“DATASETS FOR MOBILE MARKETING”

Over time, marketing has evolved and undergone a fundamental transition. There was a time when marketers used to rely on gut impulses to start business. Marketers of today’s world rely on consumer data analysis as a dependable source of information. Mobile marketing is the use of mobile data to boost sales, promotions, branding strategies, services, and products. Location data platforms are using modern technologies such as GPS, Wi-Fi, and beacons to gather location that can be structured into different datasets to facilitate mobile marketing. There are many mobile location data platforms providing mobile location data advertising for marketers. Intuizi is one of the most prominent platforms to provide trusted legally compliant location data for mobile marketing with a patent pending process.

This data may be used to improve and customize mobile experiences so long as it is used in a legal complainant manner. Not all marketers or platforms use the mobile data in a compliant manner and many still relies on Identifiers such as cookies and Advertising ID’s which contain personally idendifiable information know as PII. On the Intuizi platform all data is anonymized and encrypted and there is no PII on any individual. Mobile data can be utilized for many reasons, but it's most commonly used to enhance and personalize mobile services and marketing activities. Mobile data relies heavily on location data, which is likely the most crucial data type that distinguishes it from Web-based data. The mobile advertising and marketing sector is predicted to be transformed by location data. The capacity to provide hyper-local, customized advertising in real-time might be a game-changer for the advertising industry so long as it does not infringe on the rights of consumers and is used in a compliant manner. When social media data is combined with location data, it may use to create targeted advertising. Location data platform uses audience activation and intelligence tools to boost mobile-based consumers' purchase decisions.

You need to gather all data from many sources to understand the issues and opportunities your consumers encounter thoroughly. Mobile marketing data can be categorized into the following significant datasets:

IDENTITY DATA

The only company that has these rights are the consent owner who received the original consent from the consumer during a sign-up process to their product or service. Identity data is the fundamental data that is the core of the mobile marketing. It reflects the identity of the customer and it’s obvious that you can’t target or reach someone until you don’t know their identity. The identification data set serves as the foundation for establishing and constructing buyer personas, by allowing you to know about the interests in products or services. It helps in creating buyer’s profile, first step in knowing about your target audience. If your organization employs a customer relationship management, you can save, organize, and consolidate this data in a single directory or location. By processing, filtering and segmenting this identity data you can create more personalized mobile ads. Consumer’s identity data mostly includes names, age, contact number, email addresses, occupation, social media account information etc.

DESCRIPTIVE DATA

The only company that has these rights are the consent owner who received the original consent from the consumer during a sign-up process to their product or service. Knowing your client’s name, email address or phone number is not enough to understand your client. To truly understand your consumer personas, you'll need to dig into more deeper and descriptive data is a great help in this situation. The main objecting of collecting descriptive data of your client is get more meaningful insights about their purchase habits, behavior and interest. You can get extremely strong sights by utilizing marketing and sale intelligence. Data sets that firms acquire routinely include identity data and quantitative data. However, you must go to great lengths to obtain descriptive data. You can get many datasets from several data platforms or data providers.

BEHAVIOURAL DATA

Behavioral data and analytics are critical marketing tools; by utilising behavioural data and analytics, marketers can get the most out of their campaigns and provide a better experience to their consumers. Behavioural data can be helpful in knowing about how your customer uses the product or service. Behavioral data is of great help in revealing customer’s purchasing habit, browsing or internet activity and social media use. By knowing their search data which includes keywords, websites of interest etc. and the device they use can improve the personalization and lead to more conversions. This data also reveals which channel is generating more conversions, allowing you to focus your marketing dollars on where they'll be most successful. Similarly, you can observe social advertisements create more money for your company than search engine ads. Location data platforms can harness behavioural data to get meaningful insights using audience activation intelligence tools.

QUALITATIVE DATA

The only company that has these rights are the consent owner who received the original consent from the consumer during a sign-up process to their product or service. After knowing identity, behavioral and descriptive next step is gathering qualitative data of customers. This information includes their thoughts, relationship with your product or brand and their reviews about your product or service. All this information can be obtained through the analysis of qualitative data. And qualitative data can be gathered through their comments, posts on different social media platforms, reviews, emails, and feedbacks. Qualitative data can be of great help in increasing customers retention rate and also increase conversion rates.

TRANSACTIONAL DATA

The only company that has these rights are the consent owner who received the original consent from the consumer during a sign-up process to their product or service. The integration of transactional data across channels is critical. Since it reveals the true worth of a brand's marketing efforts by layering in data about recent/frequent purchases, spending patterns, and things that a consumer has been interested in. When consumers have identified themselves (through a loyalty card, phone number, or receipt scan, for example), their single-view profile grows with their purchase history. A brand's insights into the customer's behaviours develop in lockstep. As a bonus, there are vital insights behind transactions that do not have a specific consumer, allowing for extensive analysis on topics such as the performance of a brand's new product or the time of day when particular categories become more popular.

The key to properly harnessing the power of this data is to make it available in real-time. Data from each commerce channel may be fed immediately into the customer's profile at the time of purchase using a direct API interface (through various techniques). This kind of speed is precious since it allows firms to assess the performance of new product launches quickly. Even better, the sooner marketers are aware of the behaviour, the quicker they react.

IP ADDRESSES DATA

The only company that has these rights are the consent owner who received the original consent from the consumer during a sign-up process to their product or service. We may trace and correlate customer activity to a specific IP address using real-time behavioural data graphed to correspond with a particular persona (or unique consumer). This IP address is linked to a physical location to guarantee precise geo-targeting. So, we can finally link that IP address to a reallocation by tracking IP addresses and then linking identifiers of a MAID account (mobile advertising ID) associated with that IP address.

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Also read Advanced Data Driven Marketing

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