• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Leveraging Analytics to Improve your Mobile Strategy
 

Leveraging Analytics to Improve your Mobile Strategy

on

  • 62 views

Customer behavior is undergoing a dramatic shift due to mobile technology. The phone is often the last thing people check at night and the first thing they check in the morning. It's not a stretch to ...

Customer behavior is undergoing a dramatic shift due to mobile technology. The phone is often the last thing people check at night and the first thing they check in the morning. It's not a stretch to believe that a nomadic Masai warrior roaming the plains of Africa today and armed with a smart phone has more access to information than a US President did just 15 years ago.

These evolving realities are placing pressure on marketers to evolve their marketing and customer engagement strategies.

Join us as we explore immediate and long term mobile trends, the critical role of analytics in sensing and responding to customers, and the important questions senior marketers should be asking now.

KEY TAKEAWAYS:

- Consider the ways that customer behaviors are changing due to mobile technologies.
- Know the most important questions to ask in developing a mobile strategy that integrates into a cohesive overall marketing plan.
- Understand the important role that analytics plays in planning and executing an integrated marketing plan that includes mobile.

Statistics

Views

Total Views
62
Views on SlideShare
60
Embed Views
2

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 2

https://www.linkedin.com 2

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Leveraging Analytics to Improve your Mobile Strategy Leveraging Analytics to Improve your Mobile Strategy Presentation Transcript

    • Leveraging Analytics to Improve your ! Mobile Strategy Brian Vellmure innovantage http://www.brianvellmure.com @BrianVellmure
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Digitization of Everything
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Nest Sonos
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Starbucks and Nike are now software companies
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • A Glance at the Future
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Mobile
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Tablet growth increased 2.2 fold to 92 million in 2013 Global mobile traffic grew 81% in 2013 4G connections are only 2.9% of mobile connections, but generate 30% of mobile data traffic Mobile data traffic for tablets more than double that of smartphones in 2013 Virtually everything a company does will be mobilized over the next 2-3 years. 40% of employees rely on mobile devices to perform their work 37% for more than 60 minutes / day
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Mobile devices are increasingly the primary gateway to human communication (and commerce, and sharing)
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Mobile devices are human sensors
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Gartner Forecasts: $18 Billion in 2014 $42 Billion by 2017
    • Changes in ! Human Behavior
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com No-Mo-Pho-bia
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Customers use their mobile device throughout the buying process
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 61% of users said that if they didn’t find what they were looking for right away, they went to another site 50% of people said that even if they like a business… They will use them less often if the website isn’t mobile friendly
    • Not about mobile ! – this is about people
    • @BrianVellmure http://www.brianvellmure.com Help me accomplish what I’m trying to do Help me feel good Help me accomplish what I’m trying to do Help me feel good
    • @BrianVellmure http://www.brianvellmure.com Help me accomplish what I’m trying to d
    • Limitations of Mobile
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Privacy/Security Issues Mobile is just one step in digital / overall customer lifecycle & experience Internal Capabilities Gaps Relatively new form factor Consumer resistance Lack of tech standards Rapidly evolving usage and expectations
    • Opportunities with ! Mobile Analytics
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com "Before, even if we had the ability to get the cost of the sensor down, we wouldn't have been able to transport, store and analyze the data. Now, with the evolution of tools for managing and analyzing big data, we have both.” – Vince Campisi, CIO, GE Global Software Center
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Mobile leaders display high core competency in leveraging cloud and analytics to make sense of structured and unstructured data
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com Simultaneous convergence of explosive factors resulting in unprecedented opportunities Mobile Cheap Storage Computing Power Cloud Social
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com New models REQUIRE a merging of: Creativity Imagination Storytelling Quantitative Empirical Rigorous Possibilities on both sides are exploding +
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com NFL
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Mobile: We’re still in infancy
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com
    • Key Questions
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 1. Who are our customers? 2. What are they trying to accomplish?   How can mobile help us answer these questions in new ways? - Accelerometer - Geolocation - Engagement analytics - Behavioral analytics IDENTIFY (FUNDAMENTALS FIRST)
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 3. How well do we understand our customer touch points, mobile just being one of them? Caveat: Journeys may be all over the place, but you will likely find a few central hubs that prospects visit along their path to purchase FOCUS ON ENTIRE CUSTOMER JOURNEY & EXPERIENCE
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 4. What part does mobile play in our customer’s interaction and experience with us? 5. How do we expect it to change/evolve over the next 12-18 months? MOBILE’S ROLE
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 6. How is the general population leveraging mobile to achieve what they’re trying to accomplish? (products, services, information, and people) (Same question for those in your network) OBSERVE THE MACRO
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 7. How can WE leverage mobile to learn more about our customers? 8. How can WE leverage mobile to learn more about what they are they trying to accomplish? 9. How can WE leverage mobile to provide greater value in context of their journey? IDEATE / BRAINSTORM
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com 10. How can we leverage mobile to reduce steps / reduce friction to allow customers to achieve goals – faster/cheaper? Speed is key. 11. What additional utility can we offer them (consider information exchange in addition to revenue)? FOCUS ON VALUE
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com   12. Is it possible to begin to predict what our customers/prospects will want next (and offer it to them)? PREDICT AND OPTIMIZE
    • Brian Vellmure @BrianVellmure http://www.brianvellmure.com This is a journey. Take the next step. Best wishes on your journey
    • Thank you. Let s Discuss. Brian Vellmure innovantage http://www.brianvellmure.com @BrianVellmure