THE NEW MOBILE PLAYBOOK!
Turning big data…!

JACK PHILBIN!
…into big dollars!

Co-Founder & CEO, Vibes

Chairman NA, MMA

...
We keep accumulating more data, 

but what are we doing with it?!
“We created 5 exabytes of digital
data in recorded time until 2003.
In 2011, the same amount of data
was created in two da...
Topics for today!

Evolving
mobile
marketing
landscape!

Mobile big
data in
action!

#MobileBigData

!

@JackPhilbin!

The...
Topics for today!

Evolving
mobile
marketing
landscape!

Mobile big
data in
action!

#MobileBigData

!

@JackPhilbin!

The...
Mobile and big data 

will converge… when?!
Personalization
!
of data and
!
content at the


right! time
and location 

to...
In mobile…
!
…it’s all about delivering…!
The!
Perfect!
Message!
VIDEO #1!
The Perfect Mobile Message!
VIDEO #1!
The Perfect Mobile Message!
•  More customized = more relevant = more worth my time !
•  Tailored based on past ...
How are marketers thinking about
mobile and personalization?!
CMO Council Report: Insights from 250+ marketers!

Satisfact...
What are your plans to leverage 

mobile for competitive advantage?!

Source: CMO Council's "Engage at Every Stage” Report...
How can mobile shape your 

interactions with your customers?!

Source: CMO Council's "Engage at Every Stage” Report - Q3 ...
The mobile opportunity!
Mobile
Marketing !
targeting & !
segmentations!

Mobile
Service!

mobile
wallet!
service !
apps!

...
Mobile marketing maturity is accelerating!
Mobile Relationship
Management!

Mobile Marketing

Programs!
Mobile Marketing
E...
Mobile marketing maturity is accelerating!
Advance Through The 

Stages Of Mobile Maturity!
By Melissa Parrish
Forrester R...
“Close the loop” and leverage !
mobile big data!
ENGAGEMENT!

AWARENESS!

LOYALTY!

Lower Funnel!

Top of Funnel!
•  Mobil...
Topics for today!

Evolving
mobile
marketing
landscape!

Mobile big
data in
action!

#MobileBigData

!

@JackPhilbin!

The...
When I hear… mobile big data… 

I think of…!
VIDEO #2!
The State of Mobile Personalization!
VIDEO #2!
The State of Mobile Personalization !
•  I don’t get customized messages – generic
messages only!
•  Messages sh...
Digital world data!

Real world data!

vs.!

With computers in our pockets the concept of big
data and marketing has shift...
What makes mobile different?!

Time!
Why does the consumer
need the message now?!

+	
  

Location!
Where is the consumer
...
Mobile wallets integrate time, 

location and interaction!
What unique data does mobile offer?!
AWARENESS!

Time!
•  When actions occur!
•  When purchases occur!
•  Future purchase ...
Your mobile customers are your 

most loyal customers…!
Mobile subscriber spends anywhere
from 3X – 8X more than email!

M...
What’s the value of the mobile consumer?!
Mobile vs. Email!

Mobile vs. Social!

$50,000 in sales!
!

$500,000 in sales!
!...
“Mass marketers develop a
product and try to find
customers for that product. 

But 1:1 marketers develop a
customer and tr...
One-to-one targeting in action!
Mobile big data helps match the right
messages with the right consumers!
Message/Offer 1!

Consumer 1!

Message/Offer 2!

...
Topics for today!

Evolving
mobile
marketing
landscape!

Mobile big
data in
action!

#MobileBigData

!

@JackPhilbin!

The...
VIDEO #3!
Advice For Mobile Marketers!
VIDEO #3!
Advice For Mobile Marketers!
•  You’ve got 3 seconds – be brief!!
•  Avoid shot gun approach – make each
message...
Weaving mobile throughout the customer journey!
DIGITAL TOUCHPOINTS!
mobile opt-in!

mobile5wallet5

app promotion!

socia...
“Close the loop” and leverage !
mobile big data!
ENGAGEMENT!

AWARENESS!

LOYALTY!

Lower Funnel!

Top of Funnel!
•  Mobil...
Top of funnel: mobile advertising!
AWARENESS!

ENGAGEMENT!

TRANSACTION!

LOYALTY!

1X!
8X!
1X!

2X!

Ad!

Mobile Web!

4X...
Lower funnel: post click engagement!
AWARENESS!

ENGAGEMENT!

TRANSACTION!

ACTIVATION!

ENGAGEMENT!

Text!

Mobile Web!

