Trends Report

Mobile's Untapped Value Is In Contextual Data

Why Contextual Data Will Improve Your Marketing Beyond Mobile

October 27th, 2014
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Brian Hopkins , Ted Schadler , Srividya Sridharan , Laura Ramos , Martha Bennett , Luca Paderni , Julie Ask , Skip Snow , Collin Colburn , Josh Bernoff

Summary

As the hub of our offline and online experiences, mobile interactions are a powerful catalyst for contextual marketing. The untapped opportunity in mobile for marketers will be to get an extremely granular understanding of their customers, anticipate customers' expectations, and develop unique insights to power better marketing across all channels, not just mobile. This report will help marketers understand how to mine this unprecedented wealth of customer data and adopt the best practices of savvy marketing leaders who are straddling the realms of mobile and big data.

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