Use Mobile Device Data and Audience Segmentation to Reach Your Most Profitable Customers

Mobile device data can be invaluable for businesses looking to understand and engage their customers more effectively. Mobile interactions provide deep insights into user behavior, preferences, and engagement patterns.

As a leading provider of third-party mobile device data, Mobilewalla gives enriched insights that marketers can use to enhance segmentation strategies that improve acquisition and retention. With Mobilewalla’s comprehensive datasets, businesses can refine their audience targeting, optimize predictive analytics, and drive more impactful customer engagement.

Why Audience Segmentation Matters 

A use case for leveraging mobile data is audience segmentation — categorizing users based on factors such as behaviors, demographics, and interests. This enables businesses to craft personalized marketing campaigns and improve customer retention. Effective segmentation:

• Improves targeted advertising, ensuring that promotional content resonates with specific user groups.
• Enhances personalized experiences, leading to higher engagement and satisfaction.
• Increases customer retention as marketing campaigns align more closely with user needs and behaviors.
• Can be used to build and market to look-a-like audiences based on the profiles of your best customers

When done right, audience segmentation leads to higher engagement rates, improved conversion rates, and overall campaign success.

How Mobile Device Data Enhances Audience Segmentation

1. Device Insights

Mobile device data enables marketers to understand how users interact with their mobile devices, including:

• App usage frequency and duration – how often users open and engage with an app.
• Session duration – the amount of time users spend within an app.
• Application type: the types of applications that are frequently used.

These insights allow marketers to understand other interests and activities outside of their relationship with the customer.

2. Demographic Profiling

Using mobile device data, marketers can gain valuable insights into user demographics, such as:

• Age and gender
• Household income estimates

With these insights, marketers can create highly personalized campaigns that align with different audience demographics.

Key Benefits of Using Mobile Device Data for Segmentation

Personalized Marketing Campaigns

Mobile data insights allow marketers to deliver hyper-personalized content, recommendations, and offers tailored to specific audience segments.

Improved ROI

Targeted advertising reduces wasted ad spend by ensuring campaigns reach the most relevant audiences, leading to higher conversion rates and better ROI.

Customer Retention and Loyalty

By understanding user preferences and behaviors, marketers can craft loyalty-building strategies that reduce churn and increase long-term engagement.

Enhanced User Experience

Providing timely and relevant content enhances customer satisfaction, strengthening brand relationships and long-term loyalty.

Challenges to Audience Segmentation with Only First-Party Data

The power of audience segmentation is clear, but achieving effective segmentation isn’t without its challenges, particularly when armed only with first-party data. Common obstacles to quality audience segmentation include:

Data Silos

Many businesses struggle to integrate data from various sources, making it difficult to build a comprehensive customer profile.

Data Quality

Accurate segmentation requires high-quality, up-to-date data. Poor data quality can lead to misleading insights and ineffective campaigns.

Privacy Concerns

With increasing data regulations (e.g., GDPR, CCPA), businesses must ensure they obtain and handle consumer data responsibly while maintaining compliance.

Lack of Complete Audience Profile

First-party data is critical, there’s no doubt. But even when your first-party data is high quality, it doesn’t always provide the full, in-depth profile of your audience that allows the most effective segmentation. Third-party data augments what you know about your audience to help you determine more robust segmentation strategies.

Best Practices for Effective Audience Segmentation Using Mobile Device Data

To maximize the effectiveness of mobile device data in audience segmentation, marketers must adopt and adhere to strategic best practices. A few include:

Combine First- and Third-Party Data

Integrating third-party data (like Mobilewalla’s) with first-party data enhances segmentation by filling in missing gaps and providing a richer user profile.

Focus on Privacy Compliance

Businesses should adhere to data protection regulations and implement secure data handling practices to build consumer trust.

Use Predictive Segmentation

Applying predictive analytics helps businesses segment users not just based on past behavior but also anticipated future actions, enabling proactive engagement.

Regularly Update Segments

Customer behaviors change over time, so marketers must continuously refine audience segments to keep targeting strategies relevant and effective.

How Mobilewalla Can Help Marketers with Syndicated and Custom Audience Segments

Mobilewalla models thousands of consumer data points into campaign-specific, syndicated, or custom audiences to deliver the right message to the right consumer at the right time. Our audience segments can be deployed in digital and social channels including Facebook, Twitter, and Instagram.

The depth and breadth of Mobilewalla data allows us to build a portrait of each device ID. We use predictive modeling to understand patterns and then group devices into specific segments. App usage provides behavioral information and tells a precise story about the consumer.

Demographic insights provide additional background information. Mobilewalla verifies our age and gender segments with Facebook OTP and US Census data. GPS latitude and longitude location data from billions of daily signals allow for scale and accuracy.

Mobilewalla Audience Segments can help you:

• Increase campaign results and maximize your advertising investment through precise, validated segments
• Specifically reach your highest-value prospects through custom audience segments
• Use your existing ad tech providers by easily accessing segments through major DMPs and DSPs
• Use attribution to determine the effectiveness of digital and OOH advertising campaigns

Rich, Third-Party Mobile Data for Segmentation Strategies

Mobile device data is crucial for effective audience segmentation. By understanding user behaviors, demographics, and predictive trends, marketers can drive highly personalized, ROI-driven campaigns.

Mobilewalla empowers companies with rich, third-party mobile data, helping them create precise, data-driven segmentation strategies. (Or, leverage our syndicated or custom segments.) For businesses looking to stay ahead in a competitive market, investing in mobile data analytics and audience segmentation is essential.

This blog post updates one originally posted in February 2019.