Late Sat­ur­day night the indoor soc­cer (asso­ci­a­tion foot­ball) team I’m on played our best game of the sea­son, and some of the top goal scor­ing sequences came from using vari­a­tions of the give-and-go (or wall pass). For those unfa­mil­iar with the tech­nique, it involves the player with the ball pass­ing (giv­ing) the ball to a team­mate (or wall) and then run­ning into open space (going) to receive a pass.

give-and-go

The sim­ple tech­nique is one of the most effec­tive passes in soc­cer because a player being closely guarded moves at speed into open space with­out hav­ing to drib­ble the ball through the defense. After pen­e­trat­ing the defense, the player then receives the ball back and often has a goal scor­ing oppor­tu­nity. As I’ve men­tioned before, wide open mar­kets cre­ated by accel­er­at­ing user adop­tion of mobile chan­nels have cre­ated sig­nif­i­cant oppor­tu­ni­ties for busi­nesses to beat their competition.

Busi­nesses closely marked by com­peti­tors can lever­age ana­lyt­ics and opti­miza­tion just like the sec­ond offen­sive player in a give-and-go. While com­peti­tors can copy (guard) your cur­rent mobile ini­tia­tives, it’s very dif­fi­cult to repli­cate busi­ness opti­miza­tions or antic­i­pate the mar­ket oppor­tu­ni­ties such actions will cre­ate. By imple­ment­ing data-driven opti­miza­tions, busi­ness can sprint past com­peti­tors into strate­gi­cally open spaces.

give-and-go-mobile

By lever­ag­ing this rapid develop-iterate-innovate approach for mobile ini­tia­tives, busi­nesses can take advan­tage of the expand­ing mobile mar­ket and cre­ate an envi­ron­ment favor­able to inno­va­tion at the same time. Just as a pass to a player mov­ing into open space cre­ates more oppor­tu­ni­ties than a pass to a sta­tion­ary player; focus­ing momen­tum of an orga­ni­za­tion that’s already mov­ing can cre­ate oppor­tu­ni­ties not avail­able from a stand­still. As an exam­ple, one of Omniture’s early efforts in the mobile space was to pro­vide tools for mar­keters on the move. To pro­vide timely busi­ness insight, Omni­ture released a num­ber of resources for mon­i­tor­ing effec­tive­ness of online efforts. In addi­tion to stan­dard sched­uled reports and alerts, these mobile tools enabled mar­keters to quickly assess the suc­cess of opti­miza­tion efforts:

Mobile Opti­mized Site­Cat­a­lyst Dash­boards
iPhone App [direct link to app in iTunes App Store]
Black­Berry App [direct link to app in Black­berry App World]
Android App [direct link to app in Android Mar­ket Place]
Mobile Site

Matt Langie touched on the cus­tomer value of timely access to ana­lyt­ics in this blog post a year ago. As you can see from the graphs below, these ini­tia­tives are bear­ing real fruit and expos­ing opti­miza­tion oppor­tu­ni­ties. Omni­ture can now iter­ate on these ini­tial efforts to accel­er­ate suc­cess while adding sig­nif­i­cant value to cus­tomer ana­lytic efforts.

sitecatalyst-mobile-usage-growth

android-blackberry-app-usage-growth

In sum­mary, using a mobile give-and-go strat­egy will get your busi­ness to the right place at the right time; because in today’s fast-evolving mobile ecosys­tem, if you’re stand­ing still, you’ll prob­a­bly get yanked to the ground by the hair.

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