In my ongoing quest to connect people's business problems with sources of technology solutions, my work on the TechnologyAdvice Expert Interview Series puts me in contact with some interesting people behind those solutions. Recently, I caught up with John Balla from SAS and got his insights on how marketing automation relates to mobile customers.
His recent role as a panel moderator and sponsor at the DMA's Marketing Analytics Conference in Chicago put him on my radar screen for the fascinating intersection of mobile with analytics, marketing automation and big data platforms. Here are a few of the highlights from our conversation:
TechnologyAdvice: The session you presented at the Marketing Analytics Conference covered mobile engagement and the differentiating role of analytics. Can you give us some highlights from that presentation?
John: When you think about mobile in particular, it's such a powerful platform. It's social, it’s search, and it's basic communications like email, text and phone. So mobile is really something that’s affecting the work of marketers in multiple ways. In the past year, I sponsored two studies on what’s happening in marketing with mobile customers that gave me the chance to zero in on the opportunities for marketers with mobile.
- The first is a study with the CMO Council that we called “Getting in Sync with the Mobile Customer.” It took a pulse on the enterprise view of what's happening with mobile and their customers, and how marketing departments in these organizations are changing to meet the challenge of mobile.
- The second study was conducted with Northwestern University’s Kellogg School of Management, where Professor Terri Albert and a group of marketing research graduate students looked at how consumers engage with brands and organizations.
Together, the two studies gave me a chance to see the proverbial “two sides to the coin” and draw some important conclusions about mobile engagement, look at where the linkages are and what some of the trends are that were raised in one project and validated in the other. What we found is that mobile is both a challenge and opportunity in important ways. And while best practices aren’t fully-baked quite yet, mobile is still very much an open field for marketers to establish their market and engage in ways that would give them a competitive edge.