leveraging analytics to improve your mobile strategy
DESCRIPTION
Customer behavior is undergoing a dramatic shift due to mobile technology. The phone is often the last thing people check at night and the first thing they check in the morning. It's not a stretch to believe that a nomadic Masai warrior roaming the plains of Africa today and armed with a smart phone has more access to information than a US President did just 15 years ago. These evolving realities are placing pressure on marketers to evolve their marketing and customer engagement strategies. Join us as we explore immediate and long term mobile trends, the critical role of analytics in sensing and responding to customers, and the important questions senior marketers should be asking now. KEY TAKEAWAYS: - Consider the ways that customer behaviors are changing due to mobile technologies. - Know the most important questions to ask in developing a mobile strategy that integrates into a cohesive overall marketing plan. - Understand the important role that analytics plays in planning and executing an integrated marketing plan that includes mobile.TRANSCRIPT
Leveraging Analytics to Improve your !Mobile Strategy Brian Vellmure innovantage
http://www.brianvellmure.com @BrianVellmure
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Digitization of Everything
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Nest
Sonos
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Starbucks and Nike are now software companies
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
A Glance at the Future
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Mobile
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Tablet growth increased 2.2 fold to 92 million in 2013
Global mobile traffic grew
81% in 2013
4G connections are only 2.9% of mobile connections,
but generate 30% of mobile data traffic
Mobile data traffic for tablets more than
double that of smartphones in 2013
Virtually everything a company does will be mobilized over the next 2-3 years.
40% of employees rely on mobile devices to perform
their work
37% for more than 60 minutes / day
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Mobile devices are increasingly the primary gateway to human communication (and commerce, and sharing)
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Mobile devices are human sensors
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Gartner Forecasts:
$18 Billion in
2014
$42 Billion by 2017
Changes in !Human Behavior
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
No-Mo-Pho-bia
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Customers use their
mobile device throughout the
buying process
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
61% of users said that if they didn’t find what they were looking for
right away, they went to another site
50% of people said that even if they like a
business…
They will use them less often if the website isn’t mobile friendly
Not about mobile !– this is about people
@BrianVellmure http://www.brianvellmure.com
Help me accomplish�
what I’m trying to do �
Help me feel good�
Help me accomplish�
what I’m trying to do �
Help me feel good�
@BrianVellmure http://www.brianvellmure.com
Help me accomplish�
what I’m trying to d�
Limitations of Mobile
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Privacy/Security Issues
Mobile is just one step in digital / overall customer lifecycle & experience
Internal Capabilities Gaps
Relatively new form factor Consumer resistance
Lack of tech standards
Rapidly evolving usage and expectations
Opportunities with !Mobile Analytics
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
"Before, even if we had the ability to get the cost of the sensor down, we wouldn't have been able to transport, store and analyze the data. Now, with the evolution of tools for managing and analyzing big data, we have both.” – Vince Campisi, CIO, GE Global Software Center
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Mobile leaders display high core competency in leveraging cloud and analytics to make sense of
structured and unstructured data
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Simultaneous convergence of explosive factors resulting in unprecedented opportunities
Mobile Cheap Storage
Computing Power
Cloud Social
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
New models REQUIRE a merging of:
Creativity Imagination Storytelling
Quantitative Empirical Rigorous
Possibilities on both sides are exploding
+
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
NFL
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Mobile: We’re still in infancy
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
Key Questions
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
1. Who are our customers? 2. What are they trying to accomplish? How can mobile help us answer these questions in new ways? - Accelerometer - Geolocation - Engagement analytics - Behavioral analytics
IDENTIFY (FUNDAMENTALS FIRST)
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
3. How well do we understand our customer touch points, mobile just being one of them? Caveat: Journeys may be all over the place, but you will likely find a few central hubs that prospects visit along their path to purchase
FOCUS ON ENTIRE CUSTOMER JOURNEY & EXPERIENCE
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
4. What part does mobile play in our customer’s interaction and experience with us? 5. How do we expect it to change/evolve over the next 12-18 months?
MOBILE’S ROLE
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
6. How is the general population leveraging mobile to achieve what they’re trying to accomplish? (products, services, information, and people) (Same question for those in your network)
OBSERVE THE MACRO
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
7. How can WE leverage mobile to learn more about our customers?
8. How can WE leverage mobile to learn more about what they are they trying to accomplish? 9. How can WE leverage mobile to provide greater value in context of their journey?
IDEATE / BRAINSTORM
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
10. How can we leverage mobile to reduce steps / reduce friction to allow customers to achieve goals – faster/cheaper? Speed is key. 11. What additional utility can we offer them (consider information exchange in addition to revenue)?
FOCUS ON VALUE
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
12. Is it possible to begin to predict what our customers/prospects will want next (and offer it to them)?
PREDICT AND OPTIMIZE
Brian Vellmure @BrianVellmure http://www.brianvellmure.com
This is a journey. Take the next step.
Best wishes on your journey
Thank you. Let’s Discuss. Brian Vellmure innovantage
http://www.brianvellmure.com @BrianVellmure