June 2015

It’s possible to collect a lot of information about mobile users. Companies can learn what users are doing inside their own mobile app. But only solutions like Apptient Mobile Intelligence gives companies the power to see what users do when they’re outside the app.

All this undifferentiated information by itself, however, isn’t worth much. High quantity, but not much quality.

For mobile publishers, advertisers, DSPs, game developers and others to derive value from it, the information needs to be segmented. Only when it’s intelligently sorted into usable segments, can it be used effectively to reach mobile users.


Segmentation by interest


One powerful way to segment by the user’s interest. A careful analysis of all of the apps on a mobile device and how they’re used can provide useful insights into a user’s particular interests or preferences.

It’s reasonable to assume, for example, that a smartphone user that regularly opens Gas Buddy and Waze owns an automobile. A company selling tires or oil change services would find this person particularly valuable, and they’d pay a premium to reach this particular high-value segment with mobile advertising.

Similarly, someone that spends time in Tripit, TripAdvisor, and FlightAware is likely to be a frequent traveler, and airline, hotel, and rental car companies would find them a particularly attractive target for mobile advertising.   A user fitting this particular profile is far more valuable to them than a generic “mobile user.”


Segmentation by device or carrier

Knowing the customer’s particular mobile device or carrier offers another valuable segmentation. Brands can use that information to run more effective advertising and promotional campaigns.

If mobile carriers, for example, can identify users that fit a specific profile – they are with a competitive carrier and have a device that’s at least 22 month’s old – that audience may be actively considering new mobile service options. An attractive promotional offer targeting this particular audience can be especially effective.


Targeting segments for customer acquisition

An intelligent analysis and segmentation based on all the apps used on a mobile device can also help attract new users. A segment that includes active users of WWE SuperCard and Wrestling Revolution, for example, would respond well to an offer for WWE Immortals or other wrestling games.


Identifying users likely to defect

Accurate segmentation of the full mobile environment can also identify the portion of the mobile customer base that is at risk of defecting.

For example, the publisher of Words with Friends” may see that a significant number of users are also active on “Letterpress.” By identifying this particular segment, they can specifically target this group of users with a special promotion to entice them back to “Words with Friends.”


Segmentation yields more value to publishers and advertisers

In each of these scenarios, intelligent analysis and segmentation has transformed an undifferentiated volume of data into more valuable segments that allow advertisers and publishers to make smarter decisions.

For advertisers, well-defined segments allow them to more accurately direct specific offers to high-value targets.

For publishers, they can charge a premium lift by offering advertisers a more valuable audience, and driving more value from their mobile customer base.