iQ FutureNow: Ensuring the success of your mobile strategy

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Xavier Agnetti from Adobe tells us directly from the leader of digital marketing technology how to analyse and measure the effectiveness of your mobile strategy. First presented at iQ FutureNow, Manchester 4 July 2012.

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  • ----- Meeting Notes (3/26/12 19:25) ------ Omniture since 2006-
  • Old phone
  • As part of a strategic value assessment, Adobe analyzed the effectiveness of a “anonymous” retailer.For all visits, the conversion rate was 12%. However, for visits from mobile devices, the conversion rate was 1.5%. The client had decided to only provide a mobile app channel. Consequently, if you did not download the app, smartphone visitors would only receive the standard .com website which is very difficult to navigate on a 4 inch screen.When we projected the lost business opportunity, $ millions were lost over a 1 year period because the mobile channels were not optimized.
  • Recently, Adobe launched digital marketing insights report that summarized data from 150 US retail websites and 16.2 Billion visits in 2011. 85% of the retailers are in the Internet Retailer 500.We found that tablets convert 3X better than smartphones at 2.3%.Also, the average order value for tablet $123 is greater than for desktops. Many visitors use Tablets in the evening hours at home when they are more relaxed and able to focus on shopping.
  • Splintering of mobile experiences: Mobile is a channel that has “splintered” into multiple experiences. 2 primary channels:  Mobile Websites (HTML5) and Mobile Applications (Native or AIR/Flex). 3 device categories:  Feature phone, Smartphone, Tablets. 6 possible digital experiences optimized by screen size, input method (keyboard, touch) and user behavior and impact on engagement.Mobile Channel Isolation within companies: Another challenge is most clients don't holistically create a “master blueprint” to look at analytic objectives across channels (web, social), with mobile being one of those channels.  The mobile report suite is often siloed and key conversion points can easily be tied across other report suites.  Many teams are siloed and past analytic configurations use different report suites.Blindspots in Data due to Pure-play Solutions: Data silos created by “mobile only” measurement tools create “Blindspots” (Flurry, Localytics). Consumers use desktop, smartphone, tablets.
  • We build our tools with that principle in mind so they can all achieve a part of the common goals
  • SiteCatalystdashboard: With SiteCatalyst, the following example provides several key indicators: a) Device types including Tablets that are used to engage with your site, b) Device operating systems to show the most popular platforms, c) App metrics to show how frequently apps are launched, d) Geographic segmentation of your audience by IP address or GPS location.Report Builder dashboard: With report builder, we can build custom dashboards to focus on mobile app metrics. Standard metrics such as app launch, monthly engagement, churn rate, and crash rate are important measures of enagementDiscover: With Discover, we can analyze mobile app users by how frequently they use our app and the length of time since first use. By understanding the behavior of these users, we can determine what makes someone an all-star user and find ways to turn a bench warmer into a more active user.
  • Why should the customer select Adobe?In contrast with mobile only vendors that create a data silo, Adobe enables analysis across digital channels and devices (desktop, smartphone, tablet).We provide deep expertise to fill the knowledge gaps in the marketing organization. And, we know your vertical business (retail, media, financial, etc.)Third, by collecting data with our platform, the client has the opportunity to easily leverage the insights to both optimize and personal mobile experiences Finally, Adobe was the only vendor to receive perfect score from Forrester in their 2011 Wave Report for mobile web/app analytics.
