2. Monitor Dynamic Behavior
With a constant flow of data, marketers are able to recognize behavioral changes much more quickly than with traditional techniques. At the same time you can model, analyze and monitor specific behaviors that may otherwise be masked through traditional classification techniques. Dynamic monitoring identifies behavioral patterns, trends and abnormalities, as well as associated contexts, which enables marketers to act in a timelier manner. This helps to ensure that every communication—or in some cases, the decision not to communicate—is driven by an accurate reflection of the customer's current behaviors and needs.
3. Determine What Customers Are Likely to do Next
The standard approach to analytics involves a team of analysts using tools to gain insights into customers based on a historical view. As a result, marketers are reactive to how customers behave. To drive more effective mobile engagement strategies, you need more sophisticated analytics—analytics that provide a forward-looking view at customers' needs. By predicting behavior patterns, and anticipating customers' needs, marketers can determine the optimal time for engaging with each customer. This understanding of what each customer will do next enables proactive outreach—engaging with a customer at the right time to influence a decision rather than analyzing and acting upon a decision that's already been made.
4. Use Technology to Act on What You Know
Cutting-edge marketers seek the ability to act upon their customers' behaviors at the time it matters, but often face technological challenges to making this a reality. What marketers must do is overcome the barriers to acting on customer insights in an automated fashion. Ultimately you need technology that is smart enough and fast enough to turn insights into action for each customer at the right time, and takes advantage of the mobile channel by linking sophisticated analytics to automatic delivery of contextual marketing messages.