optimize experiences everywhere: how marketers leverage real-time app agility to drive meaningful...
TRANSCRIPT
confidential 1
Optimizing Mobile Apps
Karen WoodDirector of Product Marketing
Jeremy WoskaProduct Owner, Ensighten Mobile
confidential 2
Agenda
• Mobile apps drive omni-channel revenue (if you let them)
• The marketer’s mobile app dilemma
• Enterprise examples: Getty, Vivint, United Airlines
Apps Drive Omni-Channel Revenue(If You Let Them)
confidential 44
Your Customers and the Shift to Mobile
• Always accessible
• Demand optimized experiences
• Expect added value and convenience
• Move fluidly across channels
confidential 5
The “Internet of Things” Looms Large
confidential 6
Build the Right Mobile App for Your Business
Mobile Web Apps Hybrid Native Apps
• Web-based• Leverage traditional
web-based technologies • Can’t leverage full
power of device
• Combination of Web and native
• Very limited use of web-based technologies
• Developed from ground up
• Highly dependent on app developers
• Highly impactful experiences
confidential 7
Optimizing Mobile App Experiences?
confidential 8
Take Advantage of the Opportunity
confidential 9
Measuring Mobile Success
Siloed Types of KPIs
• Total mobile app users
• Time spent in app
• % app upgrade downloads
• In-app conversion
• App page views
Integrated Types of KPIs
• App engagement prior to offline conversion
• Post website conversion app downloads
• Omni-channel engagement
The Marketer’s Dilemma
confidential 1111
Hello, I’m Jane
confidential 1212
The Size of Mobile
$4B in 2012$31B in 2017
Mobile ad spend
Every 24hrs27B texts,
189M apps,$1.1B mobile
payments
Future Apps
Wearable, connected cars,
smart appliances
Every 24 hours: 27B texts, 189MM app downloads and $1.1B in mobile payments.Penny Stocks Lab
$4.4B in 2012, $31.1B in 2017
Total mobile marketing spend.eMarketer
Expansion
Future is apps for wearables, connected cars, automated home appliances and more.Gartner
App ProliferationBy 2015, mobile app development will outnumber PC projects by a ratio of 4-to-1.Gartner
confidential 1313
Desktop and Mobile Traffic
confidential 1414
Different Kinds of Mobile Apps
• NativeMost complex to design, but powerful. Can utilize device features like location services. Offers best ROI for businesses.
• Mobile Web AppHTML, CSS and Java Script
• HybridPart native, part mobile web
confidential 1515
TMS: SDK-Based Approach
confidential 1616
SDK-Based Frustration
confidential 17
Ensighten’s Real-Time No-SDK Approach
confidential 1818
A Few of the Possibilities
confidential 1919
No-SDK Joy
confidential 2020
Mobile App Optimization
confidential 2121
Mobile Optimization
confidential 2222
360 Degree View
confidential 2323
Personalization
• Offline • Online • Mobile
confidential 2424
Ensighten’s No-SDK Tag Management Enables…
• Businesses to reach their always-on customers
• Optimally designed user experiences
• Value and convenience for users
• Reach across offline, online and Mobile channels
confidential 2525
Agility with No-SDK
Examples from the Enterprise
confidential 27
Common Themes from Successful Marketers
• Open
• Agile
• Optimizing
• Iterative
• Savings-minded
• Data-driven
confidential 28
Omni-Channel Leader: Vivint
• Challenge– Connecting data across channels
– Openness to new technologies
– Pre-planning (over-tagging)
– Cost savings
• Solution– Test, measure, repeat
– Increase customer engagement, loyalty, trust
– Enables measurement for new app features
confidential 2929
Enriching Experiences Through Imagery: Getty
• Challenge – Understanding behaviors & personas
– Knowing where to invest
– Cross-channel metrics
• Solution– Understand impact of mobile Web vs.
native mobile apps
– Measure
– Strategically invest
– Enable easy omni-channel conversion paths
confidential 30
Optimizing Experiences Everywhere: United Airlines
Challenge
• Accurate analytics
• Optimization
• Data standardization
Solution
• 360-degree view of customer
• Cleaner data
• Conversion lifts
• Mobile optimization
“Ensighten gave us eight-digit ROI”
Questions?
confidential 32
Learn more here: www.ensighten.com/agility