WebCongress Bogotá 2013 / Cindy Krum- Mobile Moxie

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Transcript of WebCongress Bogotá 2013 / Cindy Krum- Mobile Moxie

The Future of Mobile

El Futuro del Mobilepor: Cindy Krum, MobileMoxieWebCongress Bogot, 2013

Experiencia

Qu es Mobile?

Dime AlgoQue Yo No Sepa!No es slo Mobile

That is the symbol for everything because it is about getting everything right and having everything work together. Mobility is about interconnectedness, and when you are interconnecting as a marketer, your message needs to be seamless, and consistent. The symbol is continuous, connected and balanced. (Borrowed from the New Frontier Church Network).

What is important about Everything is embracing the knowledge you have access to, and using it to fine-tune your marketing message to the customer; treating your business like a service, regardless of what you actually sell; being an active part of the decision making process. As a marketer, the service you provide the customer is keeping the flow going from device to device, and situation to situation. Understanding & anticipating the ongoing needs of the customer

EX: Correlating website or app traffic with TV ad campaign data to understand what devices your target market uses when they are watching TV or what channels they are mostly watching.

EX: Enabling in-store customers to find the right aisle with mobile store maps (Grocery Stores or Hardware Stores)

EX: Suggesting component parts or accessories when a shopper who completed a purchase online enters a store (Best Buy or Macys)7Internet de las Cosas

This starts with the world as the index of information that can be put online. It goes on to allow us data about anything that can be put online, and allowing those things to seamlessly share information until things operate on knowledge they are given without much human intervention at all.

Mobile is a big part of this because mobile phones are very simple senders and receivers of data. With very effort and surprisingly low cost, many other things can use wireless internet be senders and receivers of data (thus becoming, in one way or another, mobile devices). 8Internet de las Cosas

9BIG Data para MarketingBig Data is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications.

Deep CRM for Micro-TargetingActive Social Participation & Data MiningRules-Based Marketing OptimizationPredictive Analysis & Algorithm Development

Customer engagement. Big data can deliver insight into not just who your customers are, but where they are, what they want, how they want to be contacted and when.

Customer retention and loyalty. Big data can help you discover what influences customer loyalty and what keeps them coming back again and again.

Marketing optimization/performance. With big data, you can determine the optimal marketing spend across multiple channels, as well as continuously optimize marketing programs through testing, measurement and analysis.

10Datos = Plata $

Data will have monetize-able value in the company market value assessment (New Asset Class)ReuseMerging2frs

Reuse Like using Googles search queries to find patterns in the spread of the flue. Or mobile phone operators Telefonica selling aggregated call info to local retailers. Great for any type of business with lots of data that they are not using, or that is offline. Often the data can be aggregated to show different types of value.

Merging Combining one data set with another sometimes very different data, like carrier data and health records in Denmark, to see if cellphone use caused cancer. Or Zillow using MLS records & location information to show visual representations of home prices. In some cases, even old data can be used here.

2frs Where a single data set can be collected in a certain way that allows it to be re-used in very specific ways. Like SWIFT online bank transfers using aggregated data to describe regular changes about companies GDP. Knowing where shoppers congregate in a store to help deploy staff in the short term & optimize store layout in the longrun.

11EjemplosFitness Wearables

In-Store Sales

EjemplosConstruccin / Seguridad VialCity Signage

El Problema es el AccesoWho Has the Data?Social NetworksSearch EnginesCellphone CompaniesISPsGovernmentsCredit card companiesIntermediarieslike Experion & Quantcast

In some countries, these companies are already selling/lisencing the data. In other countries, it is just being hacked.

Data Scientists have begun selling/consulting for access to big data14Dnde Encontrar Datos GratisPaises/GobiernosWorld Bank 100s of social & economic indicatorsUS- Obamas Federal Memorandum www.Data.gov 450,000 across 172 federal agenciesUK Open Data Institute (Co-directed by Tim Berners-Lee)EU Open Data InitiativesAustralia, Kenya, Brazil, Chili All have Open Data strategies

Grupos PrivadosCode for America (US)National Weather Service (US)The Sunlight Foundation (US)The Open Knowledge Foundation (UK)

Collect the Data You Can & Buy the RestWhen the stat gathers data, it does so on behalf of their citizens, so it should make the data it gathers an anonomized resource.15Otros Recursos de DatosImport.io - Let people sell the data they have like eBay for DataFactual - Compiles DataSetsWindows Azure - Curated Data Sets Ready for Excel ImportDataMarket (Data Auctions From Iceland)Free Data Sets from UN, WorldBank, EuroStatResells Data from Market Research FirmsAPIogee makes your data available in an API

Nuevas PrioridadesJoining Off-Line & On-LineSeamless Cross-Device Integration of ServicesCollecting all the Data You Can, Even if You Dont have a Plan for it YetThinking Ways to Use On-Demand & Instant Gratification Data

Loyalty = Airline Models, Amazon Prime, Instacart ExpressBrand Building = Value Building. Solve a Problem. 17Cindy KrumCEO & FounderCindy@MobileMoxie.comIM/Skype/Twitter: Suzzicks720-231-7277

www.MobileMoxie.comEscanea para obtener una Tarjeta de Presentacin Mobile

Background Knowledge

Mortgan Stanley - 2010

19PreguntasCmo Podemos Prepararnos Para el Futuro del Mobile?

Hay Pasos que nos Podamos Saltar Si llegamos Tarde al Juego?

Cmo Pueden las Pequeas Empresas Aprovechar BIG Data con Mobile?Portabilidad de Datos

HTML5 & Semantic Markup

Structured Data & XML Feeds

API DevelopmentData CollectionService Deployment

21Una Perspectiva Global

In the US we just got over 50% smartphone penetration but the rest of the world is behind, and so there will be many more people accessing the web from smartphones in coming years. 22IncrementarAcceso Incrementar Acceso Mobile

Cheaper Handsets & TabletsWider Cell CoverageBetter Data Plans

23Nuevos Trabajos/HabilidadesGrowth of New Job RollsData ScientistStatistitionData Visualization ExpertsAPI Engineers