20140327-S602-Mobile

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2
Get a free
Redbox
Text
"Redbox14"
to 727272

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Russ Lewis
Consultant, Adobe
rulewis@adobe.com

Mike DiMiele
Sr. Manager Analytics and Testing, Redbox
MDiMiele@outerwall.com

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

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

You have mobile customers and
they need you

Source: Q1 2013 Global Mobile Maturity Executive Online Survey and
Forrester Research interviews.
50%of all retail traﬃc

Mobile is everywhere and growing
9
+45
min/day
67% YoY growth
2:12 total a day
eMarketer – "Redefning mobile only users"

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?

March 24-28, 2014 | Salt Lake City, UT
Learn more at summit.adobe.com
11

Our Marketing Partners: Category Leaders
CPG Brands Retailers / QSR Services / Tech / Media

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

Live Poll | What mobile platforms do you have?
•  56% have both app/web
•  33% have web
•  5% have app only
•  5% have neither

Desktop Site
Mobile Site

Mobile App

Customer's on the Go
17
Reserve Rental
Pickup Disk
Find Kiosk
Email Signup
Create Account
Add to Wish List

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

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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.20
Do you have a mobile strategy?
eConsultancy – Mobile Marketing Report 2013

Live Poll | Do you have a mobile strategy?
•  29% Yes
•  56% Somewhat
•  15% No

Live Poll | Do you know what % of revenue mobile contributes to your bottom line?
•  42% No
•  58% Yes

Native ApplicationsFond of native Varied usage

QR codes
Think 54%
use it
10% actually
use it

RWDMagic Bullet
Varied
Acceptance

Tablets
Same as
smart phones
Not same as
smartphones

Mobile Channel Investment
28
%ofrespondentswithchannel
eConsultancy – Mobile Marketing Report 2013

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

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

Adobe can reach
all your mobile users

Live Poll | What platforms do you test on?
•  11% App
•  44% Web
•  44% Both

Live Poll | Do you do mobile testing?
•  56% Yes
•  44% Both

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

B C D E

Winner!

Results of the test so far - Downloads
37

Do not go to app store/open the app (close takeover/close banner)
38

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

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

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

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

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

mobilemarketing.adobe.com

8,750X FASTER
Performance

Industry leading Fastest in Industry

// 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)

Make on mobile

1 | Noted mobile was 45% of total traﬃc and over
30% of revenue

3 | Created mobile checkout experience to improve
transactions on mobile phones over to mobile app
Mobile Web Optimization

Winner!

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
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Winner!

1 | Noted mobile was 45% of total traﬃc
3 | Created Responsive Web Site to challenge
m.redbox.com website
m.redbox.com vs RWD

Winner!

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

1 | Find your mobile opportunity
2 | Implement a testing program
3 | Repeat
Call to Action

Russ Lewis
rulewis@adobe.com
LinkedIn: www.linkedin.com/in/russelljlewis
Mike DiMiele
MDiMiele@outerwall.com
LinkedIn: Mike Dimiele
adobe.com/go/summit2014portal

Q&A

20140327-S602-Mobile

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