1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell
Shoaib Alam and Megan Smedley | Session s605

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Shoaib Alam
Consultant | Adobe Target | Adobe Systems
salam@adobe.com

4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Megan Smedley
Manager | Digital Sales Personalization | Comcast
Megan_Smedley@cable.comcast.com

5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell
Shoaib Alam and Megan Smedley | Session s605

6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
But first, lets take a selfie…
66
#s605 #AdobeSummit
#AdobeTarget

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CONTENT
Top 5 ways to optimize the mobile experience1
The Iterative optimization program
Geo Targeting on Mobile
Impact of a mobile optimization plan
Q&A
2
3
4
5

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House in Buffalo

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Packed up
9

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New York City – The Big Apple!

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A Studio Apartment

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Simplification of life

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Settling in

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The Transition from a Big House to a Studio Apartment
14

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The Transition from Desktop to Mobile
15

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Easy Navigation

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Comcast’s product stack
18
TV
Single Products Bundle Products
INTERNET
PHONE
TRIPLE PRODUCT
BUNDLE
DOUBLE
PRODUCT
BUNDLES

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Navigation – A Case Study
19
Comcast Product Pages
• Navigating between products was challenging

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Navigation – A Case Study
20
Mobile Product Picker
• All products available in the picker
• Customers can easily navigate and
explore our offerings

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Navigation – A Case Study
21
IMPACT
Lift in revenue per
visit10%
9% Lift in conversion
rate
in mobile conversions
post deployment
RECORD
BREAKING DAYS

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Product Differentiation

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Product Differentiation – A Case Study
23
Comcast Product Pages
• Not enough space on the screen to feature multiple
products

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Product Differentiation – A Case Study
A B C D

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Product Differentiation – A Case Study
25
IMPACT
Lift in revenue per visit12%
8% Lift in conversion rate
B

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Playing Tetris with Furniture

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Layout

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Layout – A Case Study
28
Home Page Layout
• App-like presentation
• Inline with other mobile experiences

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Layout – A Case Study
29
Challenger recipe outperformed default in all main KPIs
Lift in revenue per visit13%
Lift in conversion rate6%
Lift in average order Value7%
Lift in two product bundles13%
Lift in three product bundles36%

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Contextual Marketing

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Contextual Marketing – A Case Study
31
Make It Convenient for Your Users
• Keep customer engaged with the order process
• Give customer the power of choice
Increased Product Orders in the Call Center
• Interaction with Call us now more than doubled
• Even higher percentage of customers interacted with
Call me back

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Contextual Marketing – A Case Study
Channels On Mobile
• Phone number customization unique to
attribution channels driven by Target.
• Provided insights from the call centers about what
is working for specific channels.

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Location Based Targeting

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Geo Targeted content on the mobiles site
34
Chicago / Deep Dish
SF / California Style
NYC / Brooklyn Style

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Geo Targeted content on the mobiles site
35
Northeast Division
Central Division
West Division

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Geo Targeted content on the mobiles site
36
IP Address Based
• IP based geolocation ends up being the location of
the carrier’s gateway.
• Carrier’s gateway can be hundred of miles away.
• Not useful on mobile
HTML5 Geo Location API
• HTML Geolocation API is used to get the
geographical position of a user – lon and lat
• Highly accurate due to triangulation techniques
such as GPS which is accurate to 10m
• Extremely useful on mobile

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Join Our Conversation on Mobile Geo Targeting

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Mobile Testing
Roadmap
Mobile Development
& Content Management
Mobile Optimization
& Personalization
Mobile Analytics
User Segmentation
on Mobile
Mobile Business Roadmap to Success
39
$

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Iterative Testing Cycle
40
STRATEGIZE
ANALYZE
IMPLEMENT TEST
Mobile ToolsMobile Web

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SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER

42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER
Insights Gathered:
• Where are users coming from?
• What are they doing on the site?
• How are they reacting to onsite content?

43. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER
Actions Taken:
• A/B campaigns throughout the site
• MVT campaigns inform valuable assets
• Personalized content based on demo and geo information
• Iterative testing methodology
• Measure Impact of your tests

44. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME
User Segmentation:
• Segmentation based on 1st, 2nd and 3rd party data
• Look-a-like modeling
• Cross-device user detection for logged in users
• Audience activation across channels
AUDIENCE
MANAGER

45. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER

46. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46

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Simplify Content and
Highlight Key Drivers
1 Serve Relevant Content;
Use Context &
Segmentation
2
Plan a Roadmap and
Create an Iterative Culture
3
Key Takeaways

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Our Consumers
69% Marketers agree that consumers are becoming
more accepting of behavioral targeting.
$58.07 BillionMobile retail commerce sales in the United States in 2014
Projected at 76.79 Billion in 2015
48
Source: Statista.com

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Mobile Optimization: Should we continue to guess?
49
Recipe A Recipe B
WINNER

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Q&A
Shoaib Alam
salam@adobe.com
Twitter: shoaibalam85
Megan Smedley
megan_smedley@cable.comcast.com
Twitter: meg_smedley

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