leveraging analytics to improve your mobile strategy

Leveraging Analytics to Improve your !Mobile Strategy Brian Vellmure innovantage

http://www.brianvellmure.com @BrianVellmure

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

Digitization of Everything

Starbucks and Nike are now software companies

A Glance at the Future

Mobile

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

Mobile devices are increasingly the primary gateway to human communication (and commerce, and sharing)

Mobile devices are human sensors

Gartner Forecasts:

$18 Billion in

$42 Billion by 2017

Changes in !Human Behavior

No-Mo-Pho-bia

Customers use their

mobile device throughout the

buying process

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�

what I’m trying to do �

Help me feel good�

@BrianVellmure http://www.brianvellmure.com

what I’m trying to d�

Limitations of Mobile

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

"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

Mobile leaders display high core competency in leveraging cloud and analytics to make sense of

structured and unstructured data

Simultaneous convergence of explosive factors resulting in unprecedented opportunities

Mobile Cheap Storage

Computing Power

Cloud Social

New models REQUIRE a merging of:

Creativity Imagination Storytelling

Quantitative Empirical Rigorous

Possibilities on both sides are exploding

Mobile: We’re still in infancy

Key Questions

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)

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

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

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

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

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

12. Is it possible to begin to predict what our customers/prospects will want next (and offer it to them)?

PREDICT AND OPTIMIZE

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

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