This document summarizes Jennifer Veesenmeyer's presentation on leveraging big data in mobile marketing. The presentation covers 7 deadly sins of mobile analytics, 5 table stakes for mobile analytics, and big data ideas for mobile marketing including using multichannel CRM data, location data, and social data. The presentation provides examples of how location and CRM data can be used to target customers, test coupons, and integrate mobile with other channels. It emphasizes getting the right analytics tools, metrics, process and integration plan in place to avoid common mistakes in mobile analytics.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Harness Your Product Data: Better Understanding User Behavior Across Channels...Aggregage
As a product leader, you are tasked with collecting and synthesizing your customer’s interactions with your product.The great news is that there are many tools used across your company which collect unique parts of your user’s journey. Whoops, did we say great news? As your sources of data increase, so do the complexities of unifying the data in a meaningful way. Join our webinar on October 17th with Segment and Looker to hear how they have solved these complex data issues. Plus, hear from SpotHero’s Product Manager and Business Intelligence Lead, Megan Bubley and Kate Owens, as they describe how they not only unified their siloed data but aligned their team on what it all means. They thought their challenge was improving conversion rate, but found that it was really defining a single source of truth and understanding how to track users in light of their increasingly complex product.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Harness Your Product Data: Better Understanding User Behavior Across Channels...Aggregage
As a product leader, you are tasked with collecting and synthesizing your customer’s interactions with your product.The great news is that there are many tools used across your company which collect unique parts of your user’s journey. Whoops, did we say great news? As your sources of data increase, so do the complexities of unifying the data in a meaningful way. Join our webinar on October 17th with Segment and Looker to hear how they have solved these complex data issues. Plus, hear from SpotHero’s Product Manager and Business Intelligence Lead, Megan Bubley and Kate Owens, as they describe how they not only unified their siloed data but aligned their team on what it all means. They thought their challenge was improving conversion rate, but found that it was really defining a single source of truth and understanding how to track users in light of their increasingly complex product.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
The Transformation To Mobile - Mobile StrategyMobtimizers
To really embrace mobile as an organization, we have to understand the paradigm shift that it represents. And how we should rethink the customer experience and our organizations ability to deliver. That is the framework and process of this presentation.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016Daniel Caridi
Buyers and sellers alike see value in reaching audiences across all screens. Register here for a complimentary eMarketer webinar to learn about the opportunities and challenges of achieving a more people-based approach to targeting. Topics in this webinar include: What’s the current state of cross-device targeting among advertisers? Where does TV fit in to the cross-device landscape? How valuable is first-party data? Will marketers attempting to target audiences run into privacy concerns?
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...eMarketer
Programmatic isn’t just for banners anymore. Video is a fast-growing part of the programmatic ecosystem, and advertisers are purchasing programmatic video ads to run on devices from desktops to mobile phones to connected TVs. Topics in this webinar include: eMarketer’s latest forecast of programmatic ad spending; Why connected TV is a gateway to buying programmatic video on other platforms; How recent programmatic ad platform acquisitions by major media players including Facebook, Yahoo, AOL, Google and Comcast will play out for buyers and sellers; Inventory quality issues and other obstacles holding back programmatic video advertising.
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer
The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for B2B marketers. Topics in this webinar include: How is mobile’s role in the workplace evolving? How are B2B buyers and decision-makers using mobile to research purchases? What are the top ways B2B marketers will use mobile in 2016? To use mobile effectively, what challenges do B2B marketers have to overcome?
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer
Wearables aren’t part of most marketing plans today, but forward-looking estimates suggest they should be soon. Topics in this webinar include: Who wants wearable devices, and what will consumers do with them? Which types of wearables will take hold in the marketplace? What are the opportunities for marketers to reach consumers via such devices? How are companies integrating wearables into their business plans?
Research survey of 294 marketing and information technology decision-makers about their investments in mobile strategy including people, processes, and marketing technology. Marketing represented the majority of respondents across several industries: financial services, media and entertainment, retail and commerce, B2B high tech, and travel/hospitality.
eMarketer Webinar: Six Trends in the Shifting World of McommerceeMarketer
US consumers will spend nearly $75 billion this year on retail sales transacted on smartphones, tablets and other mobile devices, and double-digit growth in retail mcommerce sales will continue for several more years. Topics in this webinar include: What does the increase in sales on smartphones mean for retailers? What are the differences between shopping on desktops, tablets and smartphones? How are marketers improving search and other user experiences to drive mobile sales? What role do apps play in the mcommerce ecosystem?
