Optimize Experiences Everywhere: How Marketers Leverage Real-Time App Agility to Drive Meaningful Omni-Channel Experiences (AMA Sponsored Webinar)
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Optimize Experiences Everywhere: How Marketers Leverage Real-Time App Agility to Drive Meaningful Omni-Channel Experiences (AMA Sponsored Webinar)
- 1. confidential 1 Optimizing Mobile Apps Karen Wood Director of Product Marketing Jeremy Woska Product Owner, Ensighten Mobile
- 2. 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
- 3. Apps Drive Omni-Channel Revenue (If You Let Them)
- 4. confidential 44 Your Customers and the Shift to Mobile • Always accessible • Demand optimized experiences • Expect added value and convenience • Move fluidly across channels
- 5. confidential 5 The “Internet of Things” Looms Large
- 6. 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
- 7. confidential 7 Optimizing Mobile App Experiences?
- 8. confidential 8 Take Advantage of the Opportunity
- 9. 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
- 11. confidential 1111 Hello, I’m Jane
- 12. confidential 1212 The Size of Mobile $4B in 2012 $31B in 2017 Mobile ad spend Every 24hrs 27B 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 Proliferation By 2015, mobile app development will outnumber PC projects by a ratio of 4-to-1. Gartner
- 13. confidential 1313 Desktop and Mobile Traffic
- 14. confidential 1414 Different Kinds of Mobile Apps • Native Most complex to design, but powerful. Can utilize device features like location services. Offers best ROI for businesses. • Mobile Web App HTML, CSS and Java Script • Hybrid Part native, part mobile web
- 15. confidential 1515 TMS: SDK-Based Approach
- 17. confidential 17 Ensighten’s Real-Time No-SDK Approach
- 18. confidential 1818 A Few of the Possibilities
- 20. confidential 2020 Mobile App Optimization
- 22. confidential 2222 360 Degree View
- 23. confidential 2323 Personalization • Offline • Online • Mobile
- 24. 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
- 25. confidential 2525 Agility with No-SDK
- 26. Examples from the Enterprise
- 27. confidential 27 Common Themes from Successful Marketers • Open • Agile • Optimizing • Iterative • Savings-minded • Data-driven
- 28. 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
- 29. 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
- 30. 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”
- 31. Questions?
- 32. confidential 32 Learn more here: www.ensighten.com/agility
Editor's Notes
- As your customers have shifted to mobile a number of interesting things have happened: 91% of adults keep their smartphones within arm’s reach. (Source: Morgan Stanley) 61% of people have a better opinion of brands when companies offer a good mobile experience. (Latitude Next Gen Retail Study) 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV (Google) To make the most of this mobile shift the key is really optimizing your customers experience, which is going to be different from one business to another. The question becomes how do I know what they are after, and how do I measure the impact of changes that I implement? Let’s take a look at how this typically plays out.
- ATMs Kiosks Game systems Watches Etc. etc. etc. “The future is apps for wearables, connected cars, automated home appliances and more.” – Gartner Specifically around mobile video growing to account for 72% of mobile traffic by 2019 Lower your opportunity costs. Conversion rates are significantly lower on mobile phones today, due in large part to a failure to optimize the mobile experience. This is not just damaging to your brand; it also means you're losing sales. Perhaps you think this is not a big deal because only 10% of your traffic comes from mobile devices. But what will you do when, one day soon, mobile represents 30% or 40% of your traffic? Need more convincing? The head of marketing at a European online fashion brand told us: "By working closely with our eBusiness team on delivering a task-based experience and streamlining the mobile checkout process, we improved the conversion rate from 0.4% to 1.3% in less than nine months. Needless to say, it dramatically helped us improve the ROI of our mobile marketing campaigns." FORRESTER STATS In 2014: Smartphones made up 9% of ecommerce Tablets made up 20% of ecommerce 65% of multi-screen consumers begin their shopping process from a smartphone 68% of consumers use their phone in stores By 2018: Smartphones will make up 11% of ecommerce Tablets will make up 42% of ecommerce Mobile video will grow to 72% of mobile traffic by 2019
