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RESEARCH, ANALYSIS & TRENDS

At the core of our data collection is connectivity – not just We currently support our clients in the area of
from one device to one platform but multi-device-multi- Descriptive analytics - data processing, mining and
platform connectivity. With mobile thrown into the mix, visualization. The goal is to develop the online
brands can use device proximity or location-specific interactive data visualization platform further and
activations to integrate both in-vehicle screens and provide customers with the tools so that they can
mobile devices and engage consumers in transit, when manipulate and extract useful business knowledge and
they are more likely to be active on a screen. insights aligned to their business goals.
Such a sophisticated use of data is driving the senior The next phase of predictive analytics is where we use
management decision-making process. machine learning to build models to predict outcomes
to a level of certainty. For example, based on a set of
Gartner predicted that 30 per cent of enterprise access multi-variates when a customer engages on a particular
to big data would be through intermediary data broker advertisement, such as a new bar at about 9 pm
services, to support business decisions. To support Saturday night, travelling in a specific direction from a
client’s data needs, IDOOH’s partner ecosystem of fleet certain location, the data predicts that they are going
owners, ride-sharing companies, content providers and out to town for a night out.
brands benefit from the all-encompassing data
collection, where all data points are captured Building on predictive analytics capability, we prescribe
consistently. They are subsequently used for data a campaign’s roll-out through a push-pull model – in
modelling to extract valuable information in the future for that, we can drive, push or sequence the most relevant
a variety of users across different industries. content to the customer, based on real-time
information. For instance, based on the above
Driving the future - From data to analytics example, we could promote a new nightclub event with
a discount coupon in exchange for contact details to
Beyond data collection, IDOOH is positioned to help
brands with information for predictive purposes. One support lead generation and track sales conversions.
such means is the utilization of metadata to find analysis Through all three types of data analytics, we can help
-worthy big data needed in order to introduce new drive the business agenda by arming marketers with
products and services that might also be of interest. For insightful data and feedback in real-time. Conversely,
instance, this could be to decipher passenger viewership consumers also benefit from more relevant and
content and engagement to derive insights into engaging content delivered to them. Consumer habits
consumer preferences and behaviors. and behaviors are constantly changing in an ever-
evolving digital economy. The only way to detect that
There are also plans to further develop IDOOH’s big shift is to trust the data. ◊
data architecture with descriptive, predictive and
prescriptive analytics. By Mark Capogreco and Malcolm Wong, IDOOH

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