I got invited to participate in two compelling sessions at MMF in LA next week. The topic is something that is close to my heart – Mobile Analytics.

Mobile Analytics Workshop, Sheraton Downtown Los Angeles

Mobile Marketing Forum Workshop
Mobile Analytics Workshop, Sheraton Downtown Los Angeles
Monday, November 16, 2009, 2-5pm

The recent rise in mobile data uptake has not yet translated into increased demand for mobile advertising. Mobile carriers have long owned the richest source of raw data to drive effective targeted advertising. However, the industry lacks a proven method of turning the raw data into valuable insights and standardizing the interface between carrier and advertising systems. A contextually-aware data mediation platform is the essential link between carrier and advertiser – the spark the mobile ad marketplace needs to get rolling.
Sponsored by Openwave Systems, Inc.

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Presenters:
Anurag Patnaik: Director of Product Management, Analytics, Openwave Systems, Inc. 
Eswar Priyadarshan: CTO, Quattro Wireless
Chetan Sharma: President, Chetan Sharma Consulting
Zaw Thet: CEO, 4Info
Track:
Mobile Analytics
Session:
Data Mediation and the Advertising Ecosystem
Title:
Sharing the Carriers’ 360-degree-view of the Subscriber with the rest of the Mobile Advertising Ecosystem
The recent increase in mobile internet usage is a result of the following key factors: flat-rate and pay-as-you-go billing models, which are easier for the subscriber to understand; larger, touch-sensitive screens pioneered by the likes of the iPhone and other smartphones; and netbooks, data cards, and other internet-ready devices. But this sharp rise in mobile data uptake has not yet translated into increased demand for mobile advertising.

One of the fundamental ingredients in an effective internet advertising solution is the ability to leverage behavioral data for optimal ad selection. Because of its close relationship with the subscriber, mobile carriers own the richest source of data to drive effective targeted advertising in any channel. However, the industry lacks a proven method of turning the raw data into valuable insights, and standardizing the interface between carriers and advertising systems.
According to Anurag Patnaik, Openwave’s director of product management, the mobile analytics platforms embedded in mobile carrier environments play a key role in translating rich behavioral data to actionable insights. More importantly, there has to be seamless mediation between such insights and the adverting marketplace.

Ad targeting systems should be able to leverage subscriber data in an anonymous way and optimize the match between specific ad campaigns and available profiles. The result will be higher eCPMs and a growth in the overall appetite for mobile advertising. A contextually-aware data mediation platform is the essential link between carrier and advertiser – the spark the mobile ad marketplace needs to get rolling.

In this session, Mr. Patnaik along with ecosystem partners will discuss the mobile data mediation opportunity. They will explore challenges the different players within the ecosystem are facing and possible solutions. The panel will address the following questions:

• What are the biggest challenges preventing mobile advertising from realizing its potential?
• What is the function of a mobile data mediation platform and what is the specific integration with advertising networks and technologies?
• What kind of insights are needed to fulfill the current demand at ad networks?
• How do operators view the mobile data mediation opportunity?
• How can developers and publishers leverage mobile data mediation?

The next day, we will be doing a panel discussion

Panel: Mobile Analytics
The recent rise in mobile data uptake has not yet translated into increased demand for mobile advertising. Mobile carriers have long owned the richest source of raw data to drive effective targeted advertising. However, the industry lacks a proven method of turning the raw data into valuable insights and standardizing the interface between carrier and advertising systems. A contextually-aware data mediation platform is the essential link between carrier and advertiser – the spark the mobile ad marketplace needs to get rolling.
            Sponsored by Openwave Systems, Inc.

Moderator: Anand Chandrasekaran: Director of Product Management, Openwave Systems, Inc.
Zaw Thet: CEO, 4Info
Chetan Sharma: President, Chetan Sharma Consulting
Marcus Startzel: SVP of Sales, Millennial Media
Steven Rosenblatt: SVP, Quattro Wireless (invited)

Hope to see my mobile advertising friends there

Colleagues can register via the event website and include (25%MMF09) in the VIP Code box at:  www.mobilemarketingforum.com