*NEW WORKSHOP* Google mLab: Transforming Your Mobile Marketing Customer Experience

This event is over.

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Module

L.E.A.D. Learning Approach

Length

Key Takeaway/Content Summary

1

Pre-Lab Mobile Assessment

(10 days prior)

Learn

:15M

  • Exercise: Marketers take a mobile readiness assessment to identify needs and gaps

2

Arrival and Breakfast

 Learn

 

:30M

  • Participants meet, network with colleagues, Google facilitator, Google specialists, guest speakers and ANA

3

Setting the Stage

Learn

:30M

  • Introductions, Agreements
  • Learning Objectives
  • L.E.A.D. Learning Approach
  • Ice-Breaker Activity

4

The Mobile Marketplace – What You Need to Know

Learn

:30M

  • Learn about new trends in the marketplace. Understan the See, Think, Do,Care framework (e.g. are your mDisplay, mVideo, mSearch, mApps  aligned to the purchase funnel, are you engaging different audiences?)

Experience

:10M

  • Case Studies: Marketers identify and share their mobile objectives, challenges and opportunities

Apply

:10M

  • Exercise: Marketers benchmark their mobile readiness, prioritize their action plan and share highlights with the group

 

Break

 

:15M

 

5

Frictionless Mobile Customer Experiences

Learn

:15M

  • Site Design Principles – Review, share best practices and 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions

Experience

:45M

  • User Experience Audit: “You” as your user will audit your user experience as you complete an audit of your site based on the 25 principles

Apply

 30M

  • Exercise: Identify and prioritize opportunities to redesign the experience - for now, what’s next and long term

 

Lunch

 

:30M

 

6

Inspiring Mobile Advertising Case Studies

Learn

:15M

  • Learn about best practices in the mobile space (e.g. mDisplay, mVideo, mSearch, mApps)

Experience

:15M

  • Case Studies: Discussion among the group on case studies and innovative approaches that marketers are implementing in mobile

Apply

:30M

  • Exercise: Based on the case studies, identify how you would incorporate the learning into your mobile plan

 

Break

 

:15M

 

7

Insightful Mobile Measurement

 Learn

 :15M

  • Learn how to understand the path-to-purchase attribution and to quantify the full value of Mobile

Experience

:15M

  • Case Studies: Hear how other companies are measuring mobile success

Apply

 1H:15M

  • Exercise: Participants break into three groups to prioritize the top 3 now, next and long ideas; participants indicate what organizational barriers they will encounter and how they can overcome them; groups share back

8

Mobile Experimentation

Apply/

Discover

:30M

  • Experimentation Exercise: Marketers create their individual experiments to create a new innovative customer experience (challenge, hypotheses and experiment)

9

Learning Reflection, L.E.A.D. Action Plans and Highlights

Discover

 :30M

  • Action Plan Exercise: Groups reflect on learnings, create L.E.A.D. action plan (how to implement their experiments) and present highlights
  • Discover more learning with ANA and Industry resources
  • Closing Activity

10

Post-Lab

(6-weeks later)

Discover

 :60M

 

  • Marketers reconnect in a :60M virtual session to share findings of experiments, summarize learnings and best practices
When
Begins:Tuesday, April 14, 2015 at 9:00am
Ends:Tuesday, April 14, 2015 at 5:00pm
Where

Google Mountain View
1600 Amphitheatre Parkway
Mountain View, CA 94043