eMetrics Mobile

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eMetrics Mobile
Measuring mobile marketing success
The most revealing data collector yet is in your customers’ pockets. 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, October, 06, 10:40am – 11:25am •Room: Harborview 1
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.
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Monday, October, 06, 11:30am – 12:15pm •Room: Harborview 1
Wearable Tech, the ‘Quantified Self’ and REALLY Personal Data

Michele Kiss, Partner, Web Analytics Demystified
Data is not just for the nerdy analysts anymore! Analytics is rapidly coming to the mainstream with advances in wearable tech. Google Glass, Jawbone UP, Fitbit, Runkeeper, Foursquare and more make it possible for individuals to collect and analyze tremendous detail about their incredibly personal data. What does this intersection of “big data” and very small, VERY personal data teach us about the practice of analytics? How do devices like this change the concept of “mobile”? Michele cautions marketers with respect to targeting and privacy in trying to seize upon these trends.
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Monday, October, 06, 1:30pm – 2:15pm •Room: Harborview 1
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.
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Monday, October, 06, 2:20pm – 3:05pm •Room: Harborview 1
ESPN’s Mobile Analytics Implementation Framework

Matt Hopkins, Manager of Digital Analytics, ESPN
Chris Meares, Director of Analytics, MaassMedia
What happens when our obsession with mobile devices collides with the rabidity of sports fans? It puts sports giant ESPN on track to continually break its own records with more than 58.7 million unique users accessing on mobile devices. Learn how ESPN’s analytics team keeps up with this record-breaking demand with a mobile analytics implementation framework to collect, monitor, analyze and use all that data. Lessons learned, disasters avoided and a trick or two that will help you break records.
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Monday, October, 06, 3:30pm – 4:15pm •Room: Harborview 1
Maximizing the Mobile Experience

Lauren Polinsky, Sr. Account Manager, SEO, Merkle | IMPAQT
You’ve got a website that fits on mobile devices, but is it optimized for the mobile experience? In this session, Lauren uses free & paid web-based tools to find out how users access and engage with sites organically. She’ll analyze these metrics from web analytics packages to identify areas of lost ROI in the mobile experience. Join her as she walks through case studies of websites that have implemented changes based upon goal data and see how much ROI there is left on the table.
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Wednesday, October, 08, 10:30am – 11:15am •Room: Harborview 1
Mining for Consumer Value in an App

Thoryn Stephens, Vice President Data Science, Tillster
It’s not hard finding an overabundance of data for businesses and that includes busy, multi-unit restaurants. Finding the actionable data points that drive revenue and engagement is a different story. Data on unique consumers on a user basis has become paramount to diagnosing current and future health for brands that are just starting to view their guests as individuals. Thoryn presents an in-depth, actionable framework for algorithmic offer testing and app payment processing for high-transaction retail environments.
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Wednesday, October, 08, 11:20am – 12:05pm •Room: Harborview 1
Big Time Mobile Analytics

Christopher Berry, Data Scientist in Residence, 500px
Ten time zones, five vendors, three internal working groups, two operating systems, and two bilingual teams. What can possibly go wrong? This presentation contrasts and compares the analytics implementation of the Canadian Broadcasting Corporation’s (CBC) Winter Olympics Mobile App against CBC’s FIFA World Cup App, and suggests strategies and tactics for managing mobile analytics implementations including audio/video tracking, CMS tracking, and processing rule architecture. Learn what not to do, what to do better, and set your own course for making the technical implementation of mobile analytics even better.
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Wednesday, October, 08, 1:30pm – 2:15pm •Room: Harborview 1
Ask Them Anything

Michele Kiss, Partner, Web Analytics Demystified
Thoryn Stephens, Vice President Data Science, Tillster
Mobile analytics moves at an astonishing rate and companies are at different stages of implementation experience. You now have the rare opportunity to bring your questions to this august panel of insightful, experienced and loquacious authorities. From wearables to politics and from near field communication to attribution across multiple screens, if these experts don’t know the answer (or where to find the answer then there is no answer! keep track of your most difficult dilemmas and bring them to our best and brightest.

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