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Fuelling Mobile Apps with Data Intelligence Data intelligence enables marketers to understand the needs and wants of their consumers and as a foundation helps to pave the path to knowledge- based app development.

By Prabhu Kannan

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Leading app stores are flooded with more than two million apps for consumers to download from travel and hospitality brands, quick service restaurants, financial service organizations, retailers and others who use mobile as a critical component to support the customer experience. But to date, many brands have created siloed paths to mobile rather than integrating the experience with other channels to provide an improved customer experience. Nevertheless, 2016 saw technological advancements and data enhancements to improve experiences by knowing the consumer inside and outside of the five inch device.

So what's required to deliver contextually relevant experiences and messages through your mobile app?

Data intelligence enables marketers to understand the needs and wants of their consumers and as a foundation helps to pave the path to knowledge- based app development. With regard to this, marketers need to think about the connection between their mobile app and email platform. Integration between the two enables access to rich consumer data including consumer insight, targeting, creative segmentation and analytics.

With the ability to track in-depth consumer insight in real time, a marketer can drive personalized messages. With the help of data, push notifications and email messages can be tailored to suit the interests and requirements of the recipients. Data intelligence allows a marketer to deeply segment their audiences and push relevant information to consumers in real time through integrated experiences. This type of personalization is key to long term program success.

As of late there have been a number of technological advancements that further help brands simplify their user experience. The most evident changes include features such as "one tap' for reviewing the best deals and inventory tracking to incite purchase. The fuel behind these changes was improved data intelligence and cross- platform integration.

Deep understanding of the customer is essential to marketing success. With the rise in the numbers of consumer interactions in mobile apps, mobile needs to be integrated with other channels and data sources to gain a 360 degree view of the consumer.

Prabhu Kannan

Vice President Technology at Epsilon

Prabhu, a Mumbai University alumnus in computer applications, is a keen observer of impact of technology on consumer behaviors, marketing and commerce. He has spent the better part of his 22+ year career staying ahead of consumer behavior and technology trends and enabled delightful experiences for consumers of fortune 500 clients across the globe. Sitting at the intersection of marketing, technology, creativity and commerce, he is known for building teams with diverse skills; align them to the common goal of delivering seamless experiences within the context of a brand's purpose. He is of the opinion that creativity must challenge technology and technology must fuel creativity. He is known to express his views through speaking engagements and articles, many of which are published by mainstream and digital media.  His newest obsession is data and figuring out ways to leverage data, technology and creativity to solve real business problems for his clients.

An avid runner having run half marathons at Mumbai and Bangalore, he is also passionate about reading, travelling and exploring new places.  


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