Dur­ing the Sum­mit 2011, we had strong atten­dance at all ses­sions related to Mobile Mar­ket­ing, Mobile Ana­lyt­ics, and Mobile Optimization.Here are some high­lights for the pre­sen­ta­tions and labs that took place dur­ing the 2 days in Salt Lake City.

1) Dude, Where’s My App? Increase the return of your mobile app invest­ment.Carl Sandquist from Adobe Con­sult­ing described best prac­tices for “Get­ting Your App Back”.Using both Site­Cat­a­lyst and Dis­cover, Carl walked the audi­ence thru the high level analy­sis of mobile dash­boards, DMA analy­sis of ad click-thru met­rics, and deep seg­men­ta­tion of app user behav­ior (All­stars, Rook­ies, Bench­warm­ers, Cut List).In addi­tion, Nancy Koons from Vail Resorts dis­cussed how she has part­nered with Adobe con­sult­ing to mea­sure the company’s stan­dard web­site, mobile opti­mized site, and mobile appli​ca​tions​.In addi­tion, she dis­cussed the geo-location analy­sis that will be used by Vail Resorts to under­stand mobile app usage either on or off the mountain.Finally, Carl will be pro­vid­ing fol­lowup to atten­dees on some of the items (sam­ple dash­board, links to mobile app plug-in code) that were fea­tured in the presentation.

2) Best Mobile Mar­ket­ing Strate­gies in 2011 — Pri­or­i­tize spend for mobile apps, sites, and adver­tis­ing.My joint pre­sen­ta­tion with Joe Lal­ley from MTV Net­works received pos­i­tive audi­ence feed­back as mea­sured by Twit­ter posts and ver­bal com­ments after the session.During my review of pri­mary and emerg­ing tac­tics for mobile mar­ket­ing, the fol­low­ing met­rics were tweeted sev­eral times:

  • Accord­ing to For­rester, Mobile mar­ket­ing spend in the US for 2011 is fore­casted at $1 Billion.However, this only rep­re­sents 3% of total inter­ac­tive spend ($34 Billion).
  • MyNew­Place achieved a 2X con­ver­sion rate with their 1st iPhone app vs. the stan­dard website.
  • MyNew­Place achieved a 26% lift in con­ver­sion rate on their mobile opti­mized website.
  • Accord­ing to an Adobe sur­vey of 1200 con­sumers, 50% spend at least 1 hour per week shop­ping for items with their mobile devices.

My key mes­sage was to “Mea­sure and Opti­mize Your Invest­ment in Mobile Marketing.”After pro­vid­ing some rec­om­men­da­tions such as “Enable Con­sumers to Engage and Respond via Mobile”, I handed the pre­sen­ta­tion over to Joe Lal­ley who dis­cussed how MTV Net­works has opti­mized text mes­sag­ing to drive engage­ment and rev​enue​.In addi­tion, Joe has been using Adobe Site­Cat­a­lyst to mea­sure the effec­tive­ness of SMS in dri­ving more click-thrus to their mobile website.Most of the Q&A time was directed to Joe who answered ques­tions about best prac­tices for SMS marketing.

3) Get Your App On—Improve Your Mobile Apps with Ana­lyt­ics (Lab).Roger Woods, Senior Prod­uct Man­ager for Mobile, led this lab ses­sion along with a num­ber of engi­neer­ing and con­sult­ing folks.The focus was to teach devel­op­ers how to imple­ment Site­Cat­a­lyst track­ing on iOS and Android apps​.As a gift to all atten­dees, he pro­vided a free iPad or Galaxy Tab to par­tic­i­pants who com­pleted the lab exercises.This pro­mo­tion cre­ated a lot of buzz on Twit­ter and the labs were quickly packed with customers.One of the atten­dees, Matthew Wright from Key­stone Solu­tions, has posted the fol­low­ing arti­cle about his take­aways from this lab that was rated “excellent”:

  • http://​thekey​stones​o​lu​tion​.com/​b​l​o​g​/​2​0​1​1​/​0​3​/​s​u​m​m​i​t​-​g​e​t​-​y​o​u​r​-​m​o​b​i​l​e​-​a​p​p​-​o​n​-​t​e​c​h​-​t​r​a​c​k​-​s​e​s​s​i​on/

Finally, Roger plans to make the lab guide and sam­ple app code avail­able for down­load by the end week at the fol­low­ing location:

  • http://​devel​oper​.omni​ture​.com/​s​u​m​m​i​t​2​011

4) The Site is Dead—Optimize Your Apps and Your Ads (Lab).Kimen Field, Senior Prod­uct Man­ager for Test&Target, and Jacob Favre, Tech­nol­ogy Direc­tor for Adobe Dig­i­tal, led this lab ses­sion along with experts from the engi­neer­ing team.The focus was to teach devel­op­ers how to change con­tent in real-time in mobile apps based on a user’s activ­ity or inter​est​.In addi­tion, Kimen and Jacob demon­strated how to change con­tent in Flash ads via Test&Target.According to Kimen, most atten­dees were just gen­er­ally impressed that you could change real app con­tent and not just HTML views, and see the results immediately.Here is a sam­ple quote below:

  • Wow this is so much eas­ier than every­thing else we’ve seen.I could actu­ally see our team using this.”

In clos­ing, we look for­ward to engag­ing with you on your mobile ini­tia­tives this year.Please con­tact your account man­ager if you would like to speak with Adobe experts about your plans for mobile mar­ket­ing, ana­lyt­ics, or optimization.

To learn more about Mobile ana­lyt­ics and opti­miza­tion solu­tions, please click here.