Lauren Moores presents the five top trends for mobile and data science in 2016 in this Advertising Age article. Marketers will begin adopting beacon proximity signals, mobile audience modeling and prospecting will get more sophisticated, advertisers will dig into physical and emotional signals from wearables, creative agencies will turn to data science to optimize campaigns, and cross-device marketing will become even more prevalent.
Moores points out that mobile is a way of living and a vehicle for content and communications. In 2016, the distinction between digital and linear channels will begin to blur, and marketers will combine behavioral and geolocation signals to uncover new customers. In addition, there is strong potential for campaign and audience optimization as a result of mobile data.
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