Mobile Marketing Optimization

New York, October 17-21, 2011

It's in your customers' pockets: instant access, instant gratification and instant response... but how do you measure the wide variety of ways people can use a mobile device to shop, compare, buy and seek service? "The year of mobile marketing" may have arrived while you weren't watching. This track looks at mobile from the top down (mobile measurement strategy), from the inside out (mobile web & apps metrics) and from the outside in to help you analyze your mobile marketing ROI.

Moderator: Greg Dowling, Vice President, Semphonic

Thursday, October 20, 11:10 am - 12:00 pm

Mobile Measurement Strategy

Greg Dowling, Vice President, Semphonic
Greg took his knowledge of the analytics world from his work at Jupiter Research as a Senior Analyst, his time as Vice President of Strategy and Analysis at Digitas and his experience as Head of Analysis at Nokia and developed a mobile analytics Strategy, with a 'big S'. All too often, organizations take a backwards approach to developing a mobile product offering and begin with a technology decision rather than a strategic plan. Success in mobile demands a systematic approach that begins with understanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Greg comes back to eMetrics for the umpteenth time to share his systematic approach to mobile strategy and measurement.

Share |

Thursday 3:30 pm - 4:20 pm

Was That The Year of Mobile?

Moderator: Greg Dowling, Vice President, Semphonic
Blandon Casenave, VP, Digital Media Research, NBC Universal
Joseph Stanhope, Senior Analyst, Forrester Research
Brian McNamee, Managing Partner, Resolute Digital
Was 2011 finally the “year of mobile?” Joe, Chris and Brian address that and many other questions about mobile user experience and marketing optimization. When formulating your mobile web strategy, how should you weigh build versus buy, mobile web versus mobile app, smartphone features and privacy issues? Can you even optimize a mobile experience? If so, what are the best tools? Learn how to monetize mobile, what metrics are most important and what obstacles stand in the way of reliable mobile measurement. Our panelists live and breathe mobile every day so they are just the team to educate and inform you about how to effectively measure and drive insights from your mobile channel.

Share |

Thursday 4:25 pm - 5:10 pm

Holistic Measurement of Mobile Performance

Laurie Kuhn, Manager, Digital Analytics, Samsung Electronics America
The rapid adoption of smartphones is driving expansion of the mobile device user experience. Laurie details Samsung's mobile strategy supporting the recent launch and optimization of their mobile web site describing their measurement of consumer behavior, attitudinal insights and competitive data. Laurie presents a comprehensive view of Samsung mobile web strategy, implementation and performance and optimization, detailing how they gain insight into mobile web user behavior, drive site improvements and determine which campaigns are paying off.

Share |