BrandsLab Marketing Performance Optimization Session 4 | Not Your Mama's Mobile - Mobile for...

Not Your Mama's Mobile:Mobile for Modern Brands

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Presenter

OPTIMIZATION PRACTICE LEAD

TIM WALKERMOBILE PRACTICE

LEAD

JIM GLAUNER

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This session will cover…

The Importance of Mobile to Brands

Mobile Metrics for Success3

1

How to be Successful in a Mobile World2

Improving Usability with Analytics4

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The Importance of Mobile to Brands

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The current state of mobile Estimated Number of Mobile Users Worldwide (in Millions)

North America

Latin America

Europe

Middle East & Africa

Asia-Pacific

5 Billion People to Use Mobile Phones by 2017

2013 | 4.3 MILLION

2017 | 5.1 MILLION

Source: eMarketer

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2.8 hours per day is the time spent per Adult User using Mobile device4

80% of internet users own a smartphone1.

Mobile stats that brands shouldn’t ignore.Apps account for 89% of mobile media time1. By 2019, mobile advertising will represent 72% of all US digital ad

spending2.

Sources: 1. Smart Insights, 2015; 2. Marketing Land, 2015; 3. Email Monday, 2015; 4. eMarketer 4/15 (2011-2015)

Mobile email opens have grown by 180% in the last three years3.

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A Shift in Technology

Increasingly the world is less device centric and more human centric.

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How to be Successful in a Mobile World

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360 degree view of the customer

A multi-channel strategy is integral to obtaining a 360 degree view of the customer.

Customers will conduct different tasks depending on the channel

Flight search

Check-in

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Building a mobile persona

Brands must define who their mobile users are in order to understand and build their own mobile persona.

Types of activities they might doAudience demographicsInterests and purchasing behavior

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Tracking mobile perception

A successful mobile persona isn’t a ‘set & forget’ project, it is important to track and measure your mobile persona.

Is the app/ mobile site working as expected?

Is the language optimized for mobile?

Are your mobile CTAs converting?

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Mobile Metrics for Success

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How do we measure success?

There are measures of success beyond direct app revenue, bookings and subscriptions.

Crash frequency

Latency

Lifetime value

Retention

Custom metrics

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Crash Frequency.Measuring and identifying crashes in a timely manner can save significant revenue.

61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.

MicKinsey & Company, 2014

Apps that don’t crash are more profitable.

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Latency.A three-to-four second latency time during a transaction likely means most users will abandon that transaction.

47% of consumers expect a web page to load in

2 seconds or less.

Kissmetrics, 2015

Around one second = ideal latency.

LIVE POLLWhat do you think the ideal latency period is for mobile? A. 4 seconds B. 2-3 seconds C. 1 second D. < 1 second

Submit your answer now!

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Lifetime value.Maintain a user score, based on activities that earn points.

88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. Nectafy, 2014

Determine which user actions are most valuable and assign a point value to each.A large cohort of users with a high lifetime value should mean you have an active, profitable user base.

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Across all industries, 75% of app users churn within 90 days.Localytics, 2016

Retention.Session length, session intervals, app retention, monthly and daily active users (MAUs and DAUs).Users typically decide whether or not they want to use an app regularly in 3 to 7 days.

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Custom data.It is important to also identify metrics that are important to your brand. 71% of

marketers believe mobile marketing is core to their business.

Salesforce, 2015

Is the app used by field agents - how can we attribute revenue based on their activities?Are their app functions like live chat that save call center money - how can we quantify that?How can we tie app activity to revenue directly generated via other channels?

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Mobile Technology VendorsCrash Analytics App Store Data

Mobile MessagingA/B Testing

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Improving Usability with Analytics

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Identifying areas of improvement

Where are users abandoning flows or forms?

Why are users abandoning?Are customers using the tools and navigation elements intended for ease of use?

#EMPOWERBL16Collect data with user segmentation in mind

Build different remarketing emails for different target groupsTailor the app experience depending on the user personaTailor mobile-centric outreach like in-app and push messaging

Capture visitor data that will allow you to build customer personas - users’ historical data, if exposed to an analytics tool, can be used as a powerful marketing tool.

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Diversify your data

Create your data set with more than just one major analytics tool in mind. There are a multiple useful mobile tools that perform valuable niche measurement tasks.

Crash analytics tools

Mobile in-app and push messaging tools

A/B testing

App store activity measurement

Deferred deep linking

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Building a data layer

Make sure your data is built using an anonymized “data layer” that can be easily accessed no matter what third-party tool is receiving the data.

A data layer is the anonymized, single source of truth for all app analytics.

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How a Data Layer Helps

Client 1 | Financial Client 2 | Office Supply

Client 3 | Entertainment

Capturing of the most valuable data

Aid in transitioning analytics platforms

Integration of new technologies and

solutions

Q & A

THANK YOULinkedIn.com/Ebiquity

@ebiquityglobal

www.ebiquity.com