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The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

  • August 10, 2016

Hit the $25B mobile targeting jackpot with data intelligence

This week’s guest blog post is contributed by Vince Cersosimo CEO, Webbula, LLC, originally published in the official Oracle Data Cloud Summit magazine.

Figuring out how to engage the right audience with the right messaging is challenging enough, but delivering relevant mobile content to drive the shortest path to purchase is daunting. You want to achieve maximum conversion and expand your efforts beyond traditional targeting. Missing key data sets in your campaign strategy not only hinders your ability to build the customer experience across devices, but also hinders them from converting to purchase.

According to VentureBeat Insights, mobile marketing is a $25 billion opportunity waiting to be tapped. So why is your data stopping you? Every marketer knows data is an essential component to any campaign, but finding the right data can be difficult. While your first party data is extremely reliable, it does not include the necessary scale and data points to put relevant mobile content in front of the right user at the right time.

As an eCommerce retailer, you might be collecting information like name, email, address and purchase data, but additional data points might be missing. While you might understand your existing buyers, additional sales potential exists in adding data points to your current data set to increase your understanding of potential new customers. Adding third-party deterministic data can help to close some of the gaps and solve cross-device challenges marketers face when trying to deliver a connected user experience.

Traditionally, marketers relied on cookies only to link individuals to segments and behavioral data. The challenge here is that while cookies are a viable method on desktop and laptop devices, they are limited on mobile devices. These limitations create a blind spot for the marketer as customers switch from their desktop to mobile or vice versa.

The more devices the individual has the harder it is for the marketer to create a connected experience for its target audience. Often a customer might exhibit certain behaviors or a purchase on one type of device and not the other, leaving the marketer ill-informed. Missing expected information can make your customer messaging irrelevant because they may have made the purchase or are in another phase of the sales cycle.

Additionally, you have missed a potential cross-selling opportunity. To deliver “in-the-moment” advertising to in-app users and mobile storefronts, marketers require deterministic third-party data offering insights via cookies as well as mobile IDs. Combining these attributes provides a unique identification of the user profile across various channels and devices.

Deterministic third-party data is derived from self-identified information the individual provides. It’s extremely accurate and allows marketers to target precise audiences paired based on intelligent data points like demographic, B2B and interest information about the individual. Deterministic third-party data is available in most Data Management Platforms (DMPs) and can be used for mobile targeting and also for in-app ads, video ads, display ads, shopping cart abandonment and SEO/SEM decisions.

When an individual visits a mobile site or app, the ad exchange begins a real-time auction to target the individual with a relevant ad. If the marketer has previously set up relative audience information in the DMP pertinent to the transaction or action occurring on the mobile site or app, marketing magic occurs and the individual receives the relevant experience. If not, then you miss your piece of the $25 billion mobile device marketing opportunity.

Understanding how to create cross-device and mobile campaigns not only will increase your relevance and customer understanding, it also provides you with future insights on how to fine-tune your audience.

As data is collected over time, examine behaviors generated from campaigns and how those behaviors can be used for future campaigns. In addition, since data is continually evolving, be sure your campaign data is constantly updated and refreshed so your messaging stays relevant and up to date.

Read more thought leadership in the Oracle Data Cloud Summit magazine.

About Vince Cersosimo:

As Chief Executive Officer of Webbula, Vince oversees Webbula’s business portfolio organized into three primary product solutions: CloudHygiene, Data Enhancement, and Audience Targeting. In this capacity, Vince is responsible for Webbula business initiatives, strategies, and operations.

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Image: Daria_Cherry/Shutterstock

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