Measuring mobile marketing success
It’s in your customers’ pockets: Instant access, instant response and instant gratification… but how do you measure the wide variety of ways people use mobile devices to shop, compare, buy and seek service? This track looks at mobile from the top down (mobile measurement strategy), from the bottom up (usability and throughput), from near (Near Field Communication), from far (managing multiple screens), from the inside out (mobile web & apps metrics) and from the outside in (analyze the return on mobile marketing investment).
Moderators: Greg Dowling, Senior Manager, EY
Monday, September, 30, 10:40am – 11:20am •Back Bay
Getting S.M.A.R.T. with Mobile Apps
Greg Dowling, Senior Manager, EY
Strategy, Measurement, Analysis, Reporting and Tactics are an analyst’s best friends. With mobile technologies putting the Internet in everyone’s pocket and with an expanding apps market taking the possibilities to dizzying new heights, these friends become crucial colleagues in an effort to make sense of it all. Now that mobile applications are assuming a central role in the Internet equation, the trick is to make sure your investment pays off. Greg focuses his fine consulting skills on describing the new metrics strategies required. Organizations need to get S.M.A.R.T with mobile apps – Greg is here to help.
Monday, September, 30, 11:25am – 12:10pm •Back Bay
Moving to Mobile: Navigating the Creation of an Exceptional Mobile Experience
Roman Dzadzic, Sr. Product Manager, Mobile, CareerBuilder.com
How do we translate the success of our online platforms to mobile? Roman shares his first-hand knowledge from CareerBuilder’s journey through building a mobile product that listens to, engages with and provides a quality experience for customers. From developing a new mobile engagement model for its industry, to measuring impact and capturing the right data, Roman will explore how to effectively (and not so effectively) quantify the voice of the customer and user experience data to create a premium mobile experience, as well as challenges and successes resulting from his efforts.
Monday, September, 30, 1:30pm – 2:15pm •Back Bay
The Joy of Mobile Analytics
Jerie Dahlman, Lead Mobile Web Analyst, Allstate Insurance
Discover the joy of mobile analytics as Jerie examines successful strategies for getting your mobile analytics implementations right the first time, identifies distinct metrics that are appropriate for understanding your mobile visitors and explores opportunities for including metrics for the newest mobile features. From the trenches of implementation and analysis, Jerie shares insights and tips to strengthen your organization’s mobile analytics including key metrics for understanding the effectiveness of responsive websites for mobile visitors and a maturity model for assessing your company’s Responsive Design level.
Monday, September, 30, 2:20pm – 3:05pm •Back Bay
Data Driven Smartphone Experience Optimization
Mark Ryan, Founder, Extractable
User experience on smartphones and tablets can be quite painful. Using a variety of examples, Mark delves into some cutting edge cases of using integrated analytics from multiple sources to improve mobile customer experience and conversion. Site visitors are physically interacting with sites by orientating devices, swiping the screen, and walking while engaging with a web site. Mark reviews how various sites built for smart phones and tablets are utilizing analytics to better engage these visitors on the go and answer questions like: How often does a session start in one orientation (i.e. vertical) and then end in another (i.e. horizontal)? Are there specific devices that cause visitors to be more picky about their toolsets? Do certain mobile platforms inspire different user behaviors?
Monday, September, 30, 3:30pm – 4:15pm •Back Bay
Mobile Analytics Meets CRM
Carolyn Eckhaus, , MapQuest
You’re more likely to use a map app on your phone than anywhere else. How would you use data about where people are going, from where and when if you had it at your fingertips? From app optimization to advertising insights, Carolyn maps out MapQuest’s path to mobile enlightenment through data.
Wednesday, October, 02, 10:20am – 11:10am •Back Bay
Analyzing Data Across Devices
Adam Rosenberg, Senior Business Analyst, Intuit
Mobile presents a unique challenge in a multi-device world that is tracked with device-locked beacons. Adam describes how Intuit integrates data from Mobile Web, Marketing and Apps with other data sources to create a full picture of the user experience. He discusses how to leverage mobile data, create a vision of how mobile fits in your business environment and how that advantage can drive decision-making to keep pace with the rapidly growing base of mobile device users.
Wednesday, October, 02, 11:15am – 12:00pm •Back Bay
Mobile Search Tactics
Rachel Pasqua, Strategist, Author and Co-Founder, Token Digital
Search has gone local AND mobile. Local search accounts for 40% of all Google searches with estimates that, in the next 18 months, 15-30% of searches will take place on mobile devices. With this critical mass achieved, marketers have real opportunities to drive traffic via mobile phones, learn what you can do to attract customers and stay ahead of the competition. Rachel takes us inside the mobile search war room and provides insight into the state of the mobile search industry, paid and natural search strategies and tactics, and analytics and landing page optimization.
Wednesday, October, 02, 1:30pm – 2:15pm •Back Bay
Big Data Comes to Mobile – a Loyalty Card Perspective
Andy Miller, Chief Innovation Architect, Constant Contact
Mobile marketing is creating an entirely new set of consumer data points that provide insight into everyday interactions and engagement – a marketer’s dream. Translating that enormous amount of engagement data into useful, profitable insight can be difficult. Andy reveals how to leverage mountains of mobile marketing data to drive meaningful messaging and explores how marketers can most effectively master the mobile data tsunami.