- “When done right, native apps deliver a high level of customer satisfaction compared to web applications” VS. “Brands choose web applications over native because the web is easier to change.” Native vs. Web-Based Mobile Apps: What’s the Difference? There are two approaches to creating a mobile app: build it from the ground up as a “native” app, or build a mobile Web-based app. Native Mobile Apps Native apps, also called “compiled” apps, take longer to build, but they deliver high-impact experiences for customers because they can leverage native device features (e.g., location services) to enrich the app experience, and they are custom-built for a specific mobile operating system. According to Forrester, native mobile apps produce higher marketing ROI than mobile Web-based apps because users tend to engage with native apps more heavily, and are more likely to convert within native apps. Because they are custom-built, marketing technologies have been traditionally difficult to use within native apps. While SDKs allow marketers to extend technologies to native app environments, the SDK requires expensive hard-coding, both initially and ongoing for any changes down the road. Ensighten’s unique No-SDK approach allows marketers to use technologies in native environments without this burden, giving marketers the same agility in native environments as they have with mobile Web. Web-Based Mobile Apps Mobile Web-based apps are easier to build, but the experiences for customers are not as impactful. Mobile Web-based apps simply pull Web elements into a mobile-friendly format. The experience is more generic and not connected to the device. Any technology that can be leveraged for the Web can also be used for a mobile Web-based app. So while there isn’t any unique agility challenge with mobile Web-based apps, the ROI for these apps is considerably less. Native Most complex to design, but powerful Mobile Web App HTML, CSS and Java Script Hybrid Part native, part mobile web
- The key to experience management is the ability to tap into the amazing innovation of marketing technologies. There are thousands of advertising, personalization, analytics, social and search technologies to choose from, among many other categories. The ability to rapidly test different technologies, choose best-of-breed applications that best meet your needs, conditionally deploy the right set of technologies for the right consumer at the right time, and enrich these technologies with omni-channel data is critical to experience management success. We can help you integrate and orchestrate the technologies you use today and plan to use in the future. We can enrich these technologies with onsite, offsite and offline data sets integrated into omni-channel profiles.
- Half of the global population will own a smartphone by 2017. Only 51% of marketers have a strategy for their mobile app that is different from their mobile website strategy. Only 38% of marketers have implemented analytics for mobile, and typically, it is for the mobile Web only — not for mobile apps. Taking advantage of the app Internet. Forty-seven percent of European online adults who use a mobile phone use mobile apps at least weekly (see Figure 1). But that doesn't mean they're ignoring the mobile Web. Forty-six percent search for information on mobile search engines, too. (https://www.forrester.com/The+State+Of+Mobile+Technology+For+Marketers+2014/fulltext/-/E-RES98561) Using apps and the mobile Web for a wide range of activities. In the US, 59% of online adults who use a mobile phone use their devices to check sports, weather, or news at least weekly. (see endnote 5) Fifty-two percent access social networks on their phones at least weekly, and 21% research physical products for purchase. Embrace the latest mobile concepts as one-offs. While it's more of a philosophy than a technology, responsive web design (RWD) tops the tactics that marketers are using in 2014. (see endnote 21)When fully implemented, RWD can improve the user experience, but more often than not, it's implemented as a quick fix to the problem of multiple screen sizes. It often prevents marketers from thinking about the need to contextualize offerings for different devices. (see endnote 22) Customers do not necessarily want the same content across all their screens (see Figure 6). Only 51% of marketers have a strategy for their mobile app that is different from their mobile website strategy. (see endnote 23)
- Thanks Karen – All of this creates a tricky situation for businesses, something that I call the marketers dilemma. Businesses know they need to address Mobile, but don’t know where to begin – or even what technologies they need to use? To illustrate the challenge a typical business goes through, I’d like to introduce you to Jane.
- This is Jane, she’s a Marketing Analytics Manager. She’s tasked with figuring out the tools her group needs to optimize their mobile app experience.
