Admonsters OPS Mobile Keynote Presentation
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The pipes of the mobile ad industry aren’t broken — they are in the process of being built. At this stage in the evolution of mobile, knowing what you don’t know is just as valuable as what you do know. While there are significant challenges in mobile ad:tech, none appear insurmountable. In fact, savvy agencies and brands are more excited by the potential for mobile measurement than concerned about current limitations. This session discussed how agencies and marketers are proactively addressing issues, what unique long-term measurement opportunities have been prioritized and why storytelling about mobile ad operations will be crucial to the mobile's industry's future growth.
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Admonsters OPS Mobile Keynote Presentation
- 1. How The Success Of Mobile Will Be Measured 1 © 2011 Razorfish. All Rights Reserved.
- 2. My background for context
- 3. Questions before we begin
- 4. WE ARE AT AN INFLECTION POINT
- 5. No Measurement Engagement Targeting Transactions Advocacy PAGE 5
- 9. Too risky
- 11. Self-inflicted
- 12. No storytellers
- 13. Story Vacuum
- 14. IT IS HARD, Wrong story AND HARD IS GOOD
- 16. "If you don't like what's being said, change the conversation.” Don Draper, Mad Men Our worst fears lie in anticipation 16
- 17. "Our worst fears lie in anticipation ” Don Draper, Mad Men
- 18. Picture goes here Reframe the issues 18
- 19. Compare apples to apples
- 20. “When a man walks into a room, he brings his whole life with him. If you listen, he'll tell you how he got there.”
- 21. "You are the product. You feeling something. That's what sells."
- 22. ”This device isn't a spaceship. It's a time machine. It goes backwards, forwards. It takes us to a place where we ache to go again. It's not called the Wheel. It's called a Carousel. It lets us travel the way a child travels. Around and around, and back home again... to a place where we know we are loved.” Don Draper, Mad Men
- 24. Despite tech talent shortage
- 25. Expertise investment must expand in scope and size
- 26. 26 © 2011 Razorfish. All Rights Reserved.
- 27. Beyond the cookie within site
- 28. Mobile transforming World Wide Web into Web that is World Wide Wave is the new click
- 29. IN THE WWW OF PEOPLE, Emerging human behaviors
- 30. Not only leverage value proposition “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
- 31. But also the value exchange CONSUMERS VALUES ONE THING THE MOST…
- 32. New opportunities are already emerging 32
- 33. Only scratched surface of contextual relevance
- 34. An investment in organizational vision
- 36. ROI supports needed investment CACHING AUTHENTICATION / AUTHORIZATION / SSO PRESENTATION LAYER DEVELOPMENT & ROLLOUT TOOLS JAVASCRIPT FLASH SILVERLIGHT MOBILE WEB TELEPHONY ECOMMERCE COMMON TOOLS CONTENT WEB ANALYTICS MANAGEMENT CATALOG MERCHANDISING MANAGEMENT ALERTS PERSONALIZATION OFFER MANAGEMENT CUSTOMER SUPPORT SEARCH EMAIL SERVICES LAYER Orchestration Transformation Instrumentation Aggregation Caching LEGACY AND THIRD PARTY SYSTEMS FULFILLMENT ACCOUNTING CRM / BILLING SYSTEMS CAMPAIGN MGMT ENGINES PACKAGES SEGMENTATION 36
- 37. Across Platforms + People + Processes OFFLINE IN DISCOVERY / ANALYTICS GAP ANALYSIS .COM SEARCH DISPLAY SOCIAL MOBILE APPS eMAIL MEDIA STORE TAGGING SOLUTION DESIGN MEASUREMENT STRATEGY KPI DEFINITION DATA INTEGRATION & AGGREGATION Unique Reporting Customer Media View Analytics Targeting 37
- 38. Payoff is vision we have had for years Bridging the measurement Leverage mobile data to gap between in-store, online, inform optimization efforts mobile web to understand across channels and influence behaviors App tagging versus multiple Apply new technologies such web cookies to drive fullest as fingerprinting and UDID consumer profile hashing Optimizing across fragmented Access our deep partnerships ad serving market to ensure with market leading mobile efficient buying media players 38
- 39. Our vision is just the beginning
Hinweis der Redaktion
- For asserting your control and accountability—well, good news is, you’re already accountable. Leads, market share — you’re already responsible for outcome, and those outcomes are dependent upon your marketing technology capabilities. The CEO already thinks that digital marketing means marketing is now fully accountable for its performance and ROI.
- This marketing technology branch doesn’t have to implement everything. It will do some—how much depending on the situation. But it will also work with IT, the product team, outside agencies, technology vendors, contractors. The key is for marketing to have “positive control” over these initiatives, not just at a high conceptual level, but at a technology implementation level. Because, as we’ve seen, those implementation decisions do not reside in a vacuum.
- And that’s how we must embrace technology, as one of the fundamental building blocks of marketing’s new DNA. It must become part of the culture. Let’s talk about some of the benefits of doing that.
- Now, I want to be clear—I am not advocating for another layer of management, I believe we’re increasingly in a flat-organization world. And I’m certainly not advocating for new C-level position—the CMO is the right person to be the unequivocal leader of all marketing.
- And that’s really what a marketing CTO needs to do: manage the landscape a company’s marketing technology at both the 50,000 foot level and the 5-foot level, balance the big picture with the devil in the details.
- Ultimately, the goal of the marketing CTO is to enable the CMO to wield technology as a strategic marketing capability. Analogous to relationship between a less-technical CIO and his or her CTO, or between a product CTO and the CEO. If the chemistry is right, this is a powerhouse combination.