Many mobile-minded marketers are now looking to their customer data as a tool to drive extraordinary business growth. Historically, data is harder to collect on mobile screens. Tracking cookies, the workhorses of the PC web, are very problematic on mobile, especially with Apple devices and apps. But the data problems have diminished. If you are looking for ways to unlock value from your mobile data, consider starting with these four tips.

1. Thanks to for publishing this content first.
Four Strategies
To Unlock Value
From Your Mobile User And Customer Data
By Jim Nichols
VP-Marketing, Apsalar

2. Focus on first-party data first.
First-party data is information collected by you about your site
visitors and app users. These user signals reveal insights about
specific brand relationships. Third-party data is information you
buy. It’s rarely about your brand specifically; rather it tends to
be more general. First-party data is harder to collect than just
writing a check. But it’s free, and if you employ good data security
practices, only you get to unlock those insights. Free, unique and
highly-relevant data is a hard combination to beat.
It’s easy to see why first-party is best. Imagine you are the
marketing lead for a French champagne that costs $125. You
could buy access to a third-party, data-based audience of
“champagne buyers.” This could be rich people or people who
entertain a lot. Or, you could analyze your buyers and learn what
makes them passionate about your brand. Which approach do
you think would yield better sales results?
1 2
Model your prospecting
efforts on your best customers.
Any business has a mix of site/app users and customers. At
one end of the spectrum are those who visit your site or down-
load your app, have a look around and leave. At the other end
are your best customers, the people who buy again and again.
Which user type would you want to persuade?
I worked with a travel brand that changed its audience targeting
specs from a broad target modeled on a general audience – all
the people who visited their site – to one that focused on people
who purchased five or more hotel stays per year. The brand de-
livered a set of “heavy buyer” device advertising IDs to its media
partners and asked them to find and target people who behaved
like its heaviest buyers. While this tighter targeting spec meant
higher media costs, revenue grew significantly because the
campaign connected with more qualified customers.
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Introduction
Many mobile-minded marketers are now looking to their customer data as a tool to drive extraordinary business growth. I started out on the PC side
of digital, where marketers have long used their customer data to sharpen marketing targets and deliver custom marketing efforts that highlight what
consumers will want next. Across many industries, I’ve leveraged granular user insights and have seen firsthand how data-driven marketing can
accelerate brand growth.
When I transitioned to mobile and cross-device, I was shocked by how few mobile marketers leveraged user-level data. Historically, data is harder
to collect on mobile screens. Tracking cookies, the workhorses of the PC web, are very problematic on mobile, especially with Apple devices and
apps.
But the data problems have diminished. If you are looking for ways to unlock value from your mobile data, consider starting with these four tips:

3. Proactively drive users to take
the next step in the buying
process
Focus your attention on converting more of your new
installers and visitors into first-time purchasers. Most
brands have a massive drop off between the number of
people who visit their sites or download their apps, and
those who visit and buy.
Segment your users into different stages of the
buying funnel, and devise specific marketing efforts
for each group. Then, define an audience of people
who have only launched the app once and give them
reasons to come back. Target them specifically with
an announcement that you are now showing a new fall
collection, for example, or give them 20% off if they buy
today. In my experience, I’ve seen new user programs
more than double the percentage of new users who
make a purchase.
Other groups also warrant outreach: Use retargeting
ads to get cart abandoners to return and buy.
Retargeting ads show you the last item you considered,
and often provide extra incentives. They can double,
triple and even quadruple purchase rates.
These are just two examples. Analyze where you lose
groups of people in your conversion funnel and develop
targeted campaigns to inspire them.
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Love your golden geese.
Driving incremental purchases from regular buyers costs a tiny
fraction of what it takes to persuade first-time buyers. Segment
your best buyers and invest in emails, push messages and ads
that reflect their interests.
3 4
For
example
I often buy clothing from an app that completely
gets my fashion preferences. It uses my past
purchases and buying patterns to anticipate
what will interest me, and times messages to
my “moments of weakness.” It knows when
I need – and don’t need – discounts. Every
season, it barrages me with microtargeted ads.
I click and grow its business, all while enriching
my data file.

4. Conclusion
PC web marketers have done all of this for years. Mobile marketers
can now replicate these approaches using their first-party data. As
more brands look to mobile for growth, marketing with first-party
insights can mean the difference between making your number and
missing by a mile.
About Apsalar
Apsalar Mobile Marketing Cloud helps app marketers solve their
biggest challenge: attracting and developing profitable, loyal users.
Rely on Apsalar to optimize installs, analyze the business, build
high-performing audiences, and distribute audiences to partners for
customized marketing efforts like engaging new users, winning back
uninstallers, and closing cart abandoners.
FOR MORE INFORMATION, VISIT
https://apsalar.com or email info@Apsalar.com.
In the US you can also call
877-590-1854
Copyright 2017, Apsalar, Inc. All rights
reserved. Apsalar and the Apsalar logo are
trademarks of Apsalar, Inc. All other brand
names and logos referenced herein are
property of their respective owners.