Collecting lots of data—even CRM—is useful only to the point that it can be intelligently and meaningfully analyzed. Trying to analyze excessive amounts of data, some of which will be irrelevant and potentially misleading, is unlikely to deliver useful recommendations. LivingSocial is trying to avoid that problem, and the mobile marketer is focusing its efforts on a very narrow and accurate datasource: data collected from recent past offers.
Tastes and preferences—and budgets—change over time and it’s almost impossible for data warehouse analysts to know where to draw limits. “This person lost their job a month ago so the high-spender profile is now irrelevant and misleading. Any shopping patterns from more than a month need to be ignored.”
Another key move from LivingSocial is to try and abandon its own old bad habits—from its E-mail marketing days—as it tries and morph into a fully mobile company. “We want more app installs,” Mike Bidgoli, vice president of product at Living Social, told Mobile Commerce Daily. “We need to move our desktop business to be a mobile business.”
LivingSocial has partnered with data analytics firm AppLovin and the pair factor in the device types that are exploring different deals and what actions shoppers take. “Every single customer sees a set of recommendations that are highly relevant to that customer,” said AppLovin CEO Adam Foroughi.
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