Consumer Intelligence

Time: A Critical Dimension of Understanding Mobile Consumers

Understanding and modeling users behind digital devices are the keys to 1:1 marketing. In this era of personal digital devices (PDD), such modeling enables a consumer to be reached uniquely via his or her PDD. Consumer modeling forms also the basis of computing digital audiences, widely used in brand advertising.

Mobile data represents an attractive medium for such modeling by understanding customer movements for location-based marketing. By being co-located with the consumer at home, in the workplace, while shopping & in entertainment locations, a smartphone also knows what a customer’s favorite music and video apps are, in addition to valuable audience insights into more complex concepts such as voting preferences.

As a result, signals sourced from a mobile device are widely used to make judgements about the owner of the device. The most widely used such signals are, "ad requests,” generated by app and web usage on smartphones and tablets.

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Picture of Anindya Datta, Ph.D.

Anindya Datta, Ph.D.

Anindya Datta, the CEO and Chairman of Mobilewalla, is widely regarded as a front-running technologist, leader and innovator, with core contributions to the state of the art in large-scale data management and Internet technologies. Mobilewalla has pioneered audience measurement in mobile apps by applying ground-breaking data science techniques on the industry’s largest volumetric database of mobile app data. Prior to Mobilewalla, Anindya founded and ran Chutney Technologies, where he was backed by Kleiner Perkins and evolved into one of the earliest entrants in the application virtualization area. The company was acquired by Cisco Systems in 2005. Anindya has also been on the faculties of major research universities and institutes in the United States and abroad, including the Georgia Institute of Technology, the University of Arizona, the National University of Singapore and Bell Laboratories. Anindya obtained his undergraduate degree from the Indian Institute of Technology (IIT) Kharagpur, and his MS and Ph.D. degrees from the University of Maryland, College Park.