...
Lower funnel: mobile wallet/Passbook!
AWARENESS

ENGAGEMENT

TRANSACTION

Create!

Optimize!

Measure!

Distribute!

Manag...
Lower funnel: mobile wallet/Passbook!
AWARENESS

5-18%
clicked
through to
offer!

ENGAGEMENT

TRANSACTION

35-60%

40-60%
...
5 key takeaways!
1.  Mobile will have its greatest impact when top of funnel is linked
to lower funnel…“close the loop” wi...
THE NEW MOBILE PLAYBOOK!
Turning big data…!

JACK PHILBIN!
…into big dollars!

Co-Founder & CEO, Vibes

Chairman NA, MMA

...
The new mobile playbook: Turning big data into big dollars - Adobe Digital Summit 2013
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The new mobile playbook: Turning big data into big dollars - Adobe Digital Summit 2013

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Merging mobile and big data opens new doors for marketers to deliver personalized mobile experiences that drive revenue growth and ongoing loyalty. CMOs need to think and act like entrepreneurs to capitalize on today’s mobile opportunities. Explore key mobile trends and the convergence of big data and mobile marketing. Discover the essential components of the CMO’s new mobile playbook. Learn how mobile relationship management (MRM) is the answer to cracking the code on mobile ROI and capturing metrics that measure and fuel success.

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The new mobile playbook: Turning big data into big dollars - Adobe Digital Summit 2013

