Mobile can be a Goldmine

S706 – Mobile can be a Goldmine: Make money by personalizing mobileRuss Lewis & Kollin Killian | Adobe Consulting

Russ LewisConsulting Manager, Adobe

rulewis@adobe.com | @russlewis84

Kollin KillianOptimization Consultant, Adobekillian@adobe.com | @k0ll1n

Mobile:An Unclaimed Gold Mine

Consider the last five optimization campaigns you’ve run How many were desktop How many were mobile?

Where are you digging today?

Mobile is an Unclaimed Goldmine

Dig into mobile Realize valueEnlist Mobile Miners

Gold Map: Content Key

Gold Nugget: Mobile Tip or Trick

Mobile App

Mobile Web

2. Dig into Mobile

3. Realize Value

1. Enlist your Mobile Miners

Mobile Stakeholders – Who they are and how to speak their language

Mobile Product Manager

Optimization Manager Developer

RESPONSIBILITIES • Own or support acquisition

and attribution• Define, measure &

optimize KPIs• Increase engagement

NEEDS• Easy to use • Robust targeting• Reduced dependency on IT• Audience centric reporting

RESPONSIBILITIES • SDK installation and

upgrading• Develop and QA

campaigns

NEEDS• Easy installation and

upgrades• Clear documentation

RESPONSIBILITIES • A/B testing and

personalization• Personalize app experience• Cross channel reporting• Messaging - push and in-

NEEDS• Channel consistency• One interface• Single view of the user -

targeting and reporting.

Where is your mobile maturity?

None of the above

External metrics (e.g., reduced call center costs)

Custom metrics (e.g., social shares)

Conversion rate

Revenue / leads generated

Time spent

Return usage

Number of downloads

Adobe/eConsultancy, March 2015

What metrics do you use for measuring the success of mobile applications?

Only 34% of companies have a defined mobile strategy.Adobe/

eConsultancy, March 2015

Mobile Maturity Curve

Shrink & Squeeze• Force traditional

experiences into smaller form factors

Mobile First• Create net new

mobile experiences …advent of mobile apps

Experience Transformation• Win mobile

“moments” … engage in context

Business Disruption• Think ahead

with “mobile only” mindset

Forrester Report A “The Global Mobile Revolution Is Just Beginning”

App Acquisition Tracking

In-App Messaging

Mobile Web Testing

Geofencing (App)

Geofence Lat/Long (Web)JS file Upgrade

(Web)App Personalizatio

Gold Mine – Start digging through your layers to find gold

What tools do you have?

Adobe Marketing Cloud

Solutions

Core services

Places

PlatformPeople

AssetsMobile

ActivationData science

Data Content

MediaOptimizer

Social

AudienceManager

Target PrimetimeExperienceManager

Campaign

Analytics

Adobe Marketing Cloud: Integrated SDK and app workflowsNative or Cross Platform

Development Mobile SDK

Analytics

Target

AudienceManager

App-centric user interface

App Engagement Analytics

Optimization & A/B Testing

App Acquisition Analytics

In-App Messaging

Push Notifications

Location-aware experiences & messages

OTT Devices

NOTE: OTT SDKs currently support Analytics (with Video Heartbeats) & Audience Manager

Analyze your Acquisition

Cost per install (Feb 2016) Android: $1.91 iOS: $1.64

https://www.fiksu.com/resources/fiksu-indexesBe smarter with your advertising dollars – use Acquisition tracking

Alex & Ani: Inspire engagement & commerce with lifestyle customers

Challenge: • Provide experience that customers will download and continue

to use over time• Measure and optimize user acquisition campaigns for app

downloads• Personalize content and product offers within appResults: • Mobile acquisition campaigns drove 10% increase in app

downloads and 20% of mobile app revenue• Plan to use location targeting and recommendations to

personalize in-app messages and content

“Adobe Marketing Cloud enables us to be smarter about how we serve new content, experiences, and product offers to customers across devices.”

VP of e-Commerce & DigitalAlex & Ani

In-App Messaging

Mobile Web Testing

Geofencing (App)

In-App Send messages when the app is open. Requires 4.2 SDK

Push messaging Send message when app is closed. Requires 4.6 SDK

Messaging

Engage with users in real time

MLB: In-app messaging drives higher app store ratings & revenue

Challenge: • Below average app store ratings• Few in-app purchases by users

Results: • Increased ratings from 2.5 to 4.5 stars• Downloads are up by double digits % • Sales from In-App Purchases are up double digits %

Solution Capabilities: • “Rate my app” message to audience segment of active users

with latest devices

What is the right message to send? Should we highlight the %

discount or keep the offer focused on the brand name?

What is the frequency we should send a message? Should we push daily, three

times a week or once a week?

Bonus – A/B Test Messaging

In-App Messaging

Mobile Web Testing

Geofencing (App)

Mobile Maturity = Shrink & Squeeze

Where to dig?

1. Target Mobile Traffic: Promote a different creative cloud application for mobile devices, like Adobe Lightroom

Requires – Target on web

2. Mobile Traffic: Email Campaign Featured Image: Update hero and value prop

messaging to guide users to the email field Functionality: Add the ability for users to email the URL

to themselves Requires – Target on web, ESP (Adobe Campaign)Take 15 minutes next staff meeting and be your own customer

Look in Analytics to determine which views to create

http://viewportsizes.com/

Viewports

TARGET

Create and use viewports

Alex and Ani: Recommendations

7% Increase6% Increase13% Increase

6.2%In

revenue

Use 1st party data to personalize the customer journey

In-App Messaging

Mobile Web Testing

Geofencing (App)

App LocationTrick: Build a list of locations and target them using latitude and longitude

Identify where you users are

In-App Messaging

Mobile Web Testing

Geofencing (App)

Mobile Web Location

Accuracy of Location Reverse IP 50% 99%HTML5 Location 100% 100%

Use HTML5 Location for accuracy on mobile web

Mobile Web LocationTrick: Build a list of locations and target them using latitude and longitude

In-App Messaging

Mobile Web Testing

Geofencing (App)

Supports Single Page App implementations and standard web implementations

New client-side delivery library – at.js

• All calls are asynchronous• All calls use XML HTTP Requests (XHR)• No blocking calls• No document.write() calls in library or responses

Faster

• No immediately executing JavaScript in server responses

• Easy-to-use settings and handling of errors and timeouts

• No page reloads on timeouts

Upgrade library

In-App Messaging

Mobile Web Testing

Geofencing (App)

Tips & Tricks Banner Text vs Button 60% lift in click throughs

When should we require users to to sign in? Moved sign up to beginning and didn’t see dip in

publishing rates Allowed for improved tracking and personalization

What should our sign in layout look like? Adobe login focused vs Facebook focused No real impact

Adobe Voice

Send a text or email to your team right now with a link to this Adobe Slate summary of action items

http://adobe.ly/1Lwh63B

Call to Action

Russ Lewisrulewis@adobe.comLinkedIn:russelljlewis

Kollin Killiankillian@adobe.com

LinkedIn: Kollin Killian

Resources for Mobile Motivation

Use data to motivate your stakeholders today

Blogs:• https://blogs.adobe.com/digitalmarketing/mobile

/• http://untether.tv/category/podcast/twilbm/• http://mashable.com/category/mobile-marketing

/• http://marketingland.com/library/channel/

mobile-marketing• http://www.mobilemarketer.com• http://mobilemarketingwatch.com• https://www.thinkwithgoogle.com/

Twitter• @harrybr• @mjasay• @OptimiseOrDie• @bjfogg• @mobilemktrdaily• @lukew

Mobile can be a Goldmine

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