• by Gavin O'Malley , Staff Writer @mp_gavin, June 7, 2011

In an increasingly quantitative digital world, Starbucks is hugely concerned with qualitatively measuring its mobile campaigns. So said Adam Brotman, VP of Digital Ventures at Starbucks, during the morning keynote at OMMA Mobile. It’s “mostly qualitative,” said Brotman. More broadly, Starbucks wants to know “how we can use the digital sphere to extend and enhance that human connection,” Brotman said of Starbucks’ ultimate campaign goal. “Just like [the job of] baristas,” he explained.

Meanwhile, regarding Starbucks’ decision to partner with Yahoo for a co-branded site, Brotman said the coffee maker picked the perfect partner. “When we formed the partnership, we absolutely divided and conquered,” Brotman said. Not only did Yahoo develop the site, however, but it all helped “fill in the gabs,” when it came to content, Brotman added.