Last year, it was reported that T-Mobile would automatically enroll its subscribers into an advertising program based on online activity. The program, called App Insights, had been in beta for 12 months. This will allow customers to “leverage app insights,” which T-Mobile says is “the most powerful indicator of consumer intent.”
Web apps can be more useful than mobile apps because they allow operators to see if someone is moving from one website to another. T-Mobile will only use web tracking data to create cohorts and this information will not be available to marketers.
The data will be aggregated and the information will be used for analytical purposes and “personas” will be created to group together people with common characteristics.
For example, people who have the ADP human resources application, the Concur travel and expense management application, and the Expedia travel application installed on their phones can be grouped together as business travelers. Advertisers can use this data to serve relevant ads.
Wavemaker, which was a beta partner for T-Mobile’s App Insights, used the product to improve its understanding of competitive differentiators for app-based businesses.
For example, DoorDash, which is a Wavemaker customer, could use App Insights to find out which of its customers have also installed its competitors’ apps and which app is used most often.
McDonald’s was also a beta partner and used the platform to analyze app install campaigns based on whether or not they uninstalled the app after ordering a discounted meal.
As The edge notes, this is an opt-out program. You can download the Non-Operator’s Magenta Marketing Platform Choices app which allows you to see which companies have access to your information and opt out of this type of sharing. You can also use an app called App Choices.