20140327-S602-Mobile

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

S602 - Mobile, the next frontier: Optimizing the lifetime value of your customers on the go

Russ Lewis | Mike DiMiele

1

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Get a free Redbox

Text "Redbox14" to 727272


Russ Lewis Consultant, Adobe [email protected]


Mike DiMiele Sr. Manager Analytics and Testing, Redbox [email protected]


Agenda

1 | Welcome and Overview

2 | You have mobile customers, they need you

3 | Adobe Target – Reaching your customers on the go

4 | Big Opportunities exist


Key Takeaways

You have mobile customers and they

need you

1 Adobe Target can

reach all your customers on the go

2 Big opportunities exist

in mobile

3


You have mobile customers and

they need you


Source: Q1 2013 Global Mobile Maturity Executive Online Survey and Forrester Research interviews.

50% of all retail traffic


Mobile is everywhere and growing

9

+45 min/day

67% YoY growth

2:12 total a day

eMarketer – "Redefning mobile only users"


Consumer Visits: Approximately 80MM times a month,

consumers choose Redbox as their source for family entertainment

Simple: Easy to use,

no commitment

Convenient: Available at locations

where you already shop

Location, Location, Location: ~ 70% of the U.S. population lives within a 5-minute drive

of a Redbox kiosk

Easy to Rent: Accepts debit, credit,

promo codes, reserve online, reserve via mobile app

Fun: New release movies, big stars,

impulse orientation

Great Value: $1.20 DVD,

$1.50 Blu-ray™, $2.00 video games

daily rental

Rent and Return Anywhere™:

Supported by largest automated retail network in U.S.

55% of Redbox rental trips result in a store purchase and 22% of customers report making an unplanned store purchase when renting from Redbox

Who is Redbox?


March 24-28, 2014 | Salt Lake City, UT

Learn more at summit.adobe.com

11


Our Marketing Partners: Category Leaders

CPG Brands Retailers / QSR Services / Tech / Media


Total Redbox Visitor Traffic: (Web, Mobile Web, Apps) •  41% from desktop •  48% from mobile phone •  10% from tablet

Redbox App Visitor Traffic: (iPhone, Android App) •  60% from iPhone app •  40% from Android app

Redbox.com Visitor Traffic: (Web, Mobile Web) •  Over 50% from a mobile device •  About 40% from a phone •  About 10% from a tablet

Redbox Mobile Users


Live Poll | What mobile platforms do you have?

•  56% have both app/web •  33% have web •  5% have app only •  5% have neither


Desktop Site

Mobile Site


Mobile App


Customer's on the Go

17

Reserve Rental

Pickup Disk

Find Kiosk

Email Signup

Create Account

Add to Wish List


Showrooming

18

12% of online sales

come from consumers who are standing in a Walmart store, using the customized version of its mobile website

http://econsultancy.com/uk/blog/63411-how-can-retailers-deal-with-showrooming


When to make the mobile strategy?

“We’ve had a mobile-first philosophy for about the past three years.

Last year, mobile was probably 20% of our total revenues. This year, it’s more than 40%.”

Elizabeth Francis, CMO of Gilt Groupe.

19


Do you have a mobile strategy?

eConsultancy – Mobile Marketing Report 2013


Live Poll | Do you have a mobile strategy?

•  29% Yes •  56% Somewhat •  15% No


Live Poll | Do you know what % of revenue mobile contributes to your bottom line?

•  42% No •  58% Yes


Native Applications Fond of native Varied usage


QR codes Think 54% use it

10% actually use it


RWD Magic Bullet Varied

Acceptance


Tablets Same as

smart phones Not same as smartphones


Mobile Channel Investment

28

% o

f res

pond

ents

with

cha

nnel

eConsultancy – Mobile Marketing Report 2013


Why Product Guiding Principles?

•  We need a Framework that ensures we consider all aspects of Testing & Product Development before we commit time, money & manpower

•  Position Analytics & Insights as the thought leader for Redbox

•  Help ensure consistent results & maintain connection to strategic business objectives

•  Deliver strategic direction for business use cases to executive team & marketing stakeholders

•  Allows Redbox to maintain a consistent level of quality across all products, platforms & channels


Guiding Principle in Optimization Strategy

!  What customers are being addressed

!  “What is the need that we are solving for the customer?”

!  Size of Problem – quantify in terms of number of users impacted or benefitted

!  Consumer barrier to adoption? “For” and “Against” scenarios


Adobe can reach all your mobile users


Live Poll | What platforms do you test on?

•  11% App •  44% Web •  44% Both


Live Poll | Do you do mobile testing?

•  56% Yes •  44% Both


Mobile Web App Download Test

1 | Noted that mobile web traffic is 40% on smartphone

2 | Already have mboxes on mobile web

3 | Test to increase revenue by moving mobile web users over to mobile app

Navigate to redbox.com on your phone right now


B C D E


Winner!


