Anindya Ghose, NYU professor and author of Tap: Unlocking the Mobile Economy, and Franco Caporale, Head of Enterprise Marketing at Branch set the foundation for what mobile marketers should know to have a complete cross-platform marketing strategy. In the first installment of our Advanced Mobile Marketing Course, we'll cover: -Introduction to the Course: An Overview of Cross-Platform Marketing -Unlocking the Mobile Economy: the 9 forces that shape consumer behavior -The core elements of an integrated strategy -Examples of modern enterprise companies that have adopted a cross-platform marketing strategy

6. 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

9. 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

12. 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.

16. ROI OF GETTING PEOPLE
IN-APP
App users spend
40%
more on each
purchase
Apps convert
3x
better than
mobile web

17. .

18. Desktop vs. Mobile

19. Desktop vs. Mobile

20. Anindya Ghose, Professor of IT and Professor of Marketing
Director, Masters of Science in Business Analytics NYU Stern School of
Business
Twitter @aghose

46. What is dictating your strategy and
organizational structure?
Do you have separate web teams and
mobile teams?

47. Channel Centric Customer Centric

50. ● 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)

52. CONTENT MANAGEMENT SYSTEM
(CMS)
Wordpress, SquareSpace, Weebly,
etc.
EMAIL PLATFORM
MailChimp, Infusionsoft, Campaign
Monitor, Responsys
SOCIAL MEDIA
Hootsuite, Buffer
MARKETING AUTOMATION
Appboy, Leanplum, Hubspot, Salesforce
Marketing Cloud
CONVERSION & TESTING
Apptimize, CrazyEgg, Unbounce, Optimizely,
KissMetrics
AD RETARGETING
AdRoll, Criteo
DEEP LINKING
Branch, Firebase
DATA & ANALYTICS
Segment, Amplitude, MixPanel, Heap
Analytics

53. ● Internal resistance to change
● Technology limitations or legacy technology
● Cross-platform recruiting

58. Cross-Platform Example

59. Cross-Platform Example

60. 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.

61. Questions?
Available now on
Amazon.com
branch.io