With almost every 2 out of 3 digital media minutes spent on mobile*, it has become more pressing than ever for brands to devise an effective digital strategy to capture the mobile opportunity. However, navigating the sea of tools and services available is daunting, often times requiring cross-department collaboration and a painful process of trial-and-error to build the right mobile growth stack for your business. We believe in the agile approach in tackling this challenge. Prolific's Director of Strategy and Growth Al Harnisch and Branch's Chief Revenue Officer Eric Stein shares an in-depth discussion on the following topics: -Key components of a typical Mobile Growth Stack for enterprises -Examples of a great starting point vs a mature mobile growth stack -The cross-channel/platform nature of the modern mobile consumer -Best practices for mapping out your channel strategies to drive growth and engagement -Case study of a major US retailer and their mobile growth stack

1. Webinars
The Agile Approach to Building an
Effective Mobile Growth Stack
WITH

3. Meet our speakers…
Al Harnisch
Prolific Interactive
Director of Strategy and Growth
Eric Stein
Branch
Chief Revenue Officer

4. Agenda Overview
1. Key components of a typical Mobile Growth Stack for enterprises
2. Examples of a great starting point vs. a mature mobile growth stack
3. The cross-channel/platform nature of the modern mobile consumer
4. Best practices to map out the channel strategies to drive growth & engagement
5. Case study of Jet and their mobile growth stack

5. The Typical Enterprise Mobile
Growth Stack

6. What is a “Growth Stack”?
“The Mobile Growth Stack is a framework that helps marketers, founders
and growth practitioners develop and evolve a strategy for growing the
user base of a mobile product or product portfolio.”
- Andy Carvell
Source: https://mobilegrowthstack.com

7. https://mobilegrowthstack.com/

8. A more focused definition for today
A set of cross-functional tools that collectively enable mobile teams to…
- Build a 5-star, personalized experience
- Scale a user base via a holistic approach
- Consistently iterate and optimize both

9. https://www.mparticle.com/periodictable/

10. https://www.mparticle.com/periodictable/

11. https://www.mparticle.com/periodictable/

12. Traditional Approach: All in One

13. Traditional Approach: All in One
● All-in-one enterprise solution
● Slow to adapt competitive capabilities
● High ecosystem switching costs
● Expensive customer support, limited
documentation
● Data lock-in
● Owners =/= executors

14. Consider the end user...
- Product (AB testing, performance management)
- Marketing (automated marketing, merchandising)
- Analytics (KPI reporting, behavioral analysis, BI integrations)
- Engineering (Code efficiency, load times)
Given the wide range of needs, paired with a rapidly changing landscape, the
“all in one” solution is falling out of favor.

15. Modern Approach: Best-In-Class
● (Generally) easier integrations
● Open APIs = collaboration
● Bleeding edge feature sets
● Low switching costs
● Internal owners = executors

16. The whole is greater than the
sum of its parts.
This new wave of data and marketing tools is based on open APIs rather
than closed ecosystems, which allows the tools to work together.

17. All Ships Rise with the Tide
Modern data and marketing tools are designed to work together.

18. You may be thinking...
- Many cross-functional stakeholders
- Decentralized toolset
- Open nature of the systems
- Technical setup
- Legacy infrastructure
- Oh my!

19. Centralized ownership paired with a
collaborative approach is the keys to
success.
...but we’ll save process for another day

20. The Starting Point vs.
A Mature Stack

21. Example Enterprise Stack Worksheet

22. Growth Stack Starting Point

23. Start Small

24. Add Capabilities Over Time

25. Fully Integrate X-Platform and with BI

26. The Digital Journey of the Modern
Mobile Consumer:
Cross Channel, Cross Platform

27. Links are the fabric
of the internet
The Fundamental Element of Digital Marketing

28. Marketing Tactics - Desktop
PPC
Online Ads
Retargeting
Emails
eCommerce
website
Email Newsletter
Social Media
● Holistic Measurement
● Accurate Attribution
● Campaign Optimization

29. Marketing Tactics - Desktop
PPC
Online Ads
Retargeting
Emails
eCommerce
website
Email Newsletter
Social Media
● Holistic Measurement
● Accurate Attribution
● Campaign Optimization

30. The Modern Customer Journey

31. The Modern Customer Journey

32. APP
SafariViewController
WEB BROWSERS
HARDWARE +
DEVICE
OS PLATFORMMEDIUM
Fragmented Ecosystem

33. The Challenges - For Consumers
● Inconsistent user experience across platforms
● Bad mobile experience
● Can’t link content in preferred environment
○ App
○ Mobile website
○ Desktop

34. The Challenges - For Brands
Siloed Attribution
Source: The State of Cross-Device Commerce - H2 2016

35. How to Tackle the Challenges:
From Linking to Cross-Channel

36. Linking for Websites Just Worked
Marketing User Experience AttributionUsers

37. Then mobile became the
dominant platform
https://techcrunch.com/2016/11/01/mobile-internet-use-passes-desktop-for-the-first-time-study-finds

38. Hours Hours
(excl. Facebook)
0.3 1.5
Source: https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498
More
Mobile users prefer native apps

39. App users are critical to your
mobile strategy
more time in app
than mobile web
7x
Mobile users spend
better than
mobile websites
300%
Mobile apps convert
higher than mobile
web visitors
140%
AOV from app users is

40. Apps tore apart that
linking fabric on mobile

41. Broken Links: Example 1 - iOS 10.3
Security Bug in iOS 10.3 Update
● Bad UX
● Hurt app install rates
Source: SmashingMagazine

42. Broken Links: Example 2 - Facebook
1 2 3 54

43. Linking to Apps is Siloed and Broken
Marketing User Experience Web AttributionUsers
Broken User Experience Siloed App Attribution

44. Branch is a
linking platform
that stitches the
fabric back together.

45. Unifying Experience and Measurement
Marketing
Unified User Experience
Unified Attribution
Users

46. Fix Mobile Linking: Example 1 - iOS 10.3

47. Fix Mobile Linking: Example 2 - Facebook
1
2 3

48. Drive Growth Across Every Channel

49. The Impact is Measurable
+$
2.5m
+1m installs
+30% attribution
for every 100M
emails sent
for every 100M
mobile web visitors
Sources:
http://www.criteo.com/media/5333/criteo-mobilecommercereport-h12016-us.pdf
https://branch.io/resources/email-revenue-calculator/
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report
from install ads due
to unified attribution

50. Branch is most effective when rolled out across all marketing channels
Branch links across
all their channels
Paid Advertising
In-App Sharing
Mobile Web
Email
Social
Over 50 different people
at Airbnb use Branch regularly

51. And over 26,000 more apps ….

52. Deep Linked Marketing Emails
Attributable results
increase in
click-to-purchase rate
27% 6x
higher conversion rate vs
non-deep linked emails

53. A Case Study: Jet

54. The Stack

55. Jet: Mobile Website to App

56. Jet: Facebook to App
1
2 3

57. Template Examples

58. Journeys Web-to-App Conversion
“Deep linking from mobile web-to-app
with Branch was a game-changer for us.
Branch creates a seamless experience
across platforms -- we're seeing a 103%
increase in install-to-purchase rate
from Journeys users.”
Lauren Picasso, Director of Mobile

59. Source: https://blog.branch.io/jet-app-banner-for-increased-app-traffic
increase in daily downloads
(Regular Banner)
PROVEN RESULTS
Drive high quality installs and purchases from mobile web
3X7X
higher in-app purchase rate
(Journeys)

60. There’s never been a more
exciting time to be in mobile

61. Thank you & Questions
To learn more, please email webinars@branch.io
Just Keep Building