summit2016_s710_mobile analytics to mobile engagement - as presented

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S710 - Advance your organization from mobile analytics to mobile engagement Arun Bhattacharya | Product Marketing Director, Adobe Matthew Peters I National Australia Bank, Customer Insights & Analytics Manager

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While at a dentist appointment…somewhere in Palo Alto, California!

2

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What does mobile mean for you as marketers?

150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE

TIMES A DAY

3

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SO… what does this mean for you as app marketers?

150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE

TIMES A DAY

BILLION+SMARTPHONES2

4

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SO… what does this mean for you as app marketers?

150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE

TIMES A DAY

BILLION+SMARTPHONES2

5

30-40EVERY DAYMOBILE MOMENTSBILLION

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Increasing competition for attention

Apps in each store~1.4M

6

US and UK usersspend 80% oftheir time in just

5 apps!

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7%

16%

22%

38%

40%

41%

48%

76%

External metrics

Custom metrics

Conversion rate

Revenue / leads generated

Time spent

Return usage

Number of downloads

N/A

7

What metrics do you use to measure success?

~1/3rd

ON

LY

OF COMPANIES HAVE A DEFINED MOBILE STRATEGY

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*Source: Forrester, Mobile Mind Shift Maturity Framework, January ‘15

Understanding Your Mobile Mind Shift Maturity*

Shrink & Squeeze Force traditional experiences into smaller forma factors

Mobile First Create net new mobile experiences …the advent of mobile apps

Experience Transformation Win mobile “moments” … engage in context

Business Disruption Think ahead with “mobile only” mindset

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*Source: Forrester, Mobile Mind Shift Maturity Framework, January ‘15

Understanding Your Mobile Mind Shift Maturity*

Mobile Force traditional experiences into smaller forma factors

Mobile First Create net new mobile experiences …the advent of mobile apps

Mobile Experiences Win mobile “moments” … engage in context

Business Transformation Think ahead with “mobile only” mindset

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Adobe’s Perspective

SMS

MEASURE

Apps Tactics

Consumer Profile Location

Platforms

MANAGE MAKE

MONETIZE

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How to get more value from your mobile analytics. Matthew Peters – National Australia Bank #TakeOwnership #LoveYourAnalytics

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Take ownership, love your analytics, love your mobile app.

13

A great implementation in your mobile app

Teach people how to truly understand your mobile app

users

Take action

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campaign Experience Manager

Analytics

Audience Manager

Target

NAB Marketing Cloud line up

Core Services (Mobile)

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Mobile only

27% Mobile & Desktop

28%

Desktop only

45%

Use Mobile 55%

Use Desktop 73% Customer lens (number of people )

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Mobile

66% Desktop

34%

Usage lens (number of logins)

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The iPhone-Desktop dance

iPhone Desktop

12am 12pm 12am 12pm 12am

Tuesday Wednesday Thursday

Logins

Time of day

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In App personalisation

Airline Purchase 311

Customer Attributes

Accommodation Purchase

Travel Related Purchase 302

Digital Behaviour Customer Behaviour

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Click Through Rates

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

Desktop Internet Banking

Mobile Internet Banking

18x

Targeted data-driven messaging can achieve a 500% - 1,800% increase in CTR in Mobile Apps

1 -5x

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The Conversion Journey

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

Impressions (message visible)

Positive Response (message tapped)

Initial Action Taken (apply now)

Conversion (app, registration, etc)

Verification / Approval

Account Open

Great engagement

Great fulfilment

Low Conversion

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How does it compare to other forms?

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

average

poor

good

exemplary

this form

Relative Completion Rates Desktop This form Mobile

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How does it compare to other forms

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

average

poor

good

exemplary

this form

Same form content, website conversion was 600% higher

Relative Completion Rates Desktop This form Mobile

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Mobile Analytics shows the problem

Main form Loan Details Personal Details Financial Details Documents Extras Submitted

Screen Visits

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Mobile Analytics shows the problem

Main form Loan Details Personal Details Financial Details Documents Cover Submitted

Screen Visits Validation Error

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Marketing Reports & Analytics (Web UI)

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Mobile Services UI

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Adhoc Analysis (Java UI)

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The problems were small, but their impact was big.

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

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The problems were small, but their impact was big.

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

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The problems were small, but their impact was big.

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

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The problems were small, but their impact was big.

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

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The problems were small, but their impact was big.

Airline Purchase 311

Accommodation Purchase

Travel Related Purchase 302

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Our customers didn’t get the experience they deserve

Accommodation Purchase

Revenue

actual

Potential

6x Loss

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How do you teach your people to truly understand your mobile

users?

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1. Know your App

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2. Know the tools

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2. Know the tools

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3. Know your implementation

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4. Know how to simplify

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Will people be interested in Mobile & Digital Analytics?

Expert IntermediateAdvancedIntermediate Advanced Advanced

100% 100% 100%100% 100% 100%

10 Marketing Exclusive

18 (Open Class) 18 Marketing Exclusive

18 (Open Class) 18 (Open Class) 18 Marketing Exclusive

100 people enrolled in my last digital & mobile training analytics program in under an hour

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Our users love their mobile analytics, and they used it often

Active users before

Active users after

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Take ownership, love your analytics, love your mobile app.

42

A great implementation in your mobile app.

Teach people how to truly understand your mobile users

Take action

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Q&A

Q&A

43

Arun Bhattacharya bhatta@adobe.com Twitter: @abhatta91

LinkedIn: Arun Bhattacharya

Matthew Peters matthew.peters@nab.com.au

LinkedIn: Matthew Peters

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