the new mobile playbook: turning big data into big dollars - adobe digital summit 2013
DESCRIPTION
Merging mobile and big data opens new doors for marketers to deliver personalized mobile experiences that drive revenue growth and ongoing loyalty. CMOs need to think and act like entrepreneurs to capitalize on today’s mobile opportunities. Explore key mobile trends and the convergence of big data and mobile marketing. Discover the essential components of the CMO’s new mobile playbook. Learn how mobile relationship management (MRM) is the answer to cracking the code on mobile ROI and capturing metrics that measure and fuel success.TRANSCRIPT
…into big dollars!
THE NEW MOBILE PLAYBOOK!Turning big data…!
JACK PHILBIN!Co-Founder & CEO, VibesChairman NA, [email protected] @jackphilbin!#MobileBigData!
We keep accumulating more data, but what are we doing with it?!
“We created 5 exabytes of digital data in recorded time until 2003. In 2011, the same amount of data
was created in two days. By 2013, that time period is
expected to shrink to just 10 minutes.” !
“What Data Says About Us,” Fortune, September 2012
Evolving mobile
marketing landscape!
Mobile big data in action!
The new mobile
playbook!
Topics for today!
#MobileBigData !
@JackPhilbin!
Evolving mobile
marketing landscape!
Mobile big data in action!
The new mobile
playbook!
Topics for today!
#MobileBigData !
@JackPhilbin!
Mobile and big data will converge… when?!
Mobile !Strategies!
Big Data Strategies!
!!!
Personalization of data and
content at the right time
and location to drive action!
In mobile… ! …it’s all about delivering…!
The!Perfect!
Message!
The Perfect Mobile Message!VIDEO #1!
The Perfect Mobile Message!VIDEO #1!
• More customized = more relevant = more worth my time !
• Tailored based on past purchases and habits!
• When I need it – useful, fast, relevant to me!
How are marketers thinking about mobile and personalization?!
16% Have Mobile Strategy
54% strategy in development, 28% have no strategy !
Mobile strategy status!
14% Satisfied with Mobile
43% not satisfied, 37% still evaluating, 6% not sure !
Satisfaction with leveraging mobile!
CMO Council Report: Insights from 250+ marketers!
Source: CMO Council's "Engage at Every Stage” Report - Q3 2012 survey of 269 global marketers!
!
What are your plans to leverage mobile for competitive advantage?!
Source: CMO Council's "Engage at Every Stage” Report - Q3 2012 survey of 269 global marketers!
Data shown is based on respondents who said they have a formal mobile strategy. !
Source: CMO Council's "Engage at Every Stage” Report - Q3 2012 survey of 269 global marketers!
How can mobile shape your interactions with your customers?!
The mobile opportunity!Mobile
Marketing !
Mobile Advertising!
Mobile !Experiences!
Mobile Service!
display!
sponsor!text!rich!
media!apps!
mobile !web!
QR!codes!
SMS !
MMS!
coupons!
in-venue!interactions!
alerts!
location!-based!
services!
mcommerce! media buys!
mobile!database!
loyalty!
service !alerts!
service !apps!
targeting & !segmentations!
push !notification!
social!networking!
payments!
mobile wallet!
mobile wallet!
mobile wallet!
Mobile marketing maturity is accelerating!
Mobile Marketing Experimentation!
Mobile MarketingPrograms!
Mobile Relationship Management!
Crawl! Walk! Run!
• Project-based approach!• Mobile as a standalone!• Marketing to the “masses”!
• Program-based approach!• Build a mobile database!• Run regular campaigns!• Utilize multiple mobile
channels!• Basic reporting!
• Light segmentation!
• Long-term mobile strategy!• Combine mobile into the
overall marketing mix!• Data integration: mobile
database linked to CRM, loyalty, e-mail, and 3rd party data sources!• Utilize several mobile
channels!• In-depth metrics/ROI!• Advanced segmentation !
• One-to-one marketing!
Mobile marketing maturity is accelerating!
Advance Through The Stages Of Mobile Maturity!By Melissa Parrish Forrester Research, Inc. December 18, 2012
CRM Data Integration!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
Top of Funnel! Lower Funnel!• Mobile Advertising! • Messaging! • Post Click Engagement!
We need to connect top of funnel with lower funnel!
• Mobile Wallet / Passbook!
“Close the loop” and leverage !mobile big data!
Evolving mobile
marketing landscape!
Mobile big data in action!
The new mobile
playbook!
Topics for today!
#MobileBigData !
@JackPhilbin!
When I hear… mobile big data… I think of…!
The State of Mobile Personalization!VIDEO #2!
The State of Mobile Personalization !VIDEO #2!
• I don’t get customized messages – generic messages only!
