1. UNLOCKING THE TRUE POTENTIAL OF
DATA ON MOBILE

2. 20,000+
Global advertisers
1.5 Billion+
Unique mobile devices
6 Million+
App downloads
tracked monthly
200 Billion+
Monthly ad requests
32,000+
Publisher apps
120+ TB
Of user data
analyzed monthly
ENTERPRISE PLATFORMS FOR
MARKETERS
2018 CNBC 50
DISRUPTER LIST
Ranked 3rd among
world’s Top 10
innovative companies

3. Poll:
What function are you
part of in your
organisation?

4. INTRODUCING THE SPEAKERS
• PRAVEEN DAS
• Director – Product Management
praveen-das-b06a3b8
• NAVIN MADHAVAN
• Head – Strategic Partnerships, India
navinmadhavan

5. Understanding the Potential of Data
Aligning your Business Objectives and Data
Agenda
01
Acquiring Data
Using the Right Techniques to Collect and Store User Data
02
Analyzing Data
Making Sense of your Data
03
Actioning Basis Data Insights
Getting Honest Value from your Data
04

6. By effectively leveraging data, Marketers can impact
four key business objectives
Understand
Customers
Identify your Target Group
and understand more
about their traits to
enable better
communications and
reach outs
Growing Existing
Customers
Leverage marketing and
advertising channels to
engage with your existing
user base better
Acquire New
Customers
Deploy marketing budgets
to reach out to your
identified Target Group of
audience and customers
through the right channels
to acquire them for your
respective brands and
products
Drive High
ROI
Ensure that you are
measuring the outcomes of
your marketing
investments to deliver the
required goals i.e brand lift,
conversions, leads and
others

7. Understanding
the Potential
of Data
Aligning your Business Objectives and Data

8. DEMOGRAPHICS LOCATION TRAILS DEVICE USAGE UNIQUE MOBILE DATA
Gender
Age
Income
Ethnicity
Carrier Location Signals
Home Location
Work Location
Travel Behavior
Visits to POIs
Apps Owned
Websites Visited
Preferred Categories
Vehicle/Home Ownership Language
Handset Model
What data attributes are of significant importance to marketers?
Calling Patterns
Media Consumption
Purchase Intent
Mode of Transactions
Social Graphs

9. Mobile Heatmaps on a weekday - Time Frames
8.00 PM7:00 AM 12 Noon

10. Acquiring
Data
Using the Right Techniques to Collect
and Store User Data

11. COLLECT
CRM App Events WebsiteEmail POS Location
STORE
1st, 2nd & 3rd party data Anonymous data PII (names, addresses, etc.) Cookie IDs
Unified storage of all data
Persistent & long term storage
Complete customer view
SECURITY
A true data platform should be able to..
COMPLIANCE

12. Cost
Is the cost of your data
validated by value?
Uniqueness
How is the data powered?
Applicability
Is the data usable across
platforms and functions?
Freshness
How recently was the data
acquired?
Ingestion
How was the data
collected?
How to assess the quality of your data
Origin
Where was the data
sourced from?
1 2 3
54 6
Top six questions you should ask of your data

13. Poll:
How many data/user
signals do you
currently leverage for
marketing and
advertising?

14. Analyzing
Data
Making Sense of your Data

15. How much more can you learn about your users?
Purchase Patterns
Understand purchase patterns
across offline and online channels
Media Consumption
Know the media channels and
categories they are likely consuming
the highest to engage with them in
the best fashion
Location
Identify places where
your users are likely to
frequent
Demographics
Identify your target
demographics and their
likely interests better

16. How can you leverage these data signals better?
User Journey
Location
Target your users better
using location data
Purchase Patterns
Build high-value propensity models
based on purchase behaviour
Media Consumption
Focus on getting the right message
to the right person at the right time
Demographics
Bridge the gap between user
interests and demographics

17. User Journey: Insights about people employed in Business Parks
Footfall Pattern Other Interests
Movies and
Entertainment
Cricket Lovers
News Junkies

18. Upscale Apartment Residents
72%
Upper Middle Class, or High
Income, Spend online on
purchases, typically own homes
or vehicles
Male
62%
Working professionals, Typically
25+ and tending to be tech savvy
and highly engaged on mobile
Other Characteristics
Other Characteristics
Retail Buyers
54%
Fashion enthusiasts who have
exhibited a pattern of interest in
fashion trends and information.
Other characteristics:
Devices Released
< 12 months ago
Well Educated
Entertainment
Enthusiasts
Digital
Transactions
Lifestyle &
Fitness
News
Mobile data
Guzzlers
Dine out
frequently
So, what can you do to influence a user who is employed in a Business Park?
Social Butterflies

