Date post: | 13-Feb-2017 |
Category: |
Marketing |
Upload: | ebiquity-na |
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Not Your Mama's Mobile:Mobile for Modern Brands
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Presenter
OPTIMIZATION PRACTICE LEAD
TIM WALKERMOBILE PRACTICE
LEAD
JIM GLAUNER
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This session will cover…
The Importance of Mobile to Brands
Mobile Metrics for Success3
1
How to be Successful in a Mobile World2
Improving Usability with Analytics4
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The Importance of Mobile to Brands
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The current state of mobile Estimated Number of Mobile Users Worldwide (in Millions)
North America
Latin America
Europe
Middle East & Africa
Asia-Pacific
5 Billion People to Use Mobile Phones by 2017
2013 | 4.3 MILLION
2017 | 5.1 MILLION
Source: eMarketer
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2.8 hours per day is the time spent per Adult User using Mobile device4
80% of internet users own a smartphone1.
Mobile stats that brands shouldn’t ignore.Apps account for 89% of mobile media time1. By 2019, mobile advertising will represent 72% of all US digital ad
spending2.
Sources: 1. Smart Insights, 2015; 2. Marketing Land, 2015; 3. Email Monday, 2015; 4. eMarketer 4/15 (2011-2015)
Mobile email opens have grown by 180% in the last three years3.
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A Shift in Technology
Increasingly the world is less device centric and more human centric.
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How to be Successful in a Mobile World
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360 degree view of the customer
A multi-channel strategy is integral to obtaining a 360 degree view of the customer.
Customers will conduct different tasks depending on the channel
Flight search
Check-in
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Building a mobile persona
Brands must define who their mobile users are in order to understand and build their own mobile persona.
Types of activities they might doAudience demographicsInterests and purchasing behavior
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Tracking mobile perception
A successful mobile persona isn’t a ‘set & forget’ project, it is important to track and measure your mobile persona.
Is the app/ mobile site working as expected?
Is the language optimized for mobile?
Are your mobile CTAs converting?
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Mobile Metrics for Success
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How do we measure success?
There are measures of success beyond direct app revenue, bookings and subscriptions.
Crash frequency
Latency
Lifetime value
Retention
Custom metrics
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Crash Frequency.Measuring and identifying crashes in a timely manner can save significant revenue.
61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
MicKinsey & Company, 2014
Apps that don’t crash are more profitable.
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Latency.A three-to-four second latency time during a transaction likely means most users will abandon that transaction.
47% of consumers expect a web page to load in
2 seconds or less.
Kissmetrics, 2015
Around one second = ideal latency.
LIVE POLLWhat do you think the ideal latency period is for mobile? A. 4 seconds B. 2-3 seconds C. 1 second D. < 1 second
Submit your answer now!
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Lifetime value.Maintain a user score, based on activities that earn points.
88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. Nectafy, 2014
Determine which user actions are most valuable and assign a point value to each.A large cohort of users with a high lifetime value should mean you have an active, profitable user base.
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Across all industries, 75% of app users churn within 90 days.Localytics, 2016
Retention.Session length, session intervals, app retention, monthly and daily active users (MAUs and DAUs).Users typically decide whether or not they want to use an app regularly in 3 to 7 days.
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Custom data.It is important to also identify metrics that are important to your brand. 71% of
marketers believe mobile marketing is core to their business.
Salesforce, 2015
Is the app used by field agents - how can we attribute revenue based on their activities?Are their app functions like live chat that save call center money - how can we quantify that?How can we tie app activity to revenue directly generated via other channels?
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Mobile Technology VendorsCrash Analytics App Store Data
Mobile MessagingA/B Testing
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Improving Usability with Analytics
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Identifying areas of improvement
Where are users abandoning flows or forms?
Why are users abandoning?Are customers using the tools and navigation elements intended for ease of use?
#EMPOWERBL16Collect data with user segmentation in mind
Build different remarketing emails for different target groupsTailor the app experience depending on the user personaTailor mobile-centric outreach like in-app and push messaging
Capture visitor data that will allow you to build customer personas - users’ historical data, if exposed to an analytics tool, can be used as a powerful marketing tool.
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Diversify your data
Create your data set with more than just one major analytics tool in mind. There are a multiple useful mobile tools that perform valuable niche measurement tasks.
Crash analytics tools
Mobile in-app and push messaging tools
A/B testing
App store activity measurement
Deferred deep linking
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Building a data layer
Make sure your data is built using an anonymized “data layer” that can be easily accessed no matter what third-party tool is receiving the data.
A data layer is the anonymized, single source of truth for all app analytics.
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How a Data Layer Helps
Client 1 | Financial Client 2 | Office Supply
Client 3 | Entertainment
Capturing of the most valuable data
Aid in transitioning analytics platforms
Integration of new technologies and
solutions
Q & A
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