Few would dispute the importance of data in modern marketing. Understanding a user’s profile and their buying behaviour, both historic and current, can be important indicators for future activities. It can allow companies to target consumers with relevant content and promotions and build customer experiences that really suit the customer’s needs and preferences. The more relevant data is available, the better the user journeys can be shaped, and the better targeting can take place.

However, consumer data is sensitive and unfortunately commercial organisations are not always able to build or maintain the necessary trust required to convince consumers to share their preferences. Data storage not only needs to be correct, companies need to be transparent on how they use the data and the data stored needs to be correct. Using blockchain technology to help manage customer data can provide a significant step forward in security and transparency.

The MobileBridge Momentum platform not only focuses on storing data in various ways, it pro-actively engages with the consumer to improve their data. The consumer can help improve their user experience by having contextual data collected in a passive manner, e.g. collect browsing and buying behaviour, geolocation information, etc., but also enhance their profile in a more active manner, for example by filling out a more extended user profile questionnaire or answering short and sharp polls and surveys that sharpen the overall understanding of the consumer.

Other scenarios imaginable are where consumers are rewarded for their actions and insights are where they for example watch a video of a new product or product review made by one of their friends, read some content or simply provide their plans for the coming weeks or months; Are they going on holiday? Are they planning some projects around the house?

All of these data points and ‘actions’ will help build up a better picture of the consumer and all have value for the companies they are engaging with. If you’d like to learn more about how the MobileBridge Momentum platform uses data, please visit our website: https://www.momentumtoken.io/ and/or watch our videos on this topic on Youtube: https://www.youtube.com/channel/UC-WEKVVeMfOnxh_HvH4fIbg/videos