© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Evolve mobile strategy using mobile analytics
Arun Bhattacharya | Product Marketing Director, Adobe Michael Schubert | Senior Manager Digital Analytics, Sky Deutschland
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What does mobile mean for you as marketers?
150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE
TIMES A DAY
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SO… what does this mean for you as app marketers?
150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE
TIMES A DAY
BILLION+SMARTPHONES2
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SO… what does this mean for you as app marketers?
150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE
TIMES A DAY
BILLION+SMARTPHONES2
30-40EVERY DAYMOBILE MOMENTSBILLION
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Increasing competition for attention
Apps in each store~1.4M US and UK users
spend 80% oftheir time in just
5 apps!
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
What metrics do you use to measure success?
~1/3rd
ON
LY
OF COMPANIES HAVE A DEFINED MOBILE STRATEGY
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
*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
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s Perspective
SMS
MEASURE
Apps Tactics
Consumer Profile Location
Platforms
MANAGE MAKE
MONETIZE
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Game of Thromes Season 6 – Trailer 2 english(1:59) http://www.sky.de/programm-entdecken/mediathek/videos-gameofthrones/4841671620001
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Evolve mobile strategy using mobile analytics
Michael Schubert | Senior Manager Digital Analytics
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @clickstreamer
Michael Schubert, Sky Deutschland
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key takeaways
#AdobeSummit @clickstreamer
Mobile apps are affecting Sky’s overall business objectives
Use mobile analytics insights to increase customers retention
Evolve a mobile strategy according to customer journey
touchpoints
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
About Sky Deutschland
#AdobeSummit @clickstreamer
§ 4.57m subscribers (as of 31 Mar 2016)
§ Exclusive broadcasting rights: live football, live sports, movies, series and the best entertainment
§ Unique HD offering with more than 100 HD channels, more to come
§ Differentiation through innovation: Sky On Demand, Sky Go, Sky Go Extra, Sky+, Sky Online
§ Sky content available via satellite, cable, web, mobile devices and IPTV with access to almost every household in Germany and Austria
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sky is Europe‘s leading entertainment group
#AdobeSummit @clickstreamer
§ 21,7 million customers in five countries
§ 30,000 employees
§ FY 2014/15 revenues of about 15 billion Euros
§ Europe‘s leading content investor with a programme spend of 6.5 billion Euros
5
Countries
21,7 million
Customers
€ 15 billion
Revenue € 6.5 billion
Content investment
30,000
Employees
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Exciting innovations …
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
...and innovations are getting increasingly app-centric
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sky mobile apps
#AdobeSummit @clickstreamer
Live and on demand Free for pay tv customers
Live and on demand Flexible subscription
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sky mobile apps
#AdobeSummit @clickstreamer
more to come …
Current sport news and sport clips Top news push notifications Free and premium
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile apps are key factors of business success
#AdobeSummit @twitterhandles
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile vs. Desktop usage
#AdobeSummit @clickstreamer
Desktop Mobile + App
1 Gap between desktop and mobile increasing
2 For website sky.de: > 45% mobile device
visits per month
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer focus shift to mobile apps
#AdobeSummit @clickstreamer
Web App
Web App
day with sport events
regular day
1 Customer focus: gap between web and app
2 Customer focus: dominating app usage on sport events or series starts
daily customer
daily customer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analyzing user activity
#AdobeSummit @clickstreamer
1 50% of customers have downloaded the app
2 More than 50% of the user downloaded the app using it frequently
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
active download entitled
customer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sky customer lifecycle
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key objectives and customer lifecycle
#AdobeSummit @clickstreamer
Welcome Usage Leaving
Caring & Problem Solving
Sales
Prospect Customer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Getting actionable insights by mobile analytics
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insight 1: avoid crashes
