SUMMIT2016_S710_mobile analytics to mobile engagement - AS presented

© 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


While at a dentist appointment…somewhere in Palo Alto, California!

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© 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


SO… what does this mean for you as app marketers?


TIMES A DAY

BILLION+SMARTPHONES2

4


SO… what does this mean for you as app marketers?


TIMES A DAY

BILLION+SMARTPHONES2

5

30-40EVERY DAYMOBILE MOMENTSBILLION


Increasing competition for attention

Apps in each store~1.4M

6

US and UK usersspend 80% oftheir time in just

5 apps!


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

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What metrics do you use to measure success?

~1/3rd

ON

LY

OF COMPANIES HAVE A DEFINED MOBILE STRATEGY


*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


*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



How to get more value from your mobile analytics. Matthew Peters – National Australia Bank #TakeOwnership #LoveYourAnalytics


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


campaign Experience Manager

Analytics

Audience Manager

Target

NAB Marketing Cloud line up

Core Services (Mobile)


Mobile only

27% Mobile & Desktop

28%

Desktop only

45%

Use Mobile 55%

Use Desktop 73% Customer lens (number of people )


Mobile

66% Desktop

34%

Usage lens (number of logins)


The iPhone-Desktop dance

iPhone Desktop

12am 12pm 12am 12pm 12am

Tuesday Wednesday Thursday

Logins

Time of day


In App personalisation

Airline Purchase 311

Customer Attributes

Accommodation Purchase

Travel Related Purchase 302

Digital Behaviour Customer Behaviour


Click Through Rates




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


The Conversion Journey




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


How does it compare to other forms?




average

poor

good

exemplary

this form

Relative Completion Rates Desktop This form Mobile


How does it compare to other forms




average

poor

good

exemplary

this form

Same form content, website conversion was 600% higher

Relative Completion Rates Desktop This form Mobile


Mobile Analytics shows the problem

Main form Loan Details Personal Details Financial Details Documents Extras Submitted

Screen Visits


Mobile Analytics shows the problem

Main form Loan Details Personal Details Financial Details Documents Cover Submitted

Screen Visits Validation Error


Marketing Reports & Analytics (Web UI)


Mobile Services UI


Adhoc Analysis (Java UI)


The problems were small, but their impact was big.

























Our customers didn’t get the experience they deserve


Revenue

actual

Potential

6x Loss


How do you teach your people to truly understand your mobile

users?


1. Know your App


2. Know the tools


2. Know the tools


3. Know your implementation


4. Know how to simplify


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


Our users love their mobile analytics, and they used it often

Active users before

Active users after


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


Q&A

Q&A

43

Arun Bhattacharya [email protected] Twitter: @abhatta91

LinkedIn: Arun Bhattacharya

Matthew Peters [email protected]

LinkedIn: Matthew Peters
