VP, Data, oneAudience
Mobile users are growing exponentially. The rising trend of mobile-first businesses has marketers on alert. Every second, there are millions of mobile moments occurring across the globe, that could be a potential insight into a customer’s (or segments) purchasing behavior, demographics, emotion, and even influencer capabilities. To better understand the dynamic state of mobile audience intelligence, we spoke to Ari Saposh, VP, Data, oneAudience.
Tell us about your role at one Audience and the team/technology you handle.
As VP of Data at oneAudience, I’m responsible for leading our data products and strategy. My team and I prospect potential customers and provide unique data-driven solutions and custom mobile audiences for agency and brand clients across every major vertical.
What is the ‘State of Mobile Audience Intelligence’ in 2018?
Mobile has quickly become the most relevant, personal channel of today’s consumers. According to eMarketer, the average US consumer spends approximately 5 hours on their mobile phones every single day. Our first-party mobile data is sourced directly from these devices, unlocking rich audience insights and targeting opportunities.
Define mobile-first audience. How does your recent partnership with Adobe Analytics help mobile marketers?
We define “mobile-first” as the root of our data: mobile as the deterministic link to real, verified individuals. It all starts there for us but it’s important to note that it’s mobile-first and not mobile-only. Linking mobile to an individual’s traditional demographics, psychographics, purchase behaviors, lifestyle, and interests, provide our partners with a full, comprehensive view of their customers.
How do you differentiate human behavior from bots? Do bot analytics impact mobile marketing results?
Our collection methodology is deterministic, meaning we ensure we’re getting to know real people through their personal mobile devices. Unlike cookie data which relies heavily on household information and is highly susceptible to Internet bots/fraudulent impressions, a mobile-first approach to targeting provides real-time, actionable insights into how people are engaging and behaving on a daily basis. Since our SDK is on the device, we cut out bot behaviors and unlock a deeper look into people’s real app behaviors, app downloads, lifestyle and interests, carrier data, real-time location and more. Companies utilize our data because they can rest assured that the data we collected is of real people and set their customer data apart – across every major vertical, at the individual level.
At oneAudience, how do you verify the authenticity of data? How does it fit impact your ability to offer higher transparency and performance?
By directly collecting data from the person, oneAudience ensures the highest degree of accuracy one can achieve. Since our mobile data is first-party, we don’t model or rely on guesswork. We’re committed to providing transparency into how our data is sourced and this allows a more open narrative about how we utilize mobile-first audiences to help drive performance for our clients.
What are your predictions for mobile intelligence technologies for marketers?
With more and more AI and machine learning capabilities available, we think that the mobile device will continue to grow as one of the most relevant channels in understanding consumers. Real-time location services, mobile app behaviors, calendar settings, language settings, etc. will all help in being able to predict consumers’ behaviors and provide tailored marketing strategies for them.
Thanks for chatting with us, Ari.
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