With U.S. consumers spending an avg. of 90 hours on their smartphones every month*, mobile devices have certainly become the focal point for all types of consumer engagements. According to Forrester*, 53% of enterprises using mobile to transform their customer experience have already realized significant positive financial gains.* However, the cross-platform and cross-channel nature of the modern consumer journey also creates big headaches for brands: Where to start to enhance that journey and what data to dig into for optimization? Join Tae Kim, Director of Partner Growth from Branch, and Richard Sgro, Director of Solutions from mParticle for an in-depth discussion on: -Top considerations in building a successful all-around mobile journey -User experiences that drive conversions for B2C enterprises on mobile -The essential data layer to understand the consumer journey -Case studies of effective mobile user experiences *Forrester: Mobile Moments Transform Commerce And Service Experiences

1. Enterprise Webinar Series
WITH
Build Customer-Centric
Mobile Experiences that Convert:
Strategies & Data

3. Meet our speakers…
Richard Sgro
Director of Solutions and
Partnership Engineering
Tae Kim
Head of New York,
Partner Growth

4. Branch Unifies Experience and Measurement
Marketing Unified User Experience Unified AttributionUsers

6. mParticle provides a single, secure API to integrate your entire marketing
stack so that brands can enhance analytics and optimize acquisition,
engagement, and monetization in a multi-screen world.

7. Agenda Overview
● Building an All-Around Mobile Journey: Top Considerations
● Driving Conversions from Mobile Journeys: Applicable Strategies
● Measuring the Right Metrics: Best Practices
● Real-World Successes: Case Studies

8. Building an All-Around
Mobile Journey:
Top Considerations

9. 1. The Typical Mobile Journey of Your Customer
• Cross-Platform
• Cross-Channel
• Cross-Device
• Non-direct

10. Marketing User Experience Web AttributionUsers
Marketing User Experience AttributionUsers
Challenges: Broken User Experiences & Siloed Attribution

11. 2. Mobile Web vs. Mobile App
Mobile has become the dominant platform
comScore The 2017 U.S. Mobile App Report

12. Hours Hours
(excl. Facebook)
0.3 1.5
Source: https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498
More
Mobile users prefer native apps

13. App users are critical to your
mobile strategy
more time in app
than mobile web
7x
Mobile users spend
better than
mobile websites
300%
Mobile apps convert
higher than mobile
web visitors
40%
AOV from app users is

14. Consumers Prefer Apps for Frequent Activities

15. 3. Reach Organizational
Alignment to Achieve
Mobile Success
● Product
● Marketing
● Engineering
● Partners

16. 4. Use the Right Data to Optimize
Identify the data you need
• What are the business metrics?
• What are the engagement
metrics?
• What are the technical metrics?
Determine if it’s ready to use
• Can you collect the data?
• Do you have the analysis tools?
• Do you have analytics expertise?

17. Driving Conversions from
Mobile Journeys:
Applicable Strategies

18. Take a Holistic View of Your Consumer Journey

19. Identify Areas for Improvement: A Checklist

20. Mobile Optimized Email
Applicable Strategy 1

21. 71% of emails get opened on mobile
Your most engaged users have your app
But 100% of email links route to the mobile web

22. Example: Linking Emails to App - Has app
ORDER
COMPLETED

23. Example: Linking Emails to App - No app

24. A crucial part of our strategy has been
deep linking our emails, which has
turned email into a powerful channel
to drive both app engagement and
bottom line results.
Branch’s Deep Linked Email powers our
best performing email campaigns,
driving 6x click-to-order rate and a
30% app-engagement rate.
-Max Mullen, Co-Founder
“

25. Mobile Optimized Web to App Flows
Applicable Strategy 2

26. Convert your organic web traffic
into HIGH-VALUE app users

27. APP / PLAY STORE DEEP LINKED CONTENTCLICK JOURNEYS BANNERSEARCH ON WEB
User 1 - Casual Browser
App not Installed

28. APP / PLAY STORE DEEP LINKED CONTENTWEB INTERSTITIALCLICKS AN EMAIL
User 2 - Engaged User

29. A/B Test Your Creative And Audiences
Marketers can continually test and optimize on Web to App conversions based on a change
in Journey creative. Journeys supports full A/B testing for any number of variations.

