UNIQUE LEARNINGS IN CREATING A 360 VIEW OF MOBILE CONSUMERS

The steep rise in the consumption of media and advertising content on an ever-expanding base of mobile devices has prompted a significant surge in both research and advertising dollars in the mobile arena. One of the major concerns for researchers in this venue is the predisposition to build mobile research databases in isolation from other key marketing database resources. This paper describes the pilot study phase of an initiative to develop a comprehensive database that directly combines rich mobile phone data collected from a passive mobile monitoring device with the large-scale inventory of variables available in a large nationally syndicated study.