Smartphone and tablet are invaluable sources of information about its owner, and companies are increasingly interested in the use of these data. Mobile data can improve communication with the customers so they can better understand the behavior and desires of consumers and, consequently, prepare a tailored offer.
20 percent of mobile users say that they use them even several times per hour. We do not really break up with our smartphones, but dozens of installed applications help us in everyday life. Of course, nothing is for free. By installing a free application, you consent to the collection of certain information and their processing for marketing purposes. This procedure is performed only once during installation, but the application itself is there for a long time and provides information, whether it is at home, at work or on vacation.
Selectivv has created a technology that collects and processes data about mobile users. Data is collected through more than 200 thousand applications and 15 million mobile pages and updated weekly by 9 million records. This makes the database always up to date. It is possible to precisely locate the user owing to the GPS data. So we have very detailed information about where the potential customer is, whether he or she is at work, in a gallery or in a café in the city center.
Selectivv technology combines information from many applications and pages and performs big data analysis for dependencies. On the basis of which applications the person use, who he or she is (gender, age), and where can be, it is possible to prepare consumer profiles that reflect purchasing intent or distinguish a particular group. Sophisticated algorithms can analyze up to 362 information about one user. Within the framework of its DMP data collection, the company has distinguished 60 different consumer groups. Profile examples: pregnant women, parents of children of different age groups, tourists, or users of banking applications.
An example of the use of profiled data is an advertising campaign for one of the television platforms before the 2016 European Championships. Selectivv has selected groups that include profiles of people who actively play sport and those who are interested in it by watching sports news on sports.wp.pl or EkstraklasaLive. The essential fact was that the recipient of the advertisement was a sports fan. Using the relevant profile groups, it was possible to implement campaigns not only in sports applications but also in other applications and websites, increasing the effectiveness of advertising and reducing its cost.
Based on data from the mobile channel, it is possible to determine not only who the smartphone and tablet users are, what they are interested in, but also how they spend their free time or what is their current stage of life. Which applications are used, what activities are taken on mobile device, and where he or she may be, all of these can precisely define customer’s needs. An example would be a bank wishing to learn more about its customers using the mobile app. Because the user first provides his basic personal data and gives the marketing consent, the user can be identified. The bank also has an insight into its finances, but usually it ends up with its knowledge. Researching and preparing psychographic analysis of users can help the company to gain a lot of valuable information and find out what groups of people use its services.
Data obtained from the mobile channel can be combined with the information that companies have about their customers. With this solution it is possible to better understand consumers and tailor the offer to their needs. Mobile data allows to create purchase predictions for specific user groups. This would make it possible to prepare a long-term action strategy. Forecasts based on mobile channel data allow to select the most relevant target groups, help to make product-specific decisions.
For example, a company that intends to launch an application supporting sales of its services may commission a Selectivv purchase prediction, to find out what kind of applications its target audience likes, and which applications of competitors are used. It can also determine the level of market saturation with applications from a given segment. Based on the activity of users in similar applications, it is possible to identify the needs of their target audience and to determine how the app could satisfy them. A growing number of mobile channel data opens up new opportunities.
Mobile is the future, and only the proper use of it will allow companies to gain competitive advantage and win the battle for a customer.
