How a big data partner is helping India’s InMobi win China

China has nearly a billion mobile web users. After a pause to digest that number, try this one: Chinese startup TalkingData tracks users on 1.5 billion mobile devices. It monitors post-install metrics of 80,000 mobile apps.

This is a goldmine of user behavior data for both internet and traditional industries. Tencent, Baidu, and Google are TalkingData clients, as are China Merchants Bank and Country Garden (one of the world’s biggest real estate companies). The latest big firm to partner with TalkingData is Indian mobile marketing company InMobi, which has made deep inroads in China.

“This is a natural collaboration because TalkingData is the largest mobile big data company in China and InMobi is the largest independent mobile advertising platform in China,” Ibrahim Dai, head of global business development for TalkingData, tells Tech in Asia.

The partnership will help InMobi improve the targeting of mobile ads in China and improve its advertising clients’ RoI (return on investment). TalkingData will also help InMobi understand users better to make its new Miip discovery platform more effective. Miip is an animated character that helps users discover new products and buy advertised products without leaving the app in which the ad appears.

Accurate marketing is the next move

InMobi co-founder and CEO Naveen Tewari spoke in Mandarin to present Miip to an audience in Beijing recently. But the partnership with TalkingData promises to help the company make even more personal connections in the Middle Kingdom. Ibrahim Dai, head of business development for TalkingData, explained how:

In the mobile advertising industry, accurate marketing is the next move. All mobile advertisers want to target just the right audience and spend their money smarter. Data is one of the key factors to realize this goal. InMobi has good traffic, and what they needed to improve their performance and give higher RoI to clients is to know the best audience segmentation.

TalkingData is thus a bridge for international players like InMobi and Google to penetrate the China market by offering audience profiling for their mobile advertising services. “By incorporating the big data capability from us, they can more efficiently target the right audience, increase conversion rates, and save costs for their clients on their mobile advertising campaigns,” says Dai.

Objective tracking of ad campaigns

Within China, TalkingData is already helping some of the biggest internet companies like Alibaba, Baidu, and Tencent provide analytics to advertising clients who can then track the performance of their ad campaigns. Data from a third party tracking and attribution service like TalkingData makes an impact on clients because it feels more objective than internal analytics.

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