Google has changed -Cross Device Conversion Tracking -Deeper Reliance on Mobile GPS with G/Maps -More Interactive Mobile Search Results Phones go with you all the time and can act like passive senders and recievers of data
Customer engagement. Big data can deliver insight into not just who your customers are, but where they are, what they want, how they want to be contacted and when. Customer retention and loyalty. Big data can help you discover what influences customer loyalty and what keeps them coming back again and again. Marketing optimization/performance. With big data, you can determine the optimal marketing spend across multiple channels, as well as continuously optimize marketing programs through testing, measurement and analysis.
Reuse – Like using Google’s search queries to find patterns in the spread of the flue. Or mobile phone operators Telefonica selling aggregated call info to local retailers. Great for any type of business with lots of data that they are not using, or that is offline. Often the data can be aggregated to show different types of value. Merging – Combining one data set with another – sometimes very different data, like carrier data and health records in Denmark, to see if cellphone use caused cancer. Or Zillow using MLS records & location information to show visual representations of home prices. In some cases, even old data can be used here. 2’frs – Where a single data set can be collected in a certain way that allows it to be re-used in very specific ways. Like SWIFT – online bank transfers using aggregated data to describe regular changes about companies GDP’. Knowing where shoppers congregate in a store to help deploy staff in the short term & optimize store layout in the longrun.
2014 will be the year that mobile usage surpasses desktop usage of the internet. Another recent study from InMobi found that outside the US and UK, mobile media time spent now exceeds TV.
Having all of that information Daily or Even Hourly Correlating Eating Habits with Weather Soup When it is Cold Pop-Tarts Before a Hurricane Correlating Weather Predictions with Marketing Calendars & Budgets Daily Hourly By Person or Family Google is Changing/Marketing is Changing Off-Line Conversion Tracking, Call Tracking, Cross-Device Tracking Potential Map Tracking all the Time Google Universal: http://marketingland.com/is-googles-universal-analytics-a-game-changer-48490 Portable Data - Google Tag Editor, Knowledge Graph & FreeBase
Collect the Data You Can & Buy the Rest When the stat gathers data, it does so on behalf of their citizens, so it should make the data it gathers an anonomized resource.
recent years, Amazon began selling its data on customers to third-party companies as a marketing solution — unlike other companies, Amazon doesn&apos;t offer browsing history; it knows what people want to purchase.
Transcript of "Mobile & Big Data"
Cindy KrumCindy Krum
Big Data: Data sets so large and
complex that it becomes difficult to
process using on-hand database
management tools or traditional data
• Deep CRM for Micro-Targeting
• Active Social Participation & Data Mining
• Rules-Based Marketing Optimization
• Predictive Analysis & Algorithm
are a Huge
Hypothesis: Mobile Data = $
The New Paradigm in Mobile Marketing is about
Leveraging Constant Streams of Data from All
Devices & Giving it Monetizable Value:
– Understanding It
– Mining It
– Merging It
– Sharing It
– Selling It
What Can Mobile Track?
Native Apps Can Track:
• Elements of Phone OS
• In-App Submissions
• In-App Purchasing
• Web Interaction
Web Apps Can Track:
• Web Submissions
Where to Get Free Data
• World Bank – 100’s of social
& economic indicators
• US- Obama’s Federal
450,000 across 172 federal
• UK – Open Data Institute (Co-
directed by Tim Berners-Lee)
• EU Open Data Initiatives
• Australia, Kenya, Brazil, Chili –
All have Open Data strategies
• Code for America (US)
• National Weather Service
• The Sunlight Foundation
• The Open Knowledge
Other Data Resources
– Import.io - Let people sell the data they have like
eBay for Data
– Factual - Compiles DataSets
– Windows Azure - Curated Data Sets Ready for
– DataMarket (Data Auctions From Iceland)
• Free Data Sets from UN, WorldBank, EuroStat
• Resells Data from Market Research Firms
– APIogee – makes your data available in an API
Your Mobile Data is an Asset
• Understand It
• Mine It
• Merge It
• Share It
• Sell It
CEO & Founder,
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