Operationalizing Accountability in Insurance Mobility
In our previous article, we talked about why and how to measure mobile app performance in insurance. Here, we'll talk more about implementing and operationalizing mobile performance metrics. Some tips:
Determine feasibility and resources
Insurers should start now to identify who will take the lead on the mobile insurance team and the scope of work to implement a script-based tag on a mobile channel. Initially, this involves performing a feasibility check to compare and contrast log file analysis and page tagging. This information will help to determine the infrastructure, expertise and resources required to implement a script-based tag to gather metrics.
Update mobile policies
As mobile technology continues to evolve, it is crucial to work with an agency privacy officer to update site policies. Customers and agents need to be informed about how tag-based analytics on the mobile channel are used to collect non-PII data.
Manas Nayak, EY
Decide what to implement
It is important to prioritize applications and features where the tag would be implemented across the mobile channel. Consider a phased approach that begins with high-priority sites, customer top tasks and most visited pages and be prepared to explain full implementation over time. Focus on areas that measure technical fitness of the app, level of user engagement and business results.
Identify a method to add codes
With a content management system (CMS), it may be fairly straightforward to add the code to all pages, with an option for automated handling. Many non-CMS websites include a servicer side to manage common elements across many pages of domain (e.g., to maintain a common header or footer). The code can be integrated into existing common elements such as those in use across the site. Alternatively, bulk edit operations can be performed across large volumes of html files to insert a common snippet into a consistent location within the source code.
Embed the script-based tag
The most efficient and consistent way for agencies to collect common performance metrics is to add an analytics app and page tag to their mobile channel. Such real-time tagging is now the industry standard. A common tag will collect the required metrics easily (at minimum cost to insurers) and enable data aggregation for robust analytics. Page tagging can supplement existing metrics and report on events, such as interactions within apps, partial form completion and touch screens, which do not involve server interaction.
Perform quality assurance testing
Implementation must be audited to make sure that data is collected accurately. The analytics engine will enable a ready view of the pages that are reporting traffic and allow for analysis of those that were missed.
Analyze data across various dimensions
While mobile metrics are the foundation for measuring performance, the true insights come from being able to "slice and dice" the data across various dimensions (time, content, marketing, technology and demographics) with the common baseline mobile metrics to gather crucial information. These will give a comprehensive and holistic picture of how mobile technology is performing and where improvements need to be made.
Use a variety of data to tell a complete story
The intent of measuring is not to collect isolated, raw data. The purpose is to collect a diverse set of data that is analyzed holistically, enabling connections that tell a story about how people are engaging with the mobile channel.
Prioritize resource needs and improvements
In addition to measuring performance and satisfaction, metrics (such as total page views) will help determine which content is most heavily used by customers. It can also identify and prioritize customers' top tasks so that improvements to that content can be made first. In many cases, websites follow a "long tail" pattern, where a few of the most popular web pages garner the most traffic. Making improvements on those pages first may afford the biggest ROI and impact on overall customer experience.
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