Asked by panel moderator Tina Unterlaender, account director-mobile at AKQA, how they measure the success of their mobile marketing initiatives, the "Mobile First" panel gave quite a range of KPIs (key performance indicators), but generally said the ROI may not yet be truly measurable for mobile.

There was quite a diversity of views on "mobile first" strategies for the estrogen-charged opening panel at the Mobile Insider Summit.

That's how Mobile Insider Summit chairman Steve Smith introduced the "How to Create a 'Mobile First' Strategy for Your Brand" panel.

It's that most people don't know what to do with it, and others don't even know what it is.

Wells Fargo marketing chief Alan Gellman is providing a pretty comprehensive overview on the evolution of a pretty sophisticated mobile marketer's transition from the clunky, early days of the medium to, well, you know...

That's Popeye as in the sailor man, not the nickname and email handle of Mobile Insider Summit chair Steve Smith. And while Steve couldn't come up with a segue for Popeye and the Great Depression, Alan Gellman, senior vice president-marketing at Wells Fargo did. And it wasn't about the financial part of that equation, but on the cartoon strip aspect.

MediaPost Chairman Ken Fadner kicked the Mobile Insider Summit in Lake Tahoe this morning by doing his obligatory intro of Steve Smith, summit chair and editor of MediaPost's Mobile Marketing Daily (etc.), as the man who "needs no introduction." That's because Steve is the smartest guy on the planet on the subject of mobile. That said, Fadner pointed out that he won't be programming our next Mobile Summit. That honor will go to Chuck Martin, the author of several books (The Third Screen, etc.) about mobile media, and director of the Center for Media Research at MediaPost, who presumably is …

You think there is a lot of digital inventory now? Just wait. Factor in stuff digital cars and digital billboards -- and eyeglasses. For example, a current TV spot for supermarket chain Tesco, shows a man getting out the subway and getting having his smartphone focus on a billboard of a digital supermarket. He snaps what he likes and by the time he gets home, his groceries are delivered. And it doesn't stop there. Think about future digital eye glasses -- where you can see small icons in your view.

This guy.  Yes, it's a cool idea, but enough is enough.  That said, if you want to make them fashionable, here's an easy idea: Google sunglasses!  The user is simultaneously too cool for school and the smartest guy/gal in the room.

Advertisers will begin feeding data on actual product sales back into ad exchanges to help them optimize the ad mix, predicts Ben Fox, executive vice-president at the Adconion Media Group.