This document discusses how mobile signals, touchpoints, and moments can create engagement, conversion, and loyalty. It provides statistics showing rapid growth in mobile usage and advertising. Signals like location data and user behavior provide context for personalizing experiences. Moments like when a user is searching or planning a trip present opportunities to engage. Optimization of the mobile experience through speed, usability, and seamless interactions improves conversion. Omnichannel tracking across devices is now important for understanding customer journeys. The future will see an increasing role for artificial intelligence through conversational assistants and machine learning.

1. How Signals,
Touchpoints & Moments
Create Engagement,
Conversion and Loyalty
Mobile
1 Image Credit: Alex Mihis (cc | flickr)

2. Session Overview
• Mobile Stats
• Signals
• Moments
• Engagement
• Tracking
• The Future
2 Image Credit: Bailey Cheng (cc | flickr)Mobile: Robert Cole | RockCheetah

3. Stats
Why Mobile is Important
3 Image Credit: Chris Khamken (cc | flickr)Mobile: Robert Cole | RockCheetah

4. Mobile Growing | Desk/Laptops Fading
4
Source: “Technology Tracker” Ofcom | Google
(UK Market) – 1Q DataMobile: Robert Cole | RockCheetah

5. Smartphone Adoption Growing Rapidly
5
Source: “2016 Internet Trends” KPCB/Mary
Meeker | Nakono Research – Feb 2016Mobile: Robert Cole | RockCheetah

6. Mobile Ad Growth +66% | Desktop +5%
6
Source: “2016 Internet Trends” KPCB/Mary
Meeker | IAB/PWC Internet Advertising 2015Mobile: Robert Cole | RockCheetah

7. All Types of Mobile Ads Growing
(Up 2.4x 2015-2020 - $USD Millions)
7
Source: “Global Entertainment and Media
Outlook 2016-2020” PWC /Ovum – June, 2016Mobile: Robert Cole | RockCheetah

8. US Mobile Ad Spend Continues to
Under Index Time Spent On Media
8
Source: “2016 Internet Trends” KPCB/Mary
Meeker | IAB/eMarketer – Full Year 2015Mobile: Robert Cole | RockCheetah

9. Google/Facebook Own US Mobile Ad Spend
9
Source: Analysis – RockCheetah Jun 2016 |
Data: eMarketer Sep 2015| Adweek May 2016Mobile: Robert Cole | RockCheetah

10. Mobile Search & Conversion Growing
10
Source: Google Proprietary Analytics Meta
Analysis – May 2014 to May 2016 - US OnlyMobile: Robert Cole | RockCheetah

11. Large Screens Popular for Travel Searches
11
Source: AlphaWise | Morgan Stanley Research
– May 2016
Mobile: Robert Cole | RockCheetah

12. 50% of Hotel & Resort Searches
Originate from Smartphones
12
Source: Google Internal Search Data. In-Q
Metrics for Query Volume & Ad DepthMobile: Robert Cole | RockCheetah

13. Signals
13 Image Credit: Julio César Cerletti García (cc | flickr)Mobile: Robert Cole | RockCheetah

14. The Killer Travel App
Offers Timely, Contextually Relevant, Personalized Experiences
• Offering the RIGHT Experience
• Using the RIGHT Content
• Including the RIGHT Products
• Providing the RIGHT Value
• At the RIGHT Price
• To the RIGHT People
• Doing the RIGHT Thing
• On the RIGHT Platform
• Through the RIGHT Channel
• In the RIGHT Place
• At the RIGHT Time
14Mobile: Robert Cole | RockCheetah Source: RockCheetah | Phocuswright 2014

