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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
S710 - Advance your organization from mobile analytics to mobile engagement Arun Bhattacharya | Product Marketing Director, Adobe Matthew Peters I National Australia Bank, Customer Insights & Analytics Manager
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
While at a dentist appointment…somewhere in Palo Alto, California!
2
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What does mobile mean for you as marketers?
150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE
TIMES A DAY
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SO… what does this mean for you as app marketers?
150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE
TIMES A DAY
BILLION+SMARTPHONES2
4
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SO… what does this mean for you as app marketers?
150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE
TIMES A DAY
BILLION+SMARTPHONES2
5
30-40EVERY DAYMOBILE MOMENTSBILLION
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Increasing competition for attention
Apps in each store~1.4M
6
US and UK usersspend 80% oftheir time in just
5 apps!
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7%
16%
22%
38%
40%
41%
48%
76%
External metrics
Custom metrics
Conversion rate
Revenue / leads generated
Time spent
Return usage
Number of downloads
N/A
7
What metrics do you use to measure success?
~1/3rd
ON
LY
OF COMPANIES HAVE A DEFINED MOBILE STRATEGY
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
*Source: Forrester, Mobile Mind Shift Maturity Framework, January ‘15
Understanding Your Mobile Mind Shift Maturity*
Shrink & Squeeze Force traditional experiences into smaller forma factors
Mobile First Create net new mobile experiences …the advent of mobile apps
Experience Transformation Win mobile “moments” … engage in context
Business Disruption Think ahead with “mobile only” mindset
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
*Source: Forrester, Mobile Mind Shift Maturity Framework, January ‘15
Understanding Your Mobile Mind Shift Maturity*
Mobile Force traditional experiences into smaller forma factors
Mobile First Create net new mobile experiences …the advent of mobile apps
Mobile Experiences Win mobile “moments” … engage in context
Business Transformation Think ahead with “mobile only” mindset
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Adobe’s Perspective
SMS
MEASURE
Apps Tactics
Consumer Profile Location
Platforms
MANAGE MAKE
MONETIZE
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to get more value from your mobile analytics. Matthew Peters – National Australia Bank #TakeOwnership #LoveYourAnalytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Take ownership, love your analytics, love your mobile app.
13
A great implementation in your mobile app
Teach people how to truly understand your mobile app
users
Take action
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
campaign Experience Manager
Analytics
Audience Manager
Target
NAB Marketing Cloud line up
Core Services (Mobile)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Mobile only
27% Mobile & Desktop
28%
Desktop only
45%
Use Mobile 55%
Use Desktop 73% Customer lens (number of people )
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
Mobile
66% Desktop
34%
Usage lens (number of logins)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
The iPhone-Desktop dance
iPhone Desktop
12am 12pm 12am 12pm 12am
Tuesday Wednesday Thursday
Logins
Time of day
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In App personalisation
Airline Purchase 311
Customer Attributes
Accommodation Purchase
Travel Related Purchase 302
Digital Behaviour Customer Behaviour
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Click Through Rates
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
Desktop Internet Banking
Mobile Internet Banking
18x
Targeted data-driven messaging can achieve a 500% - 1,800% increase in CTR in Mobile Apps
1 -5x
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Conversion Journey
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
Impressions (message visible)
Positive Response (message tapped)
Initial Action Taken (apply now)
Conversion (app, registration, etc)
Verification / Approval
Account Open
Great engagement
Great fulfilment
Low Conversion
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How does it compare to other forms?
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
average
poor
good
exemplary
this form
Relative Completion Rates Desktop This form Mobile
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How does it compare to other forms
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
average
poor
good
exemplary
this form
Same form content, website conversion was 600% higher
Relative Completion Rates Desktop This form Mobile
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Analytics shows the problem
Main form Loan Details Personal Details Financial Details Documents Extras Submitted
Screen Visits
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Analytics shows the problem
Main form Loan Details Personal Details Financial Details Documents Cover Submitted
Screen Visits Validation Error
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Reports & Analytics (Web UI)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Services UI
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adhoc Analysis (Java UI)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The problems were small, but their impact was big.
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The problems were small, but their impact was big.
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The problems were small, but their impact was big.
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The problems were small, but their impact was big.
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The problems were small, but their impact was big.
Airline Purchase 311
Accommodation Purchase
Travel Related Purchase 302
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our customers didn’t get the experience they deserve
Accommodation Purchase
Revenue
actual
Potential
6x Loss
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How do you teach your people to truly understand your mobile
users?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Know your App
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Know the tools
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Know the tools
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Know your implementation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4. Know how to simplify
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Will people be interested in Mobile & Digital Analytics?
Expert IntermediateAdvancedIntermediate Advanced Advanced
100% 100% 100%100% 100% 100%
10 Marketing Exclusive
18 (Open Class) 18 Marketing Exclusive
18 (Open Class) 18 (Open Class) 18 Marketing Exclusive
100 people enrolled in my last digital & mobile training analytics program in under an hour
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our users love their mobile analytics, and they used it often
Active users before
Active users after
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Take ownership, love your analytics, love your mobile app.
42
A great implementation in your mobile app.
Teach people how to truly understand your mobile users
Take action
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&A
Q&A
43
Arun Bhattacharya [email protected] Twitter: @abhatta91
LinkedIn: Arun Bhattacharya
Matthew Peters [email protected]
LinkedIn: Matthew Peters
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.