mobile analytics: creating more personalized and engaging customer experiences

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The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Mobile Using Customer Behavior Insights to Deliver More Personalized Mobile Experiences Interview with Chris Maddern, @chrismaddern Co-founder of Button Connect with us

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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?

Click to Tweet

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.

Click to Tweet

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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