SlideShare a Scribd company logo
LEVERAGING BIG DATA IN
                                 MOBILE MARKETING
                               Jennifer Veesenmeyer
                               Merkle Analytics




Mobile Marketing Association
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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


Mobile Marketing Association                                      19
What we’ll cover today




        Deadly                   Table      Big Data
        Sins of                Stakes for   Ideas for
        Mobile                  Mobile       Mobile
       Analytics               Analytics    Marketing



Mobile Marketing Association                            20
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)




Mobile Marketing Association                                                             21
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



Mobile Marketing Association                                                  22
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:




Mobile Marketing Association                                        23
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)

Mobile Marketing Association                                        24
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

Mobile Marketing Association                                                    25
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)




Mobile Marketing Association                                             26
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)




Mobile Marketing Association                                                                    27
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.



Mobile Marketing Association                            28
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.


Mobile Marketing Association                                                    29
Let’s Review




        Deadly                   Table      Big Data
        Sins of                Stakes for   Ideas for
        Mobile                  Mobile       Mobile
       Analytics               Analytics    Marketing



Mobile Marketing Association                            30
Or if you prefer Haiku…


                       hear mobile marketing sing
                               a big data song
                         CMOs will weep with joy




Mobile Marketing Association                        31
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


Mobile Marketing Association                                       32
JENNIFER VEESENMEYER
    Vice President, Digital Analytics Practice

    443.542.4611
    612.356.4191 (cell)
    @ @jenveese
    jveesenmeyer@merkleinc.com

Mobile Marketing Association                     33

More Related Content

What's hot

Technology Research on customer enagement
Technology Research on customer enagementTechnology Research on customer enagement
Technology Research on customer enagement
Mohammad Emrul Hassan Emon
 
The Transformation To Mobile - Mobile Strategy
The Transformation To Mobile - Mobile StrategyThe Transformation To Mobile - Mobile Strategy
The Transformation To Mobile - Mobile Strategy
Mobtimizers
 
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityDigital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
eMarketer
 
Insights Throughout the CPG Brand Lifecycle
Insights Throughout the CPG Brand LifecycleInsights Throughout the CPG Brand Lifecycle
Insights Throughout the CPG Brand Lifecycle
NM Incite
 
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016
Daniel Caridi
 
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...
MediaPost
 
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...
eMarketer
 
eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011
eMarketer
 
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016
eMarketer
 
Mobile marketing association - MMA
Mobile marketing association - MMAMobile marketing association - MMA
Mobile marketing association - MMA
Tuan Le
 
Disruptive trends 2016 2018 par brian solis
Disruptive trends 2016 2018 par brian solisDisruptive trends 2016 2018 par brian solis
Disruptive trends 2016 2018 par brian solis
Philippe Dumont
 
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer
 
Adobe Mobile Maturity Study 2015
Adobe Mobile Maturity Study 2015Adobe Mobile Maturity Study 2015
Adobe Mobile Maturity Study 2015
Ray Pun
 
eMarketer Webinar: Six Trends in the Shifting World of Mcommerce
eMarketer Webinar: Six Trends in the Shifting World of McommerceeMarketer Webinar: Six Trends in the Shifting World of Mcommerce
eMarketer Webinar: Six Trends in the Shifting World of Mcommerce
eMarketer
 
THE VALUE OF MOBILE AND SOCIAL FOR CRM
THE VALUE OF MOBILE AND SOCIAL FOR CRMTHE VALUE OF MOBILE AND SOCIAL FOR CRM
THE VALUE OF MOBILE AND SOCIAL FOR CRM
Shivanthan Balendra
 
Best Practices for Reaching and Engaging Your Mobile Audience
Best Practices for Reaching and Engaging Your Mobile AudienceBest Practices for Reaching and Engaging Your Mobile Audience
Best Practices for Reaching and Engaging Your Mobile Audience
Origami Logic
 
2009 11 Business Case For ‘Erp’ In Government
2009 11 Business Case For ‘Erp’ In Government2009 11 Business Case For ‘Erp’ In Government
2009 11 Business Case For ‘Erp’ In Government
FreeBalance
 
