Everywhere you look, people are staring at their smartphones. To build and maintain a successful business today, you need to engage consumers on mobile. The average person spends five hours per day on their phone and 81% have their mobile at arms reach every minute of the day. Our phones have become an extension of ourselves. Mobile is personal, and users seek value at every step of their mobile journey. If you understand the journey, you identify the human behind the screen. Identify the human and you can engage them effectively. However, this is easier said than done for many marketers. Data limitations have created barriers and blockers to achieving visibility into the entire mobile user journey. To overcome these data limitations, you have to begin by understanding what they are and how they affect your business. Below are 3 key challenges I’ve discovered that marketers encounter on a daily basis, often without even realizing.
#1. Business decisions are made based off self-reported and incomplete data
Brands only see the part of the journey that happens in their own apps, mobile sites and ecosystem. There is no way for them to see the full user journey, with 95% of a mobile users’ journey remaining a mystery. Even the giant walled gardens of Facebook and Google only see a third of a users time on mobile, of which the authenticity of these activities is questionable. I, for one, never post pictures of my one year old crying before bed, or crying when he is hungry. My feed is full of photos of his smiles and adorable looks. But these smiles are obviously not a 24 hour a day occurrence, as I would have you believe with my posting. The same goes for the data your CRM receives. You only see your own first-party data, so you don’t know what other actions your consumers take across the remaining 4 hours and 59 minutes a day they aren’t on your app or site. And if you are using third-party data to fill some of these gaps, chances are you’re not collecting them from the most reliable sources, which leads me on to the next challenge.
#2. Data is collected from unreliable and inaccurate sources
Data collected from unreliable and inaccurate sources occurs all the time, whether you realize it or not. For example, if you’re only collecting cellular data signals to identify mobile behavior, you’re missing out on a massive pool of data. In fact, 3 times as much data consumed on Android mobiles in the U.S. is actually delivered through Wi-Fi networks as opposed to cellular networks. This also applies to other third-party data sources. Bid stream data, location data, browser data – you name it. Using these data sources alone doesn’t allow visibility into the entire mobile journey and can result in unreliable and inaccurate representations of your audience, posing a huge issue for your business, bringing me to the third challenge.
#3. Using this bad data leads to ineffective targeting
Bad data is a massive challenge for marketers when it comes to executing effective marketing campaigns. It is crucial to break through these data limitations to access the complete mobile user journey, which goes beyond what you see. Implementing targeting tactics when you only see half the picture will result in ineffective campaigns and worse, wasted ad budget. For example, if you’re targeting someone because they visited one website or one app, you won’t achieve optimal results as you only see a snippet of their journey. That moment may have been a fleeting impulse. I personally just browsed BMW’s mobile site as I was debating with a friend about how much they cost, but I’m certainly not in the market for a BMW. If you saw the rest of my mobile journey you’d know I’m actually more likely to buy a diaper genie than a new luxury car. Targeting users without the complete picture is an inefficient use of targeting, time and money.
Seeing this entire mobile journey will enable marketers to begin using smart data and implementing smart mobile strategies. As Ogury’s SDK is integrated in thousands of apps, we can connect with over 400M global mobile users who have explicitly opted-in to sharing their data, all of which is 100% GDPR compliant. This allows us to break through the data limitations and see the entire mobile user journey across both mobile app and web, to ultimately reach the right person with the most valuable recommendation.
If you have any questions or would like to find out what your brand’s mobile users’ journey looks like, please contact me directly at: firstname.lastname@example.org
Evan Rutchik, U.S. General Manager