Post on 16-Jul-2015
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Optimizing Mobile Apps
Karen WoodDirector of Product Marketing
Jeremy WoskaProduct Owner, Ensighten Mobile
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Agenda
• Mobile apps drive omni-channel revenue (if you let them)
• The marketer’s mobile app dilemma
• Enterprise examples: Getty, Vivint, United Airlines
Apps Drive Omni-Channel Revenue(If You Let Them)
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Your Customers and the Shift to Mobile
• Always accessible
• Demand optimized experiences
• Expect added value and convenience
• Move fluidly across channels
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The “Internet of Things” Looms Large
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Build the Right Mobile App for Your Business
Mobile Web Apps Hybrid Native Apps
• Web-based• Leverage traditional
web-based technologies • Can’t leverage full
power of device
• Combination of Web and native
• Very limited use of web-based technologies
• Developed from ground up
• Highly dependent on app developers
• Highly impactful experiences
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Optimizing Mobile App Experiences?
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Take Advantage of the Opportunity
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Measuring Mobile Success
Siloed Types of KPIs
• Total mobile app users
• Time spent in app
• % app upgrade downloads
• In-app conversion
• App page views
Integrated Types of KPIs
• App engagement prior to offline conversion
• Post website conversion app downloads
• Omni-channel engagement
The Marketer’s Dilemma
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Hello, I’m Jane
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The Size of Mobile
$4B in 2012$31B in 2017
Mobile ad spend
Every 24hrs27B texts,
189M apps,$1.1B mobile
payments
Future Apps
Wearable, connected cars,
smart appliances
Every 24 hours: 27B texts, 189MM app downloads and $1.1B in mobile payments.Penny Stocks Lab
$4.4B in 2012, $31.1B in 2017
Total mobile marketing spend.eMarketer
Expansion
Future is apps for wearables, connected cars, automated home appliances and more.Gartner
App ProliferationBy 2015, mobile app development will outnumber PC projects by a ratio of 4-to-1.Gartner
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Desktop and Mobile Traffic
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Different Kinds of Mobile Apps
• NativeMost complex to design, but powerful. Can utilize device features like location services. Offers best ROI for businesses.
• Mobile Web AppHTML, CSS and Java Script
• HybridPart native, part mobile web
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TMS: SDK-Based Approach
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SDK-Based Frustration
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Ensighten’s Real-Time No-SDK Approach
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A Few of the Possibilities
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No-SDK Joy
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Mobile App Optimization
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Mobile Optimization
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360 Degree View
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Personalization
• Offline • Online • Mobile
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Ensighten’s No-SDK Tag Management Enables…
• Businesses to reach their always-on customers
• Optimally designed user experiences
• Value and convenience for users
• Reach across offline, online and Mobile channels
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Agility with No-SDK
Examples from the Enterprise
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Common Themes from Successful Marketers
• Open
• Agile
• Optimizing
• Iterative
• Savings-minded
• Data-driven
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Omni-Channel Leader: Vivint
• Challenge– Connecting data across channels
– Openness to new technologies
– Pre-planning (over-tagging)
– Cost savings
• Solution– Test, measure, repeat
– Increase customer engagement, loyalty, trust
– Enables measurement for new app features
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Enriching Experiences Through Imagery: Getty
• Challenge – Understanding behaviors & personas
– Knowing where to invest
– Cross-channel metrics
• Solution– Understand impact of mobile Web vs.
native mobile apps
– Measure
– Strategically invest
– Enable easy omni-channel conversion paths
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Optimizing Experiences Everywhere: United Airlines
Challenge
• Accurate analytics
• Optimization
• Data standardization
Solution
• 360-degree view of customer
• Cleaner data
• Conversion lifts
• Mobile optimization
“Ensighten gave us eight-digit ROI”
Questions?
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Learn more here: www.ensighten.com/agility