Fiksu Sponsor Luncheon Presentation - OMMA Programmatic NY
Fiksu Sponsor Luncheon Presentation - OMMA Programmatic NYFiksu Sponsor Luncheon Presentation - OMMA Programmatic NY
Fiksu Sponsor Luncheon Presentation - OMMA Programmatic NY
MediaPost
 
Tina Moffett - Cross-Channel Attribution Mastery
Tina Moffett - Cross-Channel Attribution MasteryTina Moffett - Cross-Channel Attribution Mastery
Tina Moffett - Cross-Channel Attribution Mastery
MediaPost
 
Digital Marketing Trends 2011
Digital Marketing Trends 2011Digital Marketing Trends 2011
Digital Marketing Trends 2011
Julie Benlolo
 

What's hot (20)

Technology Research on customer enagement
Technology Research on customer enagementTechnology Research on customer enagement
Technology Research on customer enagement
 
The Transformation To Mobile - Mobile Strategy
The Transformation To Mobile - Mobile StrategyThe Transformation To Mobile - Mobile Strategy
The Transformation To Mobile - Mobile Strategy
 
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityDigital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
 
Insights Throughout the CPG Brand Lifecycle
Insights Throughout the CPG Brand LifecycleInsights Throughout the CPG Brand Lifecycle
Insights Throughout the CPG Brand Lifecycle
 
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016
eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016
 
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...
 
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...
 
eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011
 
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016
 
Mobile marketing association - MMA
Mobile marketing association - MMAMobile marketing association - MMA
Mobile marketing association - MMA
 
Disruptive trends 2016 2018 par brian solis
Disruptive trends 2016 2018 par brian solisDisruptive trends 2016 2018 par brian solis
Disruptive trends 2016 2018 par brian solis
 
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
 
Adobe Mobile Maturity Study 2015
Adobe Mobile Maturity Study 2015Adobe Mobile Maturity Study 2015
Adobe Mobile Maturity Study 2015
 
eMarketer Webinar: Six Trends in the Shifting World of Mcommerce
eMarketer Webinar: Six Trends in the Shifting World of McommerceeMarketer Webinar: Six Trends in the Shifting World of Mcommerce
eMarketer Webinar: Six Trends in the Shifting World of Mcommerce
 
THE VALUE OF MOBILE AND SOCIAL FOR CRM
THE VALUE OF MOBILE AND SOCIAL FOR CRMTHE VALUE OF MOBILE AND SOCIAL FOR CRM
THE VALUE OF MOBILE AND SOCIAL FOR CRM
 
Best Practices for Reaching and Engaging Your Mobile Audience
Best Practices for Reaching and Engaging Your Mobile AudienceBest Practices for Reaching and Engaging Your Mobile Audience
Best Practices for Reaching and Engaging Your Mobile Audience
 
2009 11 Business Case For ‘Erp’ In Government
2009 11 Business Case For ‘Erp’ In Government2009 11 Business Case For ‘Erp’ In Government
2009 11 Business Case For ‘Erp’ In Government
 
Fiksu Sponsor Luncheon Presentation - OMMA Programmatic NY
Fiksu Sponsor Luncheon Presentation - OMMA Programmatic NYFiksu Sponsor Luncheon Presentation - OMMA Programmatic NY
Fiksu Sponsor Luncheon Presentation - OMMA Programmatic NY
 
Tina Moffett - Cross-Channel Attribution Mastery
Tina Moffett - Cross-Channel Attribution MasteryTina Moffett - Cross-Channel Attribution Mastery
Tina Moffett - Cross-Channel Attribution Mastery
 
Digital Marketing Trends 2011
Digital Marketing Trends 2011Digital Marketing Trends 2011
Digital Marketing Trends 2011
 

Viewers also liked

Polymorphic publishing john barnes - what to build now
Polymorphic publishing   john barnes - what to build nowPolymorphic publishing   john barnes - what to build now
Polymorphic publishing john barnes - what to build now
John Barnes
 
Mobile Data Analytics
Mobile Data AnalyticsMobile Data Analytics
Mobile Data Analytics
RICHARD AMUOK
 
Plan de carrera dentro de una empresa
Plan de carrera dentro de una empresaPlan de carrera dentro de una empresa
Plan de carrera dentro de una empresa
Jorge Jeovany Noria Monterrosas
 
