Peter Pal Zubcsek, University of Florida
When mobile marketers use consumers’ location information to target push advertising, they typically focus on “geo-fencing”, i.e. they try to reach consumers who are entering the store’s proximity. Such events, however, are scarce; further, it is not clear that nearby consumers are motivated enough to change their original itinerary in response to advertising. Peter Pal Zubcsek will present an alternative method of greater reach and comparable impact. This model improves targeting by considering social ties and events when consumers are at the same place at approximately the same time.
He will use a case study to demonstrate how variables derived from dynamic networks such as one based on consumers’ co-location history may also outperform traditional predictors of advertising response, e.g., demographics.
Related ConferenceMay 15 – 16, 2014
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