Mobile Intelligence: Truly understanding your mobile customers

March 30 – April 1, 2015 #CZLNY | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Mobile Intelligence Truly Understanding your Mobile Customer Luisella Giani

@luisella

March 30- April 1, 2015 |#CZLNY | @ClickZLive | @luisella!

Ehi Honey I’d love to go to see the Chagall exhibi6on this weekend…

Sure! Let’s go together…I’d do everything for you!

You’re my love ! <3

Ok! Let’s see each other on Sunday!

Mobile mind shift: my expectation is that I can get products, content, services I want QUICKLY, SMOOTHLY and SIMPLY in one-tap, in my immediate CONTEXT and the MOMENT of need. I EXPECT to buy what I need in the channel I want. !!

…Sunday!DO YOU WANT TO !JUMP THE QUEUE? !


#YOU #REALLY !#DON’T !#UNDERSTAND #WHAT !#I DO NEED?!

Do you know the PAIN POINTS of CROSSCHANNELS customers’ experience? !Do you think about his experience as mobile VERSUS online VERSUS point of sale ? !


Purchasing decisions are influenced by multiple screens. Omnichannel shop wil be the norm. !Omnichannel is 1:1. I can buy what I need on the channel I want. !

Source: Ofcom's 2014 (UK)!


147!Minutes!

(TV)!

151!Minutes!

(smartphones)!

103!Minutes!(laptop)!

43!Minutes!(tablet)!

Source Millward-Brown 2014!

Daily time spent by device in USA !


83minutes!smartphones!

65minutes!laptop!

68minutes! 38minutes! 24minutes!

20minutes tablet!

30% MESHING simultaneous use looking at related content!

70% STACKING simultaneous use looking at unrelated content!Source Millward-Brown 2014!

MULTISCREEN daily consumption USA : TV + other devices!


Source Comscore Mediametrix Multiplatform& Mobile U.S. 2014!

+1%!

+52%!

+17%!+24%!

Mobile is not only an integral part of the crosschannels consumer experience, mobile is often the FIRST screen. !

JUN 2013! JUN 2014!

Desktop! Desktop!

Mobile apps!Mobile apps!

Mobile browser!

Mobile browser!

200!0!

Min

utes

(B

illio

ns) 600!

400!

1000!

800!

1200!


2019 !Monthly global mobile data traffic will surpass 24.3 exabytes. Because of increased usage, smartphones will reach ¾ of mobile data traffic.!

2014!The number of mobile-connected devices exceeded the world’s population. 69% growth mobile data traffic 30x the size of the entire gobal Internet in 2000!

Source CISCO VNI mobile 2015!

What lies ahead isn’t just a mobile ready, but a mobile first !and even a MOBILE ONLY. !

!March 30- April 1, 2015 |#CZLNY | @ClickZLive | @luisella!

Are marketers READY?!KNOWING VS DOING GAP!

47% Difficulty to measure the impact of mobile and compare to other channels !46% Tight budgets/ can’t afford to decrease spending in other channels!

Source: ALTIMETER GROUP 2015, Neustar/MMA July 2013 !

March 30- April 1, 2015 |#CZLNY | @ClickZLive| @luisella!

Only 16% of companies strongly agree they are completely prepared to meet

customers’ mobile expectations

The OMNICHANNEL goal is to weave all the touchpoints of the brand into a seamless brand experience. Don’t replicate online, dare to diverge from web creation, create CONTEXT DRIVEN EXPERIENCE and METRICS: each channel has his own specific touchpoints, Call To Actions, User eXperiences… !

“If you judge a fish by its ability to climb a tree it will live its whole life thinking it’s an idiot” !A. Einstein

AS ACROSS MULTIPLE SCREENS!trackable if your users login in all 4screens. Facebook/Google universal login overcome cookie issues on mobile. Criteo, Drawbridge, Conversant, Device9 piloting solutions. Advised if you invest + 10mio in digital adv. Complex to include TV. !!AS ACROSS MULTIPLE DIGITAL CHANNELSwhich channels -Social, Display, YouTube, Referral, Email, Search…- contributed to the conversion? Often limited to the last click attribution and to 1 device. Goal: move beyond last click. !!AS ONLINE/MOBILE TO POINT OF SALES!partially trackable (couponing), new technologies (beacon). !

