What does it mean for our data intelligence profession? I predict the proliferation of providing marketing intelligence on mobile devices. Wouldn’t be cool if you as a key marketing executive can get a brief daily update of your key marketing metrics in a visually interesting manner on your cellphone; all with the ability to do some simple queries to find an answer for an urgent question?
To make it happen, I believe we will have to focus on three success criteria:
- Whatever one would see on the cell phone has to be a subset of the marketing intelligence that is already in place within the organization. It can’t be a different set of metrics, or a different set of data elements but the short and meaningful synthesis of the more complex intelligence that one can access on the computer
- The solution needs to provide some basic manipulation functionality without slowing down its performance. We have to enable the user to “play” around a little bit to increase the engagement and relevance factor. That’s how this application becomes successful
- We will need to align the core metrics accessible on the cell phone with key actions or decisions that the marketing executive could take. It’s not just about being informed and being smart but about enabling the marketer to react fast and smart wherever he is.
Exciting times! I will keep you posted about progress that I see in our marketing universe.