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).
Moderator: Rachel Pasqua, VP, Mobile, iCrossing
Monday, April, 15, 10:30am – 11:15am •Room: Salon 3 & 4
Mobile Search Tactics
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.
Rachel Pasqua, VP, Mobile, iCrossing
Monday, April, 15, 11:20am – 12:05pm •Room: Salon 3 & 4
The Joy of Mobile Analytics
Have you found mobile analytics to be challenging yet exciting or are you and your organization finding implementing and analyzing mobile metrics to be frustrating and unsatisfying? 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.
Jerie Dahlman, Lead Mobile Web Analyst, Allstate Insurance
Monday, April, 15, 1:30pm – 2:15pm •Room: Salon 3 & 4
Data Driven Smartphone Experience Optimization
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?
Mark Ryan, Founder, Extractable
Monday, April, 15, 2:20pm – 3:05pm •Room: Salon 3 & 4
Apps and Ads — The Musical
Pandora’s mystical Music Genome Project selects tunes you want to hear that you may have never heard before. Through the power of algorithms, this wildly popular website was pulled into the mobile world by its customers the moment smartphones started flying off the shelves. Find out how they measure the success of their apps, the success of their freemium model and the success of their customers’ advertising.
John Hilton, Vice President of Sales Marketing, Pandora
Monday, April, 15, 3:30pm – 4:15pm •Room: Salon 3 & 4
Thinking Beyond the Device: Cross-Channel Analytics, Local, and Social
Your customers don’t live in a silo, so your mobile metrics shouldn’t either. Based on her years of experience as an Omniture SiteCatalyst and Discover user at Adobe and now applying her analytics chops for Google’s Enterprise Apps team, Krista describes best practices for mobile analytics setup and reporting and using that data to go beyond a single screen experience. Knowing the numbers is important, but understanding the user experience is crucial.
Krista Seiden, Product Marketing Manager, Google
Wednesday, April, 17, 10:20am – 11:10am •Room: Salon 3 & 4
Mobile Marketing Analytics at NBC Universal
Just how sophisticated is mobile analytics in real life these days? How is NBCUniversal organized to accommodate and leverage analytics in this channel? What did they learn along the way that you can put to use in your planning? Blandon shares his experience and tips for making the most of mobile analytics and provides some advice about which daydreams should we put on hold for the moment.
Blandon Casenave, VP, Digital Media Research & Analytics, NBCUniversal
Wednesday, April, 17, 11:15am – 12:00pm •Room: Salon 3 & 4
Mobile Analytics Meets CRM
Are you an analytics practitioner trying to integrate mobile analytics into your overall measurement strategy? Are you a marketer struggling to integrate mobile insights into your CRM strategy? Carolyn and Bruce explain how they team up as Analyst and Marketer to leverage mobile analytics for CRM. They get down into the weeds and discuss how to solve key challenges such as identifying customers across mobile devices, integrating mobile with other channels and targeting based on anonymous data. They show how to create contact strategies that align to brand segments based on behaviors, habits and/or preferences. They also bet you a drink at the Lobby Bar that even the most experienced practitioner will hear something new.
Wednesday, April, 17, 1:30pm – 2:15pm •Room: Salon 3 & 4
Mobile – Not a Channel, But One of Many Touchpoints
When we move beyond the buzz of omni-channel, Big Data, the goal is consistent – a more intelligent approach to understanding (and monetizing) the customer. Mobile is playing a more important part but should it be treated as a separate entity? In this retail centric, vendor agnostic presentation, Angel shows how one of America’s top fashion retailers is blending mobile, web analytics, and “in-store” transactional data to create a new definition of “Customer Intelligence” – one that crosses the digital divide. The silos are cracking and the walls are coming down. Angel helps you be at the forefront and not under the rubble.
Angel Morales, Founder, Chief Innovation Officer, SmarterRemarketer, LLC