Real-Life Applications of Big Data in Mobile Marketing

Submitted By Gil Allouche March 21, 2014

Mobile apps are taking the online world by storm.

Companies have a challenge to develop apps that meet the customers needs while still providing marketing opportunities. Big data technology makes it easier for companies to do just that in the following ways.

Personalization

Big data makes it much easier to monitor what people are doing on numerous platforms across the web. With this information companies have extremely effective tools at their disposal to give consumers exactly what they want. An important part of the personalization process is taking the time to monitor a customer’s extended behavior. It’s not a quick process, but one that will pay off. With patience the success will continue to increase. Areas for which apps can be improved should be increasingly available with the ability to monitor what users are and aren’t using in the app.

Providing a complete customer experience

Companies are constantly searching for ways to retain buyers. An engaging consumer experience will bring them back to your company time after time. Big data can give companies the information necessary to give consumers unique experiences—in the store, online and with the app. These kinds of experiences should be a priority for every company. This too is an area that will require patience and data monitoring, but after sufficient time it will pay off.

What is and isn’t working?

In a general sense, the incredible tracking ability of big data makes the self-evaluation process for companies much easier and clear. It shouldn’t be hard to spot which marketing plans are and aren’t working. It also should be easier to analyze mobile apps and see which features customers are using and enjoying and which ones aren’t cutting it. This information is invaluable and can be priceless when it comes to pitching to potential advertisers. It should improve marketing and app development while increasing ad revenue.

Get rid of ineffective ads

We all hate banner ads. Phones are small enough, we don’t need additional space taken up by ads. Too often companies keep consumers away from their apps because of an overabundance of advertisements. Big data is essential for spotting which ads are and aren’t effective. Being aware of the consumers actions gives companies a much clearer vision of how they should market to the mobile app crowd.

Better real-time implementation

With SQL query tools like Hadoop Hive, companies can analyze and make instant changes to their apps and marketing strategies in order to satisfy consumer needs. What used to take weeks or months to discover can be discovered in days or minutes. It assuages the customers' complaints quickly and saves time and money that would have been spent analyzing new strategies over weeks or months. Companies also have more leeway for experimentation. They know if an idea fails it can quickly be dismissed and replaced.

Better Pricing

Price is king. To succeed in the business world you better make sure the price is right. Many a company with has failed because pricing was wrong. Big Data makes it much harder to make that gaffe. Because companies can monitor in real-time what’s working and what isn’t, pricing errors aren’t as severe. They can be fixed quickly before too much damage is done. In this area companies also have more space to try out different prices before settling on one. It benefits both the company and the customer.

Design

Big data also plays an important role in mobile app design. Companies’ abilities to pinpoint which parts of their apps are working and which aren’t significantly increases with big data. Better design means better product placement and a better total experience for the buyer. It also means a better product for advertisers.

Marketers and app developers can completely change the way things are done by intelligent big data usage. Much of what was previously done on intuition can now be based on data and fact. Revenues and usability with both increase.

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About this CMS Enthusiast

Gil Allouche

Gil Allouche

Gil Allouche is the Vice President of Marketing at Qubole. Most recently Sr. Director of Marketing for Karmasphere, a leading Big Data Analytics company offering SQL access to Apache Hadoop, where he managed all marketing functions, Gil brings a keen understanding of the Big Data target market and its technologies and buyers. Prior to Karmasphere, Gil was a product marketing manager and general manager for the TIBCO Silver Spotfire SaaS offering where he developed and executed go-to-market plans that increased growth by 600 percent in just 18 months. Gil also co-founded 1Yell, a social media ad network company. Gil began his marketing career as a product strategist at SAP while earning his MBA at Babson College and is a former software engineer.
 
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