Results of the test so far - Downloads

37


Do not go to app store/open the app (close takeover/close banner)

38


Future plans

Implementing SDK into native apps for iOS and Android

App Testing

Move login with Facebook to top of mobile screen

Filters – avoid redundancy

Reserve button on title details is off screen

Geo targeting of wish list

Text messaging and acquisition

39


Best in class app analytics

Targeting & personalization

Location-based measurement

Point-of-Interest

App acquisition/conversion

Life-time value measurement and optimization

Adobe Mobile Marketing Solution for Native Apps


Mobile services for Adobe Marketing Cloud: App-centric capabilities

One SDK Analytics

Target

Audience Manager

Campaign (2014)

Phase 1 (Launched Oct 2013)

App Analytics

App Optimization

Geo-location Analytics & Targeting

App SDK for Marketing Cloud

Adobe Mobile services

One UI


Lifecycle Metrics

42

!  Installs (first time launch)

! Upgrades

! Launches

! Crashes

! Previous Session Length

Dimensions !  Install Date

! App ID

! Number of Launches

! Days Since First Use

! Days Since Last Use

! Hour Of Day

! Day Of Week

! Days Since Last Upgrade

! Launches Since Upgrade

! Device Name

! OS & OS Version

! Carrier Name

! Resolution

Events


male

female 12-18

18-36 36-55

55+

<$12k

$12k-$25k

$25k-$50k

$50k-$100k

northeast

northwest

central

southwest

southeast

rural

urban

suburban

manufacturing

financial services

automotive

banking

government education

#FFCC00

#f1f1f1

#eeccff

#2950392

#239857 #00e0c9 F = k ( q1 q2 / r2 )

( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2

Fb = Vρg = mg

v = λ f

V = V0(1 + βΔ T )

1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3

01

02

03

04

05

08 09

10

001 002 003 004 005 006 007 008 009

adobe mobile – phase 1 •  App analytics •  App screen overlay reporting •  App acquisition campaigns •  App store reporting •  Geo-location reporting •  Point-of-interest measurement and targeting

•  App A/B testing •  Simple app targeting campaigns

•  Beta – July 2013 •  Release – Q4


mobilemarketing.adobe.com


8,750X FASTER

Performance

Industry leading Fastest in Industry


// have to do this for every class that will request content from the target server@interface EngineeringViewController : UIViewController <MboxContentConsumerDelegate>ADMS_MboxFactory *factory = [[ADMS_MboxFactory alloc] initWithClientCode:@"adobemobiledemo"];ADMS_Mbox *imgLikedMbox = [factory create:@"mboxName" delegate:self];imgLikedMbox.defaultContent = @"none";[imgLikedMbox load];// gets bloated with multiple mboxes in one class, because all callbacks come through this method- (void) consume:(NSString *)content {NSLog(@"jsonContentBox: %@", content);}

3.x - Factory & Delegate patterns

ADBTargetLocationRequest *test = [ADBMobile targetCreateRequestWithName:@"mboxName" defaultContent:@"none" parameters:nil];[ADBMobile targetLoadRequest:test callback:^(NSString *content) { NSLog(@"jsonContentBox: %@", content);}];

4.x - Block goodness

Simplified Interface (Target)


Make on mobile


1.  Created mobile checkout experience to improve transactions on mobile phones

2.  Double digit increase in RPV resulting in millions of incremental revenue

1 | Noted mobile was 45% of total traffic and over 30% of revenue


3 | Created mobile checkout experience to improve

transactions on mobile phones over to mobile app

Mobile Web Optimization


Winner!


1 | Noted 600k users a month in iOS application

2 | Deployed Adobe Mobile SDK in iOS with Target

3 | Ran CTA test

Mobile App Optimization

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Winner!


1.  Created mobile checkout experience to improve transactions on mobile phones

2.  Double digit increase in RPV resulting in millions of incremental revenue

1 | Noted mobile was 45% of total traffic


3 | Created Responsive Web Site to challenge

m.redbox.com website

m.redbox.com vs RWD


Winner!


Tuesday Grand Prize Every Session Wednesday

Grand Prize Thursday Grand Prize

Take Survey & Win Sweet SWAG (“surveys” section of mobile app)

Signed Jersey Richard Sherman $10

Gift Card Swag Pack Band Ski

Swag


1 | Find your mobile opportunity

2 | Implement a testing program

3 | Repeat

Call to Action


Russ Lewis [email protected] LinkedIn: www.linkedin.com/in/russelljlewis

Mike DiMiele [email protected] LinkedIn: Mike Dimiele

adobe.com/go/summit2014portal


Q&A

20140327-S602-Mobile

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