Mobile advertising platform InMobi is tying up with global data powerhouse Experian to use its combined datasets to build stronger profiles of customer prospects and when they want to buy.
The deal will see the companies work together over the course of the next two years, allowing InMobi to provide more detailed information for customers targeting mobile users by using Experian's household data sets.
Havas has signed on to be the launch partner of the new strategic partnership.
InMobi's GM for Australia and New Zealand said the partnership is a “milestone” for mobile marketing.
“Traditionally geo-demographic data was used to segment markets based on household characteristics,” White said.
“The assumption was people of similar type behaved in similar ways. It gave marketers an idea of their addressable market, but it didn’t help you identify when those people were ready to buy.
“Mobile devices now enable us to collect anonymised real-time behavioural data, so you get closer to understanding the buyer. Marrying these two datasets together is very powerful indeed."
Customers of the InMobi platform will be able to access Experian's household data sets, with a roadmap of products to be developed over the next few months.
Experian ANZ MD John Merakosky said: “Experian has always been at the forefront of initiatives to improve consumer engagement, using technology and data to improve interactions between brands and people.
“We immediately saw the potential with InMobi because the mobile space brings a wealth of new information that can help us develop even stronger profiles of customer prospects. Mobile is not just a platform for delivering marketing messages, it’s also a powerful vehicle for helping understand consumer behaviour."
Players have been making bold moves to combine data sets, in order to give better understanding of their consumer bases. In July, Facebook signed a data deal with Quantium, Axciom and Experian to fuse offline and online data and serve ads based on actual purchases and other information.
Also in July, News Corp struck a deal with Quantium to fuse segmentation on seven million readers with the shopping, travel and purchasing habits in Quantium's data bank.
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