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Presentatie MobileBridge Eyal-Oster

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Eyal Oster

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Presentatie MobileBridge Eyal-Oster

  1. 1. 1 Bridging online & offline engagement using omni-channel data Data Driven Commerce event - 8 February 2018 Eyal Oster – MobileBridge President and founder
  2. 2. Customers are ever more Mobile 2 …and the average US online adult owns 6.7 connected devices.
  3. 3. Online commerce is growing BUT Offline is still #1 2 * US Census Bureau Data
  4. 4. Offline revenue is strongly influenced by mobile 2
  5. 5. Mobile has changed the game for engagement 2 Pre-mobile: Mobile: Customer segmentWho to reach Individuals Pre-fabricated messages through pre-planned channels What format and content Personalized content through optimal touchpoint Triggered by a company event When to engage Push-based communication triggered by a customer-led event Any locationWhere to engage An explicit location Proactive interactions to serve the organization, or reactive communication to serve the customer Why the engagement occurs Proactive interactions to serve the customer and organization
  6. 6. Data Customer Engagement Obsessed 2 To beat the odds today and own the moment, your organization has to be: Target audience obsessed, focusing your strategy, budget, and operations on enhancing your understanding of and engagement with your audience.
  7. 7. Companies need the right strategy, data, and technology in place 2
  8. 8. Forrester Research 2 Region • 51% Western Europe • 48% North America Industry • 61% Retail • 39% Consumer Package Goods
  9. 9. 2 Company Size By Revenue • 56% $500 million to less than $1 billion • 31% $1 billion to $5 billion • 13% greater than $5 billion Job Title • 59% director • 31% vice president • 10% C-level executive Forrester Research
  10. 10. Marketers don’t effectively use customer data 2
  11. 11. A wealth of Mobile data & engagement often not used 2
  12. 12. Customer engagement key data source for mobile marketing strategy 2
  13. 13. Marketers are missing the opportunity for engagement and insights 2
  14. 14. Majority of companies however have not bridged on- & offline worlds 2
  15. 15. And many marketers are still relying on disconnected technologies 2
  16. 16. Firms can catch up by adopting tools essential to mobile success 2
  17. 17. Start building your bridge to connected customers 2
  18. 18. Integration of legacy systems with cloud engagement platform to capture and drive the mobile moment 2
  19. 19. Capturing the mobile moment: Existing data 2
  20. 20. Capturing the mobile moment: Situational data 2
  21. 21. Capturing the mobile moment: Usage data 2
  22. 22. 2 226
  23. 23. 2 4 Who? ✓ Leading fast food chain with 400+ restaurants Goal? ✓ Drive customer loyalty & satisfaction, increase restaurant traffic, conversion & ultimately revenue How? ✓ Connecting Mobile, CRM, POS & Geo (indoor & outdoor) ✓ Identify mobile moments ✓ Engage & drive customer dialogues Customer case: 28
  24. 24. 2 5 Integration with: Point-of-Sales (2000+) CRM Mobile App Geo-Location + Indoor (Beacons) Start a Workflow based on transactions from Point-of-Sales. Mobile Extension by sending asset to app users based on business rule defined in customer’s CRM. Integration & Implementation 29
  25. 25. 2 6 Activity + Engagement = Conversion 4179 24042 33711 20579 62563 4000 26558 41830 44751 84762 AP RIL MAY JUNE JUL Y AUGUS T New installs Active users Active users per month: • April: 4000 • May: 26,558 • June: 41,830 • July: 44,751 • August: 84,762 ✓ 30% users converted to paying customers ✓ Average of 50% increasing per month for active users 2891 13674 27168 29238 54929 2600 8809 21575 20715 35862 254 2021 5762 10479 25871 AP RI L MAY JUNE JUL Y AUGUS T Unique view Save Activate ✓ Conversion rate for the whole period: 50% ✓ Driving 1 out of 3 app users to the restaurant Promotion conversion rate per month: • April: 9.7% • May: 23% • June: 26% • July: 50.5% • August: 72% 61 2002 14659 13084 16788 52 1570 12762 11552 15616 AP RIL MAY JUNE JUL Y AUGUS T Unique view Answer Survey response rate per month: • April: 85% • May: 78% • June: 87% • July: 88% • August: 93% ✓ Conversion rate for the whole period: 85% ✓ Driving app users to provide input and enrich data App Activity Promotions Activity Survey Activity
  26. 26. 2 7 Craft the experience Carrousels, videos, scratch cards, games, surveys, polls Easily built rich user experiences conducive to higher customer interaction and response Incentivise two-way action Promotional coupons, loyalty, gamification Use (existing) promotion and loyalty schemes combined with gamification to power conversion Build conversation Conversion & Consumer data Use better data in follow-on conversations and enrich existing systems with richer mobile data set Situation analysis Real-time Segmentation & Targeting Market at the right user segment, at the right time, in the right location Data from other channels
  27. 27. Questions? Eyal Oster, MobileBridge, eyal@mobilebridge.com THANK YOU FOR YOUR TIME

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