How effectively are you grappling with the challenge of mobile data?
With mobile set to capture the lion’s share of digital ad spend by 2020, it is more important than ever for marketers to be well versed in the kinds of data that can be captured by mobile, as well as how to address the challenges of managing that data. A recent survey by LoopMe, highlighted in The Marketer’s Guide to Mobile Data, found that 45 percent of marketers find it challenging to measure results across devices using comparable metrics. Another 25 percent are uneasy about the kind of data they can get from their data provider.
Surprisingly, many marketers are unaware that data actually has a sell-by date. They’re making a big mistake by relying on data from ad campaigns that ran years ago. But, the study notes, device IDs that have not been active in over a month should be considered “sleeping” or “lost.” In addition, data privacy regulations such as GDPR are also a top concern. Mobile marketers need to understand consumer consent, as well as the consequences of non-compliance.
It’s time to up your mobile data game. Get the report to find out more about what marketers need to do to meet the constantly changing mobile marketing challenge.