  1. 1. THE NEW MOBILE PLAYBOOK! Turning big data…! JACK PHILBIN! …into big dollars! Co-Founder & CEO, Vibes
 Chairman NA, MMA
 Jack@vibes.com @jackphilbin! #MobileBigData!
  2. 2. We keep accumulating more data, 
 but what are we doing with it?!
  3. 3. “We created 5 exabytes of digital data in recorded time until 2003. In 2011, the same amount of data was created in two days. 
 By 2013, that time period is expected to shrink to 
 just 10 minutes.” ! “What  Data  Says  About  Us,”  Fortune,  September  2012  
  4. 4. Topics for today! Evolving mobile marketing landscape! Mobile big data in action! #MobileBigData
 ! @JackPhilbin! The new mobile playbook!
  5. 5. Topics for today! Evolving mobile marketing landscape! Mobile big data in action! #MobileBigData
 ! @JackPhilbin! The new mobile playbook!
  6. 6. Mobile and big data 
 will converge… when?! Personalization ! of data and ! content at the 
 right! time and location 
 to drive 
 Mobile ! Big Data
 action! Strategies! Strategies!  
  7. 7. In mobile… ! …it’s all about delivering…! The! Perfect! Message!
  8. 8. VIDEO #1! The Perfect Mobile Message!
  9. 9. VIDEO #1! The Perfect Mobile Message! •  More customized = more relevant = more worth my time ! •  Tailored based on past purchases and habits! •  When I need it – useful, fast, relevant to me!
  10. 10. How are marketers thinking about mobile and personalization?! CMO Council Report: Insights from 250+ marketers! Satisfaction with  leveraging mobile! 14% Satisfied with Mobile 
 43% not satisfied, 37% still evaluating, 6% not sure !   Mobile strategy status! 16% Have Mobile Strategy
 54% strategy in development, 28% have no strategy ! Source: CMO Council's "Engage at Every Stage” Report - Q3 2012 survey of 269 global marketers! !
  11. 11. What are your plans to leverage 
 mobile for competitive advantage?! Source: CMO Council's "Engage at Every Stage” Report - Q3 2012 survey of 269 global marketers! Data shown is based on respondents who said they have a formal mobile strategy. !
  12. 12. How can mobile shape your 
 interactions with your customers?! Source: CMO Council's "Engage at Every Stage” Report - Q3 2012 survey of 269 global marketers!
  13. 13. The mobile opportunity! Mobile Marketing ! targeting & ! segmentations! Mobile Service! mobile wallet! service ! apps! mobile! database! push ! notification! in-venue! interactions! mobile ! web! social! networking! apps! Mobile ! Experiences! SMS !     QR! codes! coupons! mobile wallet! mcommerce! MMS! loyalty! payments! service ! alerts! alerts! location! -based! services! rich! media! mobile wallet! display! sponsor! text! media buys! Mobile Advertising!
  14. 14. Mobile marketing maturity is accelerating! Mobile Relationship Management! Mobile Marketing
 Programs! Mobile Marketing Experimentation! •  Project-based approach! •  Mobile as a standalone! •  Marketing to the “masses”! Crawl! •  Program-based approach! •  Build a mobile database! •  Run regular campaigns! •  Utilize multiple mobile channels! •  Basic reporting! •  Light segmentation! Walk! •  Long-term mobile strategy! •  Combine mobile into the overall marketing mix! •  Data integration: mobile database linked to CRM, loyalty, e-mail, and 
 3rd party data sources! •  Utilize several mobile channels! •  In-depth metrics/ROI! •  Advanced segmentation ! •  One-to-one marketing
 ! Run!
  15. 15. Mobile marketing maturity is accelerating! Advance Through The 
 Stages Of Mobile Maturity! By Melissa Parrish Forrester Research, Inc. December 18, 2012
  16. 16. “Close the loop” and leverage ! mobile big data! ENGAGEMENT! AWARENESS! LOYALTY! Lower Funnel! Top of Funnel! •  Mobile Advertising! TRANSACTION! •  Messaging! •  Post Click Engagement! CRM Data Integration! We need to connect top of funnel with lower funnel! •  Mobile Wallet / Passbook!
  17. 17. Topics for today! Evolving mobile marketing landscape! Mobile big data in action! #MobileBigData
 ! @JackPhilbin! The new mobile playbook!
  18. 18. When I hear… mobile big data… 
 I think of…!
  19. 19. VIDEO #2! The State of Mobile Personalization!
  20. 20. VIDEO #2! The State of Mobile Personalization ! •  I don’t get customized messages – generic messages only! •  Messages should come to me vs. me going to get them! •  When I opt in, I expect to receive locationaware messages!
  21. 21. Digital world data! Real world data! vs.! With computers in our pockets the concept of big data and marketing has shifted significantly
  22. 22. What makes mobile different?! Time! Why does the consumer need the message now?! +   Location! Where is the consumer located right now? ! +   Interaction! How does the consumer interact with you via mobile?! No other marketing channel offers the uniqueness of time + location + interaction!
  23. 23. Mobile wallets integrate time, 
 location and interaction!
  24. 24. What unique data does mobile offer?! AWARENESS! Time! •  When actions occur! •  When purchases occur! •  Future purchase timing! CRM Data! ENGAGEMENT! TRANSACTION! Location! •  Physical location! •  Proximity to store! •  Home location! Mobile Data! LOYALTY! Interaction! •  Post click engagement! •  Passbook interaction! •  Mobile behavioral data! 3rd Party Data!
