Every second of every day, mobile data is accumulating on a vast scale. When combined with behavioural information and businesses’ own rich data assets, this has the potential to be transformed into high-quality customer insight.
n turn, the results can be used to drive new business strategies, challenge preconceptions and help identify new marketing opportunities. Mobile analytics can provide powerful insights to inform your enterprise operations.
Unlike traditional methods of gathering information, mobile devices benefit from location based services (LBS) and “always on” user behaviour and are not influenced by seasonal variations. As a result, the data obtained is more accurate and can help to create a clearer and more detailed picture of customer behaviour.
In the retail environment, for example, the use of aggregated, anonymised data based on analytics such as footfall and outdoor media tracking can enable an organisation to make informed decisions. For example, it may help a retailer decide whether to rent premises in a particular shopping centre, based on a reliable picture of exactly what percentage of target customers are likely to shop there.
Already, many businesses are exploring the use of mobile analytics to target specific demographic groups, such as reaching new audiences through strategically-placed outdoor advertising with the location based on precise statistical information. Similarly, mobile analytics can be applied to measure the effectiveness of outdoor media campaigns and inform future strategies.
For firms that use direct marketing, the ability to leverage mobile analytics in reward and loyalty schemes tailored with location-based marketing could also result in greater brand advocacy, resulting in more customers 'opting in' than 'opting out.'