app-less beacons! the early adopters' guide to available tactics by manny rivas
TRANSCRIPT
#SMX #12C @MannyRivas
App-Less Beacons! The Early Adopters' Guide To Available Tactics
Manny Rivas, VP Client Services
#SMX #12C @MannyRivas
LeveragebeacontechnologywithoutamobileappTrackingin-storesuccess
AREAS OF FOCUS
1APP-LESS
TRACKING
2
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Leveragebeacontechnologywithoutamobileapp
1APP-LESS
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#SMX #12C @MannyRivas
#SMX #12C @MannyRivas
STARThere…
#SMX #12C @MannyRivas
• Requiresapp
SPECIFY YOUR SPECIFICATION: PROTOCOL MATTERS 1APP-LESS
• Requiresapp • Doesnotrequireapp
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NativeApp
Protocol
PhysicalWeb
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ID FRAME TYPES 1APP-LESS
• Eddystone-UID
• App-baseddiscovery• Eddystone-URL
• CompressedURLusablebyclient• Eddystone-TLM
• Telemetry–fleettracking–diagnositcs• Eddystone-EID
• Security
Pros:
• Eddystone-URL=noneedforanapp
• Lowbarriertoentry
• Easierdeployment
• Cost-effective
#SMX #12C @MannyRivas
Eddystone-URL Frame Type 1APP-LESS
1.Userlooksforwhat’scloseby2.ListofURLsdisplayed3.UserselectsaURL4.URLisopenedinfullscreenbrowser
Imagesource:github.com
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ManagedServicesoftenprovidelinkstorobustnetworks• Physicalspaceowners• 3rdpartyproviders• Tier1mobileapps
PARTNER NETWORKS 1APP-LESS
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PhysicalDigital
1APP-LESS
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BIDIRECTIONAL INTERACTION
PhysicalDigital
1APP-LESS
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Messaging• Real-timenotifications
• Two-waypersonabasedads
• Maturing(re)engagement
• Immersiveexperience
Measurement
• Offline-to-online
• Online-to-offline
• Demographic&consumerdata• Retailanalytics
MESSAGE & MEASUREMENT 1APP-LESS
#SMX #12C @MannyRivas
Eddystone• Security–EphemeralIDs• Engagement–Notifications&GoogleNow• Measurement–In-storevisits• Adoption–GooglePlayServices
GOOGLE MAKING HEADWAY 1APP-LESS
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TRACKING
2 Trackingin-storesuccess
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ONLINE TO OFFLINE VISITORS: Triggering Success Events
PaidSocial&Search InStoreVisits Revenue1 2 3
2TRACKING
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Channels• AdvertisinginFacebook,Instagram,TwitterandGooglesearchfocusedondrivingusersintostores.Targeting• Userswithhighestsusceptibilitytoproductofferingbasedonproximitytostores,searchintent,interestsand/or
purchasebehaviors.
PerformanceMetrics• Clickstowebsite• Clickthroughrate• Costpervisittowebsite• Proxyevents/conversions• Cost• Comments• Othersocialinteractions
TACTICS: PAID SEARCH & SOCIAL ADS
1
2TRACKING
#SMX #12C @MannyRivas
Storelocator• Websitefunctionalityallowingvisitorstoeasilylocatetheneareststore.
BeaconBluetooth• DevicelocatedatPOSandintegratedwithappor3rdpartyapplicationnetworktrackingusersexposedtoanadANDis
nowin-store.
WiFiorGPSMapping• SearchandsociallocaladsintegratedwithGoogleMyBusinessand/orFacebookBusinessprofile• Requiresadstobemanagedoutofretailerownedsearchandsocialaccounts
PerformanceMetrics• Customerdemographicdata• Storelocatoractionstaken• In-Storevisitstrackedinchannel• Revenuepervisit• Costperaction• Costperin-storevisit
TACTICS: IN-STORE TRACKING OPTIONS
2
2TRACKING
Beaconspecific• Dwelltime• Offersshown• Offerstouched• Offersredeemed• Offerconversion• Zonesvisited• Popularpaths
• Repeatvisits• Frequency• Retention• Crossstorevisits• Impressions&openrates• Contentdistributionmetrics• Growth
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IN-STORE TRACKING: ANALYTICS CAPABILITIES
Source:beaconstacblog-http://bit.ly/2cBaJ2g
2TRACKING
#SMX #12C @MannyRivas
StoreLevelLiftTest1. Establishsalesbaselineinpredefinedstoretestgroup2. Targetandservepaidsocialandsearchadstostoretestgroupgeos3. Compareweek-over-weeksalesbefore,duringandaftertestingperiodOfflineConversionAPI(requiresintegrationwithdatabasesystems)1. TransactiondataconnectedfromPOSdatabasetoFacebookadcampaignsand/orbeacons2. Accountsfortheimpactadcampaignshadonin-storesales
PerformanceMetrics• Revenuebystore• #ofproductspurchased• Averagepurchaseordervalue• Totalpurchaseorderbyitem• Revenueperaddollar
TACTICS: REVENUE TRACKING OPTIONS
3
2TRACKING
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OPTION A:
Pro:FastesttoMarket Con:LowDirectSaleCorrelation
PaidSocial&Search WebsiteStoreLocator StoreLevelLi4Test1 2 3
2TRACKING
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PaidSocial&Search Beacon,WiFiorGPSMapping
OfflineConversionAPI
1 2 3
Pro:HighestDirectSaleCorrelation Con:SlowesttoMarket&Business+TechnicalIntegration
OPTION B: 2TRACKING
#SMX #12C @MannyRivas
Leveragebeacontechnologywithoutamobileapp• EddystoneURL+Hardware/software+
ManagementPlatform
Trackingsuccessasamanufactureronshelfinabigboxretailer• Lifttesting,technicalintegration,retailer
education
RECAP: AREAS OF FOCUS
1APP-LESS
TRACKING
2
#SMX #12C @MannyRivas
#SMX #12C @MannyRivas
TestEarly.Often.Refine.Scale.
#SMX #12C @MannyRivas
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