Developing an understanding of the on the go consumer and using this insight to drive higher value interactions over 
time are concepts at the heart of the Mobile Customer Data Asset. To clarify what this can mean in practice, I assembled a simple image showing the type of information about customers to be captured in mobile dialogues. More importantly, I have also provided examples of the questions marketers can ask of this data to inform smarter mobile marketing decisions.
At the center of a Mobile Data Asset is the unique identity of someone who has opted into mobile dialogues, around which different types of data are collected over time. This data includes:
- Demographics: Data which describes customer characteristics; name, age, zip code, marital status, and any other similar attributes. Customers will volunteer this data about themselves over time and in many cases marketers have access to data already stored in internal databases and/or be able to purchase it from third parties.
- Campaign History and Business Rules: Data established by the marketer and associated with one or many customers to engage them in mobile dialogues. A subscription campaign targeting some selected group of customers, and featuring a triggered message series, would be one example. This could even include mobile web, email and other elements.
- Interaction History: Data generated by the mobile marketing campaign management system in the course of executing a campaign. Successful receipt of a message or message series, responses aligned to different media sources like billboards or magazines, or the rapidity of viewing/responding to a message are potential data points collected in the course of executing a mobile dialogue. Click throughs to and interactions at a mobile website might also be captured.
- Psychographics: Data provided by customers which helps shape a greater appreciation for their preferences. Examples would include product affinity, opt in communications preferences from email to phone to text, and in general customer attitudes toward a marketer’s products or services.
The sum of these data types provides a level of insight into mobile consumer behavior not possible if considering them in isolation. This view also underscores the value of engaging with the on the go consumer over time, for growing the Mobile Data Asset via ongoing dialogues builds actionable insights marketers can leverage to maximize their budget dollars. Answers that a marketer seek from their Mobile Customer Data Asset include:
- For a product launch, isolate a segment of highly engaged mobile customers by finding rapid responders in the target geographic market and who have identified themselves as interested in this type of product. See what kinds of dialogues/campaigns drove these types of interactions and develop similar ones for the launch.
- As a key input into designing a loyalty program with relevant rewards, see what types of customers have shown interest in a specific product or service in past mobile dialogues/campaigns. Use this insight to create an effective multi-channel loyalty program, and for developing the mobile component see what types of campaigns were most effective in driving results with these customers historically.
- To research ways in which customers are called to action to engage in mobile dialogues, investigate the most common media identified by customers in their interactions. Use this data, in combination with trends in the demographics, psychographics and campaign history to create more relevant multi channel marketing messages.
These are just three simple examples of the potential decision support offered by a Mobile Customer Data Asset. In practice and when applied to a marketer’s specific business problem or industry, this rich source of on the go consumer insights should power high value interactions that drive real results.
