A ce titre les terminaux mobiles disposent de nombreux équipements permettant l'identification de la situation géographique. Pour mieux comprendre comment capitaliser sur ces points de contacts contextuels et profiter des meilleures transformations possibles, je vous propose d’étudier le guide de La Mobile Marketing Association publié en octobre 2013, intitulé « LOCATION TERMINOLOGY GUIDE – THE LANGUAGE OF LOCATION ». Découvrez mon billet dédié sur mon blog http://marketing-webmobile.fr

1. Location Terminology Guide: The Language of Location
October 15, 2013
MMA Webinar Series

2. Today’s Speakers
Monica Ho
Vice President, Marketing
xAd
monica.ho@xad.com
Jake Moskowitz
VP Innovation
Nielsen
jake.moskowitz@nielsen.com
Moderator
Guy Clayton
Director of Marketing
Mobile Marketing Association
guy.clayton@mmaglobal.com

3. Location Committee – Mission
• The
mission
of
a
MMA
North
America
Loca3on
Commi5ee
is
to
help
educate
the
market
on
the
growing
opportunity
that
exists
in
loca3on
based
mobile
services,
including
but
not
limited
to
targeted
mobile
ads
–
while
elimina3ng
the
confusion
that
already
exists
in
the
marketplace
today.
• As
a
result,
the
commi5ee
will
focus
on:
– Evangelizing
the
mobile-­‐loca3on
opportunity
in
general
– Iden3fy
and
promote
best
prac3ces
– Help
establish
industry
guidelines

4. Location Committee Participation To Date
• Already
at
nearly
40
members
represented
by
the
following
companies:

5. Today’s Agenda
• Introduc-on
to
the
guide
• Breaking
it
all
down:
– Loca3on
Data
Signals
– Loca3on
Targe3ng
Strategies
– Loca3on
Measurement
Metrics
– Glossary
of
Terms
• Ge7ng
Involved
• What’s
Next?

6. Poll question #1
How much exposure have you had to the Guide?
a) This is the first I’ve heard of it
b) I’ve heard of it but not downloaded it yet
c) I’ve downloaded it but not read it yet
d) I’ve read it but not passed it on to others
e) I’ve read it and passed it on to others

7. Poll question #2
What’s your role in the industry?
a) Media Agency
b) Brand Marketer
c) Media Platform/ Company/ Publisher (Network,
Technology, Data company etc)
d) Association / Research Company
e) Other

8. QA
Don’t forget to Tweet about this session using
hashtag: #MMAWeb

9. Location Terminology Guide:
The Language of Location
www.mmaglobal.com/location-terminology-guide

10. Terminology Guide – GO’s
• Provide
an
easy
to
use
industry
tool
for
any
en3ty
looking
to
use
mobile
loca3on
data
to
power
their
business
• Goals
–
– To
create
consistency
in
the
language
we
use
when
speaking
about
the
mobile-­‐loca3on
opportunity
– Help
build
marketer
understanding
and
confidence
in
these
new
offerings
and
techniques
so
they
feel
comfortable
inves3ng
in
a
growing
new
category
of
mobile
products
and
services

11. Terminology Guide – Breaking It All Down
• Released
in
late
September
2013
– 24
page
guide
– Nearly
100
different
terms
defined
– 4
main
sec3ons

12. SECTION 1
LOCATION DATA SIGNALS

13. LOCATION DATA SIGNALS
• Defined
8
different
data
/
signals
• Accuracy
vs.
Scale
• Marke3ng
Pro’s
and
Con’s

15. SECTION 2
LOCATION TARGETING
STRATEGIES

16. LOCATION TARGETING STRATEGIES
• 8
Strategies
Defined
• Clear
defini3on
of
the
concept
• Marke3ng
Pro’s
and
Con’s

17. SECTION 3
LOCATION MEASUREMENT
METRICS

18. LOCATION MEASUREMENT METRICS
• 12
Metrics
Defined
• Clear
defini3on
• Categorized
based
on
where
in
the
purchase
path
the
metric
would
most
likely
be
taking
place:
Awareness,
Intent
and
Purchase

19. SECTION 4
GLOSSARY OF TERMS

20. GLOSSARY OF TERMS

21. GETTING INVOLVED
• Space
is
dynamic
and
constantly
growing
and
evolving
• We
cannot
possibly
represent
all
areas
/
views
• Meant
to
be
a
“working
guide”

22. GETTING INVOLVED
• Space
is
dynamic
and
constantly
growing
and
evolving
• We
cannot
possibly
represent
all
areas
/
views
• Meant
to
be
a
“working
guide”
As a result….
We made the guide fully editable via a
public Google doc

24. Poll question #3
How helpful do you find the guide?
a) I had no experience in location and this was a
great first intro
b) I had some experience and this helped fill in some
gaps
c) I knew all this and it was only review
d) I felt the content was incomplete and want to get
engaged with the Wiki
e) Not applicable or other

25. What’s Next?
• Look
out
for
future
public
edi3ons
of
the
guide

26. What’s Next?
• Look
out
for
future
public
edi3ons
of
the
guide
• Coming
Soon
–
Loca3on
Based
Research
Study

27. What’s Next?
• Look
out
for
future
public
edi3ons
of
the
guide
• Coming
Soon
–
Loca3on
Based
Research
Study
• The
Newest
Commi5ee
Working
Groups:
1.
2.
3.
4.
In-­‐Store
Marke3ng
Privacy
Adver3sing
Audiences

28. QA
Monica Ho
Vice President, Marketing
xAd
monica.ho@xad.com
Moderator
Jake Moskowitz
VP Innovation
Nielsen
jake.moskowitz@nielsen.com
Guy Clayton
Director of Marketing
Mobile Marketing Association
guy.clayton@mmaglobal.com

29. Upcoming Events Programs
Visit www.mmaglobal.com/events for more details on future events and webinars
Planning for 2014, contact the MMA at northamerica@mmagobal.com to get involved
•
NY Forum – April
•
Cannes Lions – June
•
CEO/CMO Summit - July
•
SM2 - during Advertising Week - Sept/Oct
•
SM2 China - March
•
APAC Forums - Singapore, Beijing, India, Vietnam - June-Oct
•
EMEA Forum - London TBD
•
LATAM Forum - Brazil - July/Aug

30. Thank You
ADDITIONAL RESOURCES
• Location Terminology Guide:
http://www.mmaglobal.com/location-terminology-guide
• Committees at Work: A digest of the latest releases and outputs from all MMA
Committees. http://www.mmaglobal.com/member-center/committees/news
• Membership: If you are interested in becoming a member of the MMA and
joining the Location Committee and/ or one of the other many active
committees we run, please email john.grifferty@mmaglobal.com
Sign up for the MMA
SmartBrief:
www.smartbrief.com/mma
Search for partners or get listed at the
Mobile Marketing Industry Directory:
www.mobilemarketingindustrydirectory.com