UK Mobile Marketing Deal will “revolutionise the way advertisers traditionally target audiences” [Annals of Mobile Marketing/UK/EU Division]

excerpt from press release:  “London: February 12th, 2009 – Gigafone, the leading mobile marketing solutions group, has announced that it has formed a partnership with Xtract…The new partnership promises to revolutionise the way advertisers traditionally target audiences. Xtract’s Social Links application identifies the social network structures within the customer base and finds the most influential people for marketers to target.  When incorporated into Gigafone’s targeted mobile marketing solution, where consumers can choose the type of ads they want to receive in return for incentives such as discount vouchers or free mobile minutes, the result is a completely new level of customer experience and a tangible tool for increasing the effectiveness of targeted marketing activities and measuring return on investment…

About Xtract
Xtract refines social interaction, behaviour and demographic data to create accurate 3D user profiles. These profiles for the first time utilise data as a dynamic tool in the day-to-day marketing for effective and intelligent targeting of marketing campaigns and advertising. Xtract’s Social Links is an automated, self-learning solution capable of analysing billions of mobile transactions with easy to use and actionable tools for operators to define accurate target groups for their marketing campaigns.”

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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