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

3 Ways mobile data helps you better connect with consumers

This week’s guest blog post is contributed by Ari Saposh, VP of Data, oneAudience.

In an ever-evolving digital era, marketers are increasingly challenged to keep track of who’s who and what’s what across various media platforms and devices.

The brands providing the most personalized customer experience are the ones able to stand out among all the digital noise.

To better understand customers, we need insights into their most personal source of media: their mobile devices.

Here are three ways mobile data links together a more personalized consumer profile, allowing you to level-up your consumer connection efforts.

  1. The mobile device ID (MAID)

With the average U.S. consumer spending approximately five hours a day on their mobile devices, mobile is a consumer’s most personal device. It’s always accessible at their fingertips and is the most telling information source for today’s users. 

A MAID, or the unique identifier of each device, verifies that a real person is behind the screen. However, cookies and web browsers are inevitably prone to ad fraud caused by internet bots costing the data industry more than $7.2B wasted on fake ad impressions.

More specifically, a MAID (typically accessed through opt-in mobile apps) is powerful because it provides a deterministic linkto a real, verified individual—not just a lucky guess. With a deterministic personal identifier, you can link various data sources to a single individual for a complete understanding of his or her unique purchase behaviors, interests, lifestyle, media preferences and more.

Read this next: How to use location data effectively in your ad campaign

  1. The mobile-first approach

Mobile data is truly powerful when it’s linked with other contextual data for a full understanding of individuals.

A mobile-first approach allows you to build your target audience with more accuracy. Link each individual’s mobile behaviors (app usage, app downloads, etc.) to his or her offline data (purchase behaviors, postal address, demographics) and online data (email address, browsing history and more) for a one-to-one understanding of your consumer.

With personalized data linkage, you can build full profiles of your audience and tailor your campaigns to them accordingly.

The customer journey is more dynamic than ever before; consumers are no longer static on a desktop. They are engaging with your brand and countless other brands across different platforms and devices daily.

More consumer data allows for more personalized marketing, thus more engaged customers receiving content fit to their ever-changing wants and needs.

  1. Personalized mobile offers

  With powerful audience data, campaigns can be more personalized than ever before so your marketing is no longer an interruption, but a conversation.

Mobile allows us to not only understand consumers on an individual level, but also to utilize real-time location services to optimize campaigns to be as dynamic as today’s on-the-go consumers.

For example, geo-fenced campaigns allow marketers to reach real individuals on their mobile devices with real-time personalized offers as they are within a radius of specific retail locations.

Personalized mobile offers have the power to drive foot traffic, increase customer engagement, and provide a direct one-to-one attribution method to accurately measure success.

Mobile strategy is no longer a nice-to-have—it’s an essential part of a data-driven marketer’s toolkit. By understanding these three approaches to mobile, you’ll reach a high level of personalization to drive real results.  

We've got your mobile data questions covered. Contact The Data Hotline today. (What's The Data Hotline?)

About Ari Saposh

Ari Saposh, VP of Data at oneAudience, has more than seven years of experience building and managing teams to implement digital marketing solutions and data technology platforms. Ari manages the technical implementation, data processing and development teams to effectively maintain the database and execute campaigns for the U.S. Defense Force, national retailers and major auto groups. His team is responsible for all things data and segmentation.

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