Big data collection and analytic technology is of increasing importance in a world that is now more digitally-oriented than interpersonally connected. There are at present 1.75 billion smartphones in the world – nearly one-quarter of the global population uses a smartphone.
And due to the accessibility, context and immediacy that consumers are afforded in an interconnected mobile world, consumer behaviors have already started to change. 77% of users now use their phone to research products or services, and 64% have connected with a business. Consumers have higher expectations of mobile interactions because apps like Google Now proactively present relevant, contextual content. Even business models have been transformed by the immediacy demanded in a mobile world – Uber is a prime example.
What does this mean for businesses employing data-driven marketing techniques to improve communications and customer experience?
It means marketers have to step up their game in real-time interaction management and mobile analytics. Organizations that harness the mobile transformation are tapping into its pervasiveness and the growing network of connected sensors all around us in order to better understand and even predict what customers need next. This kind of data-driven marketing is the new basis of competitive advantage, and as consumers interact over a growing number of devices, integration of those cross-channel experiences is paramount. It’s not just mobile for mobile’s sake – it’s the mobile augmentation of the overall customer experience.
One company driving new insights from mobile data is Cars.com, a Teradata customer. The world’s second-largest automotive classifieds website, Cars.com recognized the need to capture, integrate, and drive insights from the more than one terabyte of information that its 11 million monthly users generated. That gave them a better understanding of how customers were behaving in order to present the right message, at the right time, in the right format.
One of these key insights came when Cars.com used geospatial data to marry mobile location with web behavior. “We’re beginning to provide interesting metrics about how many people are searching within 1 mile of their dealership – which basically could mean we’ve got people on their lot looking up basic information about vehicles looking at Cars.com,” noted Kevin Wyderka, Director of Business Intelligence & Data Warehousing. This ultimately led to a better mobile customer experience and a selling point to advertisers.
If you’re interested in this topic and want to learn more, then we’re in the same boat. I’ve partnered with Bob Garcia at Urban Airship, a leading mobile technology company, and submitted a session for SXSW Interactive 2015 in Austin, TX where we hope to get enough votes to be able to really bring this topic to life next March.
Will you help me get Teradata on the event agenda?
Click here to vote and help get us there to talk about some really game-changing stuff in the digital marketing spectrum. Thanks!
Michael Lummus leads digital marketing solutions at Teradata. A thought leader on the convergence of digital & traditional marketing, he frequently speaks at industry events held by the Direct Marketing Association, Gartner, Automotive News & others. Michael has had roles as Senior Product Manager at Acxiom, Director of Marketing at Michael Smith & Associates, & founded Sonus Marketing, a marketing agency & provider of ad buying technology.
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