Best Practices for Reaching and Engaging Your Mobile AudienceOrigami Logic
How Top Brands Measure and Optimize Mobile Ads Campaigns:
Today’s marketers have embraced mobile advertising, and the landscape continues to evolve at a rapid pace. Changes in human behavior, and the explosion of mobile-specific technologies, audience targeting techniques, and mobile content channels have made it difficult for brands to build an effective mobile strategy.
Join Origami Logic and Tim Hayden to learn how to:
- Boost Customer Engagement: Ensure that your mobile web and app are cohesive and user-friendly, with built-in capabilities to track performance and high value customer attributes.
- Succeed with Mobile Advertising: Use mobile audience insights and the newest mobile advertising technologies to augment your cross-channel campaigns.
- Measure Mobile Performance: Build a comprehensive view across paid, owned and earned mobile efforts to act on mobile opportunities quickly and effectively.
About Tim Hayden
Tim has two decades of experience in leading high growth technology firms and marketing agencies. Before Brain+Trust Partners, he was head of marketing at Zignal Labs, head of the Mobile program at Edelman Digital in North America, and has been a founder of agencies and technology ventures serving as a catalyst for transformational change in some of the world’s leading brands.
2009 11 Business Case For ‘Erp’ In GovernmentFreeBalance
Follows Government of Canada Treasury Board guidelines on building a business case for ERP in Government. Describes 4 types of benefits in the overview of "value for money". Describes the long term costs for ERP. Describes risk of failure and project management practices to improve success.
The Transformation To Mobile - Mobile StrategyMobtimizers
To really embrace mobile as an organization, we have to understand the paradigm shift that it represents. And how we should rethink the customer experience and our organizations ability to deliver. That is the framework and process of this presentation.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016Daniel Caridi
Buyers and sellers alike see value in reaching audiences across all screens. Register here for a complimentary eMarketer webinar to learn about the opportunities and challenges of achieving a more people-based approach to targeting. Topics in this webinar include: What’s the current state of cross-device targeting among advertisers? Where does TV fit in to the cross-device landscape? How valuable is first-party data? Will marketers attempting to target audiences run into privacy concerns?
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...eMarketer
Programmatic isn’t just for banners anymore. Video is a fast-growing part of the programmatic ecosystem, and advertisers are purchasing programmatic video ads to run on devices from desktops to mobile phones to connected TVs. Topics in this webinar include: eMarketer’s latest forecast of programmatic ad spending; Why connected TV is a gateway to buying programmatic video on other platforms; How recent programmatic ad platform acquisitions by major media players including Facebook, Yahoo, AOL, Google and Comcast will play out for buyers and sellers; Inventory quality issues and other obstacles holding back programmatic video advertising.
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer
The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for B2B marketers. Topics in this webinar include: How is mobile’s role in the workplace evolving? How are B2B buyers and decision-makers using mobile to research purchases? What are the top ways B2B marketers will use mobile in 2016? To use mobile effectively, what challenges do B2B marketers have to overcome?
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer
Wearables aren’t part of most marketing plans today, but forward-looking estimates suggest they should be soon. Topics in this webinar include: Who wants wearable devices, and what will consumers do with them? Which types of wearables will take hold in the marketplace? What are the opportunities for marketers to reach consumers via such devices? How are companies integrating wearables into their business plans?
Research survey of 294 marketing and information technology decision-makers about their investments in mobile strategy including people, processes, and marketing technology. Marketing represented the majority of respondents across several industries: financial services, media and entertainment, retail and commerce, B2B high tech, and travel/hospitality.
eMarketer Webinar: Six Trends in the Shifting World of McommerceeMarketer
US consumers will spend nearly $75 billion this year on retail sales transacted on smartphones, tablets and other mobile devices, and double-digit growth in retail mcommerce sales will continue for several more years. Topics in this webinar include: What does the increase in sales on smartphones mean for retailers? What are the differences between shopping on desktops, tablets and smartphones? How are marketers improving search and other user experiences to drive mobile sales? What role do apps play in the mcommerce ecosystem?
Best Practices for Reaching and Engaging Your Mobile AudienceOrigami Logic
How Top Brands Measure and Optimize Mobile Ads Campaigns:
Today’s marketers have embraced mobile advertising, and the landscape continues to evolve at a rapid pace. Changes in human behavior, and the explosion of mobile-specific technologies, audience targeting techniques, and mobile content channels have made it difficult for brands to build an effective mobile strategy.