MULTICHANNELS?!


+92% mobile visits!

+55% mobile page views/ visits!

+297% mobile time spent/visits!

+ 246% social referrals !

- 11 exit rates (all devices!

MTV + 92% mobile traffic. RESPONSIVE design doesn’t mean to replicate online User eXperience or metrics. !

+ 565% social referrals!

+151% visits!

+137% time spent on site!

Source www.lukew.com!


@clickzlive, @luisella!

Could mobile apps be meaningful for big corporations? Could mobile apps increase conversions? Mobile-first, digital gifting offering: innovative mobile customer experiences, better and more efficient than traditional experience.!!!

!Anytime, anywhere send, redeem , store digital and plastic gift cards. (Sephora mobile app & mobile wallet apps). !!Personalized !products reco and gifts!!Mobile bring people in store !Beauty Studio Services eGift Card: offer a 45-minute in-store makeover.!71% lift in avg in-store basket size!!Mobile optimize conversions!8x yearly revenue growth rate ! !

Made possible by Mobile:! Digital gift cards VS Plastic cards!

51% redemption rate ( vs.33%) !

+ 30% avg. purchase value (vs.plastic card)!

+ 90% YoY digital gift card transactions !!


KNOWING VS DOING GAP:!47% Difficulty to measure the impact of mobile and compare to other channels !46% Tight budgets/ can’t afford to decrease spending in other channels!ACQUISITION! MONETISATION!ENGAGEMENT! RETENTION!

Without a CONTEXT, !DATA is MEANINGLESS!



45%!of clicks fails!

82%!installations are!ORGANIC!

5!SEC!

To engage yor users in an interstitial, then you loose 50% of them!

21x!paid users MORE !ENGAGED!

0.12%!

OF CLICK ON A CAMPAIGN!LEAD TO AN INSTALL!

MOBILE CTR!

2.37%!3x or 4x higher than online but it DEPENDS by

the FORMAT !

The NR OF DOWNLOAD can be easily driven by paid ads. It should be always analyzed together with Usage and Retention data. CPI in relation with ROI. !Pay per PERFORMANCE! Focus LESS on the ranking in the Appstore/Playstore

Fat fingers!Network speed!Unqualified traffic…!

Source S4M 2015!

Online content access and consumption will increasingly be via mobile browsers and apps, especially rich media, news and video content.!!!Tablet content consumption will differ for longer form, lean back content browsing and entertainment.!!!

Online content consumption will increasingly be via mobile browsers and apps, especially rich media, news and video content. !

2015!2014! 2016! 2017! 2018! 2019!

57%!

72%!

25!

20!

15!

10!

Source CISCO VNI mobile 2015!

5!

0!

Forecasted traffic generated by Mobile!

ACQUISITION!


Micromoments are brief interactions where apps can capture the attention of a user and anticipate their needs in 5-10 seconds. Each ad impression opportunity contains data which can be used for real time context targeting. Cohort analysis: measure engagement by different cohorts and define a predictive conversion model. !!

The raise of !MICROMOMENTS!

ACQUISITION!

ENGAGEMENT!

Source Forrester 2015!


65% STOP using the app !3 months after the installation

Source Kissmetric!

Customer acquisition costs 7x more than customer retention

Black Friday 2014: mobile sales accounted for 27.9 percent of total online sales, 52.1% online shopping traffic from mobile. Mobile expected to account 25% of ecommerce sales by the end ‘15, growing to 50% by ‘18. Flurry report: shopping apps the fastest growing category, +174% YoY. !!

“Smartphones are used on the go, when people don’t have time to shop.”!

MONETISATION!

“Smartphones are more of browse or research platform rather than a buy platform.”!

!

Source IBM 2014!

Dare to SELL on MOBILE!


ARPU, DAU&MAU : Not for long term. Valuable only as a snapshot of the revenue or active users at the moment, costant flux . NOT indicators of churn rate.. An app can have small DAU/MAU but low churn rate and high spend rate.!


MONETISATION!

RETENTION!

Retention rate is just one aspect to be understood. !How users interact with the application?!Fold this into your overall ENGAGEMENT SCORE.!!