- Marketing Spend: $4.4 billion on mobile advertising in 2012, to $31.1 billion by 2017. Data: Every 24hrs: 27B texts, 189MM app downloads and $1.1B in mobile payments. App Proliferation: 66% of fortune 500, and 84% of fortune 100 companies have mobile apps Expansion: Future is apps for wearables, connected cars, automated home appliances and more.
- AS WE’VE SEEN there are tons of statistics and business studies that confirm this shift to mobile. A shift that is here to stay. As Jane studies her own analytics and user data - Jane notices her site traffic from desktop is going down, mobile web is going up. Also notices that mobile app downloads have increased but her business is getting bad reviews from consumers in the app stores. The challenge is that she doesn’t have any user metrics for her Native mobile app to be able identify what’s causing the negative experience.
- Jane’s company has a native app, which a lot of businesses now realize is the best way to provide an optimized user experience – and as we discussed, the offers the convenience your users are after . Jane knows a tag management vendor can help her control the code and analytics tags that she needs to get in place to understand more about her users – but rushes into an SDK Based solution.
- Its not entirely Jane’s fault - if you read the web sites of these SDK providers, they all say you can make changes without having to resubmit to the app stores – this is true, but only if you plan well ahead. With an SDK based approach, if you can predict everything you want to do in the future, this might be OK – but that’s generally not how it works in the business world. Do a walk through the SDK flow…. Jane - not knowing exactly what she wants to do deploys analytics on some top screens, the ones that she thinks are key. Starts getting analytics. Realizes that he doesn’t get a full app usage view, so she requests another round of changes. The time and drain on the team is too much…
- This leads to what I call SDK-Based frustration… As mentioned, she understands the market well enough to know that’s its worth it to invest time to understand her mobile customers…. So she switches to Ensighten’s No-SDK approach
- Describe the Ensighten No-SDK flow. She gets Ensighten’s new library in place, and starts to enjoy the flexibility it brings. As she gets more comfortable she starts to explore new ways to learn even more about her customers.
- She discovers that most 3rd party mobile marketing tools provide a JS SDK, or an REST API for integration which can be implemented through the Ensighten Mobile platform without having to go through her Mobile developer. Jane gets more insights. Starts to do more advanced tests, these are some of the possibilities. • AppSee: app interactions and behavioral analysis • Kochava: performance and attribution metrics for all media buys • Amplitude: funnel analysis • App Annie: analytics dashboards combined with market data • Flurry: cohort and user segmentation
- This leads to pure, No-SDK joy! With Analytics covered, she can now shift her thoughts into how to improve the app configuration to optimize her customer’s experience and add more value.
- She’s aware that AB split tests were big a number of years ago on the web – but she sees a google report that interest is now stronger than ever. This is due to Mobile…
- With Ensighten, she can take advantage of A/B and MVT testing… again – utilizing the same No-SDK based approach. As a reminder, with an SDK you’d need to define every test and variant in advance, what button colors or images do I want to test, what content – and page positioning of elements. You are never going to get this right. With Ensighten’s No-SDK based approach you create your tests on the fly! When a test runs you learn things which leads to new ideas for tests – it’s the endless cycle that marketers know of test, measure and adjust. After some Optimization tests she thinks she’s figured out the best app configuration for her users… and wonders if she’s reached the end? Where can she go from here?
- Ensighten’s core mission is to help businesses collect, own and act on their customer data across all channels and devices. With Ensighten you can track your customers as they move between offline, online and mobile channels. We use a number of technologies to stitch together user cookies and IDs to make this connection. What it allows you to do is beyond Optimization – we call it Personalization.
- Being able to customize your customer’s experience as they move between these channels is truly game changing, and creates an the most optimized experience possible. Looking back to Google’s stat about 90% of people moving between channels to accomplish a goal – give your customers value, if you know they’ve taken an action in one area – why not continue that experience? Help them achieve what they set out to do.
- We end where we started - the shift to Mobile allows your customers to interact with your business in new ways. With the right technology, you an identify and take advantage of this shift, and give them the optimized experience they are after.
- Thanks Jane Karen – do you want to walk through a few Enterprise examples?