Join Origami Logic and Tim Hayden to learn how to:
- Boost Customer Engagement: Ensure that your mobile web and app are cohesive and user-friendly, with built-in capabilities to track performance and high value customer attributes.
- Succeed with Mobile Advertising: Use mobile audience insights and the newest mobile advertising technologies to augment your cross-channel campaigns.
- Measure Mobile Performance: Build a comprehensive view across paid, owned and earned mobile efforts to act on mobile opportunities quickly and effectively.
About Tim Hayden
Tim has two decades of experience in leading high growth technology firms and marketing agencies. Before Brain+Trust Partners, he was head of marketing at Zignal Labs, head of the Mobile program at Edelman Digital in North America, and has been a founder of agencies and technology ventures serving as a catalyst for transformational change in some of the world’s leading brands.
2009 11 Business Case For ‘Erp’ In GovernmentFreeBalance
Follows Government of Canada Treasury Board guidelines on building a business case for ERP in Government. Describes 4 types of benefits in the overview of "value for money". Describes the long term costs for ERP. Describes risk of failure and project management practices to improve success.
All major cloud service providers now have some ML offering. The startup costs are low-to-no. They provide seamless leverage of cloud resources for scale-ups = $’s.
Open source ML options are now common making the creation of very large models now possible. Open data sets are proliferating.
Presented at CF Machine Learning
Intro to Big Data Analytics using Apache Spark and Apache ZeppelinAlex Zeltov
This workshop will provide an introduction to Big Data Analytics using Apache Spark and Apache Zeppelin.
https://github.com/zeltovhorton/intro_spark_zeppelin_meetup
There will be a short lecture that includes an introduction to Spark, the Spark components.
Spark is a unified framework for big data analytics. Spark provides one integrated API for use by developers, data scientists, and analysts to perform diverse tasks that would have previously required separate processing engines such as batch analytics, stream processing and statistical modeling. Spark supports a wide range of popular languages including Python, R, Scala, SQL, and Java. Spark can read from diverse data sources and scale to thousands of nodes.
The lecture will be followed by demo . There will be a short lecture on Hadoop and how Spark and Hadoop interact and compliment each other. You will learn how to move data into HDFS using Spark APIs, create Hive table, explore the data with Spark and SQL, transform the data and then issue some SQL queries. We will be using Scala and/or PySpark for labs.
Interest is growing in the Apache Spark community in using Deep Learning techniques and in the Deep Learning community in scaling algorithms with Apache Spark. A few of them to note include:
· Databrick’s efforts in scaling Deep learning with Spark
· Intel announcing the BigDL: A Deep learning library for Spark
· Yahoo’s recent efforts to opensource TensorFlowOnSpark
In this lecture we will discuss the key use cases and developments that have emerged in the last year in using Deep Learning techniques with Spark.
Wendy Clark, SVP, Integrated Marketing Communications and Capabilities for the Coca-Cola Company, gave this presentation at McKinsey's Chief Marketing & Sales Officer event in November, 2012. Wendy explained how Coke's marketing is liquid (easy to spread) and linked (connected to its core values and messages). To be successful today, companies need to dedicated resources to develop new ideas and businesses. At Coke, 70% of spend funds current proven programs, 20% to new and promising trends, and 10% to test completely new ideas. The latest McKinsey customer experience insights: http://mckinseyonmarketingandsales.com/topics/customer-experience
Big Data and advanced analytics are critical topics for executives today. But many still aren't sure how to turn that promise into value. This presentation provides an overview of 16 examples and use cases that lay out the different ways companies have approached the issue and found value: everything from pricing flexibility to customer preference management to credit risk analysis to fraud protection and discount targeting. For the latest on Big Data & Advanced Analytics: http://mckinseyonmarketingandsales.com/topics/big-data
Apache Spark is a In Memory Data Processing Solution that can work with existing data source like HDFS and can make use of your existing computation infrastructure like YARN/Mesos etc. This talk will cover a basic introduction of Apache Spark with its various components like MLib, Shark, GrpahX and with few examples.
Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.
A Practical Guide for Integrating Mobile into your B2B Business Strategy & Marketing Mix. Presented by Will Keible, Manager of Digital Sales and Marketing for WCNC.com, the digital arm of Charlotte’s NBC affiliate, WCNC-TV.
