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Module
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L.E.A.D. Learning Approach
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Length
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Key Takeaway/Content Summary
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1
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Arrival and Breakfast
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Learn
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0H:30M
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- Participants meet, network with colleagues, Google facilitator, Google specialists, guest speakers and ANA
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2
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Setting the Stage
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Learn
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0H:30M
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- Introductions, Agreements
- Learning Objectives
- L.E.A.D. Learning Approach
- Ice-Breaker Activity
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3
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The Mobile Marketplace – What You Need to Know
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Learn
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0H:30M
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- 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?)
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Experience
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0H:10M
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- Case Studies: Marketers identify and share their mobile objectives, challenges and opportunities
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Apply
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0H:10M
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- Exercise: Marketers benchmark their mobile readiness, prioritize their action plan and share highlights with the group
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4
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Break
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0H:15M
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5
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Frictionless Mobile Customer Experiences
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Learn
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0H:15M
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- 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
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Experience
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0H:45M
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- 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
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Apply
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0H:30M
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- Exercise: Identify and prioritize opportunities to redesign the experience - for now, what’s next and long term
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Lunch
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0H:30M
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6
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Inspiring Mobile Advertising Case Studies
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Learn
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0H:15M
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- Learn about best practices in the mobile space (e.g. mDisplay, mVideo, mSearch, mApps)
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Experience
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0H:15M
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- Case Studies: Discussion among the group on case studies and innovative approaches that marketers are implementing in mobile
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Apply
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0H:30M
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- Exercise: Based on the case studies, identify how you would incorporate the learning into your mobile plan
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Break
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0H:15M
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7
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Insightful Mobile Measurement
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Learn
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0H:15M
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- Learn how to understand the path-to-purchase attribution and to quantify the full value of Mobile
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Experience
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0H:15M
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- Case Studies: Hear how other companies are measuring mobile success
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Apply
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1H:15M
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- 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
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8
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Mobile Experimentation
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Apply/
Discover
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0H:30M
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- Experimentation Exercise: Marketers create their individual experiments to create a new innovative customer experience (challenge, hypotheses and experiment)
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9
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Learning Reflection, L.E.A.D. Action Plans and Highlights
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Discover
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0H:30M
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- 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
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