The document discusses how measuring mobile user behavior through passive data collection can help address challenges in mobile marketing and advertising. It notes that while mobile adoption is rising, the advertising industry remains cautious about mobile's value due to a lack of data on campaign effectiveness and user integration. Passive data collection through mobile apps can track user behaviors, activities, and content consumption over time. This provides insights into user segmentation, correlations between activities, and how behaviors vary across platforms. Such detailed behavioral data and metrics can demonstrate campaign performance, helping advertisers better integrate mobile into their strategies and increasing spending.
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Mobile device adoption is opening a new era of digital
marketing, creating a powerful channel for
companies to communicate with customers at
critical points of the purchase
decision cycle
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