ABOUT BRANCH

$113 million in funding across 4 rounds

100+ Employees, 60% engineering

Offices in SF, NYC, India, Russia, Brazil, UK

23,000 apps across the globe using links

2+ billion monthly users

Top Challenges Marketers Face Today

● Understanding customer behaviors

● Making our message relevant and contextual

● Coordinating campaigns across channels

● Linking customer data across channel and devices

● Accurately measuring the results of our program

● Overcoming internal silos

The Key to Cross Platform Marketing

● Eliminate silos and ensure your marketing campaigns are working together to create a cohesive and seamless brand experience for the customer.

● Equally important, is the ability to measure the impact of this experience and to optimize results across all channels and platforms.

ROI OF GETTING PEOPLE IN-APP

App users spend

40% more on each

purchase

Apps convert

3x better than mobile web

.

Desktop vs. Mobile

Desktop vs. Mobile

Anindya Ghose, Professor of IT and Professor of Marketing

Director, Masters of Science in Business Analytics NYU Stern School of Business

Twitter @aghose

What is dictating your strategy and organizational structure?

Do you have separate web teams and mobile teams?

Channel Centric Customer Centric

● DAUs/WAUs/MAUs

● User Growth %

● Number of Sessions

● Session Time

● Number of pages/screens visited

● Number of Downloads

● Installs/Users ratio

● Conversion rates (Free-to-Premium, Checkout, etc)

● Social Shares (“Virality Index”)

● Retention Rate

● Average Revenue Per User (ARPU)

CONTENT MANAGEMENT SYSTEM (CMS)

Wordpress, SquareSpace, Weebly, etc.

EMAIL PLATFORMMailChimp, Infusionsoft, Campaign

Monitor, Responsys

SOCIAL MEDIAHootsuite, Buffer

MARKETING AUTOMATIONAppboy, Leanplum, Hubspot, Salesforce

Marketing Cloud

CONVERSION & TESTINGApptimize, CrazyEgg, Unbounce, Optimizely,

KissMetrics

AD RETARGETINGAdRoll, Criteo

DEEP LINKINGBranch, Firebase

DATA & ANALYTICSSegment, Amplitude, MixPanel, Heap

Analytics

● Internal resistance to change

● Technology limitations or legacy technology

● Cross-platform recruiting

Cross-Platform Example

Cross-Platform Example

Key Takeaways

● Users expect a consistent experience across their journey, regardless of what device they use

● People are willing to exchange their information for relevant value: the smartphone should play the role of a personal concierge, not a stalker.

● Start from your team: remove silos and organize your people in cross-functional groups

● You can optimize what you can’t measure. Unify your analytics across platforms and focus on the user, not the device.

Questions?

Available now on Amazon.com

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