Cohort analysis. What cause high or low LTV? Use the insights to improve the customer experience. !!

Life Time Value !Value based segmentation!Predicted churn rate !Realized LTV !are the HOLY GRAIL. Build for the long term, increase repetition of purchase rate, lower churn rate, improve cross promotions ... !


How soon your user will!provide ROI? !Cost per user!(CPI) vs. LTV!

PAYBACK !DAYS?!

MONETISATION!

RETENTION!

When a MOBILE EXPERIENCE could be STANDING ALONE and BETTER than online or physical experience?!



What’s the avg time to first spend? BREAKAGE: a significant number of points earned not redeemed, even between active customers. If customers aren’t spending pointsto get rewards, then THEY ARE NOT LIKELY TO BE ACTIVE or they don’t know how to participate in the program.!

Capitalize your analytics for customer retention. LOYALTY AND DATA ARE BFF!

Timely communication: if someone is at 90% of their avg time to spend is a great time to ask them for an action that will earn a reward. !

41% marketers struggle to ensure member awareness understanding the loyalty programs/benefits. 81% of loyalty members don't know the benefits of their programs, or how and when they will receive rewards. !

Customer acquisition

costs 7x more than customer retention !(Source Kissmetric)

Source Forrester Wave!!

44% consumers interested in joining programs that offer modile coupons. 50% of loyalty program members want mobile gift cards and mobile certificate !

Source EKN, 2013!

Source North american Tecnographics !


v

MOBILE MEETS OFFLINE: !iBeacons: A MARKETERS’ DREAM COMING TRUE?!

Not engaging.!Often implemented badly!Mandatory users action!

Need to login internal wifi.!Not customizable landing.!

Landing only to web!

Not supported by Apple.!One to One.!

Works extremely close.!

Automatic trigger!One to many.!Customizable messages and landing!

Android, Apple, Windows…!

Works in proximity!Push notification !


PROXIMITY!CONTEXT!BEACON!PERSONALIZED !

When a MOBILE EXPERIENCE IS STANDING ALONE and BETTER than online or physical experience. !


Luisella Giani!

[email protected]!@luisella! linkedin.com/in/luisellagiani!


CISCO VNI MOBILE 2014 http://www.cisco.com/c/en/us/solutions/service-provider/visual-networking-index-vni/index.html !OFCOM THE REINVENTION OF THE LIVING ROOMhttp://media.ofcom.org.uk/news/2013/the-reinvention-of-the-1950s-living-room-2/ !FORRESTER MICROMOMENTS https://www.forrester.com/Micro+Moments+Are+The+Next+Frontier+For+Mobile/fulltext/-/E-RES118691!ALTIMETER The inevitability of a mobile only consumer experience!http://pages.altimetergroup.com/mobile-only-customer-experience-report.html !NEUSTAR MOBILE https://www.neustar.biz/resources/whitepapers/mobile-marketing-and-data-research !

ADREACTION Marketing in a multiscreen world http://www.millwardbrown.com/AdReaction/2014/#/!MOBILE ADVERTISEMENT BEST PRACTISES http://www.slideshare.net/Sam4Mobile/s4m-little-book-of-mobile-best-practice !FLURRY REPORT ON MOBILE APPS!http://www.flurry.com/blog/flurry-insights/shopping-productivity-and-messaging-give-mobile-another-stunning-growth-year#.VRwFUDvF9Uk !IBM REPORT FUTURE OF MOBILE http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-report-2014.pdf!BEACON TECHNOLOGY!http://www.mobilemarketingwatch.com/optimization-beacon-promises-to-be-the-future-of-mobile-advertising-intelligence-48739/!LOYALTY http://www.retailwire.com/discussion/16527/why-dont-loyalty-programs-connect-with-consumers !https://www.forrester.com/The+Forrester+Wave+Loyalty+Program+Service+Providers+Q4+2013/fulltext/-/E-res105201 !http://eknresearch.com/2012/12/14/ekn-state-of-the-industry-research-customer-loyalty-in-retail/ !http://eknresearch.com/ !https://www.forrester.com/North+American+Technographics+Retail+Survey+2013/-/E-SUS2112 !

SOURCES AND REFERALS !


Mobile Intelligence: Truly understanding your mobile customers

Mobile

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