Admonsters OPS Mobile Keynote Presentation

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The pipes of the mobile ad industry aren’t broken — they are in the process of being built. At this stage in the evolution of mobile, knowing what you don’t know is just as valuable as what you do know. While there are significant challenges in mobile ad:tech, none appear insurmountable. In fact, savvy agencies and brands are more excited by the potential for mobile measurement than concerned about current limitations. This session discussed how agencies and marketers are proactively addressing issues, what unique long-term measurement opportunities have been prioritized and why storytelling about mobile ad operations will be crucial to the mobile's industry's future growth.

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  • For asserting your control and accountability—well, good news is, you’re already accountable. Leads, market share — you’re already responsible for outcome, and those outcomes are dependent upon your marketing technology capabilities. The CEO already thinks that digital marketing means marketing is now fully accountable for its performance and ROI.
  • This marketing technology branch doesn’t have to implement everything. It will do some—how much depending on the situation. But it will also work with IT, the product team, outside agencies, technology vendors, contractors. The key is for marketing to have “positive control” over these initiatives, not just at a high conceptual level, but at a technology implementation level. Because, as we’ve seen, those implementation decisions do not reside in a vacuum.
  • And that’s how we must embrace technology, as one of the fundamental building blocks of marketing’s new DNA. It must become part of the culture. Let’s talk about some of the benefits of doing that.
  • Now, I want to be clear—I am not advocating for another layer of management, I believe we’re increasingly in a flat-organization world. And I’m certainly not advocating for new C-level position—the CMO is the right person to be the unequivocal leader of all marketing.
  • And that’s really what a marketing CTO needs to do: manage the landscape a company’s marketing technology at both the 50,000 foot level and the 5-foot level, balance the big picture with the devil in the details.
  • Ultimately, the goal of the marketing CTO is to enable the CMO to wield technology as a strategic marketing capability. Analogous to relationship between a less-technical CIO and his or her CTO, or between a product CTO and the CEO. If the chemistry is right, this is a powerhouse combination.
  • Admonsters OPS Mobile Keynote Presentation

    1. 1. How The Success Of Mobile Will Be Measured1 © 2011 Razorfish. All Rights Reserved.
    2. 2. My background for context
    3. 3. Questions before we begin
    4. 4. WE ARE AT ANINFLECTION POINT
    5. 5. No Measurement Engagement Targeting Transactions Advocacy PAGE 5
    6. 6. Too complicated
    7. 7. Too fractured
    8. 8. Too expensive
    9. 9. Too risky
    10. 10. Self-inflicted
    11. 11. No storytellers
    12. 12. Story Vacuum
    13. 13. IT ISHARD, Wrong storyAND HARD ISGOOD
    14. 14. "If you dont like whats being said, change the conversation.” Don Draper, Mad MenOur worst fears lie in anticipation 16
    15. 15. "Our worst fears lie in anticipation ”Don Draper, Mad Men
    16. 16. Picture goes here Reframe the issues 18
    17. 17. Compare apples to apples
    18. 18. “When a man walks into a room, he bringshis whole life with him. If you listen, hell tellyou how he got there.”
    19. 19. "You are the product.You feeling something.Thats what sells."
    20. 20. ”This device isnt a spaceship. Its atime machine. It goes backwards,forwards. It takes us to a place wherewe ache to go again. Its not called theWheel. Its called a Carousel. It lets ustravel the way a child travels. Aroundand around, and back home again... toa place where we know we are loved.”Don Draper, Mad Men
    21. 21. Despite tech talent shortage
    22. 22. Expertise investment mustexpand in scope and size
    23. 23. 26 © 2011 Razorfish. All Rights Reserved.
    24. 24. Beyond the cookie within site
    25. 25. Mobile transforming World Wide Web into Web that is World Wide Wave is the new click
    26. 26. IN THE WWW OF PEOPLE, Emerging human behaviors
    27. 27. Not only leverage value proposition“Half the money Ispend on advertising iswasted; the trouble is,I don’t know whichhalf.”
    28. 28. But also the value exchangeCONSUMERS VALUES ONE THING THE MOST…
    29. 29. New opportunities are already emerging 32
    30. 30. Only scratched surface of contextual relevance
    31. 31. An investment in organizational vision
    32. 32. Empowers your clients
    33. 33. ROI supports needed investment CACHING AUTHENTICATION / AUTHORIZATION / SSO PRESENTATION LAYERDEVELOPMENT & ROLLOUT TOOLS JAVASCRIPT FLASH SILVERLIGHT MOBILE WEB TELEPHONY ECOMMERCE COMMON TOOLS CONTENT WEB ANALYTICS MANAGEMENT CATALOG MERCHANDISING MANAGEMENT ALERTS PERSONALIZATION OFFER MANAGEMENT CUSTOMER SUPPORT SEARCH EMAIL SERVICES LAYER Orchestration Transformation Instrumentation Aggregation Caching LEGACY AND THIRD PARTY SYSTEMS FULFILLMENT ACCOUNTING CRM / BILLING SYSTEMS CAMPAIGN MGMT ENGINES PACKAGES SEGMENTATION 36
    34. 34. Across Platforms + People + Processes OFFLINE INDISCOVERY / ANALYTICS GAP ANALYSIS .COM SEARCH DISPLAY SOCIAL MOBILE APPS eMAIL MEDIA STORE TAGGING SOLUTION DESIGN MEASUREMENT STRATEGY KPI DEFINITION DATA INTEGRATION & AGGREGATION Unique Reporting Customer Media View Analytics Targeting 37
    35. 35. Payoff is vision we have had for yearsBridging the measurement Leverage mobile data togap between in-store, online, inform optimization effortsmobile web to understand across channelsand influence behaviorsApp tagging versus multiple Apply new technologies suchweb cookies to drive fullest as fingerprinting and UDIDconsumer profile hashingOptimizing across fragmented Access our deep partnershipsad serving market to ensure with market leading mobileefficient buying media players 38
    36. 36. Our vision is just the beginning

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