Does mobile fit into your marketing mix?

Experts explain how marketers can gain deeper consumer insights from new mobile data analytics

Mobile devices have become a powerful way for marketers to leverage key customer geo-location data and gain deeper insights into consumer behaviour, according to experts from mobile ad platform, InMobi.

InMobi’s head of strategy for Australia and New Zealand, Brendan Watmore, said the mobile app ecosystem has impacted human behaviour in ways no marketer was ever able to predict.

“We’ve seen how much mobile has grown much more organically,” he said. “Today, something like 65 per cent of all browsing in Australia is done on a mobile device, but that represents only 14 per cent of the overall time spent on mobile. The rest of that time is in-app.”

Currently, InMobi offers in-app and mobile Web advertising, providing information from over 10 million mobile devices in Australia. The platform recently amplified its data capabilities with a strategic partnership with consumer insight sources, Experian.

InMobi collects a range of marketing-driven data points about customer behaviour, such as which devices customer use, which publishers they looked, their location and their telco provider. With Experian, it is now looking to combine that with consumer insights.

According to Watmore, one of the new and interesting set of data signals to consider from mobile is geo-location data, which is where the partnership with Experian comes into play. The partnership will enable this data to be matched with the consumer traits of specific households, providing new targeting and analytics capabilities for marketers.

“We think this is exciting for a lot of marketers,” he said. “It’s about looking at where someone is located, where they have been, and what we can infer about that behaviour in terms of their consumption or intention.”

By tracking which devices belong to specific consumer industry segments, InMobi can see where those devices travel and continue to track those mobile signals, Watmore continued.

“We see a lot of people using their devices for gaming when they’re killing time and are more open to be engaged with an ad or brand message,” he explained. “So if we can deliver the right message to the right audience in that moment, they’re more likely to get engaged with that message.”

The challenge for CMOs, according to InMobi’s principal research scientist, Ian Anderson, remains to incorporate new insights into consumer mobile behaviour with other behavioural patterns in a way that provides real, deeper insights they can act upon.

“Data and in particular, mobile data, is now and is going to be really influential in the decision-making processes of businesses moving forward,” he said. “You can’t lie to your phone - it knows where you’ve been. And even though we have huge volumes of data, we’ve found our mobile data sets are helping brands gain deeper insights.”

Read more: Forrester: Mobile marketing is lacking strategy and governance

Adopting mobile marketing for the masses

Experian A/NZ managing director, John Merakovsky, agreed, adding mobile is not just a platform for delivering marketing messages, it’s also a powerful vehicle for helping understand consumer behaviour.

“Experian has always been at the forefront of initiatives to improve consumer engagement, using technology and data to improve interactions between brands and people,” he added. “We immediately saw the potential with InMobi because the mobile space brings a wealth of new information that can help us develop even stronger profiles of customer prospects.”

Mobile devices enable marketers to collect anonymised real-time behavioural data, getting closer to understanding the buyer, added InMobi’s general manager for Australia and New Zealand, Jon White.

“Traditionally geo-demographic data was used to segment markets based on household characteristics,” he said. “The assumption was people of similar type behaved in similar ways. It gave marketers an idea of their addressable market, but it didn’t help you identify when those people were ready to buy. Now, marrying these two datasets together is very powerful indeed”.

Overseas, InMobi has already been worked in partnership with third-party data companies to leverage data capabilities and has provided a more holistic audience view for a few years now. But it has only rolled out the same capability in Australia for the last 12 weeks.

Experian will exclusively work with InMobi over the next two years. Customers of the InMobi platform can now access Experian’s household data sets, with a roadmap of products to be developed over the next few months.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in