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Conference Summary

Marketing on the Move: Understanding the Impact of Mobile on Consumer Behavior

Lijia (Karen) Xie , 2012 [12-301]

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Summarizes the proceedings of "Marketing on the Move: Understanding the Impact of Mobile on Consumer Behavior" cosponsored with Wharton Customer Analytics Initiative, on February 27-28, 2012, in Philadelphia, Pennsylvania.

Whether mobile device users are communicating with others, consuming digital content, acquiring information, alerting others to their location, engaging in transactions, or posting content to be consumed by others, they are creating an “electronic trail” that lends itself to modeling and analysis which can ultimately lead to a better understanding of customers and more effective marketing.

This conference featured presentations from practitioners pioneering the field of mobile customer analytics, as well as research findings from faculty researchers measuring the impact of mobile on traditional media consumption, exploring the relationship between customer location and promotion effectiveness, using mobile platforms as a tool for studying social networks, and inventing new methods to protect mobile user privacy.

Contents

Mobility in its Strategic Context
Felix Oberholzer-Gee, Harvard University

The Mobile Marketing Industry Panel
Moderator: John Deighton, Harvard Business School and MSI
Panelists: Maria Mandel Dunsche, AT&TAdWorks; Tim Reis, Google; and Fareena Sultan, Northeastern University

Mobile Marketing Analytic Panel
Moderator: John Deighton, Harvard Business School and MSI
Panelists: Peter Farago, Flurry; Greg Dowling, Semphonic

What is the Value of Physical Distance on the Mobile Internet?
Martin Spann, LMU Munich

The Hidden Dangers of Using Aggregate Data to Develop Mobile Marketing Strategies to Reach Consumers
Rafael Alcaraz, Ph.D., The Hershey Company

Assessing the Effectiveness of Mobile Phone Promotions
Peter Danaher, Monash University

Geo-Social Targeting for Privacy-Friendly Mobile Advertising
David Martens, University of Antwerp

The Intersection of Mobile & Gaming: Now Everyone's a Gamer
Matt Spiegel, Tap.me

Mobile Marketing: The Persuasive Impact of Real-Time Reviews
Sam Ransbotham, Boston College

Embracing the Mobile Consumer
Josh Palau, Comcast Cable

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