Mobile isn't a commodity anymore; your business needs to start thinking how to implement or optimize your mobile persona. We're not just talking about analytics here; this goes well beyond simply measuring the usage of a mobile app. In this session, we will delve into building an effective mobile persona by understanding app effectiveness, revenue generation, mobile usage and other factors of mobile marketing.

1. Not Your Mama's Mobile:
Mobile for Modern Brands

2. Presenter
OPTIMIZATION
PRACTICE LEAD
TIM WALKER
MOBILE PRACTICE
LEAD
JIM GLAUNER

3. This session will cover…
The Importance of Mobile to Brands
Mobile Metrics for Success3
1
How to be Successful in a Mobile World2
Improving Usability with Analytics4

4. The Importance of Mobile to Brands

5. The current state of mobile
Estimated Number of Mobile Users Worldwide (in Millions)
North America
Latin America
Europe
Middle East & Africa
Asia-Pacific
5 Billion People to
Use Mobile Phones
by 2017
2013 | 4.3 MILLION
2017 | 5.1 MILLION
Source: eMarketer

6. 2.8 hours per day is the time spent per Adult User using Mobile device4
80% of internet users own a smartphone1.
Mobile stats that
brands shouldn’t
ignore.
Apps account for 89% of mobile media time1.
By 2019, mobile advertising will represent 72% of all US digital ad spending2.
Sources: 1. Smart Insights, 2015; 2. Marketing Land, 2015; 3. Email Monday, 2015; 4. eMarketer 4/15 (2011-2015)
Mobile email opens have grown by 180% in the last three years3.

7. A Shift in Technology
Increasingly the world is
less device centric
and more human centric.

8. How to be Successful in a Mobile World

9. 360 degree view of the customer
A multi-channel strategy is integral to obtaining a 360 degree view of the customer.
Customers will conduct different
tasks depending on the channel
Flight search
Check-in

10. Building a mobile persona
Brands must define who their mobile users are in order to understand and
build their own mobile persona.
Types of activities they might do
Audience demographics
Interests and purchasing behavior

11. Tracking mobile perception
A successful mobile persona isn’t a ‘set & forget’ project,
it is important to track and measure your mobile persona.
Is the app/ mobile site working as expected?
Is the language optimized for mobile?
Are your mobile CTAs converting?

12. Mobile Metrics for Success

13. How do we measure success?
There are measures of success beyond direct app revenue, bookings and
subscriptions.
Crash frequency
Latency
Lifetime value
Retention
Custom metrics

14. Crash Frequency.
Measuring and identifying crashes in a timely
manner can save significant revenue.
61% of users are
unlikely to return to
a mobile site they
had trouble
accessing and
40% visit a
competitor’s site
instead.
MicKinsey & Company, 2014
Apps that don’t crash are more profitable.

15. Latency.
A three-to-four second latency time during a
transaction likely means most users will
abandon that transaction.
47% of
consumers expect
a web page
to load in
2 seconds or less.
Kissmetrics, 2015
Around one second = ideal latency.
LIVE POLL
What do you think the ideal latency period is for mobile?
 A. 4 seconds
 B. 2-3 seconds
 C. 1 second
 D. < 1 second
Submit your answer now!

16. Lifetime value.
Maintain a user score, based on activities that
earn points.
88% of
consumers who
search for a type of
local business on a
mobile device call
or go to that
business within 24
hours.
Nectafy, 2014
Determine which user actions are most valuable and
assign a point value to each.
A large cohort of users with a high lifetime value should
mean you have an active, profitable user base.

17. Across all
industries, 75% of
app users churn
within
90 days.
Localytics, 2016
Retention.
Session length, session intervals, app
retention, monthly and daily active users
(MAUs and DAUs).
Users typically decide whether or not they want to use
an app regularly in 3 to 7 days.

18. Custom data.
It is important to also identify metrics that are
important to your brand.
71% of marketers
believe mobile
marketing is core to
their business.
Salesforce, 2015
Is the app used by field agents - how can we
attribute revenue based on their activities?
Are their app functions like live chat that save call
center money - how can we quantify that?
How can we tie app activity to revenue directly
generated via other channels?

19. Mobile Technology Vendors
Crash Analytics App Store Data
Mobile Messaging
A/B Testing

20. Improving Usability with Analytics

21. Identifying areas of improvement
Where are users abandoning flows or forms?
Why are users abandoning?
Are customers using the tools and navigation
elements intended for ease of use?

22. Collect data with user segmentation in mind
Build different remarketing emails for different target groups
Tailor the app experience depending on the user persona
Tailor mobile-centric outreach like in-app and push
messaging
Capture visitor data that will allow you to build customer personas - users’ historical
data, if exposed to an analytics tool, can be used as a powerful marketing tool.

23. Diversify your data
Create your data set with more than just one major analytics tool in mind. There are
a multiple useful mobile tools that perform valuable niche measurement tasks.
Crash analytics tools
Mobile in-app and push messaging tools
A/B testing
App store activity measurement
Deferred deep linking

24. Building a data layer
Make sure your data is built using an
anonymized “data layer” that can be easily
accessed no matter what third-party tool is
receiving the data.
A data layer is the anonymized, single source of truth for all app analytics.

25. #EMPOWERBL16
How a Data Layer Helps
Client 1 | Financial Client 2 | Office Supply Client 3 | Entertainment
Capturing of the most
valuable data
Aid in transitioning
analytics platforms
Integration of new
technologies and
solutions

27. THANK YOU
LinkedIn.com/Ebiquity
@ebiquityglobal
www.ebiquity.com