Smartphones keep getting larger and tablets are getting smaller, beginning to totally blur what was just a few years ago considered a group of distinct form factors. The platforms that power these blocks of glass, plastic, and silicon have also seen improvements, with iOS7 appearing to be able to keep the iPhone growth alive and Android utterly dominating countries such as China in its path to 1 billion activations. New operating systems such as Firefox are in the wild as companies such as Microsoft frantically try to right the ship and save their platforms and devices from obscurity.
Across Europe 4G LTE is beginning to see deployments that will allow its users to see the speed and latency benefits that those in parts of Asia, the US, and others have over the past years. This in turn will begin to accelerate mobile data consumption and creation across a greater global footprint. Live and high quality video from mobile devices will become amazingly commonplace.
Today we are also seeing new products from Google, Samsung and even possibly Apple that are serious entrants to the wearable technology arena – and all of them are running mobile operating systems. Apple has thrown down the gauntlet against NFC technology with its new iBeacon service which means that all parties involved are taking mobile payments and other types of direct interactions over secure mobile channels very seriously.
Organizations who are late to the mobile game are hurrying to catch up. Many who have focused more on the consumer aspect of mobility are starting to put serious efforts into B2E mobile initiatives. Those who are already mobilizing their workforce are looking for ways to improve, standardize, and focus their efforts.
Also, the Web isn’t going anywhere….
So what does this all mean to you?
Choosing the right mobility strategy is key for enterprises to leverage the latest technology trend and stay competitive. More often enterprise tend to either prolong the decision on mobility strategy or adopt a short sighted approach. The rapid evolution of mobile technology and its proliferation into enterprises is unprecedented, which led to many misconceptions in the mind of enterprise IT. This document clarifies the misconceptions enterprises have in mobility strategy.
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)TkXel
For 2016 and years to come, a mobile strategy is no longer a nice-to-have option. It is poised to transform businesses and move industries. A mobile strategy done right can drive the company’s growth, increase revenue, reduce costs and improve workforce mobility.
Enabling your Enterprise Mobility to tap New Growth OpportunitiesNIIT Technologies
Enterprise Mobility is a powerful tool that promises to bridge the gap between business and IT and truly make IT a business enabler by providing the capability to tap new opportunitie
El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.
Build a sustainable , scalable and fail-safe mobility strategy for your enterprise. Mobien Technologies helps companies create a robust, ROI driven mobility strategies.
Build a successful enterprise mobility strategyAjit Gokhale
Build a sustainable , scalable and fail-safe mobility strategy for your enterprise. Mobien Technologies helps companies create a robust, ROI driven mobility strategies.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Bài tập - Tiếng anh 11 Global Success UNIT 1 - Bản HS.doc.pdf
Big Data and Mobile Analytics - MMA SF Jan13
1. LEVERAGING BIG DATA IN
MOBILE MARKETING
Jennifer Veesenmeyer
Merkle Analytics
Mobile Marketing Association
2. Merkle, Mobile & Me
• Merkle’s mobile division • VP in Merkle Analytics, Digital
• Award-winning mobile web, app, Analytics Practice
tablet and SMS solutions (I own Mobile, Social and Site)
• Innovative Responsive Design • 175 statisticians and analysts,
services >95% with a master’s degree +
Mobile Marketing Association 2
3. What we’ll cover today
Context & Level-Set Application
Deadly Table Big Data
Sins of Stakes for Ideas for
Mobile Mobile Mobile
Analytics Analytics Marketing
Mobile Marketing Association 3
4. What we’ll cover today
Deadly Table Big Data
Sins of Stakes for Ideas for
Mobile Mobile Mobile
Analytics Analytics Marketing
Mobile Marketing Association 4
5. 7 Deadly Sins of Mobile Analytics
1. Lumping smartphones and tablets together
2. Measuring mobile marketing in a silo
3. Ignoring the context of purchase process
4. Measuring usage rather than impact
5. Reporting on mobile as a channel
(when you’re using it as a platform)
6. Guessing instead of testing
7. Settling for subpar analytics
Mobile Marketing Association 5
6. DEADLY SIN # 1 :
Lumping smartphones and tablets together
Research confirms what many of us have seen in our own data –
smartphones and tablets are used differently.
Smartphones are an
on-the-go device, but
tablets are more for
media consumption.
A 2012 study by Flurry
Analytics also showed that
67% of time spent on
tablets was on games, but
only 39% on smartphones.
