Can Branding Be Measured on Mobile?

About the Session
Mobile campaigns have proven to move metrics like brand awareness and purchase intent but measurement may not always be easy. Executing brand effectiveness studies necessitates live, in-market survey recruitment from mobile websites and apps. Jennifer Okula will discuss the lack of ad tracking standards and technology limitations in mobile and current approaches for study implementation. She'll address the challenges specific to survey delivery across mobile devices and will explore some best practices and new ideas for executing these studies across ad servers, publishers, networks, and other relevant operations groups.

About the Speaker

Jennifer Okula
VP, Data Innovation, Safecount

Jennifer Okula is Vice President, Data Innovation at Safecount. She is responsible for data collection and survey recruitment technology that supports research on mobile marketing campaigns and other emerging media platforms. Her role also involves developing key relationships with mobile publishers/networks, technology providers, and analytics companies.  Jenn has been invited to speak at various mobile events for the Association of National Advertisers (ANA), the Media Research Club of Chicago (MRCC), DFW Interactive Marketing Association, ThinkMobile, and the Direct Marketing Association (DMA). Jenn is a recipient of the 2010 ARF Great Mind Rising Star Awards and Mobile Marketer named her one of the “Mobile Women to Watch in 2010.” Prior to Safecount she managed a cross-disciplinary team as Vice President of Client and Market Development at Dynamic Logic and in 2006-2007 she spent time living abroad in Tokyo introducing online ad effectiveness research to the Asia Pacific market.  Jennifer has a professional background in client services, digital marketing, and research and has worked at an array of companies spanning from consulting firms to start-ups including Accenture, Doubleclick, and Bolt Media over the past 12+ years.