Mobile analytics and mobile targeting

Over the last few years, mobile internet, mobile apps, mobile advertising, and mobile commerce grew fast and drove rapid growth in the mobile economy. There is an increasing interest in research and practice that taps into the big data opportunity that specifically pertains to mobile generated data, which leverages the uniqueness of mobile data for targeting the right customer, with the right message, at the right location, at the right time, and on the right device. Companies are using information-based strategies (e.g., location-based services) to target consumers, including geo-fencing (i.e., sending mobile coupons to people within the virtual perimeter of a focal store), geo-conquesting (i.e., sending mobile coupons to people within the virtual perimeter of a competitor’s store), Bluetooth-based beacons (i.e., sending deals to devices within venues), and hyper-contextual targeting (i.e., using environmental contexts such as weather and crowdedness). As consumers increasingly use multiple devices, would such information strategy vary across different devices? The answer is yes. As consumers’ attention differs across mobiles, tablets and PCs, so does the information strategy. We work with companies and mobile advertising platforms to investigate how consumers evaluate information, search, and react to information strategies differently across different devices. We find consumers have different mindsets when they are exposed to information, depending on the device they use to access the information, the tasks they perform, the location they are in, and the time of day. When consumers are in a deliberative mindset, they evaluate information more cognitively; when consumers are in a leisure mindset, they evaluate information more affectively. In a recent study, we find, through a large-scale ad campaign producing more than 70 million ad impressions, that mobile seems to be a very effective information acquisition device, whereas PC and tablet are used more as a conversion device. The findings suggest that when companies boost their search ad spend on mobile, it increases not only how much consumers search on mobile, but it stimulates search across devices. Clicks and conversions also rose across devices when spending on mobile search ads increased. These cross-device effects were stronger for high-funnel mobile keywords (Andrews et al. 2018).

Paper

 

External Partners
 

For more information regarding this project please contact:

Francesco Balocco

PhD Candidate

 

Prof Ting Li

Endowed Professor Digital Business

Academic Director Erasmus Centre for Data Analytics

Tel.: +31 (0) 10 408 1961
E-mail: tli@rsm.nl