61%Consultants& Strategy

Asset Creation67%

Mobile Media68%

Data + Analytics61%

Marketers are convinced about mobile

Marketers see mobile as a GAME CHANGER...

D A T A C A N U N L E A S HTHE POWER OF MOBILE

So they plan to investmore next year

but not all marketers are prepared

76%76%Marketers agree that mobile is the closest you can get to consumer

Marketers who agree that mobile an give them a competitive

advantage in this area

72%72%Marketers agree that mobile is the best way to build ROI

SIGNIFICANT & SUSTAINABLE

SIGNIFICANT BUT NOT

SUSTAINABLE

46%19%

11%23%

DEVELOP

TARGET

Enhance the equityof my brands

Generate newleads

FacilitateTransaction

Improve CustomerService

Increase loyaltyretention

40% 32%

36% 34%

45% 23%

45% 30%

48% 26%

SIGNIFICANT+ SUSTAINABLE

Significant but not Sustainable

Small + Sustainable

Small + Not Sustainable

2%No advantages

Marketers who agree that data

can give them an advantage in

Mobile

33%MOBILE DATA

PIONEERMarketers who are

convinced about data being a competitive advantage

and already have the right infrastructure

31%CONVINCED

& TRYINGMarketers who see data

as a competitive advantage but don’t have the right data

capabilities yet

36%INDIFFERENT

Not convinced about mobile data as a

competitive advantage

the right customer for mobile

the right creative + value proposition

our customers with the right mobile assets

OPTIMIZEcreative in real-time

MEASUREengagement with campaign

IDENTIF Y

Demographics

Preferences

Cross PlatformTargeting

Behavioral Targeting

Real-time LocationLat/Long

Mobile SubscriptionServices

Mobile Device

50%69%

63%43% 54%

70%32% 41%

67%34%34%

70%26%26%

78%25%

29%72%

26%34%

66%

AND THE ROLE OF DATAAS A GAME CHANGER

80%80%Marketers agree that mobile is a way to improve your career

68%68%Marketers agree that mobile is the best way to transform your business model

PUR

CH

ASE

FUN

NEL

What type of data do they find important?

What types of mobile tactics do they use?

What is theirimmediate challenge?

Marketers follow three stages in their path to unleash the power of

data in mobile

34% 5%

13% 27%

15% 23%

10% 16%

17% 16%

$

Mobile Apps

Social Media

Mobile Video

Paid Search

Push alerts

Mobile Audio

Location targeting

Mobile Coupons

52% 71%72%

48%56%

77%37%

45%89%

48%53%

66%26%

38%66%

26%34%

69%24%

29%74%

19%23%

77%

MOBILE DATAPIONEER

CONVINCED& TRYINGINDIFFERENT

Marketers are convinced about the

impact that mobile can have on their

business and personal career. In their

quest to stay ahead of the curve, they

see data as a critical element and a

source of sustainable competitive

advantage in mobile.

MOBILETRANSFORMS BUSINESSES

HOW

12%

19%

8%

17%

30%

Source: Joint study conducted by the Mobile Marketing Association and Neustar among marketers (N= 400). Fieldwork was conducted in June 2013 by Research Now.