The client is a prominent Japanese food chain with over 120 outlets across the nation, which was seeking ways to better understand their app users in providing customised offerings to different groups of customers.

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Problem Statement

Client’s existing app only captures spending behavior of customers at the various chains without being able to gauge their psychographic behavior and interests.

Strategy

ADA’s data enrichment allowed matching of existing app users’ device / mobile advertising ID​ (aka IFAs) with ADA’s XACT database which contains more than 295 million IFAs across 4 different markets [SL1] (Malaysia, Indonesia, Philippines and Thailand). The matched IFAs were then enriched with info of XACT attributes :

·Psychographic personas - Wealth Manager, Social Butterflies, Health Fanatics, Gamers, Entertainment Junkies,  Budget Managers,Workout Warriors, Bookworm, Creative, Crowd, Phone Enthusiast, etc.

·Online interest - Gaming,social, communication, etc.

·Places of interests –Entertainment, accommodation, education, commercial, etc.

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Insights

The enriched data which combined info of locations frequented by app users and behavioral analysis allowed:

·Better understanding of existing app users which resulted in precise targeting for campaigns

·Issuance of customized app notifications & offerings to customers at different outlets or with different interest

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