OONA TV, the Fun,
Interactive AVOD Mobile Entertainment and Messaging Platform that
Goes Beyond OTT, is a cutting-edge mobile app which is on course to
provide exciting data/ commitment-free and ad-free premium mobile
entertainment to billions of people in Indonesia, other parts of
Asia, Africa, the Middle East, South America, the US and Europe.
So let us put the
spotlight on just one ingredient of OONA's successful strategy which
enabled leading digital strategist, CEO and founder, Christopher
Hochart, to start the ball rolling and partner up with one of the
world's largest telkom companies, Telkom Indonesia. The latter has
been OONA's initial market for this nascent advertising
video-on-demand service, which is set to transform the lives of 185
million plus Indonesians who no longer have to use up their data, pay
subscription charges, or waste away hours scrolling through pirate
sites.
Siskabot and the Unique
Way of Collecting Behavioral Analytics
OONA is designed to
create a deep personal one-to-one experience between the user and the
world first AI genie in the app, Siskabot. The
latter appears in person when the app is downloaded, and then has
regular conversations with each user to: 1. Find out the exact type
of entertainment content they love. And 2. To discover what kind of
branded products and services they would chose, and the ads they
would like to see which could help them save money and get discounts
on anything from cars to holidays and household goods to hot fashion
items and beauty products. The conversations are geared to enable
OONA to get to know more about each and every customer, and what
drives their behaviour. The more the user interacts with Siskabot,
the better and more fine tuned OONA's analytics become. All personal
data is kept strictly confidential.
Content
marketing strategist, Daniel Threlfall, notes that: “understanding
and applying behavioral analytics can be incredibly useful for growth
strategies. In fact, it could be the energy and edge that your brand
has been missing”[1]. We have to understand that it is the audience
that drives growth, and: “take a step back and look at [them]. Do
you really understand them? Be honest with yourself. Most growth
hackers think they understand their customer base, but they only know
raw data. Knowing demographics doesn’t mean you understand your
audience”[1]. Hochard understands this extremely well, and this is
where OONA's analytical strategy goes way beyond the normal raw data
collection methods which it also adheres to.
Why Are
Psychographics All the Rage?
Well, psychographics
are crucial when it comes to behavioral analytics. This is because
they offer companies a fundamental understanding of why consumers act
as they do. “Demographics are the who. Psychographics are the why.
Psychographics include: personality, values, attitudes, interests and
lifestyles. Demographics include age/gender, race, location and
employment status”[1]. Companies can learn something about the
consumer's behaviour from every psychographic data point.
Psychographic
Variables
Also known as AIO
variables, psychographic variables incorporate gaining knowledge
within three spheres: Activities, Interests and Opinions. The
Activities questions span elements such as: what type of work the
user does, the hobbies they enjoy, their favourite sports, their
shopping preferences, and the kind of entertainment they love. The
Interests questions include: family, home, job, recreation, fashion,
food, and media. And the Opinions questions include: culture,
education and products [1]. These three categories all contain very
relevant questions for OONA, and they are delivered in friendly way
by Siskabot, who makes the user feel comfortable, just as though they
are talking to a friend.
The tcoin Incentive
That Drives Regular Bot-Human Interaction
In order to encourage
viewers to keep in regular touch with Siskabot, OONA and Telkom
Indonesia offer a highly beneficial rewarding tcoin (virtual
currency) program for viewers. The more they chat with Siskabot,
watch OONA's channels and ads, engage in the app, and share with
SiskaBot, other viewers and friends, the more tcoins they can
accumulate to redeem for quality branded goods, free meals, exciting
fun days out, relaxing holistic health treatments, free telcom
minutes and other telcom products. The tcoins, which are shown in a
personalised virtual wallet, enable the user to achieve different
statuses such as Rookie or Master, depending on the number of tcoins
they have acquired. As consumers, our likes and wants are often in a
state of flux, and to that end, the regular conversations between the
user and Siskabot are invaluable for updating the consumer's
behavioral analytics.
In summary, “If
you’re focused on sheer volume and ignore your customers in the
process, you’re going to get nowhere fast”[1]. OONA
TV has disrupted the market in a positive way in order to benefit
advertisers who are seeking targeted advertising which engages
consumers and places their ads center stage. And in yielding success
from advertising through behavioral analytics along with standard
methods; consumers, telecom companies, channels and content holders,
can enjoy excellent financial rewards. Isn't that what it's all
about?
Reference
Kissmetrics
(2018). “How to Leverage Behavioral Analytics In Your Growth
Strategy.”
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