- Open is key - They want to “future proof” the market –stressing that they see rapid change in marketplace martech ecosystem, and their goal is to adopt technology which enables effective utilization of these new applications and “The Internet of Things” Agile deployment of native mobile apps to the marketplace – both companies are regularly developing new, and enhancing existing mobile apps in the market Optimize Omni-Channel “360 degree” view of the customer journey - These leaders both embrace the web site and mobile channels but seek to understand the relationships between the channels Minimize development costs (time savings) Utilize data to drive decisions – web and native application engagement is being analyzed Re-evaluate the organization as mobile places new demands on traditional roles and process Start the process knowing it will change. Don’t wait until the cosmos lines up perfectly
- Vivint Classic (iOS + Android) Vivint Sky (iOS + Android) Vivint Solar (iOS + Android) They are currently only using Ensighten Mobile on Vivint Sky (iOS & Android). Vivint is a leader in the connected home market. They deliver smart home security and management solutions to hundreds of thousands of customers by bringing together Omni-channel data to drive interconnected experiences. Their business model is based on inter-connectedness between apps and everything else—and they cannot be held back by the inherent non-agility of native mobile apps. Ensighten helps Vivint stay continuously responsive to customer. “Thought leaders are leveraging data to drive better in-app experiences and conversions” “Eventually, by maintaining an open data layer we are able to digitally extend to many areas and devices within the smart home”, said Miki Seltzer, (title). Agility is required for Vivnet so that they could easily test and implement the new best-of-breed martech tools. “The Ensighten library supports immediate testing and deployment of any 3rd party mobile technology that offers a JavaScript based SDK, or an API” said Miki xxxx. According to Vivnet, they chose to use use best in class tools, and not be locked into a suite. With an SDK, you are forced to try and predict the analytics you will need into the future. We know enterprise businesses can never successfully predict the future. “As a result, with an SDK the tendency is to over tag since you have one shot. “With Ensighten, you can change tags on the fly. Tag what you need, remove those that aren’t being used” she noted, yielding savings. “With Ensighten, you can change tags on the fly. Tag what you need, remove those that aren’t being used yielding savings” Vivnet clearly set and identified objectives, the key - test, measure and repeat. Their goal is to build more customer engagement with the brand (and services) and more loyal. However she notes “as a security company and trusted partner for the customer – we need to use caution and not violate that trust. Vivint is using mobile apps to unlock doors when customer is getting close to home. Vivant is taking a page from mobile game developers and is measuring app engagement by DAUs and MAUs by cohort. Step one is to measure how often what percent of the customers engage with the app. Step two to increase both penetration the then engagement with the door app by adding functionality - turn on lights, house temp, and start to understand how the user interacts with their home, by location, time and device. Measure and repeat. They are experimenting with different services for different segments and personas in and around “the smart home”. As a thought leader they understand evolving and agile consumer requirements and are being considerate about privacy ramifications of new mobile technology
- loves the agility freeing us from any one vendor, says Getty” Add image from Getty Images Getty Images (iOS + Android) Gett Images Stream (iOS + Android) Getty Images Moment (iOS + Android) Thinkstock by Getty Images (iOS + Android) iStock Photography (iOS + Android) They are currently using Ensighten Mobile only on the iOS version of Getty Images Stream. Loyal/registered visitor vs non registered user. Duration, how often they return; when was the last visit and how much did they spend? (RFM). What are the key personas – and actions and behaviors of each persona, on mobile vs their actions on web. For example, what titles prefer what channels? Getty is seeking to get a clear picture if they should encourage more or less research on mobile, the web site, or both as measured by conversion to revenue? Does one type of persona first research on mobile and then buy on web? They also noted that they are looking at cross channel metrics – ratio of the channels by personality and actions and behaviors measured by conversion events – sign ups and revenue. Management said that they are currently designing A/B tests that should provide clear answers.
