Mobile Apps Unlocked Vegas 2016 Wednesday, May 5 Main Stage — 10:10am - 10:30am Customer data is powering the rapid growth of the app economy, and powering customer data are at least 100 companies that help app developers, marketers, and publishers make data-driven decisions and drive actions from them. Learn the typical “maturation model” through which businesses typically adapt these app services, the three most common data strategies employed when doing so and how to select the right approach and data strategy for your organization. Michael Katz, CEO / Co-Founder @ mParticle

1. What Makes a Winning
Mobile Data Strategy

2. Apps Are Different
P U R E M O B I L E W E B S I T E P U R E M O B I L E A P P
Accessed after installed
Interactive User Interface
Available Offline
Can make use of phone
features such as location
services, camera, etc.
Accessed through browsing
Static, navigational user interface
Requires connection
Somewhat limited features

3. The Data is Different Too

4. The Difference Means Everything
80%
of the Value
20%
of the Difference (vs. Web)

5. Periodic Table of App Data SDK’s

6. Periodic Table of App Data SDK’s
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7. The problem with a one-off, tools-centric approach
Engineering
Messy code, wasted cycles
Marketing
$$ Lost to customer churn
Analytics
No source of truth, trapped data
C-Suite
Compliance problems,
execution risk

8. Creating a Mobile Data Strategy
Define your
business
objectives
Account for native
mobile data
Create your activation
wish listOptimize your naming
conventions
Map your hierarchy
of user identities
Ensure user
privacy is
respected
Align your tech
strategy
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9. Drive Growth & Move Faster
• Minimize SDK’s in app
• Easily toggle on & off third-party
app services
• Control over what data is sent where
• Free up engineers for core projects
• Real-time data streaming
DATA
WAREHOUSE
DATA
LAYER SAAS
APP
SDK

10. Important considerations
How do you automate data flow to external vendors and internal platforms?
How do you maintain data ownership and protect against vendor lock in?
How do you minimize app bloat, and “tax” to the consumer?
How can you control for user privacy and security?
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How do you create alignment between growth initiatives & engineering resources?

11. Trusted by the best apps

12. Thank you!
GET IN TOUCH!
NYC
257 Park Avenue South
11th Floor
New York, NY 10010
SF
604 Mission Street
10th Floor
San Francisco, CA 94105
Michael Katz
CEO & Co-Founder