Chapter 8 Impacts of Big Data on Mobile Marketing (Big Data and Mobile Marketing)
Introduction
The planet is filled with data, generated primarily by mobile devices, which can be used to create more useful services and ads for mobile users. CIBC, a Canadian bank, expects a 50-fold rise in information-generation growth over the next decade. Similarly, IDC, the industry consulting firm forecasted correctly that data volumes would increase 44 times between 2009 and 2020. Mobile plays an important part in driving this eruption (Figure 8.1).
Many mobile administrators are beginning to use mobile data to influence consumer retention and marketing decisions. Personalized strategies and hypertarget communications are crucial ...
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