Mobile Marketing Association 6
7. DEADLY SIN # 2 :
Measuring mobile marketing in a silo
Research has proven what we have suspected –
mobile marketing improves conversions in other channels.
Mobile ads increased
website conversions Impact of Cross-Media (mobile and web) Ads
(Ghose, Han and Park 2012)
by 36%.
In another study, Ghose
et al found that 33% of
mobile site visitors
made a store purchase
within 1 week.
Mobile Marketing Association 7
8. DEADLY SIN # 3 :
Ignoring the context of purchase process
Consumers take a multi-device path to purchase…
and they use mobile devices throughout the consumer lifecycle.
Google Multiscreen Study (August 2012)
Mobile Marketing Association 8
9. DEADLY SIN # 4 :
Measuring usage rather than impact
Measuring usage is important for improving user experience
and understanding adoption, but it isn’t a measure of success.
Does your organization have
Getting to ROI is difficult a method for quantifying ROI
from mobile marketing programs ?
and many companies
don’t try.
This is an opportunity for
mobile marketers to gain a
competitive advantage.
Mobile Marketing Association 9
10. DEADLY SIN # 5 :
(when you’re using
Reporting on mobile as a channel it as a platform)
If your mobile site and pc/laptop site have the same objectives,
put them in the same report so you can compare performance.
When mobile has a
unique strategy, then it is
a channel to be reported
separately.
But, if it is an add-on to
your other marketing
initiatives, then it is a
platform to be compared.
Mobile Marketing Association 10
11. DEADLY SIN # 6 :
Guessing instead of testing
Testing is important both pre and post launch.
What mobile optimization efforts were
Optimize mobile utilized by your organization in 2012?
performance post Did not perform any mobile
testing or optimzation
launch by starting
Optimization without testing
with the easiest first
– messages and Not applicable/don’t know
landing pages. Data analysis of past
campaign metrics
Customer feedback/survey
Testing (A/B split,
multivariate)
Mobile Marketing Association 11
12. DEADLY SIN # 7 :
Settling for subpar analytics
Limitations in mobile analytics should be acknowledged
but not accepted.
Have a plan (and budget) for
evolving your mobile analytics
capabilities.
Mobile marketing budgets
are increasing dramatically,
but they would increase even
faster if you had good analytics.
Mobile Marketing Association 12
13. What we’ll cover today
Deadly Table Big Data
Sins of Stakes for Ideas for
Mobile Mobile Mobile
Analytics Analytics Marketing
Mobile Marketing Association 13
14. 5 Table Stakes for Mobile Analytics
1. Tools: Get the right analytics tools in place
2. Metrics: Know what is important to measure
3. Process: Establish an end-to-end analytics 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 capabilities for
mobile analytics. Seriously. If you don’t have
these in place, you’re behind.
Mobile Marketing Association 14
15. TOOLS:
Get the right analytics tools in place
Determine what the right analytic tools and capabilities
are for your organization.
Infrastructure Components Sample Decision Types
Behavioral Incumbent or niche partners
Attitudinal Appetite for learning curve
and/or decentralized
Competitive systems
Acceptance of nascent
ecosystem
Mobile Marketing Association 15
16. METRICS:
Know what is important to measure
Separate KPIs and diagnostic metrics from attributes.
You need both for analysis, but not for reporting.
250+ attributes can be collected, depending on the analytics vendor chosen.
Only a handful are measures of success. Fewer still provide a valuable basis
for segmentation in dashboard-level reports.
BUT, getting your data at the user-level opens up many possibilities for
providing micro-targeted messaging. Thanks to Big Data technologies,
sometimes more data is more actionable.
It’s ironic that sometimes the cure for
drowning in data is more data.
Mobile Marketing Association 16
17. PROCESS:
Establish an end-to-end analytics process
Mobile analytics starts upstream with insight and measurement
strategy. Post-launch begins a continuous improvement process.
Mobile Marketing Association 17
18. RESEARCH:
Understand your mobile customers
Internal research can help you understand the current need
and forecast the opportunity.
• Are your consumers engaging with content
differently now by each of the channels?
• Are your consumers changing how they
visit your web site?
– Review current trends over the past
few years. Is the trend accelerating?
• Are more consumers using search from
their mobile devices?
Mobile Marketing Association 18
19. PLAN TO INTEGRATE:
Have a plan to integrate mobile into
your overall measurement strategy
You need an integrated measurement strategy –
even if you don’t have an integrated marketing strategy yet.