• Messages should come to me vs. me going to get them!
• When I opt in, I expect to receive location-aware messages!
Digital world data! Real world data!
vs.!
With computers in our pockets the concept of big data and marketing has shifted significantly !
Where is the consumer located right now? !
Location!Why does the consumer need the message now?!
Time!How does the consumer
interact with you via mobile?!
Interaction!+ +
What makes mobile different?!
No other marketing channel offers the uniqueness of time + location + interaction!
Mobile wallets integrate time, location and interaction!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
What unique data does mobile offer?!
Time! Location! Interaction!
CRM Data! 3rd Party Data!Mobile Data!
• When actions occur!• When purchases occur!• Future purchase timing!
• Physical location!• Proximity to store!• Home location!
• Post click engagement!• Passbook interaction!• Mobile behavioral data!
Your mobile customers are your most loyal customers…!
Mobile subscriber spends anywhere from 3X – 8X more than email!
Passive ! ! Casual ! !Engaged ! Loyal!
Email!
Social!
Mobile!
Mobile vs. Email!
What’s the value of the mobile consumer?!
Mobile vs. Social!
$50,000 in sales!!
19,000 mobile subscribers!
vs.! 167,000 email
subscribers!
$500,000 in sales!!
200,000 mobile subscribers!
vs.! 110 million social
followers!
“Mass marketers develop a product and try to find
customers for that product. But 1:1 marketers develop a
customer and try to find products for that customer.”!
Martha Rogers and Don Peppers, The One to One Future: Building Rela5onships One Customer at a Time, 1997
One-to-one targeting in action!
Message/Offer 5!
Message/Offer 4!
Message/Offer 3!
Message/Offer 2!
Message/Offer 1!
Consumer 2!
Consumer 3!
Consumer 1!
Consumer 5!
Consumer 4!
Mobile big data helps match the right messages with the right consumers!
Evolving mobile
marketing landscape!
Mobile big data in action!
The new mobile
playbook!
Topics for today!
#MobileBigData !
@JackPhilbin!
Advice For Mobile Marketers!VIDEO #3!
Advice For Mobile Marketers!VIDEO #3!
• You’ve got 3 seconds – be brief!!
• Avoid shot gun approach – make each message specific to me!
• Send time sensitive offers via text notifications – 3 day offer!
Weaving mobile throughout the customer journey!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
app promotion!social media!integration!mobile opt-in!
print ! in-store!
signage!
Passbook!DIGITAL TOUCHPOINTS!
OFFLINE TOUCHPOINTS!
social5integra;on
alerts
mobile5wallet5
MobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
MobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
MobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
MobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
MobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
rewards!
MobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTYMobile
Adver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTYMobileAdver+sing
Tradi+onalAdver+sing1Ac+va+on
SponsorshipAc+va+on
ConsumerPromo+onAc+va+on
MobileIncen+ves&1Coupons
In<StoreMobile
Marke+ng
MobileDatabaseMarke+ng
VIP/RewardsProgram
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
alerts!
CRM Data Integration!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
Top of Funnel! Lower Funnel!• Mobile Advertising! • Messaging! • Post Click Engagement!
We need to connect top of funnel with lower funnel!
• Mobile Wallet / Passbook!
“Close the loop” and leverage !mobile big data!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
1X!
1X! 2X! 4X!
8X!
Passbook!
Re-targeting!Look alikes!
Loyalty!Mobile Web!Ad!
Top of funnel: mobile advertising!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
Lower funnel: post click engagement!
Text!
QR Code /NFC!
Push!
Mobile Web!
Mobile Wallet (Passbook)!
ACTIVATION! ENGAGEMENT!
Interactive!Experiences!
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
Lower funnel: mobile wallet/Passbook!
Create!
Distribute!
Manage!Measure!
Optimize!
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
Lower funnel: mobile wallet/Passbook!
7-13% redeemed
pass in-store!
5-18% clicked
through to offer!
35-60% viewed the
Pass!
40-60% added the
Pass!
87-96% retained the Pass after
offer expired!
5 key takeaways!1. Mobile will have its greatest impact when top of funnel is linked
to lower funnel…“close the loop” with post click engagement!
2. Mobile is the most personal direct engagement channel requiring one-to-one targeting!
3. Mobile consumers are your most loyal and profitable customers!
4. Mobile introduces an entirely new dimension of data: time + location + interaction!
5. Mobile big data is emerging and requires new tools and greater financial investments!
…into big dollars!
THE NEW MOBILE PLAYBOOK!Turning big data…!
JACK PHILBIN!Co-Founder & CEO, VibesChairman NA, [email protected] @jackphilbin!#MobileBigData!