Join Ensighten Product Marketing Director, Karen Wood, and Forrester Research Analyst, James McCormick, as they discuss the specific opportunities brands have to optimize mobile apps, and how brands can leverage best practices from the online testing world to drive app engagement and revenue.
Mobile apps have evolved for marketers from being nice-to-have to being front and center of the customer journey and the Internet of Things. So how do marketers keep up with real-time consumer expectations when apps are notoriously difficult for marketers to develop, measure, and maintain as relevant touch points? Similar to the evolution of websites, mobile apps must now become agile and allow for real-time marketing. To stay competitive, enterprise marketers are developing strategies for collecting mobile app data, conducting multivariate testing within apps, and personalizing in-app experiences in as close to real-time as possible.
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