Mobile Targeting lifts me up, bad data brings me down

Once upon time there were these strange marketeers struggling to deliver message at the right time. Then the evil queen Mobile came along and now poor marketeers struggle to reach consumers on multiple devices, across multiple through different types of context and behaviour. And all of this in the name of the glorious fame for being

Data mining and third party providers ensure that we get an extremely accurate profiles by modelling consumers behaviour across every single platform. Using owned data in combination with third party data, we can now identify what are the consumers needs and what devices the consumers use which enables us to be relevant and precise while building scalable campaigns.

What remains a challenge ahead of us is to be able to recognise the same visitors coming from mobile or desktop and to be able to follow them on their journey.

Mobile Targeting lifts me up

Mobile audiences became a very, very big target. “Why is this so?”, you ask the expert and I give you the answer – people can be matched to a device. “How does it work?”, you ask and I tell you – “it is a secret”. Too many dark secrets around what part of the customer data is used to match “face” to a device. Even though we face the endless possibilities around mobile targeting, the issue of transparency and trust is not to be ignored.

Is it through mobile data that we can draw different personas, group people together based on common characteristics. And this is the main value of mobile.


Cross-Channel Measurement almost brings me down.

As an online marketeer, it is way too often that I have to face the dark matter of the marketing space – offline conversions.  For many of my clients, sales occur offline – in physical stores and the problem occurs when I have to prove and justify the role of online in offline sales. Online targeting involves a number of touch points with the customers—display, mobile, social, email—it is indeed quite hard to prove the impact of these channels once the consumer goes to a physical store.

The new solution by Oracle Data Cloud in collaboration with Google can measure offline sales lift of online ads. This is how it determined that 78 percent of TrueView video campaigns running on YouTube showed an increase in offline sales. A good example is the campaign by Gatorade “We love sweat” that got measured by Google. Because of the effective branding and original creatives, the campaign resulted in 16 % more sales for visitors new to the brand. Read more about it here.




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