summit_2016_emea-evolving mobile strategy at sky_v1_10

© 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


What does mobile mean for you as marketers?

150-200THE AVERAGE PERSONLOOKS AT THEIR PHONE

TIMES A DAY

#AdobeSummit @clickstreamer


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


TIMES A DAY

BILLION+SMARTPHONES2



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


TIMES A DAY

BILLION+SMARTPHONES2

30-40EVERY DAYMOBILE MOMENTSBILLION



Increasing competition for attention

Apps in each store~1.4M US and UK users

spend 80% oftheir time in just

5 apps!



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



*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



Adobe’s Perspective

SMS

MEASURE

Apps Tactics

Consumer Profile Location

Platforms

MANAGE MAKE

MONETIZE



Game of Thromes Season 6 – Trailer 2 english(1:59) http://www.sky.de/programm-entdecken/mediathek/videos-gameofthrones/4841671620001


Evolve mobile strategy using mobile analytics

Michael Schubert | Senior Manager Digital Analytics



Michael Schubert, Sky Deutschland


Key takeaways


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


About Sky Deutschland


§  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


Sky is Europe‘s leading entertainment group


§  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


Exciting innovations …



...and innovations are getting increasingly app-centric



Sky mobile apps


Live and on demand Free for pay tv customers

Live and on demand Flexible subscription


Sky mobile apps


more to come …

Current sport news and sport clips Top news push notifications Free and premium


Mobile apps are key factors of business success

#AdobeSummit @twitterhandles


Mobile vs. Desktop usage


Desktop Mobile + App

1 Gap between desktop and mobile increasing

2 For website sky.de: > 45% mobile device

visits per month


Customer focus shift to mobile apps


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


Analyzing user activity


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


Sky customer lifecycle



Key objectives and customer lifecycle


Welcome Usage Leaving

Caring & Problem Solving

Sales

Prospect Customer


Getting actionable insights by mobile analytics



Insight 1: avoid crashes


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


Insight 2: increase new customer retention


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%



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%





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


Insight 3: user navigation exits


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)


Getting the right people together



Growing user of mobile data


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


Evolve a mobile strategy for customer lifecycle



Customer lifecycle touchpoints strategies


Welcome Usage Leaving

Caring & Problem Solving

Sales

product awareness

downloads

crash message

downloads

active user upselling

active user


Touchpoint strategy 1: increase #downloads


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


Touchpoint strategy 2: increase # active user


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


Touchpoint strategy 3: increase #downloads by ratings


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


Touchpoint strategy 4: increase #upselling


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


Touchpoint strategy 5: increase #satisfaction


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


Touchpoint strategy: timeline


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


Key takeaways


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


Q&A


summit_2016_emea-evolving mobile strategy at sky_v1_10

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