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Better mobile data for 1:1 personalization and activation


From a consumer perspective, it doesn't get more personal than a smartphone. Based on data from Nielsen, individuals spend roughly 4 hours per day on their phone. That's roughly 25% of the average time that someone is awake. For that reason, it's not a stretch to say that capturing mobile app interactions, connecting that data to other channels, and stitching together a complete digital customer profile is key to any personalization program. So, it should come as no surprise that extending our mobile capabilities is a core focus in the V9 release of Celebrus and a major part of our future roadmap as well.

The issue in the marketplace is that, for most vendors, capturing mobile app interactions is difficult. Many analytics and tag management SDKs require a significant orchestration in order to capture data or push for developers to change the way apps are coded to make them more "SDK friendly." Things like data layers that are traditionally leveraged on the web do not work the same and are quite laborious for native mobile apps. When you have to heavily orchestrate code within a native app for data collection, you also run the risk of maintaining several versions of data collection due to app updates and versioning issues across your customer base.

In addition, beyond simply capturing the data, most organizations spend even more effort trying to stitch data about an individual together across device and channel. For most vendors, the mobile data is separate from the web data and joining it up requires a lot of heavy lifting which typically might happen downstream in a data warehouse of some kind. These types of struggles result in even more latency in data availability for activation use cases.

I recently attended the Gartner Marketing Symposium in San Diego. In one of the sessions, Jason McNellis from Gartner said that better data is defined by 4 dimensions:

  • Accuracy
  • Breadth
  • Consistency
  • Depth

Celebrus mobile data capture not only satisfies all of the above without any additional orchestration needed beyond simply deploying our SDK, but we take it a valuable step further and also provide instant availability (e.g. milliseconds) of that data. From my perspective, availability should be the 5th dimension added to Jason's list. With the upcoming rise of 5G, and the general short window of time you have to personalize an experience, having up to date information instantly is a necessity. With Celebrus that becomes a reality for both mobile and the web.

It's worth noting that the Celebrus SDK requires no additional orchestration to capture customer interactions across your app. Once deployed, you will capture every interaction just like you would on the web. There has also been a trend from mobile development teams to limit the number of SDKs deployed and simply collect the data once to send to a variety of platforms. From an efficiency standpoint, this is exactly what the Celebrus SDK enables. Once the data is captured and passed to the Celebrus collection server it is processed instantly against our data model and can be sent in any format you want to any system you want via our Connect capability server-side.

While our mobile offering was already significantly more powerful and efficient than other vendors, we didn't want to stop there. As part of the initial Version 9 launch, mobile capabilities now include the capture of swiping gestures and device orientation data, leading to the creation of even more in-depth customer profiles.

If you are leveraging Celebrus for web, mobile web, and mobile apps you instantly have a complete digital customer profile available stitched together across device without the need for any heavy lifting or advanced ETLs. Our relational data model is the same across all channels and allows you to build upon that framework as you see fit. While there's value in deploying Celebrus everywhere, we have many new clients over the past 12-18 months who have begun by simply deploying Celebrus across mobile apps because of all the challenges I mentioned earlier regarding your traditional analytics SDKs and then building from there.

Our goal is simple: collect once at an individual level, use many, and make that data available instantly. Your customers nowadays demand a targeted experience to the point where it is an expectation of brands. You can't do that with stale or incomplete data. Mobile is a struggle across the marketplace, and we'd love to show you why Celebrus makes capture easy so you can focus on the high-value activations of the better data you're receiving about your customers.

Find out more, contact us to discuss mobile personalization with a member of our expert team.