Mobile News

The last step in the mobile marketing continuum is to derive as much information as possible about the effectiveness of the reach and the dialogue and boost the value of the profile data.

During the mobile campaign, e.g. during the reach or dialogue stages, messages flow between the mobile marketing campaign solution and its integrated systems, such as the SMS gateway, web site or IVR servers. A functional requirement for campaign solutions is to deliver near real-time information about the message flow, e.g. cumulative number of SMS-MO, cumulative number of a specific SMS-MT, number of WAP requests or number of HTTP requests to the IVR system. This is typically required for tracking over-redemption and associated insurance fees in competitions involving expensive prizes.

Also during the campaign, some individuals will express their right to opt out. Others will choose to opt in and participate in the campaign. Note that the way this feature is implemented will have an effect on the speed with which the change is effective.

A further requirement for mobile marketing campaign solutions is the transparent enrichment of profile data based on dialogue interactions.

Once a mobile campaign has been executed, information is collected that may be used to create new subscriber databases (mobile marketing) or enrich existing subscriber databases (mobile interaction management) with data collected throughout the dialogue. An initial functional requirement in this area is the ability to export dialogue-related data in relation to profile data. The data may then be processed separately to infer new behavioural information about subscribers and amend, via the import mechanism, existing profile attributes.

An interesting post-campaign question is the handling of new subscribers that are obtained via a viral effect. A functional requirement for this may be a transparent opt-in process kick-off that invites new (viral) subscribers to register.

One of the key deliverables of mobile marketing campaigns is the reports produced from the data available to the MMSP. Depending on the campaign solution, a number of standard reports will be available per default. These reports outline participant activity in a dialogue and additional profile information gathered throughout. More generally, the campaign solution requires the support for defining new, ad-hoc reports.

If you intend to mix different subscriber lists in a single campaign, another functional requirement will be to provide comparative response rates per data source. For mobile marketing campaigns executed to improve product awareness, the solution requires the possibility to isolate subscribers in a reference group for later comparison, once the campaign is complete.