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27.10.2015

Personalised marketing using big data to analyse user needs in real-time

Image | MOCA

Specific circumstances call for specific measures in a given context. For example, an unexpected stop on a road trip: where is the nearest petrol station, restaurant or hotel? This is what personalised advertising is all about: providing users with what they need, based on the circumstances, or even before they actually need it.

There are several companies that are dedicated to making their end user’s life simpler. Self-managed platforms offer companies an effective solution so that they can connect to users via advertising in real-time, increasing their sales figures.

The start-up AD-Pure, for example, adjusts the marketing campaigns of companies to respond to specific circumstances which increase demand. For example, when there is an important football match, it has been demonstrated that takeaway delivery orders increase. In this instance, AD-Pure offers takeaway delivery companies an intuitive and user friendly tool to launch campaigns just before the match, thus enhancing their impact on the market.

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Image | AD-Pure

According to Marc Lladó, the company’s CEO, it serves to “provide messages that are useful to potential consumers”. Using real-time data flow information collection systems, combined with systems to analyse said data, AD-Pure markets a service that minimises marketing costs and increases returns on investment by up to 30%.

The ability of AD-Pure’s platform to identify and monitor weather conditions, sporting events, bank holidays, concerts, conferences, festivals and even stock market indexes can be transformed into emailing campaigns, AdWords campaigns, promotions on social networks and much more. The objective is always to optimise companies’ marketing activities and simplify the end user’s life.

Another tool that companies can use to launch personalised marketing campaigns is MOCA (Mobile Cloud Analytics), a platform created by InnoQuant, which processes a constant flow of data from mobile users in real time, making it possible to segment customers by defining their interests, geolocation and behaviour. The platform gathers data from mobile devices using sensors and applications, allowing user segmentation based on their interests. Thanks to MOCA, users only receive information that matches their interests.

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Image | MOCA

Mª Fernanda González, an entrepreneur, expert in Big Data analytics and CEO and co-founder of MOCA states that the platform “gathers data from three main sources: mobile apps, the customer’s CRM and the brand’s corporate systems, in addition to users’ background data” , such as their location. “MOCA converts mobile apps into powerful marketing tools that make it possible to develop highly personalised proximity marketing campaigns”. MOCA also extracts real-time information on user behaviour from mobile devices and thus is becoming a fast way of applying the latest Big Data techniques and technologies at a low cost. Proximity marketing could even replace traditional untargeted marketing, according to González: “online data-based marketing strategies are very effective, so, in my opinion, the two worlds will start to come together in the near future.”

Tools like AD-Pure or MOCA open the door to a future in which the end user is only exposed to advertising that fits in with his/her interests and behaviour: matching the needs of companies to the needs of users is the new challenge that lies ahead.