Real-world intelligence: Mapping human behaviour to effective mobile marketing

Mobile phones have rapidly become part of the fabric of everyday life. In fact, it’s estimated that around half of the global population has a smartphone. Phones are a ubiquitous touchpoint which we interact with hundreds of times a day, and with each interaction we add more complexity to our digital footprint of purchase and personal history. If marketers are smart, they can utilise these clues as indicators for predicting patterns, and in turn exploit these trends to present customers with the right message at the right time, in the right place.