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TapUnlocking the Mobile Economy$
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Anindya Ghose

Print publication date: 2017

Print ISBN-13: 9780262036276

Published to MIT Press Scholarship Online: January 2018

DOI: 10.7551/mitpress/9780262036276.001.0001

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Context: What’s Going On?

Context: What’s Going On?

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(p.47) 4 Context: What’s Going On?
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Tap
Author(s):

Anindya Ghose

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262036276.003.0005

This chapter discusses the need for businesses to leverage mobile technologies in order incentivize customers to walk into their store at any given point in time. They can also influence who they want walking into their stores by combining their historical data with real-time signals from mobile devices. The key is to know who their customers are. In the mobile economy, knowing the customer starts with identifying each customer's multiple personas. For instance, depending on context, customers can be in “parent mode,” “work mode,” or “family mode.” The remainder of the chapter looks at several contextual questions and the role that mobile data can play in answering them. These questions include: Why is the customer there? What does the customer want now? How is the customer feeling now?

Keywords:   mobile economy, mobile advertising, marketing, consumer behavior

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