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[MUSIC PLAYING]
So at the moment it's a collection of things.
For example, with LG electronics or American Eagle
or any company, up in the Time Square there's a big QR code.
And when you scan the QR code, actually there are tracking
parameters for the URL that send you to their mobile or
desktop website.
And the tracking parameters allow you to track across
devices between online and offline if a
conversion was driven.
And using the coupon example for American Eagle, you can do
the exact same thing but in reverse, where the coupon, or
the incentive, came to me from the online world but it drove
me to make an offline purchase.
So it's a matter of--
if I were to become technical for just a second--
it's the idea of having the right primary keys.
And at the moment we have to take an extra manual step.
A little step out of love in order to create that sort of
primary key to track the successes.
But increasingly, as more platforms are becoming
available-- like the Google Wallet where a lot of these
things are coming together--
our ability to track across devices and behavior will be
dramatically improved in the coming time period.
I'm absolutely frustrated about how stupid most
company's mobile websites are.
They take forever to load and it's a copy of the desktop
site, looks hideous, and it's so bad.
It just kills me.
I want to give you a great example.
And a great example is Target.
Target has spent enough time in trying to understand when
people experience Target across multiple devices, what
is it that they're looking for?
And when I pop open my mobile device and go to target.com,
I'm looking for something that is completely different or I'm
in different mental shift than when I'm using my tablet, when
I'm using my PC, or when I'm in the Target store itself.
And the amazing thing is, if you type target.com.
you don't get their normal site.
The very first thing you see on top are, look at our weekly
ad for your geographic.
Because they realize that most people will pop open and go to
target.com when they're in the store.
And they want to know what is on sale in
the store right now.
So they get rid of the entire desktop experience and have
customized it.
They realize when people are on their mobile devices we can
quickly get their email address information so we can
re-market to them.
That's what their mobile device does.
So it's not just pimping--
buy now, buy now--
across these channels because they've invested time in
understanding what consumers would like
across these devices.
And when you go to their websites, they change the
experience to reflect that consumer need.
In the end, it's a phenomenal Target branded experience.
You're like, wow.
These guys have a clue.
Two, it increases conversions both online and offline.
And I think that's what most companies should aspire to.