1. Bridging online & offline engagement using omni-channel data
Data Driven Commerce event - 8 February Eyal Oster – MobileBridge President and founder

2. Customers are ever more Mobile
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…and the average US online adult owns 6.7 connected devices. 2

3. Online commerce is growing
BUT
Offline is still #1
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* US Census Bureau Data 2

4. Offline revenue is strongly influenced by mobile
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5. Mobile has changed the game for engagement
Pre-mobile:
Mobile:
Customer segment
Who to reach
Individuals
Mobile has changed the game for engagement
Pre-fabricated messages through pre-planned channels
What format
and content
Personalized content through optimal touchpoint
Triggered by a company event
When to engage
Push-based communication triggered by a customer-led event
Any location
Where to engage
An explicit location
Proactive interactions to serve the organization, or reactive communication to serve the customer
Why the engagement occurs
Proactive interactions to serve the customer and organization
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6. Data Customer Engagement Obsessed
To beat the odds today and own the moment, your organization has to be:
Target audience obsessed,
focusing your strategy, budget, and operations on enhancing your understanding of and engagement with your audience.
Data
Customer
Engagement
Obsessed
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7. Companies need the right strategy, data, and technology in place
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8. Forrester Research Region Industry 51% Western Europe 61% Retail
48% North America
Industry
61% Retail
39% Consumer Package Goods
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9. Forrester Research Company Size By Revenue Job Title 59% director
56% $500 million to less than $1 billion
31% $1 billion to $5 billion
13% greater than $5 billion
Job Title
59% director
31% vice president
10% C-level executive
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10. Marketers don’t effectively use customer data
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11. A wealth of Mobile data & engagement often not used
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12. Customer engagement key data source for mobile marketing strategy
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13. Marketers are missing the opportunity for engagement and insights
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14. Majority of companies however have not bridged on- & offline worlds
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15. And many marketers are still relying on disconnected technologies
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16. Firms can catch up by adopting tools essential to mobile success
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17. Start building your bridge to connected customers
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18. Integration of
legacy systems with cloud engagement platform to capture and drive the mobile moment
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19. Capturing the mobile moment:
Existing data
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20. Capturing the mobile moment:
Situational data
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21. Capturing the mobile moment:
Usage data
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22. 26

23. Customer case: Who? Leading fast food chain with 400+ restaurants
Goal?
Drive customer loyalty & satisfaction, increase restaurant traffic, conversion & ultimately revenue
How?
Connecting Mobile, CRM, POS & Geo (indoor & outdoor)
Identify mobile moments
Engage & drive customer dialogues 28

24. Integration & Implementation
Integration with:
Point-of-Sales (2000+)
CRM
Mobile App
Geo-Location + Indoor (Beacons)
Start a Workflow based on transactions from Point-of-Sales.
Mobile Extension by sending asset to app users based on business rule defined in customer’s CRM. 29

25. Activity + Engagement = Conversion
App Activity
Promotions Activity
Survey Activity
Active users per month:
April: 4000
May: 26,558
June: 41,830
July: 44,751
August: 84,762
Promotion conversion rate per month:
April: 9.7%
May: 23%
June: 26%
July: 50.5%
August: 72%
Survey response rate per month:
April: 85%
May: 78%
June: 87%
July: 88%
August: 93%
30% users converted to paying customers
Average of 50% increasing per month for active users
Conversion rate for the whole period: 50%
Driving 1 out of 3 app users to the restaurant
Conversion rate for the whole period: 85%
Driving app users to provide input and enrich data

26. Incentivise two-way action
Situation analysis
Real-time Segmentation & Targeting
Craft the experience
Carrousels, videos, scratch cards, games, surveys, polls
Market at the right user segment, at the right time, in the right location
Data from other channels
Easily built rich user
experiences conducive
to higher customer
interaction and response
Build conversation
Conversion & Consumer data
Incentivise two-way action
Promotional coupons, loyalty, gamification
Use (existing) promotion
and loyalty schemes combined
with gamification to power
conversion
Use better data in follow-on conversations and enrich existing systems with richer mobile data set

27. Questions? Eyal Oster, MobileBridge, eyal@mobilebridge.com
Thank You For Your Time
Questions? Eyal Oster, MobileBridge,