1.1There’s lots of attention these days on so-called “mobile moments”.

Forrester describes a mobile moment as “a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.”

Google’s head of performance media Jason Spero says that “our connectivity comes with us and fuels decision moments anywhere and everywhere.”

At Grey Jean Technologies, we hold a view that quite often the most important mobile moment comes at the time of a purchase. And that it is essential for a marketer to track a mobile initiative to the time of sale or so-called “last mile”.

Why?

The purchase is the ultimate “last mile” fulfillment that advertisements do not and cannot track. Actually, most marketing dollars are not directly correlated to purchase – TV, Radio, search engine marketing, and others fit in this category.

According to a recent Forrester survey, among digital marketers worldwide, fewer than 18% said they were very confident in their ability to measure mobile ad return on investment (ROI). Another 62% of respondents were “somewhat” confident, putting them in a tenuous place because they invariably will have to answer questions on how their efforts are performing.

Contrast the nebulous “solutions” with Genie, which targets offers and not ads. Because of that, the company gives direct measurable success or failure rates — was a deal redeemed or not. Genie is the “last mile” that connects the product being advertised to the actual purchase. There is a direct relationship between dollars spent and dollars received.

This result is fed back directly to inform future campaigns, uniquely linking analytics with fulfillment.

 

1.2Here’s more on how this is done:
Through one front-to-back integrated system, Genie’s marketing partners are able to combine their exclusive data with third party and big data to programmatically determine compelling insights. This creates an unmatched ability to reach individual consumers and create a true one-to-one relationship that results in sales.

Genie synthesizes multiple data feeds that can be fine-tuned with additional filters, and employs proprietary algorithms that adjust to an individual’s specific patterns, enabling extremely targeted and utilitarian offers to consumers. Customer data is gathered over time to build a complete picture. Proprietary algorithms, correlations and patterns are then analyzed to customize individual recommendations.

Brand-owned customer data could include customer purchase history, loyalty history, frequency, demographics or other available store data. Third party sources through publicly available information data could include location, time, social media activity and political and charitable preferences.

Genie uniquely gauges contextual social sentiment, not just keywords. This could include charitable preference, or political preferences.

Findings are processed against big data sets to inform and infer offers with a high likelihood of conversion. Genie dynamically “weights” each profile differently, based on what’s important to the individual, then uses big data to infer and understand potential high conversion offer matches.

It targets consumers based on time, location, need and likelihood to purchase, enabling marketers to provide highly-targeted offers when the consumer is most willing to accept the offer. Genie combines existing consumer marketing channels to create true “omni-channel” marketing and an integrated dashboard perspective.

Further, unlike other personalization products, Genie is active and predictive through inferring buyer motivations and asking “Why?”. Genie identifies the buyer motivation for a product, rather than pushing the product itself. This could be a cause, life event, historical shopping pattern preference, immediate need, or more.

Other systems are passive and reactionary – a machine will see that someone likes a tie, then a retailer or brand will offer the consumer an offer on the tie when he or she goes to a store, even though it may have already been purchased. In contrast, Genie finds the non-obvious patterns in consumers’ everyday lives.

In conclusion, make no mistake about it – the great majority of mobile owners are using their devices in brick-and-mortar retail locations.

  • In a March 2015 study by DigitasLBi, 85% of smartphone owners worldwide said they used a smartphone while shopping in store – up from 72% in 2014.
  • In 2014, the use of mobile devices before or during in-store shopping trips influenced or helped to convert approximately $970 billion in sales, per Deloitte.
  • According to a report from Millward Brown Digital, 79% of marketers globally would increase media allocation for mobile and digital marketing channels if ROI tracking for those channels improved.

That day of improvement has come.

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