19. Actioning Basis
Data Insights
Getting Honest Value from your Data

20. First Party Data
Build unique segments across attributes to identify the right user cohorts
Unified Customer View Segmentation
Customer identifiers
Email - janedoe@gmail,com
Attribute a - $ 223.23
Attribute b - Commercial
Pilot
..
Adapters &
Integrations
Advertising identifiers
Device Id : GPID/IDFA
High Value
Users
Infrequent
Users
Brand
Loyalists
Opportunists
DATA PLATFORM

21. Personalize your engagement with users basis the
segments across media channels
High Value Users
Infrequent Users
Brand Loyalists
Opportunists
Earned Media Channels:
SMS Social Email
SEO PRReferral
Paid Media Channels:
Google Facebook
LinkedIn InMobi

22. Leverage the cohorts and segments in smart ways to nail
the right communication strategy across channels
High Value Users
Infrequent Users
Brand Loyalists
Opportunists
Earned Media Channels:
SMS Social
SEO PRReferral
Paid Media Channels:
Google Facebook
LinkedIn InMobi
Discount
Luxury items
Email

23. Communicate the right values and emotions that appeal to
different segments within your target audience
Social ButterfliesSports Enthusiasts Deal SeekersEarly Adopters

24. Point of Interest – Airports to identify Frequent Fliers

25. Delhi
Mumbai
21%
Kolkata
10%
Hyd
13%
Chennai
9%Bangalore
17%
23%
TRAVELLERS SPLIT BY CITY
Age Group %age share
18-24 years 31%
25-34 years 45%
35-44 years 21%
45-54 years 3%
AGE SPLIT
Manufacturers %age share
Samsung 30%
Xiaomi 21%
Apple 8%
Motorola 6%
Lenovo 6%
Vivo 5%
OPPO 5%
OnePlus 4%
SMARTPHONE OWNERSHIP SPLIT
TOP ROUTES TRAVEL TRENDS
Mumbai to
Delhi 41%
Bangalore 19%
Goa 15%
Chennai 13%
Hyderabad 12%
Delhi to
Bangalore 24%
Kolkata 17%
Pune 15%
Chennai 14%
Hyderbad 14%
GENDER SPLIT
80% 20%
INCOME SPLIT
High 55%
Medium 30%
Low 15%
Are all Domestic Travelers the same ?

26. Poll:
How many platforms
do you use for
marketing data
management and
insights?

27. What the marketing ecosystem looks like today
Acquire
Build
SegmentsValidate
Activate

28. Marketing
Activity
(Channels)
Acting on data
(Campaigns &
Optimization)
Making Sense of
your data
( Segmentation)
Identifying the
right data sets
(Building a User
Store)
Marketing & Advertising Channels (allowing for Reach/Scale vs ROI optimization)
Integrated Campaigns
(Marketing & Advertising
campaigns)
Integrated Campaign
Optimization
Integrated Channel
Optimization (e.g.
Email vs Push)
Content & Creative
optimization
Measurement & Attribution
(ROI centricity of campaigns)
Segmenting
users
Segmenting
users
Targeting
Prospects
Re-engaging
prospects &
Customers
Identity Activity Segment
Data
Device
identity
Identity Bridge
Other high quality
activity data sets
provisioned in a
protected, Customer
data lake.
Seamless transition between
Prospect & Customers
segments, basis marketing
goals & richness of 1st,2nd and
3rd party data coverage
1st Party
data
2nd party
data
3rd party
data
High quality
Low Scale
High quality
Low Scale
High quality
Low Scale
How an integrated advertising and marketing platform will likely look like in the future

29. Our Solution:
Created custom high &
medium propensity
segments for selling
newest high-end phone
Our Solution:
Created customer
segments of high &
medium value for base
customer promotional
offers
Our Solution:
Created custom
segments of Mall
Goers, Upscale
Apartment Residents,
& Business Park
Employees
Our Solution:
Created geolocation-
based hubs on
university campuses to
drive sales of new
Premium service
amongst students
Our Solution:
Created target user
cohorts for the users
with multi-IP locations,
short distance apart
who are likely doing
frequent commuting
Results
Eliminated 50% media waste
Drove 46% higher sales lift
from high propensity
segment, and 9% sales lift
from medium propensity vs.
control groups.
Results
Achieved 50% increase in
conversion rates versus
control group.
Results
Achieved 21% sales lift
for Upgrade Eligibility.
Achieved 3% sales lift
for Add a Line.
Results
Store Visit Optimization
led to an uplift of 128%
YoY in sales of products
versus control group.
Results
Achieved 40% increase
in conversion rates
versus control group.
Case Studies: Data Driving Results
OEM TELCO CPG AUDIO RIDESHARING

30. Q&A
Reach out to us at
mobilemarketing@inmnobi.com