This document provides guidance on how to build a mobile database. It discusses starting points such as having an existing database or having no mobile data. It emphasizes thinking about the purpose and goals for the data as well as what information is needed. The document then covers topics like integrating mobile into existing media channels, gathering data via radio campaigns, using online channels to capture additional preferences, and a general four-step process for building a mobile database.

1. How to build a mobile database
Alex Klose
Head of Marketing, EMEA
alex.klose@imimobile.com
07775 420 015
www.imimobile.com

2. Be careful what you do...
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3. Permission-based marketing,
the concept of value exchange
Consumers exchange their consent, and sometimes personal
demographic and preference information, in advance, for a
product, service or offer that they deem of interest, of
relevance or of worth to them.
MMA whitepaper – Building Permission Marketing
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4. Starting points
1. You have an existing database with some mobile data
2. You have no mobile database
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5. Is the data really usable?
How old is the data?
Is the data in the correct format?
Where was the data collected?
What can I do with the data?
Who owns it within the business?
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6. Think before you start...
2. You have no mobile data
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7. ... about some basic questions
What do you want the data for?
What information do you need to start?
What additional information do you need?
How are you going to store the data?
How do you merge the data with other existing consumer data?
What tools do you have to analyse the data in the right way?
How are you going to measure success?
What´s the benefit for your customers?
How can you incentivise and reward your customers?
What current media channels do you use?
What does it tell you about your consumers already?
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8. An example
“...the campaign keyword
will be “VISION” followed
by a space, the URN and a
further space, this will be
followed by full name and
postal address + email
address...”
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9. What information do you really need?
General Personal Behavioural
Data Data Data
- Mobile number - Name - Media consumption
- Operator - Age / Gender - Shopping habits
- Phone Type - Address - Lifestyle
- Email - Spending
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10. Integrate mobile into your existing
media channels
3/4 would be happy Social Media
to opt-in given the
right incentive
234% more Events
positive about mobile
messaging
62% read messages
Instore
in 5 mins from senders
they don‟t know
Email
Online
DMA & IAB – Mobile Messaging Study, Sept 2012 10

11. How to gather mobile data via radio
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12. BBC “Meet the Listeners” campaign
81199
BBC listener sent picture message to
81199 (no charge for the user)
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13. How not to do it
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14. Media channels like online are great to
capture additional data & preferences
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15. The general 4 step process
1. Build
– Start building a database by adding each consumer action & response into your DB
– Data mapping - enhance the data with information from other sources
2. Invite
– Once initial relationship is established invite consumer to fine-tune preference profile
– Give the user access to his profile – let him control
– Present exclusive rewards as exchange for more information
3. Analyse
– Analytic tools and services can deepen the preference profile
– Examine each consumer„s propensities to use different media
– Does a consumer respond more to content, services, links etc.
4. Ongoing enhancement of preferences and user profile
– Continues data validation and preference management
– Opt-out management – identifying potential new sign up offers & mechanics
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16. What would you do with £200?
Text CASH to 62277*
*Competition opens on 03/10 at 10am and closes at 3.30pm the same day. Standard network
charge for 1 text message. Data download charges is made by your network. For further information
on data charges please contact you network operator. The data you provide will be added to our
marketing database.
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17. The winner & results...
Join our Behind Closed Doors
presentation at 3.45pm
We´ll send you a reminder ;-)
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18. Thank you
Alex Klose
Head of Marketing, EMEA
alex.klose@imimobile.com
07775 420 015
www.imimobile.com