Smartphone Data Help Marketers Unlock Privacy-Safe Insights: T-Mobiles Mike Peralta Beet.TV [Video]

SANTA MONICA, Calif. – Smartphones give off a continual flood of information about their users, many of whom spend the entire day within a hand’s reach of mobile handset. Data about exact geographic location, app usage, website visits, emails and phone calls can be compiled by cellular companies such as T-Mobile. The information is a potentially rich source of consumer insights for advertisers.

“You can particularly see a lot of things around app ownership and app insights, how long you spend in the app,” Mike Peralta, general manager of T-Mobile Advertising Solutions, said in this on-stage discussion with Jon Watts, editorial director of Beet.TV Events, at the Beet Retreat.

Mobile data can help to provide insights on where consumers are in the purchase funnel, from initial awareness of a brand all they way down to a final purchase. Because the data also can reveal personally identifiable information (PII) about consumers, T-Mobile …