Xtract unveils strategy for privacy in mobile marketing

Xtract, provider of social marketing intelligence solutions that enable internet and mobile operator marketing to become more personal, relevant and targeted, has released details of its 3D profiling engine which ensures the highest levels of privacy in mobile marketing.

Using data analytics technology, mobile subscriber data can be kept completely anonymous, never sacrificing on user privacy but delivering a highly personalised mobile experience through relevant and engaging marketing.

Xtract Social Links is the first commercial software that enables users to leverage social intelligence in their marketing actions. By default, all customer data is automatically anonymous when imported to Social Links, thereby all data used in analytics is always anonymous.

Xtract’s methodology, defined as 3D user profiling, maps users against categories of interest, rather than making individual data visible to third parties, thus ensuring the highest levels of privacy. The cornerstone of Xtract’s approach is that there is no need to link the results back to subscriber data that contains sensitive information, such as what number has been called. All subscribers are linked to profiles, classes, and score levels based on predictive models and profile characters.

To highlight the opportunity that the mobile channel can provide for highly personal and relevant advertising, Xtract is setting up a forum on privacy for the mobile marketing industry. This group will promote the adoption of industry wide standards that ensure the highest levels of subscriber privacy.

Jouko Ahvenainen, vice president and co-founder of Xtract, said: “Using analytics tools, mobile operators do not need to mine data directly from individual accounts and so analytics tools provide the very foundation for privacy that users demand. Customer details are kept hidden, with the data always anonymous. Without using analytics tools such as Xtract, one could imagine a world where all mobile subscribers are blanketed with irrelevant ads and promotions that are useless to most of the recipients.”

Timo Laaksonen, CEO of Xtract added: “Aggregate data is a key asset that is underutilised in mobile today, and can unlock the next, more sophisticated, iteration of mobile advertising. We don’t support methods that use subscriber data directly for targeted marketing, as some social network operators in mobile and internet have tested. We recommend that mobile operators and social internet communities use data aggregates and behavioural data patterns to gain a better understanding of their customer base, instead of making user data visible coming from the network level. ”

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