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How Successful Brand Marketers Combine the Power
of Mobile Data Science & Creatives
ABOUT INMOBI
3rd largestmobile advertisingplatform, afterGoogle
andFacebook
1.56Bn+ userson theInMobi network
200Bn+ impressions/month
13Bn+ events ingested in aday
GLOBAL REACH AT SCALE WITH LOCAL
SERVICE
Supriya Goswami
Director Marketing, India and
South East Asia at InMobi
Tanvi Kapoor
Director, Product Marketing at
InMobi
Our Speakers Today
Powerhouse of Data signals personal to the user
FIRST PARTY MULTIDIMENSIONAL DATA SIGNALS ENRICH OUR
AUDIENCE PERSONAS - WE DELIVER MORE THAN LAT/LONG
TECHNOGRAPHIC
DATA
USER INTENT /
PREFERENCES
APPOGRAPHIC DATA
LOCATION
HISTORY
DEMOGRAPHIC DATA
Technographic Data
INFORMATION
ABOUT DEVICE
LANGUAGE
SETTINGS
OS & CARRIER
Appograpahic
Data
CATEGORIES OF APPS THAT A
USER INTERACTS WITH AND
LEVELS OF USAGE
Demographic Data
AGE GENDER HOUSEHOLD
INCOME
ETHNICITY
Location
Data
INFORMATION ABOUT THE
USER’S PHYSICAL LOCATION
OVER A PERIOD OF TIME,
ALLOWING US TO UNDERSTAND
THEIR JOURNEY
When all these signals are viewed holistically, it allows us to
chart out the user’s journey in the brick and mortar world.
Case Studies
View the Sunsilk Campaign video here
https://vimeo.com/134935417
In case, you are not directed to the video, please copy the url,
below onto your browser:
Dyson
View the Dyson Campaign video here
https://vimeo.com/147295309
In case, you are not directed to the video, please copy the url,
below onto your browser:
What do you need to ensure you can leverage
data driven immersive ad formats?
1
2
3
Support for
Different Ad
Formats Data Science
Systems to Ingest
and Process
Different Signals
Large scale of users
and robust systems to
optimize on user
experience
THANK YOU! You can contact us at:
brand@inmobi.com

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How Successful Brand Marketers Combine the Power of Mobile Data Science And Creatives

Hinweis der Redaktion

  1. • InMobi personas are enriched with multi-dimensional data signals such as technographic, appographic, demographic, location history and user intent to build robust user profiles. These profiles are built on a user’s movements in the brick and mortar world as much as they are built on the user’s mobile usage behavior. The different signals are combined together to build unique propositions for propagating the advertiser’s marketing message. • Technographic: Technographic information such as device model, OS, OS version reveals a lot about the user – is she an early adopter, what is her household income profile, could she be tempted to upgrade her phone? o We are currently running a campaign for promoting the new Samsung S7 edge phone by targeting Android phone users who have owned their phones for a significant period of time - within 3 km of the Dubai mall – with information about a special offer for Etisalat users. • Appographic: Appographic information such as the apps the user has installed over their lifetime and how much time they spend within different categories of these apps helps us understand the preferences of the user. It also gives us a very good indication of the life stage the user is in – are they using pregnancy apps, are they interested in games for toddlers or quizzes for teens. o We are currently running campaigns for Entertainment companies by targeting users who are known to use entertainment apps for watching videos. • Demographic: InMobi sources 1st party demographic information directly from the user. This is based on self reported age and gender data given by the user to the publisher. We also infer the household income and ethnicity of the user based on the areas they reside in.