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When Content meets Data, Real Conversations Begin

Rico Chan - Vice President and Head – India, South East Asia and Hong Kong, Yahoo | July 12, 2016
Data is incredibly important for brands today, as the competition for the user’s attention and engagement has moved from the real-world marketplace to the mobile marketplace.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

The mobile device is central to our lives today. We communicate, connect, share and transact on the most important aspects of our daily lives - right there, on the device we carry around in our pockets and handbags. Be it to check the weather or the news, buy the dress available on an online sale, take a photo of a moment we want to remember, or express our discontent with a development - we access our online worlds and selves via the mobile Internet. In doing so, we generate our digital footprint, cutting across several activities we engage in throughout the day.

From email to online shopping, text messages to tweets, photo sharing to following celebrities, collaborating on work or engaging with communities around the world - we end up generating tons of data every single day. According to industry estimates, every day, we create 2.5 quintillion bytes of data, and this is an accelerating rate as 90 percent of the data in the world today has been created in the last two years alone.

It is not surprising that data analytics has emerged as the biggest enabler in understanding the user, and Big Data is mentioned as frequently in enterprise IT conversations as in marketer's tete-a-tete. The focus however, has evolved from the data that is generated to how it is classified and analysed. Only through the latter, do we get information and insights that are useful to brands. To know who their consumers are, who might turn into advocates, what they like, when they'd like to be engaged with and what.

Data is incredibly important for brands today, as the competition for the user's attention and engagement has moved from the real-world marketplace to the mobile marketplace. Brands need to find users as they move about their day, and have conversations that they, the users, will value. Content marketing, as brands turn publishers, has never been as important before. What we also find with new ways of non-intrusive advertising is that brands are increasingly conscious of choosing the right contexts to have engaging conversations with their target audience.

The extensive data set from our online life creates the most comprehensive user profiles and the clearest signals of interest and intent that can be used to benefit both the users and the brands. In fact mobile analytics are now being built into almost every app. To give you an example, Flurry analytics sees behavior across apps, it also sees "when" a particular action was performed, making it possible to pinpoint and reach the right mobile app consumers (based on their shared interest) with a relevant message, at scale. Across the globe, Flurry draws in data from the app usage on two billion devices, across 720,000 apps. Therefore it is able to create a robust picture of a consumer's interest patterns based on the apps they use because it is able to see an average of seven apps per device on over 90 percent of the world's devices.


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