Location data gives a unique knowledge on users visiting specific places, shows their habits and lifestyle. In addition, it is possible to combine this data with information from the apps and websites used by them, which allows for obtaining detailed characteristics of the analyzed group. As a result, we can get to know our own and potential customers, as well as those of competitors, in order to increase the effectiveness of marketing and sales activities.
When a user of a mobile device opens a website or an app contains ad space with an advertisement displayed by Selectivv, the company receives basic information from the mobile device along with the individual user number (GAID / IDFA). We are connected to advertising networks, which gives us access to 200,000 apps and 15,000,000 websites.
If efficiency and range are our basic goals and we know where our potential customers are, it is worth choosing geotargeting. It relies on targeting users with advertisement based on their location: countries, regions, cities, shopping centers, etc. The "presence" of our recipients does not have to be limited to their physical location, but also to the use of specific apps or app groups / categories. We have the ability to show ads to people using the selected app, competing apps or apps from selected categories.
The apps installed on the phone and the visited mobile pages allow learning about the habits and behavior of consumers. As part of the DMP (Data Management Platform), Selectivv collects and analyzes data from the mobile channel and based on it, prepares behavioral profiles of smartphone users. Examples of such profile groups include frequent travelers, music listeners, gamers, and entrepreneurs. This data is collected and updated continuously, so you can implement it in any advertising campaign. By using behavioral profiles, i.e. the characteristics and demographics of certain groups, we can target advertisements to potential customers based on their interests and activity on mobile devices.
A very useful method is also using historical data from the location. What is it? This is information about users who have visited particular places of interest in the past (selected shops, fairs, conferences, etc.). Based on this data, we can show the ad to a selected group - a day, week or month later. This has a huge advantage because people who participate in a given event, fair or concert do not always have time or the opportunity to check out the content right away. They will have a greater inclination to become acquainted with it, for example, resting at home in the evening.
Many projects require the use of several targeting methods. If, for example, we want to reach people aged 18-25 y.o., interested in sports, living in Warsaw and participating in sports events, we will use all the above-mentioned solutions in one campaign.
We can successfully use the advantages of data from smartphones and tablets outside of mobile activities. This is, for example, the use of information in other online channels: in advertising on the desktop or in social media, but also in off-line activities.
To begin with analyzing the potential of outdoor (OOH / DOOH) location Will the considered place bring the greatest effects? Who can see an advertisement on a billboard or LED screen?
We can also conduct an outdoor campaign, the continuation of which will be displayed on mobile devices. In other words, people who have been in the vicinity of the outdoor screen, the continuation of the advertisement they could see on it will be displayed on their smartphones. A dynamic campaign- even closer to cyber reality. Moreover, content on digital media changes in real time, based on data about smartphone users.
An example of an implementation in which this was used is the artistic project Symulakra carried out by Pangenerator and Screen Network. Symulakra is a digital sculpture displayed on the facade of the Plac Unii shopping center, the shape of which was influenced by the current car traffic in its vicinity and data from mobile phones of people gathered in the area.
Data from mobile is also an extended possibility of measuring and reporting. Who saw the banners and came to the store? Both - virtual and physical. What worked out and what should be improved in the future? Based on the available information and the tools that use, we combine ad displays on a smartphone with a visit to the store. The data allows also measuring the outdoor campaign and reporting on its range - the characteristics of the recipients - their demographics and behavioral profiles.
Not only marketing activities can be based on the universality and development of mobile technology. Data from smartphones allow for thorough research and analysis of large groups of users.
The number of interactions with mobile devices and how often they are used by users has a huge impact on the amount and quality of data available for analysis. They are collected passively without the need for user involvement.
Also, in the context of GDPR, data from mobile is completely safe and valuable. Selectivv collects and analyzes enormous amounts of information about users, but does it in an anonymized way. We do not process any personal data and we do not identify users by name and surname.
If we are the owner of the brand, we may be interested in obtaining information about our customers in order to develop the offer and properly communicate with the target group. We may also be interested in people who buy from our competitors and do not buy from us, and what to do to convince them. What's more, we can learn how to reach people who have not heard about us yet but have a high potential to become our clients permanently.
What is the effectiveness of the marketing activities we conduct? How to measure and determine online & offline footfalll? Using information from mobile campaigns and solutions based on them, we can collect databases and compare them. We can then see who has been in contact with the ad, what are its characteristics, and if and when they visited the physical location. By combining the results of the research with information about sales, we can conclude what is the effectiveness of the advertising activities that we have taken.
According to data from mobile devices, we can conduct research on event participants or people using specific apps. Contrary to appearances, we do not analyze only the group that appeared in a given place and time or often turns on a specific app. We also have the opportunity to learn the characteristics of certain events, forecast trends and describe phenomena.
Research based on mobile data also includes social and economic analyzes.
How did covid-19 change the holiday plans of Poles?
How has the consumption of the Internet on mobile by children and youth changed?
How did the crisis situation affect the number of visitors to commercial locations?
How did the Poles move around the country and did they comply with the restrictions imposed by the government and how did they spend their time?
These are just a few examples of analyzes that we have prepared recently.
Mobile analyzes include also surveys of selected users' groups via their mobile devices. Additionally, the combination of declarative information and passive data allows you to measure, analyze and plan activities.
An example of the mentioned solution is the analysis of the shopping habits of the inhabitants of the Krzyki district in Wrocław. A resident of this district has an average of 982 m to the X discount store. But many customers go to discount Y, which is on average 3.5 km from the house. This means that the sentiment for Brand Y is much stronger than for Brand X, since the customer is ready to take farer distance. We also checked why the residents of the south-eastern districts of Warsaw choose a shopping mall in the northern part of Śródmieście, since there is a large shopping mall in Praga, similarly in Mokotów. Is it due to traffic jams or the offer?
Selectivv Viewer is SaaS product, i.e. Software as a Service. It is a solution that, according to an intuitive interface, enables independent monitoring and analysis of one or more physical locations. By using it, you can get to know users visiting selected places yourself and discover customer behavior. The created algorithms provide an instant analysis of the collected data. With it, we can define, for example, Catchment Area, i.e. the range, the zone of influence of the product, store, service, etc.
Product or service development, optimization or personalization are just some of the tasks in which mobile data improves the process or increases efficiency. Also, measuring results becomes faster and more accurate when we use information about smartphone users. Based on customer databases, the time needed to define and implement key changes is reduced, ensuring greater efficiency.
