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Module

L.E.A.D. Learning Approach

Length

Key Takeaway/Content Summary

1

Arrival and Breakfast

 Learn

0H:30M

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

2

Setting the Stage

Learn

0H:30M

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

3

The Mobile Marketplace – What You Need to Know

Learn

0H: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

0H:10M

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

Apply

0H:10M

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

 4

Break

0H:15M

5

Frictionless Mobile Customer Experiences

Learn

0H: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

0H: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

 0H:30M

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

Lunch

0H:30M

6

Inspiring Mobile Advertising Case Studies

Learn

0H:15M

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

Experience

0H:15M

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

Apply

0H:30M

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

Break

0H:15M

7

Insightful Mobile Measurement

 Learn

 0H:15M

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

Experience

0H: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

0H: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

 0H: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