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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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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ensuring the success of your mobile strategy
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Objectives
What is YOUR mobile strategy: Web Application Both?
Measuring Performance Increasing the Success Rate
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Multi-screen strategy
3
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Multi-screen is not a subset It is an add-in with really high segmentation
Perception
Desktop web MultiscreenTablet
Phone
Mobile OS
Screenresolution
Browser
Reality
Desktop web Multiscreen
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why Should I Change? Business Impact of Mobile
12%Conversion Rate
All Visitsto Standard Website
1.5%Conversion Rate
Visits from Mobile Devicesto Standard Website
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Industry Trends: Tablets & Shopping
Source: Adobe Digital Marketing Insights “Impact of Tablet Visitors on Retail”, Jan. 2012
Tablets Convert 3x Better Than Smartphones
Average Order Value For Tablets > Desktop
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blind Spots Created By Mobile-Only Solutions
Business Challenges
Splintering Of Mobile Experiences: 2 Channels X 3 Devices = 6
Mobile ChannelsAre Isolated
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Create Publish Analyze
Optimize
Optimization cycle
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Dashboards, Reports, Segmentation
Days Since First Use
Days
Sin
ce L
ast
Use
0
Bench Warmers Cut List
All-StarsRookies
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile analytics : Mobile applications and behaviorsQuestion: 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.
Sample of Mobile dahsboard
10
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Dashboards, Reports, Segmentation
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Dashboards, Reports, Segmentation
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
Q
AXavier AgnettiEMEA Mobile specialist
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OPTIMIZATION
PLATFORM
PERSONALIZED
ENGAGEMENT
MULTI-CHANNELCAMPAIGN EXECUTION
MEDIAMONETIZATIO
N
DATA
CONTENT
ADOBE DIGITAL MARKETING
SUITE
ANALYTICS & REPORTING
©2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2011 Adobe Systems Incorporated.
Adobe
Mobile solutions
