Pbm im imobile_alex_klose


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Pbm im imobile_alex_klose

  1. 1. How to build a mobile database Alex Klose Head of Marketing, EMEA alex.klose@imimobile.com 07775 420 015 www.imimobile.com
  2. 2. Be careful what you do... 2
  3. 3. Permission-based marketing,the concept of value exchange Consumers exchange their consent, and sometimes personal demographic and preference information, in advance, for a product, service or offer that they deem of interest, of relevance or of worth to them. MMA whitepaper – Building Permission Marketing 3
  4. 4. Starting points 1. You have an existing database with some mobile data 2. You have no mobile database 4
  5. 5. Is the data really usable?How old is the data?Is the data in the correct format?Where was the data collected?What can I do with the data?Who owns it within the business? 5
  6. 6. Think before you start...2. You have no mobile data 6
  7. 7. ... about some basic questions What do you want the data for? What information do you need to start? What additional information do you need? How are you going to store the data? How do you merge the data with other existing consumer data? What tools do you have to analyse the data in the right way? How are you going to measure success? What´s the benefit for your customers? How can you incentivise and reward your customers? What current media channels do you use? What does it tell you about your consumers already? 7
  8. 8. An example “...the campaign keyword will be “VISION” followed by a space, the URN and a further space, this will be followed by full name and postal address + email address...” 8
  9. 9. What information do you really need? General Personal Behavioural Data Data Data - Mobile number - Name - Media consumption - Operator - Age / Gender - Shopping habits - Phone Type - Address - Lifestyle - Email - Spending 9
  10. 10. Integrate mobile into your existingmedia channels 3/4 would be happy Social Media to opt-in given the right incentive 234% more Events positive about mobile messaging 62% read messages Instore in 5 mins from senders they don‟t know Email Online DMA & IAB – Mobile Messaging Study, Sept 2012 10
  11. 11. How to gather mobile data via radio 11
  12. 12. BBC “Meet the Listeners” campaign 81199 BBC listener sent picture message to 81199 (no charge for the user) 12
  13. 13. How not to do it 13
  14. 14. Media channels like online are great tocapture additional data & preferences 14
  15. 15. The general 4 step process1. Build – Start building a database by adding each consumer action & response into your DB – Data mapping - enhance the data with information from other sources2. Invite – Once initial relationship is established invite consumer to fine-tune preference profile – Give the user access to his profile – let him control – Present exclusive rewards as exchange for more information3. Analyse – Analytic tools and services can deepen the preference profile – Examine each consumer„s propensities to use different media – Does a consumer respond more to content, services, links etc.4. Ongoing enhancement of preferences and user profile – Continues data validation and preference management – Opt-out management – identifying potential new sign up offers & mechanics 15
  16. 16. What would you do with £200? Text CASH to 62277* *Competition opens on 03/10 at 10am and closes at 3.30pm the same day. Standard network charge for 1 text message. Data download charges is made by your network. For further information on data charges please contact you network operator. The data you provide will be added to our marketing database. 16
  17. 17. The winner & results... Join our Behind Closed Doors presentation at 3.45pm We´ll send you a reminder ;-) 17
  18. 18. Thank youAlex KloseHead of Marketing, EMEAalex.klose@imimobile.com07775 420 015www.imimobile.com