  • The Adobe Digital Marketing Suite addresses our customers’ most complex digital marketing challenges. These challenges includes issues such as how to effectively deliver the right online experience to the right person at the right time; how to best spend online ad dollars to drive the best acquisition traffic; how to better monetize audiences to command the highest possible ad rates. And with the Adobe Digital Marketing Suite, ultimately we make our customers money. Let me show you how we do this…[click- first build is Optimization box]Over the past decade, we’ve proven that the most successful businesses are those that optimize their marketing efforts-- optimization is all about taking action to deliver the highest return on marketing spend, and marketing efforts. The Adobe Digital Marketing Suite enables our customers to optimize their marketing to create those opportunities for the highest return on spend, and to drive performance of the business. Ultimately, optimization is all about helping our customers make money.[click- 2nd build is Personalized Engagement box]The optimization efforts enable businesses to deliver the best possible experience to the right customer at the right time-- the primary persona who benefits here is The Marketer. The Marketer can now deliver upon the expectation a consumer has for a personal experience dynamically assembled when they want, where they want it– so that each consumer has a completely different, unique and personal experience. For example, the consumer doing a search for mountain bikes– when they click from Google and land at REI.com– REI now has the opportunity to deliver that right experience, with pictures/messages/offers/copy/etc. of mountain bikers bombing down the trail. The very next search from a consumer searching for latest ski gear can also land at REI.com but instead have pictures/messages/offers/copy/etc. of skiers . This is but one simple, but powerful example, of many scenarios where businesses can leverage the capabilities of the Digital Marketing Suite to connect with customers by delivering personalized experiences in real-time that engage and ultimately convert these customers in ways not possible without this Suite. [click- next build is Multi-channel Campaign Execution box]Marketing is the new finance, and marketing decision makers– in this case the primary persona being The Advertiser-- are now being held more accountable than ever before. Over $100B will be spent on digital advertising in 2012. and the Suite enables marketers to not only be more accountable, but to make critical decisions and effectively execute multi-channel campaigns– be it search, display, social, mobile, video, games, and others– optimizing the ad dollars to deliver highest return possible. We enable The Advertiser to make decisions on how to allocate ad budgets across these channels and execute on the digital ad experience that is delivered across these respective channels. The capabilities in the Suite here help advertisers best understand how each channel performs, so they can decide which ones to spend more money on, which ones to stop, which creative works best in which channels, does local advertising work, which offers do Facebook fans best respond to, and more. For example, a financial services company like Scottrade has been challenged with driving more engagement to their business across devices (PC, smartphones, tablets, etc.) to achieve greater account openings and funding by the customer for those new accounts. The Multi-channel campaign execution capabilities enable Scottrade to test and experiment with multiple ad channel, including search, social, and banner ads, and measure which ones performed best in driving account open. By testing, using data models, and linking their ad spend with the onsite customer behaviors, Scottrade was able to drive a 30% increase in page views per web visit, a 25% increase in time spent at scottrade.com, and a 20% increase in new online brokerage accounts due to the multi-channel campaign execution capabilities of the Suite to optimize ad spend.[click- next build is Media Monetization box]Many of our customers are challenged with how to sell their ad inventory across digital channels– which directly affect the primary persona here being The Publisher. Almost half of that $100B of ad spend in 2012 will be paid to publishers who are selling ads on their properties, which means these publishers need to understand who their audience is, how much inventory is available, and to maximize– really to optimize--- the CPM rates they charge advertisers. The Suite enables Chief Revenue Officers and publishing decision-makers to see the real ROI on ad spend to clearly understand how to optimize their content across all the digital channels available to them today– providing the optimal yield for their ad inventory. We help our customers understand who their audience is and then build and extend that audience to sell ads for higher rates, across the breadth of digital channels. Our most recent acquisition of Auditude can leverage the Adobe strengths in creation, publishing, and now monetization of the fast-growing video advertising segment. For example, the largest digital media company in Latin America, Telefonica’s Terra Networks, offers video content (Terra TV), music (Sonora), and mobile and digital out-of-home services. Yet they lacked the ability into ad sales across 400 partners, 20 different systems, and 6 brand worldwide. Simply put, they could not arrive at a “single version of the truth” for how to best monetize their media. By standardizing on the Suite and its Media Monetization capabilities, this large publisher now has over 400 employees using the Suite in their daily work and have changed the way they viewed the number of ad impressions per program, to the type of consumer/viewer of content, at what time, and what device used to access the content. This enabled the creation of sophisticated ad package based on audiences with associated profiles which then connected with HOW viewers interacted with advertising. This helped Terra Networks fundamentally shift their business from an old model based on commodity ad impression to the new, sophisticated model based on customer types/channels/content consumed– resulting in a 25% increase in new ad sales based on this new model.