Sub-Mobile: How neuroscience and your subconscious drive your mobile experience
Our subconscious drives a lot of our day to day decisions in a dominant way. But since we do not have introspection into our subconscious we are not aware of that. Current AI and Neuroscience progress give us tools and ways to apply this. In this session we will bridge the connection between the way our brain works and what implications that has for mobile / online / marketing environments. The audience will see how our visual systems works and how this translates into decisions in our mind with some highlights of how to use it and apply it in marketing.
The ROI of your mobile marketing activities is the most important metric to measure. However, ROI measurement is only powerful if it is accurate. When it's not, it becomes dangerous and that is exactly what is happening in the mobile ad space today. The main culprit of this is fraud, with new and advanced techniques built to game attribution platforms to mark organic users and non-organic ones. When this happens, the ROI looks great but it is in fact false. The session will explore how this fraud has evolved and what can be done to fight back!
The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed to quantify the value of mobile in the advertising mix and to provide fact based advice to help marketers maximise the impact of their mobile investment. Hear the latest results from this initiative and discover how you too can maximise your mobile marketing spend. Also the MMA Marketing Attribution Think Tank (MATT) will help rethink the world of marketing measurement and attribution, and give marketers better measurements, tools and confidence in connecting marketing to business outcomes.
In this presentation, we will show how data can deliver a better understanding of what today’s consumers want and expect from this critical channel. We will also provide some best practice insight on creating a more relevant and intimate level of engagement and drive better brand satisfaction through apps.