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20140327-S602-Mobile

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20140327-S602-Mobile

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. S602 - Mobile, the next frontier: Optimizing the lifetime value of your customers on the go Russ Lewis | Mike DiMiele 1
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2 Get a free Redbox Text "Redbox14" to 727272
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Russ Lewis Consultant, Adobe rulewis@adobe.com
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Mike DiMiele Sr. Manager Analytics and Testing, Redbox MDiMiele@outerwall.com
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Agenda 1 | Welcome and Overview 2 | You have mobile customers, they need you 3 | Adobe Target – Reaching your customers on the go 4 | Big Opportunities exist
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Key Takeaways You have mobile customers and they need you 1 Adobe Target can reach all your customers on the go 2 Big opportunities exist in mobile 3
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 You have mobile customers and they need you
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Source: Q1 2013 Global Mobile Maturity Executive Online Survey and Forrester Research interviews. 50%of all retail traffic
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile is everywhere and growing 9 +45 min/day 67% YoY growth 2:12 total a day eMarketer – "Redefning mobile only users"
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumer Visits: Approximately 80MM times a month, consumers choose Redbox as their source for family entertainment Simple: Easy to use, no commitment Convenient: Available at locations where you already shop Location, Location, Location: ~ 70% of the U.S. population lives within a 5-minute drive of a Redbox kiosk Easy to Rent: Accepts debit, credit, promo codes, reserve online, reserve via mobile app Fun: New release movies, big stars, impulse orientation Great Value: $1.20 DVD, $1.50 Blu-ray™, $2.00 video games daily rental Rent and Return Anywhere™: Supported by largest automated retail network in U.S. 55% of Redbox rental trips result in a store purchase and 22% of customers report making an unplanned store purchase when renting from Redbox Who is Redbox?
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. March 24-28, 2014 | Salt Lake City, UT Learn more at summit.adobe.com 11
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Our Marketing Partners: Category Leaders CPG Brands Retailers / QSR Services / Tech / Media
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Total Redbox Visitor Traffic: (Web, Mobile Web, Apps) •  41% from desktop •  48% from mobile phone •  10% from tablet   Redbox App Visitor Traffic: (iPhone, Android App) •  60% from iPhone app •  40% from Android app Redbox.com Visitor Traffic: (Web, Mobile Web) •  Over 50% from a mobile device •  About 40% from a phone •  About 10% from a tablet Redbox Mobile Users
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 Live Poll | What mobile platforms do you have? •  56% have both app/web •  33% have web •  5% have app only •  5% have neither
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Desktop Site Mobile Site
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 Mobile App
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer's on the Go 17 Reserve Rental Pickup Disk Find Kiosk Email Signup Create Account Add to Wish List
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Showrooming 18 12% of online sales come from consumers who are standing in a Walmart store, using the customized version of its mobile website http://econsultancy.com/uk/blog/63411-how-can-retailers-deal-with-showrooming
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. When to make the mobile strategy? “We’ve had a mobile-first philosophy for about the past three years. Last year, mobile was probably 20% of our total revenues. This year, it’s more than 40%.” Elizabeth Francis, CMO of Gilt Groupe. 19
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.20 Do you have a mobile strategy? eConsultancy – Mobile Marketing Report 2013
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Live Poll | Do you have a mobile strategy?  •  29% Yes •  56% Somewhat •  15% No
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Live Poll | Do you know what % of revenue mobile contributes to your bottom line? •  42% No •  58% Yes
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 Native ApplicationsFond of native Varied usage
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 QR codes Think 54% use it 10% actually use it
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 RWDMagic Bullet Varied Acceptance
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 Tablets Same as smart phones Not same as smartphones
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Channel Investment 28 %ofrespondentswithchannel eConsultancy – Mobile Marketing Report 2013
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why Product Guiding Principles? •  We need a Framework that ensures we consider all aspects of Testing & Product Development before we commit time, money & manpower •  Position Analytics & Insights as the thought leader for Redbox •  Help ensure consistent results & maintain connection to strategic business objectives •  Deliver strategic direction for business use cases to executive team & marketing stakeholders •  Allows Redbox to maintain a consistent level of quality across all products, platforms & channels
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Guiding Principle in Optimization Strategy !  What customers are being addressed !  “What is the need that we are solving for the customer?” !  Size of Problem – quantify in terms of number of users impacted or benefitted !  Consumer barrier to adoption? “For” and “Against” scenarios
  31. 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 Adobe can reach all your mobile users
  32. 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 Live Poll | What platforms do you test on?  •  11% App •  44% Web •  44% Both
  33. 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 Live Poll | Do you do mobile testing? •  56% Yes •  44% Both
  34. 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 Mobile Web App Download Test 1 | Noted that mobile web traffic is 40% on smartphone   2 | Already have mboxes on mobile web   3 | Test to increase revenue by moving mobile web users over to mobile app   Navigate to redbox.com on your phone right now  
