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Past Issue • Apr-Jun 2014

Tracking Mobile: The Rise of Smartphones in Marketing

Mobile usage as a proportion of Internet traffic continues to skyrocket, but mobile advertising often gets the rap for being ineffective. In this article, Professor Anindya Ghose unravels the myths and paradoxes of mobile marketing through findings from a series of studies conducted in four different countries − the United States (US), Germany, China and South Korea. By conducting various randomised experiments and deploying sophisticated econometric models on historical data, brands can determine the right time, right place and right device to reach the right customer.

One of the most exciting developments in the digital media arena is the explosion of mobile phone data and the possibilities for analysing it. Brands, marketers and strategists have invested considerable time and money in trying to decipher such data and develop insights from it. Mobile data provides us the opportunity and the ability to ask a plethora of interesting and sometimes highly intuitive questions. This article presents a series of studies that were undertaken in four different countries − the US, Germany, China and South Korea. These studies helped us access detailed granular atomic datasets that enabled us to comprehend and identify actionable insights about what brands and marketers can do with mobile data.


  • Anindya-Ghose

    Anindya Ghose

    Anindya Ghose is a Professor of Information, Operations and Management Sciences and a Professor of Marketing at New York University’s Stern School of Business. He is also co-Director of the Center for Business Analytics at NYU Stern in New York.
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