Post written by Carlos Vayas, Business Manager Big Data & Advertising
The key to executing a successful digital campaign is having the appropriate data at the time of decision making and the ability to optimize actions based on real-time data. For that reason, many big brands are exercising in-house activities, previously assumed by the agency, such as planning, budget management, relationship with the media, etc. This path chosen by 60% of the advertisers ensures, in addition to gaining agility, having a team with a greater analytical capacity of the data and greater confidentiality of the same.
Once this team, capable of designing the best online strategy based on data, is formed it is essential to adopt the best solution to ensure good management, analysis and optimization of customer target data. With this objective, Movistar Ads has created SmartInsights, a descriptive and predictive indoor data analysis tool.
With this tool, the target profile of the clients that enter or approach the point of sale is studied, with the aim of delivering relevant insights on their indoor behaviour through the platform. The insights are presented in an aggregated and anonymous form. Only Movistar customers who have given their consent to receive advertising will receive text messages containing the offers.
SmartInsights is a powerful proposal that complements SmartSteps with various cases of use in retail, supermarkets, banking, mass consumption, etc. In this way, the solution supports the construction of the mobile strategy of any company.
With real time access to data, Smart Insights will radically change the market:
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