31. Mobile Optimized Social Media Flows
Applicable Strategy 3

32. WEB INTERSTITIALCLICK FB POST DEEP LINKED CONTENT
BRANCH ORGANIC FACEBOOK FLOW (installed)
Punt CNN users out of FB browser and into your app!

33. BRANCH TWITTER ORGANIC FLOW (not installed)
Leverage Journeys to drive an install
CNN POST IN-APP BROWSER DEEP LINKED ARTICLEAPP STORE

34. Branch links power every channel

35. +$
2.5m for every 100M
emails sent
Sources:
http://www.criteo.com/media/5333/criteo-mobilecommercereport-h12016-us.pdf
https://branch.io/resources/email-revenue-calculator/
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report
The impact is measurable
+1m installs for every 100M
mobile web visitors
+30% attribution from install ads due
to unified attribution

36. Measuring the Right Metrics:
Best Practices

37. EVERY BATTLE IS
WON BEFORE IT
IS FOUGHT
-Sun Tzu, The Art of War

38. Understand Identity
Fundamental 1

39. Multiplying Screens, Touchpoints, and Tools

40. ...are Driving Increased Data Fragmentation

41. Compounded by More Customer Data & IDs
Personal Data & IDs
NAME
ADDRESS
EMAIL ADDRESS
BIOMETRICS
Internal Systems & IDs
CUSTOMER IDs
LOYALTY NUMBERS
LTV & TRANSACTION DATA
COHORT MEMBERSHIP
Device Data & IDs
COOKIES
ADVERTISING IDs
PUSH TOKENS
TELEMETRY
GEO LOCATION
SAAS Data & IDs
ANALYTICS IDs
DMP IDs
Social IDs
EXTERNAL CAMPAIGN DATA

42. Pro Tips
● Make a conscious choice about ID assets
● Improves your ability to market
● Compliance :-)

43. Plan Soundly
Fundamental 2

44. It Starts with the Data Model
User Identity – IDs that Uniquely Identify User
• Customer ID
• E-Mail
• Facebook
• Google
• Twitter
• Etc.
User Attributes– Associated User Data
• First Last Name
• Age
• Gender
• Location
• Custom Attributes
eCommerce Measurement
• Add / Update / Remove Cart
• Checkout
• Purchase
• Product Impression
• Product View

45. Pro Tips
● Make sure you account for platforms
● Simplicity and flexibility matters

46. The Metrics
Fundamental 3

47. Business Metrics
1. Purchases
2. Loyalty sign-ups
3. Conversion rates through the funnel

48. Engagement Metrics
1. Time spent in the app
2. Retention rates
3. Products viewed

49. Technical Metrics
1. Crashed / exceptions
2. Time to open the app
3. Time to complete purchase

50. Pro Tips
● Start at the end and work backwards
● Keep it intuitive
● Iterate as your business evolves

52. The Opportunity
●
●

53. The Results
Faster

54. +

55. Branch is most effective when rolled out across all marketing channels
Branch links across
all their channels
● Paid Advertising
● In-App Sharing
● Mobile Web to app
● Email
● Social
Over 50 different people
at Airbnb use Branch regularly

56. The Results
● Use Case: “Branch Everywhere” - Mobile website,
desktop site, in-app sharing, email campaigns, social
● Results:
○ App install rate increase by 19%
○ 3.5 million app downloads in 6 months
○ Seamless cross-platform user experience

57. There’s never been a more
exciting time to be in mobile

58. Just Keep Building.
Q&A
webinars@branch.io