It's not even noon, and we at OMMA Mobile are already knee-deep in cross-channel marketing issues. If you don't have a way to track your consumers across all platforms, you should "drop everything else," and figure that out, says Josh insists Glantz, VP and General Manager at Publishers Clearing House Online. Another related issue is "bad analytics," in the words of Johann Huber-Gutierrez, Director of Convergence and Mobile Strategy at Resource Interactive. Without naming names, Huber-Gutierrez said the top analytics providers can't follow campaigns across channels. Regarding tracking cookies, he said: "They break ... across different platforms." Redemption codes are …

In the day's first panel focused on engaging customers directly on mobile, executives from companies including Tasti D-Lite, Century 21 and Publishers Clearinghouse agreed that mobile users are willling to provide personal information if they think they're getting something of value in return. That data can then be compared to usage on a company's desktop site to provide a more consistent experience, as well as match up that first-party data with third-party data from other sources from Facebook to credit card transactions. Tasti D-Lite's VP of Technology B.J. Emerson, explained the company two years ago began integrating Facebook, Foursquare and …

By the way, if you'd like to see The Mobile Playbook discussed by Google's Tim Reis at OMMA Mobile this morning, you can access it at -- ironically -- on the Web, right here: http://www.themobileplaybook.com/

Google's Tim Reis stepped up the mobile intimacy analogy progressing from "moving in" with mobile marketing to actually sleeping with it.

Google’s Tim Reis calls mobile an “enormous branding opportunity” based on the amount of usage the platform is now seeing. As examples, he points out people play 570 years of "Angry Birds" daily; 600m year of YouTube mobile video played daily. 75% of YT Mobile user use mobile as their primary access device. Yet mobile so far only attracts 1% of marketing budgets, he notes, suggesting a dramatic gap in usage and  advertisng. No wonder there’s 80% unsold inventory in mobile.

That's what Google's Tim Reis told OMMA Mobile attendees that some mobile marketers seem to be doing by developing an apps-based vs. an optimized mobile Web strategy for reaching on-the-go-consumers.

This is the year Tim Reis stopped telling people about how big mobile is -- or how big it's going to be. "We all know how big it is," Google's head of mobile and social solutions just told OMMA Mobile's audience during his morning keynote. More to the point, Reis said of mobile marketers: "We're not talking about winning in mobile; we're talking about winning in marketing." Easier said than done, however. How can brands get it done? First and foremost: "You need to find a champion of mobile," according to Reis. Also, brands and marketers must understand that mobile …

Taking the podium to lead off OMMA Mobile is Tim Reis, head of Mobile & Social Solutions for Google, on hand to lay out the company’s new mobile playbook for marketers. The guide focuses on 5 key questions brands should ask themselves approaching the medium, starting with how mobile changes the value proposition. As an example, he highlights a Hotels.com ad where someone jumping out of a plane is able to book a room via his smartphone before pulling the parachute. The key takeaway is to look at what the authentic story of your brand is and how you connect …