App-usage data and geo-tracking: How to address consumers at the right moment based on behaviour and geo-location

Abstract

This paper describes a novel approach for predicting customer needs based on consumer behaviour patterns. The process entails the creation of lookalike audiences based on a combination of consumer data obtained from digital prospect-reading apps and geo-data from smartphones to inform the placement of advertisements across diverse marketing platforms. Advertisement campaigns based on actual behaviour allow targeted customer groups to be reached at the start of the consumer journey — and sometimes even earlier. Data can thus be used to drive consumers to the nearest relevant store and to obtain precise measurements of campaign impact. While this study uses the example of a campaign advertising domestic appliances, the method provides a basis for the precise targeting of customers that can be used in any marketing campaign that aims to drive specific consumers into stores.