Lightening Fast Big Data Analytics using Apache Spark
Lightening Fast Big Data Analytics using Apache SparkLightening Fast Big Data Analytics using Apache Spark
Lightening Fast Big Data Analytics using Apache Spark
Manish Gupta
 
MLaaS - Machine Learning as a Service
MLaaS - Machine Learning as a ServiceMLaaS - Machine Learning as a Service
MLaaS - Machine Learning as a Service
Karl Seiler
 
Intro to Big Data Analytics using Apache Spark and Apache Zeppelin
Intro to Big Data Analytics using Apache Spark and Apache ZeppelinIntro to Big Data Analytics using Apache Spark and Apache Zeppelin
Intro to Big Data Analytics using Apache Spark and Apache Zeppelin
Alex Zeltov
 
AI Deep Learning - CF Machine Learning
AI Deep Learning - CF Machine LearningAI Deep Learning - CF Machine Learning
AI Deep Learning - CF Machine Learning
Karl Seiler
 
Deep learning and Apache Spark
Deep learning and Apache SparkDeep learning and Apache Spark
Deep learning and Apache Spark
QuantUniversity
 
Liquid & Linked marketing
Liquid & Linked marketingLiquid & Linked marketing
Liquid & Linked marketing
McKinsey on Marketing & Sales
 
Big Data and Advanced Analytics
Big Data and Advanced AnalyticsBig Data and Advanced Analytics
Big Data and Advanced Analytics
McKinsey on Marketing & Sales
 
Introduction to Apache Spark
Introduction to Apache SparkIntroduction to Apache Spark
Introduction to Apache Spark
Rahul Jain
 

Viewers also liked (11)

Polymorphic publishing john barnes - what to build now
Polymorphic publishing   john barnes - what to build nowPolymorphic publishing   john barnes - what to build now
Polymorphic publishing john barnes - what to build now
 
Mobile Data Analytics
Mobile Data AnalyticsMobile Data Analytics
Mobile Data Analytics
 
Plan de carrera dentro de una empresa
Plan de carrera dentro de una empresaPlan de carrera dentro de una empresa
Plan de carrera dentro de una empresa
 
Lightening Fast Big Data Analytics using Apache Spark
Lightening Fast Big Data Analytics using Apache SparkLightening Fast Big Data Analytics using Apache Spark
Lightening Fast Big Data Analytics using Apache Spark
 
MLaaS - Machine Learning as a Service
MLaaS - Machine Learning as a ServiceMLaaS - Machine Learning as a Service
MLaaS - Machine Learning as a Service
 
Intro to Big Data Analytics using Apache Spark and Apache Zeppelin
Intro to Big Data Analytics using Apache Spark and Apache ZeppelinIntro to Big Data Analytics using Apache Spark and Apache Zeppelin
Intro to Big Data Analytics using Apache Spark and Apache Zeppelin
 
AI Deep Learning - CF Machine Learning
AI Deep Learning - CF Machine LearningAI Deep Learning - CF Machine Learning
AI Deep Learning - CF Machine Learning
 
Deep learning and Apache Spark
Deep learning and Apache SparkDeep learning and Apache Spark
Deep learning and Apache Spark
 
Liquid & Linked marketing
Liquid & Linked marketingLiquid & Linked marketing
Liquid & Linked marketing
 
Big Data and Advanced Analytics
Big Data and Advanced AnalyticsBig Data and Advanced Analytics
Big Data and Advanced Analytics
 
Introduction to Apache Spark
Introduction to Apache SparkIntroduction to Apache Spark
Introduction to Apache Spark
 

Similar to Big Data and Mobile Analytics - MMA SF Jan13

How to Leverage Big Data in the Mobile World
How to Leverage Big Data in the Mobile WorldHow to Leverage Big Data in the Mobile World
How to Leverage Big Data in the Mobile World
Vivastream
 
unlocking-the-potential-harnessing-business-intelligence-in-mobile.pptx
unlocking-the-potential-harnessing-business-intelligence-in-mobile.pptxunlocking-the-potential-harnessing-business-intelligence-in-mobile.pptx
unlocking-the-potential-harnessing-business-intelligence-in-mobile.pptx
DishuSingh8
 
Guide to mobile engagement
Guide to mobile engagementGuide to mobile engagement
Guide to mobile engagement
Sueli Dey
 
