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.

1. Leveraging Analytics to
Improve your !
Mobile Strategy
Brian Vellmure
innovantage
http://www.brianvellmure.com
@BrianVellmure

2. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

3. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

4. Digitization of Everything

5. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

6. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Nest
Sonos

7. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

8. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Starbucks and Nike are now software companies

9. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

10. A Glance at the Future

11. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

12. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

13. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

14. Mobile

15. 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

16. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Mobile devices are increasingly the primary gateway to
human communication (and commerce, and sharing)

17. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Mobile devices are human sensors

18. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

19. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

20. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Gartner
Forecasts:
$18 Billion in
2014
$42 Billion by
2017

21. Changes in !
Human Behavior

22. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

23. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

26. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
No-Mo-Pho-bia

27. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

28. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Customers
use their
mobile device
throughout the
buying
process

29. 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

30. Not about mobile !
– this is about people

31. @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

32. @BrianVellmure http://www.brianvellmure.com
Help me
accomplish
what I’m trying
to d

33. Limitations of Mobile

34. 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

35. Opportunities with !
Mobile Analytics

36. 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

37. 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

38. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
Simultaneous convergence of explosive factors resulting in
unprecedented opportunities
Mobile
Cheap
Storage
Computing
Power
Cloud
Social

39. 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
+

40. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
NFL

41. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

42. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

43. Mobile: We’re still in infancy

44. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

45. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

46. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com

47. Key Questions

48. 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)

49. 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

50. 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

51. 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

52. 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

53. 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

54. 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

55. Brian Vellmure
@BrianVellmure
http://www.brianvellmure.com
This is a journey. Take the next step.
Best wishes
on your
journey

56. Thank you. Let s Discuss.
Brian Vellmure
innovantage
http://www.brianvellmure.com
@BrianVellmure