Recently, we counted how many Ukrainians are in Poland and in which regions they live, we also conducted an analysis of users' behavior and habits a year after the ban on Sunday trading. How do we know all this? Thanks to acquiring, analyzing and profiling data about smartphone and tablet users.
After #TeamSelectivv was leading two workshops - one for the retail sector and second for students interested in business, marketing and research - we received some interesting questions we would like to share:
Both Geotrapping® and Wifitrapping solutions are based on location and time. Both allow to collect similar information about mobile users.
“Almost all of us have a phone with us ... We use them to search for what we are interested in, we are looking for products to buy, holiday trips... In addition, we install applications on it - for losing weight, dating, booking hotels. That is why more and more information is available on our phones. Besides, we have a phone in our pocket when we go to a store, a shopping mall or go on holiday.”
Both are useful to measure footfall, get to know user characteristics, analyze participants of events, plan and report marketing activities etc. So how to choose between them? That depends on what we want to achieve.
The Selectivv Geotrapping® technology uses the functionality of geolocation of mobile devices to reach the right recipients of mobile advertising in a specific place and time. It enables the advertising message to reach the target group that has been in a given location in the past, regardless of the current location of these users. We will use Geotrapping® if we want to collect information from a large area or multiple locations and implement a retargeting campaign.
However, if you are interested information like how long the customer stayed in the store or how the conference participant moved around the event. You would be interested in Selectivv Wifitrapping technology. Installation of measuring devices in the specified location, allows to gather interesting insights about the participants - without the need to engage them, unlike other technologies such as beacons. Wifitrapping allows you to collect more information about users.
In addition, in conjunction with Selectivv DMP it is possible to extend the knowledge about the groups we are interested in with data from outside the location and time of the event. We collect data and what’s next? All information about users are gathered and processed in Selectivv DMP.
We integrate multiple advertising network and receive information from over 200,000 applications with advertisements and from over 15,000,000 mobile websites. We collect info about location, time, application, device, operating system and mobile network operator. On the basis of the information collected, we profile consumers of mobile devices. Our algorithm can predict on high accuracy 362 facts about a single user (still anonymous). The data is being collected and updated in real time.
“How does it work in practice? When someone launches any application that displays ads, or opens a website on a smartphone, for example, rp.pl website, application or site sends a query to the advertising network, and then the advertising network sends a query to an agency like us. We know that the user of the phone a year ago launched the application in which he specified his age, in another one shares information about gender. Three minutes ago he checked the weather forecast and the this application noted his location, so we know that he is staying in Warsaw at the Central Station shopping center. During the last two weeks he was looking for flights, so we can assume that he is going on a trip. On this basis, we make a decision whether someone of our clients has an appropriate advertising for such a person and how much we are willing to pay for its emission.”
“To better understand and organize data about these users, we have created a database of behavioral profiles that we group in 65 categories. Whether it is a woman planning for pregnancy (using an application to help her to get pregnant, eg Get Baby), or who is pregnant (using the Pregnant Calendar application), or it is a mother of children 0-12 months, parents of children 1-4 years, 5- 10 years, students, etc.”
Who do we consider a person doing sports? The one who uses the app to track physical activity at least three times a month. Football fan either takes a smartphone with him to the stadium during the match, or uses the application displaying team results.”
but certain groups. GDPR says that it must be at least 100 people, we analyze groups of 1000 users. Our advertisers are not interested in particular Kowalski, but 1 thousand or 5 thousand. potential customers. Companies like ours are the answer to GDPR, because we process a lot of data, but it is anonymous data. After all, we're talking about terabytes of data that are analyzed in milliseconds. People do not do it, but machines."
Well, it’s like you sell shoes and are able to reach people who at the moment are interested in buying shoes. Collecting and using data in marketing campaigns or even researches shorts time and lowers expenses to reach the goal. Also, allows to dynamically change strategy when needed and plan next steps based on knowledge not predictions. Which is cool because facts are always better than divination.
The quotes come from the interview "Smartphone is everything" granted by Dominik Karbowski, co-CEO Selectiv, to "Rzeczpospolita".