An integrated measurement strategy includes:
• KPI framework with Global KPIs that apply
to all channels in addition to channel-
specific metrics
• Technology architecture for managing the
data and connecting multi-channel
behaviors to customers
• Reporting strategy that encourages cross
functional and multi-agency collaboration
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20. What we’ll cover today
Deadly Table Big Data
Sins of Stakes for Ideas for
Mobile Mobile Mobile
Analytics Analytics Marketing
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21. Examples of Big Data in
mobile marketing:
• Multichannel CRM
• Location
• Social
Two keys to successfully using
Big Data in mobile marketing:
• Get personal
• Go real-time
Image from WebOptimeez (http://bit.ly/VqJda9)
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22. Big Data Ideas for Mobile Marketing
Multichannel CRM Data
1. Enriching customer profiles with mobile data
2. Targeting the omnichannel customer
3. Integrating mobile display, mobile web and email
Location Data
4. Testing coupon value vs. proximity
5. Predicting traffic patterns and using “behavioral fencing”
6. Researching cross-shopping, mobile-instore dynamics, motivators, etc
Social Data
7. Experimenting with Social MRI
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23. MULTI-CHANNEL CRM DATA:
Enriching customer profiles with mobile
In ConnectedCRM we bring mobile data into the customer
database to build toward an omni-channel view of the customer.
The analytics behind
ConnectedCRM is
explained in our
upcoming book:
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24. MULTI-CHANNEL CRM DATA:
Targeting the omnichannel customer
Case Study Example: 5th Finger used customer purchase history
to create personalized coupons for a major retailer.
Data used:
• Product purchase history
• Average purchased product value
• Average monthly spend
Execution:
• Personalized, on a 1-1 level, SMS and In-App
Coupons Available on a weekly basis. Delivered
at strategic times of day and day of week.
Results:
• Mobile coupons had a 35% redemption rate (5-10% is typical)
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25. MULTICHANNEL CRM DATA:
Integrating mobile display, mobile web and email
Case Study Example: Merkle used targeted mobile display to
acquire new email opt-ins for Motorola Mobility.
Data used:
• Device information
• Mobile site behaviors
• Email address
Execution:
• Targeted display ads on the individual device level
• Users were directed to different creative experiences (and value props) for
different devices
• Mobile landing pages encouraged users to sign up for email newsletter,
when they did, we entered them into the database with device information
• Email retargeting
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26. LOCATION DATA:
Testing coupon value vs proximity
Ghose and Span found that you need to offer a 10% discount
for every 1km between the user and retail store.
Research: Disentangling Coupon Value vs Distance Proximity
Using Randomized Experiments (Ghose and Span, 2013)
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27. LOCATION DATA:
Predicting traffic patterns and using
“behavioral fencing”
Behavioral fencing is the new geo-fencing.
Research is being done to
leverage predictive analytics
to model the probability a
customer will take different
actions based on historical
proximity and behavior.
Image from MartketingEasy.net (http://bit.ly/MU9d95)
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28. LOCATION DATA:
Researching cross-shopping, mobile-
instore dynamics, motivators, etc
New vendors are providing new ways to research.
Example: Locately
• Customer Opt-in: In exchange for gifts cards,
consumers opt-in to share location data by
installing app or by enabling location sharing.
• Targeted Surveys: Consumers earn rewards
by filling out surveys capturing their thoughts.
• Location Analytics & Processing: Places
consumers drive past are tagged as missed
opportunities.
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29. SOCIAL DATA:
Experimenting with Social MRI
Behavio’s open-source Android platform turns phones into
smart sensors of people’s behaviors and surroundings.
Behavio's Social MRI technlology was born at the MIT Media Lab,
as part of research into understanding social and behavioral dynamics.
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30. Let’s Review
Deadly Table Big Data
Sins of Stakes for Ideas for
Mobile Mobile Mobile
Analytics Analytics Marketing
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31. Or if you prefer Haiku…
hear mobile marketing sing
a big data song
CMOs will weep with joy
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32. Recommended Resources
MARKETINGSHERPA
2012 Mobile Benchmark Report
http://bit.ly/UeEIrO
@marketingsherpa
ANINDYA GHOSE
Director, Center for Business Analytics
Associate Professor Stern School of Business
New York University
@aghose
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33. JENNIFER VEESENMEYER
Vice President, Digital Analytics Practice
443.542.4611
612.356.4191 (cell)
@ @jenveese
jveesenmeyer@merkleinc.com
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