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ABOUT BRANCH
$113 million in funding across 4 rounds
100+ Employees, 60% engineering
Offices in SF, NYC, India, Russia, Brazil, UK
23,000 apps across the globe using links
2+ billion monthly users
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Top Challenges Marketers Face Today
● Understanding customer behaviors
● Making our message relevant and contextual
● Coordinating campaigns across channels
● Linking customer data across channel and devices
● Accurately measuring the results of our program
● Overcoming internal silos
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The Key to Cross Platform Marketing
● Eliminate silos and ensure your marketing campaigns are working together to create a cohesive and seamless brand experience for the customer.
● Equally important, is the ability to measure the impact of this experience and to optimize results across all channels and platforms.
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ROI OF GETTING PEOPLE IN-APP
App users spend
40% more on each
purchase
Apps convert
3x better than mobile web
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.
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Desktop vs. Mobile
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Desktop vs. Mobile
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Anindya Ghose, Professor of IT and Professor of Marketing
Director, Masters of Science in Business Analytics NYU Stern School of Business
Twitter @aghose
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What is dictating your strategy and organizational structure?
Do you have separate web teams and mobile teams?
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Channel Centric Customer Centric
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● DAUs/WAUs/MAUs
● User Growth %
● Number of Sessions
● Session Time
● Number of pages/screens visited
● Number of Downloads
● Installs/Users ratio
● Conversion rates (Free-to-Premium, Checkout, etc)
● Social Shares (“Virality Index”)
● Retention Rate
● Average Revenue Per User (ARPU)
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CONTENT MANAGEMENT SYSTEM (CMS)
Wordpress, SquareSpace, Weebly, etc.
EMAIL PLATFORMMailChimp, Infusionsoft, Campaign
Monitor, Responsys
SOCIAL MEDIAHootsuite, Buffer
MARKETING AUTOMATIONAppboy, Leanplum, Hubspot, Salesforce
Marketing Cloud
CONVERSION & TESTINGApptimize, CrazyEgg, Unbounce, Optimizely,
KissMetrics
AD RETARGETINGAdRoll, Criteo
DEEP LINKINGBranch, Firebase
DATA & ANALYTICSSegment, Amplitude, MixPanel, Heap
Analytics
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● Internal resistance to change
● Technology limitations or legacy technology
● Cross-platform recruiting
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Cross-Platform Example
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Cross-Platform Example
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Key Takeaways
● Users expect a consistent experience across their journey, regardless of what device they use
● People are willing to exchange their information for relevant value: the smartphone should play the role of a personal concierge, not a stalker.
● Start from your team: remove silos and organize your people in cross-functional groups
● You can optimize what you can’t measure. Unify your analytics across platforms and focus on the user, not the device.
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Questions?
Available now on Amazon.com
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