3 Ways to Segment Mobile Customers
At the same time, if a partner with complementary customers is stingy with its data, marketers can build what Mason calls "look-alike models." Hopefully, "you at least have the ability to look at that data [and] see those patterns and those customers."
In other words, marketers can look at how the consumers behave and, for instance, build an opt-in program based on that marketing partner's data. If the partner's information shows a consumer segment has a propensity to opt in to mobile marketing after receiving a direct mail offer, the marketer can pursue that route and buy lists to append physical addresses to the database. If a particular demographic is more apt to respond to a DRTV spot, the marketer can take that tack.