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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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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