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