Delivering Delight to Mobile App Customers

Our Apps….

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The Tatts Group Mobile App Journey

2013 2015 2016/2017

• Tatts.com Mobile Apps launched;

• Adobe Analytics is implemented at Tatts Group

• New features in Adobe Mobile Services are released to existing Adobe Analytics users (Messaging & Acquisition);

• UBET Mobile Apps are launched

• The Lott Mobile Apps are launched (Tatts.com App becomes ‘the Lott’ App);

Analytics Context Data

Messaging Acquisition

Pillars of Success

Know your users!Analytics for mobile apps

Reports to start using

Workspace• Cohorts;• Funnel Analysis;• Trend Key Lifecycle metrics;• Trend Key ‘Actions’

Mobile Services• Technology;• Action Paths;• Screen Paths;

Reports to start using

Workspace• Cohorts;• Funnel Analysis;• Trend Key Lifecycle metrics;• Trend Key ‘Actions’

Mobile Services• Technology;• Action Paths;• Screen Paths;

Reports to start using

Workspace• Cohorts;• Funnel Analysis;• Trend Key Lifecycle metrics;• Trend Key ‘Actions’

Mobile Services• Technology;• Action Paths;• Screen Paths;

Context is key!Scale your Context Data

Key lessons

Workspace• Context data is about driving highly relevant engagement• Create consistency in your naming conventions (mirror your website data layer)• Educate and excite your product & development team

Enriching the experience!In-app messaging

Telling customers about new features!

57% uplift in feature usage post campaign period

Making sure customers don’t miss out on the big jackpot!

Keeping customers informed about important changes

30% uplift in CTA to download with native alert format

Successfully drove customer migration & uptake of UBET app with little impact on customer attrition

Surprising & delighting our customers

Keeping customers informed…

Real time ability to react to environmental & external issues to drive strong customer experience for users

Targeting in-store customers checking the results of their ticket via the app to drive promotional messages post action.

Letting customers know about in-store promotions!

Surprising customers with competition entries

Targeting specific product context data to trigger post purchase promotional messages and drive incremental revenue.

Where are my downloads coming from?Acquisition tracking

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Acquisition Tracking

Create Campaign

Measure

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Acquisition Tracking

Completing the loop on A/B Tests (Adobe Target)

Key LessonsAdding Value with Mobile Services

• Get started! You can add value quickly with out of the box features.• Build strong relationships with your Product & Mobile development teams;• Work hard to educate on the ‘Why’;• Use Analytics Workspace to it’s full potential and share the data!

What’s Next?

• Further expand & enrich the context data layer in Mobile Apps;• Enable ‘MCID’ Service for Mobile Apps;• Integrate Adobe Target;• Enable and leverage Location (Places) Services;• Push Messaging!