Pre-Event Workshop 2, April 13, 2010
2:00 pm – 5:00 pm
Sponsored by Openwave Systems, Inc.
Mobile Analytics: Data Mediation and the Advertising Ecosystem: Sharing the Carriers’ 360-degree-view of the Subscriber with the rest of the Mobile Advertising Ecosystem –
The recent increase in mobile internet usage is a result of the following key factor: flat-rate and pay-as-you-go billing models, which are easier for the subscriber to understand; larger, touch-sensitive screens pioneered by the likes of the iPhone and other smartphones; and netbooks, data cards, and other internet-ready devices. This sharp rise in mobile data uptake, however, has not yet translated into increased demand for mobile advertising.
One of the fundamental ingredients in an effective internet advertising solution is the ability to leverage behavioral data for optimal ad selection. This work shop will discuss the Ad targeting systems and how they can leverage subscriber data in an anonymous way and optimize the match between specific ad campaigns and available profiles. The result will be higher eCPMs and a growth in the overall appetite for mobile advertising.
Ad targeting systems should be able to leverage subscriber data in an anonymous way and optimize the match between specific ad campaigns and available profiles. The result will be higher eCPMs and a growth in the overall appetite for mobile advertising. A contextually-aware data mediation platform is the essential link between carrier and advertiser – the spark the mobile ad marketplace needs to get rolling.
In this intensive mobile marketing workshop you will be introduced to:
- Mobile marketing, we’ll discuss many facets and show you through the review of industry leading case studies and examples
- How to translate rich behavioral data to actionable insights
- How mobile marketing can be used to engage consumers
- Mediation between such insights and the adverting marketplace
- Insights of consumers at every stage of the customer lifecycle: awareness, acquisition, relationship, support and within mobile-enhanced social media engagements
Benefits of Attending
- To gain an understanding of the measurement and metrics of the mobile advertising business
- To gain skills in developing customer related campaigns and an in-depth understanding of the customer preferences
- For an overall understanding of the challenges to leverage mobile data as a marketing tool
Workshop is being conducted by:
Christian H. Cadeo: Head of Brand Advertising, APAC, AdMob
Dr. K F Lai: Chief Executive Officer, BuzzCity
James Lamberti: VP Marketing, InMobi
Anurag Patnaik: Director of Product Management, Analytics, Openwave Systems, Inc
Milind Sattur: Head - Pricing, Planning & Research, Navteq Media Solutions