Date post: | 21-Apr-2017 |
Category: |
Technology |
Upload: | branch |
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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
branch.io