FOR THE MOBILE MARKET
Companies around the world are looking to know their clients and customers better. The more information a business knows about its
demographics the more they are able to tailor their marketing and products to those customers. On the following pages we are going to look at the relationship between mobile market research and big data.
BIG DATA Big data is a large, complex grouping of data sets that pose a challenge in being processed by traditional data applications or data management tools. It definitely makes sense that the amount of information a business could collect about all of their customers
would reach BIG proportions.
HUGE QUANTITIES OF INFORMATION With the mass of
information that companies want, it is becoming hard to collect and analyze. Although the potential is there, many of the benefits from such a massive amount of data can be unclear.
TRADITIONAL MARKET RESEARCH Most companies looking to get big data need to enlist data management platforms. Typically, these rely on cookies to obtain the
identification of the users. The problem: Cookies are not used in mobile applications, and mobile browser cookies are usually blocked by default. It is very difficult to siphon significant insight from the mobile market through traditional methods.
Google Even this huge tech company is finding it hard to get the qualified information from the mobile market. Google uses search-based ad words to tailor its advertising, so unless the user makes some intention toward a service, product, or even category,
Google can’t recommend (read: advertise) anything. On top of that, Google AdSense relies on cookies, so
A BIG EXAMPLE
most of the time they are blocked by mobile browsers.
Let’s say a business could collect the data they wanted. They could identify their customers and track what they are interested in. Even in this hypothetical world, the company would run into some costly problems‌ How does the company know that the data is accurately portraying their demographic?
Even In A Dream World
A SMALL EXAMPLE, A BIG PROBLEM Let’s say a company could track a 25-year-old male on his mobile device, and he is captured looking at ballet tickets. Your data would suggest that he is into classical music and dance. But‌ What if he is buying the tickets for his friend and he has
no interest in the ballet? What if he is trying to win a bet that performing arts tickets are more expensive than major league sports tickets?
The major issue is no one knows, except him. And the
data the business collected would end up pointing their advertising dollars in the wrong direction.
A MAJOR SOLUTION Companies should get their information from the customer at the source. Mobile market research is the only way to get accurate data on mobile customers. These are your customers – get the information from them when they are at the business’s location. There is no confusion on whether they are there or not. There is no need for cookies. There is no reason to question the results.
For more information, please call: 714-754-1234 Or visit: http://mfour.com/ Any customer with a Droid or Apple device could be a part of your company’s mobile research panel. With Surveys On The Go, every customer can give your company the information it needs live. Surveys On The Go is the most downloaded and highest rated app in the mobile research market.