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Mobile is a data treasure trove ? not just another touchpoint: Forrester analyst

NEW YORK -  A Forrester analyst at the research company's CXNYC 2016 stressed the importance of avoiding treating mobile as just another channel and instead tapping mobile for its data abilities to meet the needs of consumers while bringing added utility. 

During the session, Deep Dives: Brand & CX, the analyst revealed that while mobile is a capsule of substantial information that can help brands learn about their customers and how to better serve them, it should not be thought of as just another touch point. 

"The mobile device becomes an opportunity to get more data, not to throw more marketing messages at them," said Brigitte Majewski, vice president and research director at Forrester. "But to offer true utility, hopefully get data in a safe and private manner that you then use to inform your broader marketing plan."

Wading through insights
The analyst explained how Nestle Waters was able to capture such a wide range of data on its consumers by installing a Wi-Fi-enabled cooler that targeted nearby users and prompted them to come in and use the free Internet. While the campaign was able to drive sales, more importantly Nestle Waters was about to gather insight such as what time of day the user came in, what type of device they were using and whether or not they used the coupon. 

The strategy was able to provide Nestle Waters with a clearer image of the user, and how to better serve him or her with products, pushes and marketing strategies that would be most effective. Leveraging mobile in this way is a helpful tactic for marketers looking to gain insight, but can be even more helpful with CPG brands such as Nestle Waters that have limited access to data and may have trouble getting it from retailers. 

Customer breakthroughs 
Many innovations and brand-related breakthroughs can be born from interacting in customers in this way. Users that are loyal to a brand may be very willing to submit information as part of a campaign or to help research along. 

For instance, if a toothbrush brand is having a hard time targeting users because it lacks that knowledge of the customer journey or use of the product, prompting users to send in photos through a campaign on social media can help gain insight into use habits. 

"You can jump-start a lot of amazing innovation efforts or CX transformations started with that contextual content, rather than 'oh, it is another touch point, let us see if we can get them to buy,'" said John Dalton, vice president and research director at Forrester. "They hate that. No one wants to be treated that way."