Mobile Analytics: Creating More Personalized and Engaging Customer Experiences

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The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileUsing Customer Behavior Insights to Deliver More Personalized Mobile ExperiencesInterview with Chris Maddern, @chrismaddernCo-founder of ButtonConnect with ushttps://twitter.com/chrismaddernhttps://www.facebook.com/IBMMobileFirsthttps://www.linkedin.com/company/ibm-mobilefirsthttps://twitter.com/ibmmobile2 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileIntroductionAs technology grows and evolves, so do the ways in which we work and do business. Tablets, smartphones, wearables and other mobile devices keep us constantly tethered to the Internet and one another. But how this affects the way business gets done both inside the enterprise with employees and outside with customers is not yet fully understood. Organizations are rethinking the way theyre structured, breaking down traditional silos in favor of productivity and collaboration. Theyre also rapidly trying to keep up with todays demanding customers, to understand where, when and how they want products and services, at exactly the right instant. Chris Maddern is the Co-Founder of Button. He was recently interviewed in order to shed light on these challenges and unveil what the coming years hold for the future of mobile.About Chris MaddernChris Maddern sees a future with greater visibility into customer behaviors, generating deeper and more personalized mobile experiences.Chris Maddern is an entrepreneur, engineer, speaker, writer and previous Head of Mobile Engineering at Venmo. He also is the Co-Founder of Button, an organization focused on connecting the growing app economy to help users discover their next action and help mobile businesses grow.Follow Chris on Twitter @chrismaddern or connect with him on LinkedIn. https://www.usebutton.comhttps://twitter.com/chrismaddernhttps://www.linkedin.com/in/chrismaddern3 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileTechnically, were going to stop building products so directly. For example, today we draw a picture of an app and then make that app exist. In the future, well build systems that are capable of figuring out which problems need solving and how to solve them, and then utilize a system to build these apps. We will not actually be building apps as literally as we do right now.For example, today apps are static and perform a specific function. But in the future, this will transform into more of a constraint system. For example, well be able to say, Make me something like this. Or we can say, Make me something that fits this specific criteria and is optimized for these goals. Then the computer will design the app for us.In the future, we will build problem solving systems that are utilized to create apps.Cognitive App Building How are we building apps differently today compared with five years ago, and what will they look like five years in the future?Click to Tweethttp://twitter.com/home?status=In the future, we will build problem solving systems that are utilized to create apps. @chrismaddern https://bitly.com/Insight/CM1http://twitter.com/home?status=In the future, we will build problem solving systems that are utilized to create apps. @chrismaddern https://bitly.com/Insight/CM1http://twitter.com/home?status=In the future, we will build problem solving systems that are utilized to create apps. @chrismaddern https://bitly.com/Insight/CM14 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileProtecting data is interesting, because many of the foundational elements of security and building are rooted in company culture. Its really difficult to take a company that hasnt spent much time thinking about this connection and doesnt have a lot of private data, and then teach the company to root in their culture how they build things and its connection to user privacy. However, there are some companies, such as Apple, that have done a great job with this. They have managed to successfully bring privacy into their culture, to an extent that they dont think about it at all. For bigger companies, its going to be really hard to shift their thinking. Frankly, we need to focus on how we are applying the rule set. Is this good for the user? If its not good for the user, then you shouldnt be gathering the data, you shouldnt be keeping it and you shouldnt be storing it.Its really about asking the important questions, such as the following: How do you build privacy security? How do you build privacy security into the culture of how you make things? Do I need this data? Should I be storing this data? Is using this data good for the user, or is it good for me? And if the answer to the last question is its because its good for you, the answer is probably Dont do it.Rooted in Culture What issues or challenges are companies facing to protect data sharing?5 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileMobile analytics is the richest form of analytics that weve ever had, and still, its probably the least-rich form that well ever have in the future, which is amazing. The level of resolution that you get about not just what someone is doing but also where they are doing it, how they are doing it and who they are doing it with offers a richness of