Mobile Analytics: Creating More Personalized and Engaging Customer Experiences
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Transcript of Mobile Analytics: Creating More Personalized and Engaging Customer Experiences
The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
Using Customer Behavior Insights to Deliver More Personalized
Mobile ExperiencesInterview with Chris Maddern, @chrismaddern
Co-founder of Button
Connect with us
2 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
Introduction
As 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 they’re structured, breaking down traditional silos in
favor of productivity and collaboration. They’re also rapidly trying to keep up with today’s
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 Maddern
Chris 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.
3 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
Technically, we’re 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, we’ll 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, we’ll 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?
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4 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
Protecting data is interesting, because many of the foundational
elements of security and building are rooted in company culture.
It’s really difficult to take a company that hasn’t spent much time
thinking about this connection and doesn’t 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 don’t think about it at all.
For bigger companies, it’s 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 it’s not good for
the user, then you shouldn’t be gathering the data, you shouldn’t be keeping it and you
shouldn’t be storing it.
It’s 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 it’s because it’s good for
you, the answer is probably “Don’t 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 Mobile
Mobile analytics is the richest form of analytics that we’ve ever had, and still, it’s probably
the least-rich form that we’ll 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.” It’s understanding what is right for you at a specific moment in time. That’s 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 we’ve ever had.
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6 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
People are empowered when they gain understanding. Mobile is amazing because it’s 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 I’ve already adopted iMessage, email and calendar — that’s 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 it’s the first thing that is so prolific in our work and personal lives.
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7 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
Moving 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 that’s our job. We’re 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 aren’t 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 Mobile
IBM 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.
IBM’s 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 IBM’s 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.
9 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile
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