Marketers to benefit from $billions more in-app purchase data to enhance their campaign targeting and reach new, paying customers as a result of NTT DOCOMO acquisition
Bango plc, a global platform for data-driven commerce, is now the world leading source of independent purchase behavior targeting data for marketers, following its recent acquisition of global payments business NTT DOCOMO.
Purchase behavior data is crucial to marketers to ensure their campaigns reach new users who are proven to pay.
As a result of the Docomo Digital acquisition, an additional $3.5B of End User Spend is managed through the Bango Platform, which now processes twice as many payments per day as international clothing giant ASOS.
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By analyzing the purchase data processed by the Bango Platform across a wide range of digital content and services, Bango Audiences provide marketers with unique custom audiences to target social media campaigns – made up of those individuals most likely to pay.
Rather than relying on search or interest-based targeting, demographic profiling, or plain guesswork, Bango Audiences enable marketers to avoid wasting time and money targeting users that have no intension to buy, maximizing the ROI on their marketing spend.
Speaking about the acquisition and its positive benefits for Bango Audiences and its customers, Brett Orlanski, Senior Vice President, Product & Sales at Bango said: “Marketers are currently facing a lot of challenges with ad targeting, such as the removal of cookies, increased data regulation and poor ad performance. Having an effective, cookie-less ad targeting technique like purchase behavior targeting is vital to their future success.
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“With the acquisition of DOCOMO Digital, Bango is significantly enhancing the scale of its purchase behavior data set, which will benefit existing and future users of Bango Audiences. By expanding the Bango Payments ecosystem, Bango brings new users and more transactions to the Bango Platform. This further increases the pool of payment data available to create insights and relationships that produce better performing audiences. These custom audiences enable Bango customers to focus their online marketing which accelerates their revenue growth.”
The world’s largest online merchants, including Amazon, Google and Microsoft, use Bango technology to acquire more paying users.
Bango has developed unique purchase behavior technology that enables millions more users to buy the products and services they want, using innovative methods of payment including carrier billing, digital wallets and subscription bundling. Bango harnesses this purchase activity into valuable marketing segments, called Bango Audiences. Merchants use these audiences to target their marketing at paying customers based on their purchase behavior. Better targeting increases spend through the Bango payments business, in turn generating more data insights, creating a powerful virtuous circle that drives continuous growth. Everyone connected to the Bango Platform thrives as the virtuous circle grows.