2012 mobile-marketing-bmr-excerpt-launch-special-save-100
2012 mobile-marketing-bmr-excerpt-launch-special-save-1002012 mobile-marketing-bmr-excerpt-launch-special-save-100
2012 mobile-marketing-bmr-excerpt-launch-special-save-100
Aleš Kubica
 
The Mobile Marketing Maturation Curve
The Mobile Marketing Maturation CurveThe Mobile Marketing Maturation Curve
The Mobile Marketing Maturation Curve
InMobi
 
So, Mobile is Big. Now What?
So, Mobile is Big. Now What?So, Mobile is Big. Now What?
So, Mobile is Big. Now What?
BMA Carolinas
 
Mobile Marketing Solution Study
Mobile Marketing Solution StudyMobile Marketing Solution Study
Mobile Marketing Solution Study
Demand Metric
 
Enterprise Mobility - Whitepaper
Enterprise Mobility - WhitepaperEnterprise Mobility - Whitepaper
Enterprise Mobility - Whitepaper
NIIT Technologies
 
Mobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - AarhusMobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - Aarhus
The Judge Group
 
18 misconceptions in Enterprise Mobility
18 misconceptions in Enterprise Mobility18 misconceptions in Enterprise Mobility
18 misconceptions in Enterprise Mobility
CloudPact
 
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)
TkXel
 
Enabling your Enterprise Mobility to tap New Growth Opportunities
Enabling your Enterprise Mobility to tap New Growth OpportunitiesEnabling your Enterprise Mobility to tap New Growth Opportunities
Enabling your Enterprise Mobility to tap New Growth Opportunities
NIIT Technologies
 
Defining%20Innovative%20Mobile%20Strategies-4.compressed
Defining%20Innovative%20Mobile%20Strategies-4.compressedDefining%20Innovative%20Mobile%20Strategies-4.compressed
Defining%20Innovative%20Mobile%20Strategies-4.compressed
Stephen Wood
 
AdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile World
Araceli Castelló
 
Build a successful enterprise mobility strategy
Build a successful enterprise mobility strategyBuild a successful enterprise mobility strategy
Build a successful enterprise mobility strategy
Vidhya Management Services Pvt. Ltd.
 
Build a successful enterprise mobility strategy
Build a successful enterprise mobility strategyBuild a successful enterprise mobility strategy
Build a successful enterprise mobility strategy
Ajit Gokhale
 
Momo singapore 18 feb 2013
Momo singapore 18 feb 2013Momo singapore 18 feb 2013
Momo singapore 18 feb 2013
Compuware ASEAN
 
Leveraging B2B mobile apps
Leveraging B2B mobile appsLeveraging B2B mobile apps
Leveraging B2B mobile apps
BGGMobile.com
 
Mobile marketing
Mobile marketing Mobile marketing
Mobile marketing
Quoc Danh Bui
 
Best 10 Informative Questions To Create An Effective Mobile App.pptx.pdf
Best 10 Informative Questions To Create An Effective Mobile App.pptx.pdfBest 10 Informative Questions To Create An Effective Mobile App.pptx.pdf
Best 10 Informative Questions To Create An Effective Mobile App.pptx.pdf
Expert App Devs
 

Similar to Big Data and Mobile Analytics - MMA SF Jan13 (20)

How to Leverage Big Data in the Mobile World
How to Leverage Big Data in the Mobile WorldHow to Leverage Big Data in the Mobile World
How to Leverage Big Data in the Mobile World
 
unlocking-the-potential-harnessing-business-intelligence-in-mobile.pptx
unlocking-the-potential-harnessing-business-intelligence-in-mobile.pptxunlocking-the-potential-harnessing-business-intelligence-in-mobile.pptx
unlocking-the-potential-harnessing-business-intelligence-in-mobile.pptx
 
Guide to mobile engagement
Guide to mobile engagementGuide to mobile engagement
Guide to mobile engagement
 
2012 mobile-marketing-bmr-excerpt-launch-special-save-100
2012 mobile-marketing-bmr-excerpt-launch-special-save-1002012 mobile-marketing-bmr-excerpt-launch-special-save-100
2012 mobile-marketing-bmr-excerpt-launch-special-save-100
 
The Mobile Marketing Maturation Curve
The Mobile Marketing Maturation CurveThe Mobile Marketing Maturation Curve
The Mobile Marketing Maturation Curve
 
So, Mobile is Big. Now What?
So, Mobile is Big. Now What?So, Mobile is Big. Now What?
So, Mobile is Big. Now What?
 