  35. 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 B C D E
  36. 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 Winner!
  37. 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results of the test so far - Downloads 37
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Do not go to app store/open the app (close takeover/close banner) 38
  39. 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Future plans Implementing SDK into native apps for iOS and Android App Testing Move login with Facebook to top of mobile screen Filters – avoid redundancy Reserve button on title details is off screen Geo targeting of wish list Text messaging and acquisition 39
  40. 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40 Best in class app analytics Targeting & personalization Location-based measurement Point-of-Interest App acquisition/conversion Life-time value measurement and optimization Adobe Mobile Marketing Solution for Native Apps
  41. 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Mobile services for Adobe Marketing Cloud: App-centric capabilities One SDK Analytics Target Audience Manager Campaign (2014) Phase 1 (Launched Oct 2013) App Analytics App Optimization Geo-location Analytics & Targeting App SDK for Marketing Cloud Adobe Mobile services One UI
  42. 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Lifecycle Metrics 42 ! Installs (first time launch) ! Upgrades ! Launches ! Crashes ! Previous Session Length Dimensions ! Install Date ! App ID ! Number of Launches ! Days Since First Use ! Days Since Last Use ! Hour Of Day ! Day Of Week ! Days Since Last Upgrade ! Launches Since Upgrade ! Device Name ! OS & OS Version ! Carrier Name ! Resolution Events
  43. 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. male female 12-18 18-36 36-55 <$12k $12k-$25k $50k-$100k northwest central southeast urban manufacturing financial services automotive government education #FFCC00 #eeccff #2950392 v = λ f V = V0(1 + βΔ T ) 03 05 08 09 10 001 002 003 004 005 006 007 008 009 adobe mobile – phase 1 •  App analytics •  App screen overlay reporting •  App acquisition campaigns •  App store reporting •  Geo-location reporting •  Point-of-interest measurement and targeting •  App A/B testing •  Simple app targeting campaigns •  Beta – July 2013 •  Release – Q4
  44. 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. male female 12-18 18-36 36-55 <$12k $12k-$25k $50k-$100k northwest central southeast urban manufacturing financial services automotive government education #FFCC00 #eeccff #2950392 v = λ f V = V0(1 + βΔ T ) 03 05 08 09 10 001 002 003 004 005 006 007 008 009 adobe mobile – phase 1 •  App analytics •  App screen overlay reporting •  App acquisition campaigns •  App store reporting •  Geo-location reporting •  Point-of-interest measurement and targeting •  App A/B testing •  Simple app targeting campaigns •  Beta – July 2013 •  Release – Q4
  45. 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45 mobilemarketing.adobe.com
  46. 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8,750X FASTER Performance Industry leading Fastest in Industry
  47. 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. // have to do this for every class that will request content from the target server @interface EngineeringViewController : UIViewController <MboxContentConsumerDelegate> ADMS_MboxFactory *factory = [[ADMS_MboxFactory alloc] initWithClientCode:@"adobemobiledemo"]; ADMS_Mbox *imgLikedMbox = [factory create:@"mboxName" delegate:self]; imgLikedMbox.defaultContent = @"none"; [imgLikedMbox load]; // gets bloated with multiple mboxes in one class, because all callbacks come through this method - (void) consume:(NSString *)content { NSLog(@"jsonContentBox: %@", content); } 3.x - Factory & Delegate patterns ADBTargetLocationRequest *test = [ADBMobile targetCreateRequestWithName:@"mboxName" defaultContent:@"none" parameters:nil]; [ADBMobile targetLoadRequest:test callback:^(NSString *content) { NSLog(@"jsonContentBox: %@", content); }]; 4.x - Block goodness Simplified Interface (Target)
  48. 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48 Make on mobile
  49. 49. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 1 | Noted mobile was 45% of total traffic and over 30% of revenue   2 | Already have mboxes on mobile web   3 | Created mobile checkout experience to improve transactions on mobile phones over to mobile app   Mobile Web Optimization 
  50. 50. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50 Winner!
  51. 51. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 51 Winner!
  52. 52. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52 1 | Noted 600k users a month in iOS application   2 | Deployed Adobe Mobile SDK in iOS with Target   3 | Ran CTA test    Mobile App Optimization  Account #: Amount: Date Scheduled: Confirmation #: Menu Thank you! Payment is being processed. Check out offers xxxxx5602 1137.00 04/26/14 4dOB3ROcX
  53. 53. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 53 Account #: Amount: Date Scheduled: Confirmation #: Menu Thank you! Payment is being processed. Check out the Value of your Membership xxxxx5602 1337.00 04/26/14 4dOB3ROcX Account #: Amount: Date Scheduled: Confirmation #: Menu Thank you! Payment is being processed. Check out offers xxxxx5602 1137.00 04/26/14 4dOB3ROcX Winner!
  54. 54. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 54 1 | Noted mobile was 45% of total traffic   2 | Already have mboxes on mobile web   3 | Created Responsive Web Site to challenge m.redbox.com website   m.redbox.com vs RWD
  55. 55. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55 Winner!
  56. 56. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tuesday Grand Prize Every Session Wednesday Grand Prize Thursday Grand Prize Take Survey & Win Sweet SWAG(“surveys” section of mobile app) Signed Jersey Richard Sherman$10 Gift Card Swag Pack Band Ski Swag
  57. 57. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57 1 | Find your mobile opportunity 2 | Implement a testing program 3 | Repeat Call to Action
  58. 58. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Russ Lewis rulewis@adobe.com LinkedIn: www.linkedin.com/in/russelljlewis Mike DiMiele MDiMiele@outerwall.com LinkedIn: Mike Dimiele adobe.com/go/summit2014portal
  59. 59. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 59 Q&A

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