- Great story about growing the account. Merging United and Continental sites, needed streamlined data and site tagging. Optimization case study. Expanded to mobile, mobile problem with the app, used Ensighten Mobile to quickly make fix. Now expanding to kiosks: Goal: 360-degree view of the customer& 1:1 personalization. Short version: United started using Ensighten two years ago to boost marketing agility and began by using Ensighten for tag deployment on web sites. They quickly saw the value and began using Ensighten for mobile web, then mobile apps, and now on kiosks – gaining benefits in addition to agility such as quick app bug fixes and on-the-fly app customization. In addition, United is using Ensighten Privacy to ensure compliance of data collection and management. Long version: Challenge United Airlines first engaged Ensighten during the post-merger integration of the United and Continental websites. For this project, United Airlines wanted to implement tag management for three key reasons: To ensure the analytics and marketing pixel tagging of the combined site was accurately and completely accomplished, without constraints or limits from IT. To ramp up testing and targeting during a time when IT resources were limited. Setting the data foundation for a long-term omni-channel, customer-centric personalization strategy, which included gaining a single view of all customer interactions. Before Ensighten, there were gaps in user interaction data, and visitor data was not unified or customer centric. Solution United Airlines chose Ensighten as their tag management vendor because Ensighten was in the best position to be able to: Improve data quality Establish a unified layer of customer-centric data Ensure consistency of data across applications Enable faster optimization and quicker rollout of test results “Ensighten delivered eight-digit ROI within 10 months.” --Nick Harris, Sr. Mgr. Channel Optimization, United Airlines Speed up deployments of new code Using Ensighten Manage with Ensighten Mobile and the Ensighten Data Layer, United was able to track across all combined digital properties, including mobile apps and kiosks. Having Ensighten Mobile in place has given United greater agility in how they manage their apps (see United Airlines App successes below). Results Using Ensighten, United Airlines was able to dramatically boost marketing ROI by improving analytics and optimization programs, unifying customer data, and enabling greater mobile marketing agility. Boosting Optimization ROI At the time of the merger, United Airlines had no testing program. By rolling out optimization with Ensighten Manage, United can now deploy new tests within a matter of weeks—while also using Ensighten to prove that the tests had no negative impact on the website. At the same time, our IT resources became even more limited, but even with this obstacle, Ensighten enabled us to successfully run an optimization program that leveraged the Ensighten Data Layer. In fact it was so successful, United Airlines saw eight-digit ROI after ten months of using Ensighten to increase optimization agility. Unifying Customer Data “Ensighten unified our data and provided a 360-degree view of the customer.”—Michael Venditti, Mgr. Data Strategy & Infrastructure Using the Ensighten Data Layer as the unifier of all customer data, United Airlines gained: Cleaner data Consistency of data across applications The elimination of data silos Improving Marketing Agility Prior to using Ensighten, deployment of new marketing technologies took one to three months as analytics and other marketing tools were low on the IT priority list. Using Ensighten, these cycles were now reduced to weeks and often just days, and IT is no longer a gating factor. United Airlines App Successes with Ensighten Mobile Same-Day Mobile App Changes with the Olympic Logo For this year’s Olympics, the Digital Strategy team within United Airlines received an urgent request to include the Olympic logo at the footer of the mobile app; this request was too urgent to wait for IT release cycles. “Ensighten Mobile increased our mobile agility, from quick app updates to on-the-fly app customization.”—Michael Venditti, Mgr. Data Strategy & Infrastructure With Ensighten Mobile, the team was quickly able to deploy the change within a day. When the Olympics were over and it was time to remove the logo, this change took less than a minute to deploy within the app. Mobile App Fixes on the Fly United Airlines recently released a popular new mobile app, but just after the launch, they noticed a small but important error where the app was showing erroneous text that caused confusion for the app users. While creating a long-term resolution, they were able to immediately fix the problem with Ensighten Mobile, which removed the confusing text and immediately made the experience better for United Airlines app users.
- Pre-canned questions: A lot of your presentation is about the improved ROI generated by optimization. What ROI have you seen? (Jeremy) If I run tests with your optimization solution and determine better layouts for my app, how do I then get those out to my users? (Jeremy) What types of content do customers test in an app? (Karen) Is optimization just for retail? (Karen)
- The Ensighten Agile Marketing Platform is truly open, enhancing any marketing technology and use case. Ensighten’s vendor neutrality is essential for highlighting the truth of vendor performance without bias.