context that is incredible. This knowledge allows you to get closer to the personalization model of not saying, Okay, people like that, but instead saying, This specific person likes that. Its understanding what is right for you at a specific moment in time. Thats what makes mobile analytics really special.Personalized Experiences What is unique about mobile analytics compared with other types of analytics? Mobile analytics is the richest form of analytics that weve ever had. Click to Tweethttp://twitter.com/home?status=Mobile analytics is the richest form of analytics that weve ever had. @chrismaddern http://bitly.com/InsightCM1http://twitter.com/home?status=Mobile analytics is the richest form of analytics that weve ever had. @chrismaddern http://bitly.com/InsightCM1http://twitter.com/home?status=Mobile analytics is the richest form of analytics that weve ever had. @chrismaddern http://bitly.com/InsightCM16 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobilePeople are empowered when they gain understanding. Mobile is amazing because its the first thing that is so prolific in our work lives and our personal lives. I use the same tools to do my job as to speak with friends and arrange social occasions. As a result, we have reduced the burden of 100 percent adoption of tools and technology inside the workplace to nearly zero, because Ive already adopted iMessage, email and calendar thats where I live my life.Moreover, this adoption enables people to think about the real problems they should be solving day to day as opposed to worrying about tooling. Companies need to think about how to make this a zero friction tool environment. Why fight a learning curve when instead you can use the tools people already understand and love?Zero-friction Environment How can we use mobile to empower the workforce? Mobile is amazing because its the first thing that is so prolific in our work and personal lives.Click to Tweethttp://twitter.com/home?status=Mobile is amazing because its the first thing that is so prolific in our work and personal lives. @chrismaddern http://bitly.com/InsightCM1http://twitter.com/home?status=Mobile is amazing because its the first thing that is so prolific in our work and personal lives. @chrismaddern http://bitly.com/InsightCM1http://twitter.com/home?status=Mobile is amazing because its the first thing that is so prolific in our work and personal lives. @chrismaddern http://bitly.com/InsightCM17 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileMoving into the Future Today we treat analytic systems as consultants. We tell the computer Take this data and give me a graph. Then we read the graph, because thats our job. Were human. People may no longer complete functions, such as reading graphs, in the future. The software will do it. And I really hope that we start to see more computers being taken out of the box and being allowed to directly interpret and then apply learnings to our products.I also think that companies should spend more time thinking about security, data and privacy, because we arent spending the same amount of time considering these concerns that our customers are. And ultimately we should represent the priorities and interests of our consumers.8 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on MobileIBM MobileFirst Can Help Mobile is significantly impacting how organizations approach engagement and has the power to transform professions and industries.Customers, employees and partners are connecting and collaborating in new ways, using their mobile devices across all stages of evaluating, buying and using products and services. To drive mobile business innovation, barriers to adoption must be eliminated it must be safe and easy to unleash enterprise mobility, and create user experiences that bring the power of mobile to the individual.IBMs 6,000 mobile experts have been at the forefront of mobile enterprise innovation. IBM has secured more than 4,300 patents in mobile, social and security, which have been incorporated into IBM MobileFirst solutions that enable enterprise clients to radically streamline and accelerate mobile adoption, and help organizations engage more people and capture new markets. Through IBMs partnership with Apple, the two organizations are transforming enterprise mobility with a new class of industry specific business apps.For more information on the IBM MobileFirst portfolio, visit IBM.com/MobileFirst and the Mobile Business Insights Blog.http://www.ibm.com/mobilefirst/us/en/http://mobilebusinessinsights.comhttp://mobilebusinessinsights.com9 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile Copyright IBM Corporation 2016IBMRoute 100Somers, NY 10589U.S.A.Produced in the United States of AmericaJanuary 2016All Rights ReservedIBM, the IBM logo, ibm.com and Social Business are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with a trademark symbol ( or ), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at Copyright and trademark information at ibm.com/legal/copytrade.shtml. Other company, product and service names may be trademarks or service marks of others. References in this publication to IBM products and services do not imply that IBM intends to make them available in all countries in which IBM operates.

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