O'Reilly logo

M-Powering Marketing in a Mobile World by Nikhilesh Dholakia, Ruby Roy Dholakia, Syagnik Banerjee

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

 

CHAPTER 4

Transforming Marketing with Mobile Data

By 2015, leading mobile marketers were already deploying sophisticated marketing strategies, based on collecting mobile data and performing real-time data analytics. These trends accelerated as the second decade of the twenty-first century raced to a close. Here is a sampling of examples of mobile data analytics1:

  • High-end clothing maker Burberry employed radio frequency identification (RFID) tags to track as well as assist shoppers in its stores to create a richer shopping experience. When a customer picked up a garment and walked by a display screen, the RFID tag would trigger a video on the screen. The video would show details about the materials of the garment and how it was made. If the ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required