Big data is increasing the granularity of mobile marketing, its scale and measurability, as mobile operators seek to get more out of their data than network optimization, according to Dr. Olly Downs, chief scientist for Globys.
Globys is a contextual marketing company that focuses on solutions for mobile operators. Downs talked with RCR about how mobile marketing works in terms of target definition based on behavioral attributes and experimental design, and how big data is changing those areas.
“One of the big changes that’s happening is the automation and great enrichment of this experimental design process, which allows marketers to focus back on the creative elements that are key to really improving how marketing works,” Downs said. At the same time, he added, big data analytics are making campaigns more measurable — so that those creative efforts can be more extensively quantified in terms of their results.
Early work in big data for telecom has been in network optimization, he said, and detecting how the customer experience has been affected by the network — which naturally leads to optimizing customer interactions with contextual data so that users are more engaged with their service provider.
Watch the full interview:
Big data implications for mobile marketing
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