October 6, 2014

EE’s mData explained: A guide to big data for businesses

EE’s mData explained: A guide to big data for businesses

EE can help businesses reach customers and it’s all down to mobile device data, or mData for short. A huge and ever growing number of people use smartphones and tablets and with 4G coverage increasing they’ll regularly shop and go online with them anytime and anywhere. The data collected from these devices and activities is known as mData.

Why is mData useful?

This data can come in handy in a number of ways. Perhaps the most obvious is for advertising. By using mData a company can find out when and where people most often search for their products or other similar products.

For example it’s been found that at Surbiton station many people search for fashion items, so that’s an ideal location for a fashion brand or store to put up advertising. This sort of data isn’t always obvious things which could be concluded through guess work, so by using mData you can ensure your adverts are correctly targeted for maximum impact.

You can go even further with mData and use the same logic to make an informed decision on where to open new stores.

You can also use mData to get an idea of how effective your adverts are, for example by seeing how many people check out a product online when in the vicinity of an advert for it.

But it doesn’t stop at advertising, as mData can also be beneficial for market research, giving you a broader overview of popular brands and apps across different ages, demographics and locations and as mobile devices are increasingly used to shop on it can also give you feedback on which services, products and apps prove the most popular and on whether people are more likely to shop from a website or an app and from there you can tailor your own mobile presence accordingly.

Finally, mData can be useful for infrastructure, as it can track movement. This could be useful on a small scale, for example seeing where and when specific areas of a store get overly busy, or when checkout lines tend to be lengthy, enabling businesses to adjust layouts and the number of staff working a checkout at any given time.

But it can also be useful on a large scale, to monitor traffic congestion for example and thereby aid future road planning or plotting movements on public transport, to ensure there are enough trains and buses for a given place at a given time.

What data is used?

4G Coverage

The data collected by EE is aggregated and anonymised based on groups of at least 50 people and often more than 1,000. The aggregated information could include age groupings, the gender mix, location trends and web trend activity.

Why choose EE?

EE isn’t the only company which collects mData, but with 30 million users and a 40% market share of mData it has more of it than anyone else. That in turn allows it to give deeper insights into the mobile data market than any other company.

By combining mobile web data, app logs and location information EE can deliver rich insights on how, where and when mobile devices are used.

EE is serious about mData too, so much so that it’s hired a team of experienced data scientists to manage it. To get started or find out how EE can help your company specifically you can call them on 0800 079 0888.

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