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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