15. Data Seeking Context
MOBILE PLATFORM
• Device
– Location
– Clicks
– Motion
– Apps
• Social
– Facebook
– Others
• Context
– Time
– Illumination
– Weather
• Software/Browser
USER PROFILE
• History
– Purchases
– Lifetime Spend
• Preferences
– Product
– Destination
– Experience
• Demographics
– Social
– Economic
• Status
– Member Tier
– Longevity
15Mobile: Robert Cole | RockCheetah
BEHAVIOR
• Search
– Engine
– Keyword
– Landing Page
• Action History
– Recent
– Prior
– Past)}
• Itinerary
– Origin
– Destination
– Trip Length
– Party Size
SOURCE
• Traffic
– Direct / Email
– 3rd Party
– Ad Network
• Search
– Organic
– Paid
• Campaign
– Age
– Recency
• Site Visitor
– Recency
– Frequency

16. Moments
16Image Credit: marta ... maduixaaaa (cc | flickr)Mobile: Robert Cole | RockCheetah
Provide Context

17. “I Want to Know” – Learning / Exploring Only
“I Want to Go” – Intent to Purchase
“I Want to Do” – Needs Help With Task
“I Want to Buy” – Needs Help With Purchase
17
Micro Moments
Mobile: Robert Cole | RockCheetah

18. The 7-step
Travel
Process
18Mobile: Robert Cole | RockCheetah Source: RockCheetah

19. Engagement
19 Image Credit: Bloody Marty (cc | flickr)Mobile: Robert Cole | RockCheetah

20. Mobile Conversion Barriers
20 Source: Google Proprietary Data 2016Mobile: Robert Cole | RockCheetah

21. Site Design & Experience Optimization
• 84% of Leisure Travelers Made Final
Decision on Mobile
• 54% of Those Who Booked Elsewhere Did
So Because of Poor Mobile Usability
• 88% Less Likely to Return After Bad
Website Experience
• 52% Say Fast Load Time Important to
Brand Loyalty
21
Source: “Traveler’s Road to Decision 2015”
Google and Ipsos, October 2015Mobile: Robert Cole | RockCheetah

22. Google Mobile Design Tips: Home Page
• Mobile Users Are Goal Oriented
– Provide Clear Calls To Action
– Keep Menus Short
– Offer Obvious Home Page Link
– Resist Excessive Promotion
22 Source: “What makes a good mobile site?”
Google Developers
Mobile: Robert Cole | RockCheetah

23. Google Mobile Design Tips: Site Search
• Mobile Users Are In a Hurry
– Make Site Search Visible
– Offer Relevant Site Search Results
• Auto-correct / Auto-complete / Related Queries
– Include Filters to Refine Results
– Help Users Get Better Search Results
• Employ Qualifying Questions for Personas
23Mobile: Robert Cole | RockCheetah
Source: “What makes a good mobile site?”
Google Developers

24. Google Mobile Design Tips: Conversion
• Customer Journeys on User’s Terms
– Allow Exploration Before Commitment
– Let Users Purchase As Guest (No Profile)
– Use Existing Session/Profile Information
– Add Click-to-Call for Complex Tasks
– Enable Session Completion On Other Device
24Mobile: Robert Cole | RockCheetah
Source: “What makes a good mobile site?”
Google Developers

25. Google Mobile Design Tips: Form Entry
• Users Want a Seamless Experience
– Streamline Data Entry (Minimize Taps)
– Choose Simplest Input (Data Lists)
– Use Visual Calendar
– Minimize Form Errors (Labels & Validation)
– Design Efficient Forms (Pre-fill / Auto-fill)
25Mobile: Robert Cole | RockCheetah
Source: “What makes a good mobile site?”
Google Developers

26. Google Mobile Design Tips: Usability
• Enhance the User Experience
– Optimize Entire Site for Mobile
– Eliminate Pinch-to-Zoom
– Make Images Expandable (High Res Close-ups)
– Advise Which Orientation Works Best
– Keep User In Single Browser Window
– Avoid “Full Site” Label (Suggests Incomplete Info)
– Clear Messaging Why Location is Desired
26Mobile: Robert Cole | RockCheetah
Source: “What makes a good mobile site?”
Google Developers

27. Speed Up Mobile Website/App
• Users Want Speed
– 47% Expect Page to Load < 2 Seconds
– 40% Abandon If > 3 Seconds to Load
• 1 Second Page Load Delay
– 11% Fewer Pageviews
– 7% Lower Conversion
– 16% Lower Satisfaction
27 Source: Kissmetrics 2011 | Kinsta 2014Mobile: Robert Cole | RockCheetah

