Orchestrating mobile analytics
Abstract
Preparing an organisation’s ability to measure, optimise and monetise your mobile marketing efforts can be quite a challenge. In this paper, we will start to understand all of the business and technical puzzle pieces needed to begin to tell a mobile marketing story, and then dive into the types of analytics data you will need to bring the story to life. We will cover the artefacts and resources needed to tell a mobile marketing story, and touch on issues that might need to be addressed in order to collect data and convey findings, such as technology selections and privacy/regulatory considerations. The end result will be a checklist to get you on the way to orchestrating mobile analytics and enabling analysis and insight generation.
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Author's Biography
Christopher M. Johannessen is Vice President, eCommerce, Springleaf Financial Services, where he leads a team focused on ‘digital first’ analytics, optimisation, digital marketing and Big Data infrastructure. Prior to Springleaf, Christopher oversaw digital analytics and optimisation at TPG Direct/Omnicom as well as at Barclaycard US/Barclays, was the analytics product manager for GSI Commerce/eBay, and served in a variety of digital marketing and analytics roles at General Electric (his most recent GE role was as product manager, analytics solutions at NBC Universal). During his lengthy tenure at GE, Christopher received several GE awards for internet marketing, analytics and knowledge management, and filed several US Patent applications, resulting in two US Patents thus far – with another application still in process for mobile analytics. In addition to his work with Springleaf, Christopher is deeply involved with the digital analytics community. He notably serves on the Research Council of the Wharton (U. Penn) Customer Analytics Initiative, as a member of the Industry Advisory Board for the Temple University (Fox School of Business) Global Center for Big Data in Mobile Analytics, and as co-chair of the Philadelphia chapter of the Digital Analytics Association. Christopher also serves on the editorial board of Applied Marketing Analytics, and is the guest editor of this special mobile edition of the journal.
Citation
Johannessen, Christopher M. (2015, January 30). Orchestrating mobile analytics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 2. https://doi.org/10.69554/LMWE4844.
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