Recently, a client reported to us that they saw an uptick of in-app purchases after using our enriched mobile data to tweak their campaigns. We’re proud of the results of course, but the study is also helpful because it underscores some key advice: when processing unstructured data for consumer insights, make sure you’re starting with questions that correspond to your goals.
Mobile Data Demystified
In this case, the client came to us with partially-interpreted mobile data: they knew their customers showed an interest in gaming apps, but lacked the classification structure to identify trends in non-gaming app behavior. Since their goal was to focus marketing and promotions more directly to their customer’s interests, the question became: what other interests do these customers demonstrate? After all, “gaming’ is a broad term these days; you might not want to drop a Candy Crush player into the same box as a Grand Theft Auto pro.
So, to answer the client’s question, we ran their data through a topic classification system with 21 verticals and 500,000 total categories. Then, after each datapoint was classified as precisely as possible, we zoomed out the map from specific niche to general interest and found distinctive trends for health and fitness, dating, finance, and others. That gave us a much clearer behavioral picture than simply “gamer”. (For more information about topic classification, check out our sister company, eContext.)
How can classification help your mobile data strategy?
With goal-driven, professional enrichment, unstructured consumer data can offer an unvarnished look at your customer base. But before you go digging, it helps to know as clearly as possible what it is you’re digging for.
And, of course, you can always contact us with questions.