#AdobeSummit @clickstreamer
1 Analyze crash rates by device types and devices
2 Using technology sunburst
3 Using filters for Android or iOS
4 Send reporting on crashes each week to IT and test factory
crash rate per month
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insight 2: increase new customer retention
#AdobeSummit @clickstreamer
2 Analyze first launches vs. returning launches
1 Retention reports are great to see how often the app is used by customer
16% 15% 9% 22%
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @clickstreamer
3 Going deeper into initial launch analysis
4 Using additonal condition, video view >= 1 for initial launch
5 Retention rates are significant better
43% 56% 40% 23%
Insight 2: increase new customer retention
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @clickstreamer
6 Going deeper into initial launch analysis
7 Focus on first launches included section „tv guide“
8 Retention rates 60% and more
52% 65% 49% 37%
Insight 2: increase new customer retention
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insight 2: increase new customer retention
#AdobeSummit @clickstreamer
22
16 15
9
56
43 40
23
65
52 49
37
W1 W2 W3 W4
Retention
Overall Video Usage Guide Usage
9 Summary
Focus on video and value added content
increase significantly new customers retention
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insight 3: user navigation exits
#AdobeSummit @clickstreamer
1 Use view path analysis for user navigation
2 Analysis of exit page by user actions: 70% video starts on home
3 Insight: home most important contact point for videos usage (top lists, new)
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Getting the right people together
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Growing user of mobile data
#AdobeSummit @clickstreamer
visibility initial actionable
App Developer
Project Manager Digital Test
Engineer
1633 reports* 67 user
18 schedules
Director Marketing Intelligence
Head of BI Projects Digital Analyst Head of Customer Web
Online Marketing Manager
* last 6 month
Manager Product Strategy
Director OTT Programming
customer strategy lifecycle business objective
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Evolve a mobile strategy for customer lifecycle
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer lifecycle touchpoints strategies
#AdobeSummit @clickstreamer
Welcome Usage Leaving
Caring & Problem Solving
Sales
product awareness
downloads
crash message
downloads
active user upselling
active user
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Touchpoint strategy 1: increase #downloads
#AdobeSummit @clickstreamer
Our goal: Increase numbers of app download for new customer. How to achive: Set up acquisition campaign for welcome email, first login page teaser on sky.de and newsletter. Customer lifecycle: welcome phase Important KPIs: § download § initial launch § campaign
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Touchpoint strategy 2: increase # active user
#AdobeSummit @clickstreamer
Our goal: Increase numbers of active user. How to achive: showing a welcome tutorial at the initial launch of an app, explain functions on first usage, new contents Customer lifecycle: welcome phase Important KPIs: § retention § initial launch § campaign
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Touchpoint strategy 3: increase #downloads by ratings
#AdobeSummit @clickstreamer
Our goal:
Increasing app store rating and get more downloads
How to achive:
Rating message for high performance user
Customer lifecycle:
Usage phase
Important KPIs:
§ store rating
§ download
§ lifetime value
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Touchpoint strategy 4: increase #upselling
#AdobeSummit @clickstreamer
Our goal: Increase product upselling rate How to achive: Context specific upselling messages for customers trying to use premium features Customer lifecycle: Usage phase Important KPIs: § click rate § upselling event
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Touchpoint strategy 5: increase #satisfaction
#AdobeSummit @clickstreamer
Our goal:
Increase customer satisfaction by service announcements
How to achive:
Service messages on errors and system unavailability
Customer lifecycle:
Caring and problem solving
Important KPIs:
§ retention
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Touchpoint strategy: timeline
#AdobeSummit @clickstreamer
acquisition campaign
Q4 Q1 Q2 Q3
roll
out l
ates
t SD
K
deep
link
z z
z
1
2
3
6
welcome
service messages
results
4editorial push
5 upselling
daily operations
daily operations
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key takeaways
#AdobeSummit @clickstreamer
Mobile apps are affecting Sky’s overall business objectives
Use mobile analytics insights to increase customers retention
Evolve a mobile strategy according to customer journey
touchpoints
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&A
#AdobeSummit @clickstreamer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @clickstreamer