How can brand marketers leverage ‘big data’ to engage more users? That’s pretty much the question that I was asked to speak about recently at the DMA. The explosion of mobile is certainly creating a lot of data, from active channels such as social media updates or sharing, to passive data such as location services or WiFi connections. However, using that information in brand marketing is not that simple. Whilst it’s straight forward on a technical level, but even where individuals are not identified, they are wary of intrusion because mobile devices are so personal. Perhaps the answer lies in focusing on the user, being useful and delivering a better service. The best examples of this come not form brands, but from using mobile data to bring improvements in areas such as healthcare.
The following Slideshare is from my talk, ‘Mobile and The Big Data Question’.