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Mobile Marketing Association
What we’ll cover today
Deadly Sins of Mobile Analy7cs
Table Stakes for Mobile Analy7cs
Cool Use Cases for Big Data in Mobile Marke7ng
Context & Level-Set Application
Mobile Marketing Association
7 Deadly Sins of Mobile Analy:cs
1. Lumping cell phones and tablets together 2. Measuring mobile marke:ng in a silo 3. Ignoring the context of purchase process 4. Measuring usage rather than impact 5. Repor:ng on mobile as a channel (when you’re using it as a plaKorm) 6. Guessing instead of tes:ng 7. SeOling for subpar analy:cs
Mobile Marketing Association
5 Table Stakes for Mobile Analy:cs
1. Tools: Get the right analy:cs tools in place 2. Metrics: Know what is important to measure 3. Process: Establish an end-‐to-‐end data-‐analy:cs-‐op:miza:on process 4. Research: Understand your mobile customers 5. Plan to Integrate: Have a plan to integrate mobile into your overall
measurement strategy These are the bare minimum capabili1es for mobile analy1cs. Seriously.
If you don’t have these in place, you’re behind.
Mobile Marketing Association
Big Data + Mobile Marke:ng
• What is “Big Data”? Volume, velocity and variety
• Examples of Big Data in mobile marke:ng – Loca:on – Mul:channel CRM – Ad network – Social
• Two keys to successfully using Big Data for mobile marke:ng – Get personal – Go real :me
Mobile Marketing Association
7 Cool Use Cases for Big Data in Mobile Marke:ng
Loca7on Data 1. Tes:ng coupon value vs proximity 2. Predic:ng traffic paOerns and “behavioral fencing” 3. Researching cross-‐shopping, mobile-‐instore dynamics, mo:vators, etc
Mul7channel CRM Data 4. Enriching customer profiles with mobile data 5. Targe:ng the omnichannel customer
Ad Network Data 6. BeOer targe:ng with more audience aOributes
Social Data 7. Experimen:ng with Social MRI
Mobile Marketing Association
JENNIFER VEESENMEYER VP, Digital Analy7cs 443.542.4611 612.356.4191 (cell) [email protected]