account for more than a quarter of all retail sales in the region. Despite the growth of online retail, in-store experience is still unbeatable from an experiential perspective, setting the tone for your brand and allowing customers get hands-on with the products. Ideally, your in-store customers would shop with you online as well. So, how do you convert those offline shoppers to online? There are a range of artificial intelligence (AI) techniques that can help you bridge the gap between in-store and online experience. Used correctly, they will offer your customers the best of both worlds. Why Convert Offline Customers Online? If you want to boost online sales, attracting new customers should be high on your list of priorities. However, another approach is by converting your in-store customers from offline shoppers to online. Increasing online sales is not only good from a profit perspective. It is also smart business when you look at the long term. By catering to your customers’ needs online as well as offline, your brand will play a bigger part in their lives, and hence occupy