2016 is shaping up to be the year that mobile-first means digital success. The shift is creating lots of new opportunity but also exposing a challenging truth: that mobile-first marketing demands much more than “Mini Me” designs and hacked-together integrations of web-tracking tools that weren’t built for mobile in the first place. Mobile is different. The data is different, the partners are different, the skills required are different, because the customer interactions are different.
For these reasons and more, the shift to mobile, combined with the rapid expansion in the mobile SaaS ecosystem, has created more complexity than ever before. While there are many ways to connect data, as I’ve written before, NOT ALL INTEGRATIONS ARE CREATED EQUAL. Data is a raw material and if you want the final product to be high quality, you need to start with the right materials. This means you need a solution that can solve your core mobile data collection and integration needs. Consider these two points:
- There is nothing you can do in an app that you can’t do on a web page, but the opposite is not true. That means mobile data is a superset of web data and requires a solution built for mobile data from the ground up. Not something rooted in the web paradigm.
- Because the data is different, the use cases and stakeholders are more expansive. Data isn’t just about targeting, it can also be used by marketing, analytics, product, data science, IT, helpdesk, CRM etc. Since data is the common fiber across all these different use cases, you need to think about a platform that cuts deep into the org, rather than something broader but more superficial.
Today, I am pleased to announce that last week was our single biggest ever in terms of new integration partners onboarded. The new integrations range the gamut of use cases, from attribution to marketing to data warehousing. All of them are designed for mobile first and foremost. They are:
- Amazon SQS
- Amazon SNS
- Amazon Kinesis
You can learn more about each of these, and all the others we support, at on our web site or by visiting the integrations sections of our developer docs. If you’d like to suggest an integration we missed, or to connect your service to ours, visit our partner portal.