[click- next build is Analytics & Reporting box]The golden rule of digital marketing is measure what you market– the primary persona being Digital Analysts who know this more than anyone. You cannot effectively optimize your marketing efforts unless you are analyzing and reporting on those efforts to make the right date-driven decisions. The market-leading capabilities of the Suite enable our customers to answer the question “How do I understand the performance of my business across web, social, video, mobile, email, and all the other digital properties? Guesswork just doesn’t cut it anymore in marketing– we MUST be able to determine what the business impact is of our marketing efforts. The Suite delivers the analytics and reporting capabilities to enable data-driven decision making and provide the insight critical to optimizing marketing efforts and spend– be it delivering personalized experiences, driving better ad spend, or monetizing content with the highest ad rates possible. [click- next build is the Platform box]All of this optimization would not be possible without a robust foundation to enable these key competitive advantages. The Suite platform is comprised of two core elements– Data & Content. And we connect these core elements of the Platform and the elements of the Optimization layer with a set of common services such a single login, APIs, and other common services so that workflows are easily and effectively managed across all the products in the Suite. This Platform provides a robust, scalable foundation that delivers the depth and breadth of capability required by today’s largest digital enterprises– we collect over 1.4 TRILLION transactions per quarter on behalf of all our customers, enabling them the opportunity to optimize each of those mouse clicks, video views, downloads, social postings, etc. from end consumers worldwide.[click- next build is the Data box]You cannot do digital marketing without data. The data capabilities of the Suite enables our customers collect, manage, and execute on the data which is captured throughout the digital marketing workstream. This data foundation incorporates everything from the online channels such a web clickstream data, social, mobile, video, etc. The data also incorporates all that we can integrate from other enterprise systems such as CRM, call centers, point of sale, etc. And we also incorporate the data from 3rd party marketing systems like email, ad serving, etc. By bringing all this data onto on common platform, we provide marketers with the unified capability of best understanding their digital marketing investment and driving the optimization we explained earlier.[click- next build is the Content box]The other key foundational element of the platform is content. Of course, the digital experience is not possible without content, which includes elemental things such as product catalog images, social content scoured from Twitter, blogs, editorial content, advertising and promotional images and copy, etc. A high performance digital repository for this content is critical, and the Suite provides the market-leading content management capabilities to help our customers best manage their digital assets to deliver upon the digital experiences demanded by today’s consumers.By combining the robust, scalable capabilities of the platform with the market-leading optimization capabilities, the Adobe Digital Marketing Suite enables marketers to deliver personalized experiences, drive higher return for ad spend, and best monetize their media investments. Ultimately, the Suite enables our customers to make money!
  • iQ FutureNow: Ensuring the success of your mobile strategy

    1. 1. Ensuring the success of your mobile strategy© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    2. 2. Objectives  What is YOUR mobile strategy:  Web  Application  Both?  Measuring Performance  Increasing the Success Rate© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    3. 3. Multi-screen strategy Multi-screen is not a subset It is an add-in with really high segmentation Browser Mobile OS Multiscreen Tablet Desktop web Multiscreen Desktop web Screen resolution Phone Perception Reality© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    4. 4. Why Should I Change? Business Impact of Mobile All Visits Visits from Mobile Devices to Standard Website to Standard Website 12%Rate Conversion 1.5% Conversion Rate© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    5. 5. Industry Trends: Tablets & Shopping Tablets Convert 3x Better Average Order Value Than Smartphones For Tablets > Desktop Source: Adobe Digital Marketing Insights “Impact of Tablet Visitors on Retail”, Jan. 2012© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    6. 6. Business ChallengesBlind SpotsOfSplintering CreatedMobile Experiences: ChannelsBy Mobile-OnlyMobileAre IsolatedSolutions2 Channels X 3 Devices = 6© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    7. 7. Optimization cycle Create Publish Analyze Optimize© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    8. 8. Mobile Dashboards, Reports, Segmentation Days Since Last Use Bench Warmers Cut List Rookies All-Stars 0 Days Since First Use© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    9. 9. Mobile analytics : Mobile applications and behaviors Question: Which feature is the most used ? Action: Modify the navigation to highlight the feature which drives the most revenue© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    10. 10. Sample of Mobile dahsboard 10© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    11. 11. Mobile Dashboards, Reports, Segmentation© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    12. 12. Mobile Dashboards, Reports, Segmentation© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    13. 13. Best practices for success: • Analyze mobile & all digital channels with “one” data platform • Cross device and cross channel visitor analysis • Optimize and personalize mobile experiences using data and insights • You can only make a decision about mobile strategy when you understand the full customer journey© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    14. 14. Q Xavier Agnetti EMEA Mobile specialist xagnetti@adobe.com A 14© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    15. 15. ADOBE DIGITAL MARKETING SUITE OPTIMIZATION PERSONALIZE MULTI- MEDIA D CHANNEL MONETIZATIO ENGAGEMEN CAMPAIGN N T EXECUTION ANALYTICS & REPORTING PLATFORM CONTENT DATA© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    16. 16. Adobe Mobile solutions© 2011 Adobe Systems Incorporated.©2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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