Mobile Marketing Solution Study
Mobile Marketing Solution StudyMobile Marketing Solution Study
Mobile Marketing Solution Study
 
Enterprise Mobility - Whitepaper
Enterprise Mobility - WhitepaperEnterprise Mobility - Whitepaper
Enterprise Mobility - Whitepaper
 
Mobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - AarhusMobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - Aarhus
 
18 misconceptions in Enterprise Mobility
18 misconceptions in Enterprise Mobility18 misconceptions in Enterprise Mobility
18 misconceptions in Enterprise Mobility
 
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)
Enterprise Mobility - Strong Mobile Strategy (7 steps to get you started)
 
Enabling your Enterprise Mobility to tap New Growth Opportunities
Enabling your Enterprise Mobility to tap New Growth OpportunitiesEnabling your Enterprise Mobility to tap New Growth Opportunities
Enabling your Enterprise Mobility to tap New Growth Opportunities
 
Defining%20Innovative%20Mobile%20Strategies-4.compressed
Defining%20Innovative%20Mobile%20Strategies-4.compressedDefining%20Innovative%20Mobile%20Strategies-4.compressed
Defining%20Innovative%20Mobile%20Strategies-4.compressed
 
AdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile World
 
Build a successful enterprise mobility strategy
Build a successful enterprise mobility strategyBuild a successful enterprise mobility strategy
Build a successful enterprise mobility strategy
 
Build a successful enterprise mobility strategy
Build a successful enterprise mobility strategyBuild a successful enterprise mobility strategy
Build a successful enterprise mobility strategy
 
Momo singapore 18 feb 2013
Momo singapore 18 feb 2013Momo singapore 18 feb 2013
Momo singapore 18 feb 2013
 
Leveraging B2B mobile apps
Leveraging B2B mobile appsLeveraging B2B mobile apps
Leveraging B2B mobile apps
 
Mobile marketing
Mobile marketing Mobile marketing
Mobile marketing
 
Best 10 Informative Questions To Create An Effective Mobile App.pptx.pdf
Best 10 Informative Questions To Create An Effective Mobile App.pptx.pdfBest 10 Informative Questions To Create An Effective Mobile App.pptx.pdf
Best 10 Informative Questions To Create An Effective Mobile App.pptx.pdf
 

Recently uploaded

欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
obriengroupinc04
 
Efficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web ApplicationsEfficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web Applications
Harwinder Singh
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
katiejasper96
 
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdfThe Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
thesiliconleaders
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
pavelborek
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium PresentationKirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
BBPMedia1
 
CULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for dukeCULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for duke
ZevinAttisha
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
ISONIKELtd
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
msthrill
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
JoeYangGreatMachiner
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...
Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...
Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...
dpbossdpboss69
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 

Recently uploaded (20)

欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
 
Efficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web ApplicationsEfficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web Applications
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
 
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdfThe Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium PresentationKirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
 
CULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for dukeCULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for duke
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...
Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...
Call 8867766396 Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian M...
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 

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 Mobile Marketing Association 19
  • 20. What we’ll cover today Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics Marketing Mobile Marketing Association 20
  • 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) Mobile Marketing Association 21
  • 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 Mobile Marketing Association 22
  • 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: Mobile Marketing Association 23
  • 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) Mobile Marketing Association 24
  • 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 Mobile Marketing Association 25
  • 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) Mobile Marketing Association 26
  • 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) Mobile Marketing Association 27
  • 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. Mobile Marketing Association 28
  • 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. Mobile Marketing Association 29
  • 30. Let’s Review Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics Marketing Mobile Marketing Association 30
  • 31. Or if you prefer Haiku… hear mobile marketing sing a big data song CMOs will weep with joy Mobile Marketing Association 31
  • 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 Mobile Marketing Association 32
  • 33. JENNIFER VEESENMEYER Vice President, Digital Analytics Practice 443.542.4611 612.356.4191 (cell) @ @jenveese jveesenmeyer@merkleinc.com Mobile Marketing Association 33