28. Speed Up Booking
Avg Retail Site = 13 Fields | Dominos = 0 Clicks
28 Source: “MarketLive Survey” L2 – Sep 2015Mobile: Robert Cole | RockCheetah

29. Tracking
29 Image Credit: PPoHio (cc | flickr)Mobile: Robert Cole | RockCheetah

30. OmniChannel Tracking Is Now Table Stakes
• Example: Google – Universal Analytics
– Identifies
– Devices
– Sessions
– Engagement
• Example: Adobe – Tracking / Marketing Channel Codes
– Distribution Channel / Social Network Variables
– Campaign / Conversion Variables
• Advertising Platform Identifiers
– Android – Advertising ID (AAID)
– Apple – Advertising Identifier (IDFA)
– Facebook – App User IDs
30Mobile: Robert Cole | RockCheetah

31. Mobile App Metrics
• Launches, Upgrades, Crashes
• Usage & Retention
• Revenue
• App Events (KPI’s)
• App States (Navigation Paths)
• Location and Points of Interest
• Lifetime Value
• Time to Complete
• Device Usage
31Mobile: Robert Cole | RockCheetah
Source: “Understanding Mobile Metrics”
Adobe Mobile Services

32. The Future
32 Image Credit: Tore Bustad (cc | flickr)Mobile: Robert Cole | RockCheetah

33. BREAKING NEWS:
The Future Isn’t Just Mobile
Then
“We understand that the new rule is mobile first”
Eric Schmidt – CEO, Google | February 16, 2010
Now
“We will move from mobile first to an AI first world”
Sundar Pichai – CEO, Google | April 28, 2016
33Mobile: Robert Cole | RockCheetah

34. Introducing Super Intelligent Assistants
As Natural Language Replaces Keybords
• Apple – Siri
– Voice-controlled Natural Language UI Uses Sequential Inference & Contextual Awareness
• Google – Now
– Web Services Answer Questions & Make Recommendations on Android, Chrome & iOS
• Microsoft – Cortana
– Syncs Queries Across Windows 10 Devices – Phone PC, Tablet
• Facebook – M
– Incorporates Human “Trainers” to Oversee Fulfillment of AI Powered Services
• Amazon – Alexa
– Echo – Voice UI Plays Music, Set Alarms, Answers Questions in Home
• Viv – From The Team that Created Siri
– Writes Own Contextual Code – Creates 44-step program in 10ms
34Mobile: Robert Cole | RockCheetah

35. Introducing Our Machine Overlords
Machine Learning Is Now Open-Source
• IBM – Watson (http://www.ibm.com/smarterplanet/us/en/ibmwatson/)
– Popular example: Jeopardy
• Google - Tensor Flow https://www.tensorflow.org/
– Popular example: Cat Videos
• Microsoft Cognitive Services https://www.microsoft.com/cognitive-services/
– Popular example: Celebrity Look-alikes
• Facebook - FAIR https://research.facebook.com/ai/
– Popular example: Photo captions for the blind
• Amazon - DSSTNE https://github.com/amznlabs/amazon-dsstne/
– Popular example: Product Recommendations)
• Open AI (Elon Musk / Peter Thiel) https://openai.com/blog/generative-models/
– Popular example: Unsupervised Learning
35Mobile: Robert Cole | RockCheetah

36. Session Review
• Mobile is Booming
• Signals Drive Personalization
• Moments Add Context Bridging Intent & Purchase
• Engagement Depends on Good Execution
• Tracking Is About Individuals, Not Sessions
• The Future Layers AI Over the Mobile Platform
36Mobile: Robert Cole | RockCheetah

37. Mobile:
How Signals, Touchpoints & Moments
Create Engagement, Conversion and Loyalty
Thank You
Questions?
37 Image Credit: N i c o l a (cc | flickr)Mobile: Robert Cole | RockCheetah