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Mobile & Multi-Screen Metrics
If your senior leaders aren’t already using the magical words “multi-channel attribution”, then brace yourself for the inevitable. The explosion of mobile phones and tablets is increasingly turning us all into “four screeners” (TV, desktop, tablets and smart phones), creating a far more complex and fragmented influence landscape for marketers to navigate and measure. Doing the math is a mind-numbingly complex undertaking and requires a realization that what they really want is to understand how individuals experience your brand’s digital presence, what media (advertising and marketing) they’re being exposed to, and what outcomes those efforts are producing (read: conversion). This track is designed to help you connect those dots in a meaningful and credible way.
Contextual Multi-Screen Design
Until now, user context was a fairly static design consideration. Whether they were at home or in the office, user surroundings were similar and there was little need to adapt to different environments. But in today’s world, smartphones, tablets, laptops, and smart TVs provide different services in different contexts and feature an ever-expanding variety of device capabilities that dramatically change interaction models, use cases, and design language. This track examines the critical paths and experience models that UX/UI designers should be thinking about as they build out contextually-sensitive multi-screen platforms and ecosystems.
Contextual Content Marketing
Make no mistake…content marketing is indeed an elegant and highly effective alternative to traditional interruptive marketing approaches. But at the end of the day, the contextual relevance of that content is what ultimately determines its impact. Now more than ever, we have the intelligence needed to reach consumers at a time, in a place and with a message that speaks directly to their right-now reality. Attend this track and hear how some of the world’s top marketers are exploiting the power of contextually-aware content marketing to boost conversion and grow their brands. Key themes include:
- How to identify and analyze data sources to improve contextual targeting.
- How to use context to trigger emotional reactions that drive sales.
- Tying context to individual perspectives and social networks to build audience and influence.
- Creating compelling and engaging cross-screen customer experiences that deliver real user value and utility.
Behavioral Models & Buyer Personas
Companies tend to respond to the birth of any big new technology by embarking on a mad scramble to build an adoption “strategy”. And all too often, the disappointing outcomes that follow are tied back to the fact that the technology itself wasn’t the real “strategy”…it was simply a means of achieving it.
If you’re in the early stages of building your approach to mobile and multi-screen marketing, then this track is designed to help you resist the temptation to put the technology cart before the strategy horse. Attend and learn how to build the critical buyer personas and behavioral models that are needed to inform – and ultimately drive – your mobile and multi-screen marketing agenda.
Audience Mapping
Social graphs, interest graphs and brand graphs are getting lots of buzz these days as marketers search for new ways to connect cross-screen and cross- platform consumer behavior to purchase intent. Attend this track and learn how to build and how to use these graphs to accurately map audiences and identify key prospect segments and how to reach them. You’ll also learn about the latest advances in Data Management Platform and other tools available to help you get – and stay – a step ahead of the audience mapping curve.