  25. 25. Your mobile customers are your 
 most loyal customers…! Mobile subscriber spends anywhere from 3X – 8X more than email! Mobile! Social! Email! Passive ! ! Casual ! !Engaged ! Loyal!
  26. 26. What’s the value of the mobile consumer?! Mobile vs. Email! Mobile vs. Social! $50,000 in sales! ! $500,000 in sales! ! 19,000 mobile subscribers! 200,000 mobile subscribers! vs.! 167,000 email subscribers! vs.! 110 million social followers!
  27. 27. “Mass marketers develop a product and try to find customers for that product. 
 But 1:1 marketers develop a customer and try to find products for that customer.”! Martha  Rogers  and  Don  Peppers,  The  One  to  One  Future:   Building  Rela5onships  One  Customer  at  a  Time,  1997  
  28. 28. One-to-one targeting in action!
  29. 29. Mobile big data helps match the right messages with the right consumers! Message/Offer 1! Consumer 1! Message/Offer 2! Consumer 2! Message/Offer 3! Consumer 3! Message/Offer 4! Consumer 4! Message/Offer 5! Consumer 5!
  30. 30. Topics for today! Evolving mobile marketing landscape! Mobile big data in action! #MobileBigData
 ! @JackPhilbin! The new mobile playbook!
  31. 31. VIDEO #3! Advice For Mobile Marketers!
  32. 32. VIDEO #3! Advice For Mobile Marketers! •  You’ve got 3 seconds – be brief!! •  Avoid shot gun approach – make each message specific to me! •  Send time sensitive offers via text notifications – 3 day offer!
  33. 33. Weaving mobile throughout the customer journey! DIGITAL TOUCHPOINTS! mobile opt-in! mobile5wallet5 app promotion! social media! integration! social5integra;on alerts! Passbook! alerts ENESS AWARENESS ENGAGEMENT TRANSACTION ENGAGEMENT TRANSACTION LOYALTY AWARENESS ENGAGEMENT TRANSACTION LOYALTY Tradi+onal Consumer Mobile In<Stor Tradi+onalAWARENESS Consumer Mobile Mobile ENGAGEMENT Mobile Mobile In<Store In<Store Tradi+onal Sponsorship Consumer TRANSACTION TRANSACTION Sponsorship LOYALTY Mobile AWARENESS ENGAGEMENT TRANSACTION Incen+ves LOYALTY Adver+sing1 Promo+on Mobil VIP/Rewards AWARENESS ENGAGEMENT LOYALTY Mobile Sponsorship VIP/Rewards In<Store Ac+va+on AWARENESS! Tradi+onal Adver+sing1 Promo+onAdver+sing Mobile Mobile Mobile Incen+vesTRANSACTION Mobile MobileLOYALTY &1Coupons Database Adver+sing1AWARENESS Consumer ENGAGEMENT! In<Store Promo+on Consumer Tradi+onal Ac+va+onTRANSACTION! Database Consumer Mobile Mobile Sponsorship Mobile Incen+ves VIP/Rewards Ac+va+onIn<Store LOYALTY! Marke+ Tradi+onal MobileMobile ENGAGEMENT Incen+ves Sponsorship VIP/Rewards ver+sing Ac+va+on Program Ac+va+on Program VIP/Rewa Mobile Adver+sing1 Database Mobile Promo+on Database Ac+va+on Sponsorship Ac+va+on Promo+on Adver+sing1 Marke+ng Marke+ng Marke+ng Incen+ves Adver+sing Ac+va+on Incen+ves &1Coupons Program Mobile Adver+sing1 Promo+on Mobile Database Ac+va+on Ac+va+on Consumer Marke+ng Adver+sing Program Ac+va+on Ac+va+on &1Coupons Marke+ngProgram &1Coupons Ac+va+on In<StoreMarke+ng Adver+sing Ac+va+on Tradi+onal Mobile Mobile Ac+va+onMobile print ! Adver+sing TRANSACTION Mobile Incen+ves &1Coupons In<Store Mobile Marke+ng Ac+va+onSponsorship &1Coupons Adver+sing1 Ac+va+on Mobile Database Marke+ng print OFFLINE TOUCHPOINTS! LOYALTY Ac+va+on Ac+va+on Marke+ng Promo+on Ac+va+on signage! VIP/Rewards Program Marke+ng Incen+ves &1Coupons Ac+va+on &1Coupons Mobile Database rewards! Marke+ng Marke+ng Marke+ng VIP/Rewards Program Marke+ng in-store!
  34. 34. “Close the loop” and leverage ! mobile big data! ENGAGEMENT! AWARENESS! LOYALTY! Lower Funnel! Top of Funnel! •  Mobile Advertising! TRANSACTION! •  Messaging! •  Post Click Engagement! CRM Data Integration! We need to connect top of funnel with lower funnel! •  Mobile Wallet / Passbook!
  35. 35. Top of funnel: mobile advertising! AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY! 1X! 8X! 1X! 2X! Ad! Mobile Web! 4X! Passbook! Re-targeting! Look alikes! Loyalty!
  36. 36. Lower funnel: post click engagement! AWARENESS! ENGAGEMENT! TRANSACTION! ACTIVATION! ENGAGEMENT! Text! Mobile Web! QR Code /
 NFC! Interactive! Experiences! Push! Mobile Wallet (Passbook)! LOYALTY!
  37. 37. Lower funnel: mobile wallet/Passbook! AWARENESS ENGAGEMENT TRANSACTION Create! Optimize! Measure! Distribute! Manage! LOYALTY
  38. 38. Lower funnel: mobile wallet/Passbook! AWARENESS 5-18% clicked through to offer! ENGAGEMENT TRANSACTION 35-60% 40-60% viewed the Pass! added the 
 Pass! 7-13% 
 redeemed 
 pass 
 in-store! LOYALTY 87-96% retained the Pass after offer expired!
  39. 39. 5 key takeaways! 1.  Mobile will have its greatest impact when top of funnel is linked to lower funnel…“close the loop” with post click engagement! 2.  Mobile is the most personal direct engagement channel requiring one-to-one targeting! 3.  Mobile consumers are your most loyal and profitable customers! 4.  Mobile introduces an entirely new dimension of data: 
 time + location + interaction! 5.  Mobile big data is emerging and requires new tools and 
 greater financial investments!
  40. 40. THE NEW MOBILE PLAYBOOK! Turning big data…! JACK PHILBIN! …into big dollars! Co-Founder & CEO, Vibes
 Chairman NA, MMA
 Jack@vibes.com @jackphilbin! #MobileBigData!

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