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LAWRENCE COBURN

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LAWRENCE COBURN HOW TO DEVELOP A WINNING MOBILE STRATEGY FOR EVENTS This a place holder for an awesome photo of you that our Eventbrite designers will insert. No need to do anything here speakers


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& are now partners!


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Agenda Context Marketing is about ROI The offline opportunity Looking ahead Questions?


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Rocket ship *Source: Gartner, IDC, Ender’s Analysis


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…And it’s early days *Source: Gartner, IDC, Ender’s Analysis


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“90% of the data that exists in the world has been created in the last two years.” - IBM


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Growth of data Source: Mary Meeker


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A digital layer to the real world


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Starting with the smartphone


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“Today, the customer experience increasingly revolves around technology, that means, of course, that the customer experience increasingly generates data...” - Forbes, January 2013


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Marketing is about ROI Marketing IT Marketing IT Social Media Website Analytics Digital Advertising Social Media Website Analytics Website Analytics


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Marketing technologies


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“CMOs have long cited events, such as trade shows and exhibits, as a prime marketing and customer engagement mix, but a new study by the CMO Council has found that the old way of developing and measuring ROI for events is falling woefully behind.” - CMO.com (April, 2013)


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A collision


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Primary data source


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…And this


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The world has changed


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Events have gone digital


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Personalize the experience


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Surface the dark leads


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Think beyond event apps


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Gain event intelligence


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Mission control: GDC 2014 Top game developers conference >2M taps >305K publishing actions


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Methodology Every tap is a signal 8 different gestures scored


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How intelligent is your event?


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Keep the conversation going


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Invite top speakers to return


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Tell vendors how important they are


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Turn influencers into advocates


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Make better decisions


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Intelligent events For Attendees: Personalize the experience based on behavior For Exhibitors: Light up the dark leads For Organizers: Optimize your events in real-time


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The online/offline holy grail Lead Score Activities


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…but hold on one sec


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In review There is a digital overlay emerging on the real world Data capture and sharing is through the roof Events (and retail) is a wonderful petri dish for this convergence


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Placeholder: for the exhibitor The Organizer: Option 1


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Beacon technology


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But, what comes next?


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Smartphones and tablets are TODAY’S delivery vehicle for… the real disruptive force.


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Smartphones and tablets are TODAY’S delivery vehicle for… persistent connectivity.


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Exhibit A


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Exhibit B


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Exhibit C


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@lawrencecoburn www.doubledutch.me lawrence@doubledutch.me


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