2. Collection of large volumes of historical data. Big data tools mean that we can now collect, store and use datasets large enough to reveal real behavioural insights.
3. Better analytics. Which enable more accurate prediction of future customer behaviour based on historical behaviour.
The first publicised example is a campaign by Stella Artois. Every time a targeted individual visits a bar or pub in response to a targeted mobile ad, the drinks company pays a per-visit fee to the location intelligence company, Blis. The system measures incremental footfall uplift against a baseline set by historical behaviour. As a result, the linkage between cause and effect is more visible and measurable than ever before.
The next step? Perhaps healthcare organisations might respond with messages targeted at those same individuals, advising regulars not to go to the pub as they have already visited too many times in the last month.
Andrew Keevil assists technology companies with strategy and marketing, specialising in new proposition development.