The new mobile experience:
personalisation, targeting, push, hyper-localisation, analytics, and a whole lot more!
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mike Quinn
Head of Customer Solutions Marketing EMEA
[email protected] / @MikeQuinn
Andrew Savory
Mobile Evangelist
[email protected] / @savs
Roger Woods
Group Product Manager, Mobile & Analytics
[email protected] / @rogerjwoods
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adrian James
Walkbase
[email protected] / @JamesAdrian1
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikeQuinn
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikeQuinn
…and in Docklands you get your own app
So did you download it?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
iTunes: http://adobe.ly/Summit-iOS
Play: http://adobe.ly/GetSummitApp
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© 2015
The many screens and functions of the 2015 Summit event App
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile is a journey…
Monetise
Analyze
Develop
Acquire
Contextual
Enablers
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Engage
Location: Engage with users with contextually relevant offer at precise moment they are most likely to respond.
Consumer Profile:
Cross-device ID with the ability to integrate and stitch to omni-channel behavior
2014
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2015
2016
Develop
ANALYTICS
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TARGET
MOBILE
SERVICES
Develop
Acquire
MOBILE
SERVICES
ANALYTICS
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Develop
Acquire
Analyze
The day before Summit EMEA 2014
MOBILE
SERVICES
The day before Summit EMEA 2015
ANALYTICS
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Develop
Acquire
MOBILE
SERVICES
ANALYTICS
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analyze
Develop
Acquire
MOBILE
SERVICES
TARGET
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analyze
Engage
Develop
Acquire
MOBILE
SERVICES
CAMPAIGN
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analyze
Engage
Develop
Acquire
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analyze
Engage
Monetise
New Mobile Marketing Demands
Develop
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Acquire
Analyze
Engage
Monetise
Triangulate positions and personalise messages
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @walkbase
This allows us to…


This give us the X and Y co-ordinates to place
you on the map
View how you;
 Path e.g. 15% of visitors went from the
Deloitte stand to session to food between
10am and 10.15am
 Dwell in areas like partner stands or meeting
rooms to understand visitor to lead
conversion and utilization
 Frequency of visits, repeats and bounce rates
by zone or for Summit itself
 An understanding of queue lengths in Food
areas
 Assess the layout of the Summit and see
where it can be optimized for Advertising
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @walkbase
Example
Slush opening:
10:00 Alexander Stubb
10:21 Wang Jian, Alibaba
10:40 Panel discussion with
Alexander Stubb, Taavi Roivas,
Hiroshi Mikitani
HOURLY VISITORS AT EACH STAGE
11:25 Nokia's
tablet release
Slush
afterparty
16:45 Slush 100 Finals
2500
15:30 IRON DANGER
15:40 Spotify
14:50 Health
2000
1500
1000
14:30 - 18:00
500
0
Black Stage
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Green Stage
Silver stage
Yellow stage
#AdobeSummit @walkbase
Premier Inn
Restaurant zone
Lounge zone
Bar area zone
Vending
zone
Breakfast zone
Lifts & stair zone
Toilet zone
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Check in desk
zone
#AdobeSummit @walkbase
Premier Inn use cases
New location/format opening
Restaurant/breakfast analysis
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Weekend/holiday analysis
Capacity Management
Check in queue analysis
Bluetooth messaging
promotion on coffee and
breakfast
Apple Watch messaging
In hotel Advertising
#AdobeSummit @walkbase
Who is doing this?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @walkbase
Mobile Ecosystem Integrations
Develop
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Acquire
Analyze
Engage
Where are you on the journey?
Monetise
Analyze
Develop
Acquire
Contextual
Enablers
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Engage
Location: Engage with users with contextually relevant offer at precise moment they are most likely to respond.
Consumer Profile:
Cross-device ID with the ability to integrate and stitch to omni-channel behavior
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.