Building a Big Data Analytics Service Framework for Mobile Advertising and Marketing

The unprecedented growth in mobile device adoption and the rapid advancement of mobile technologies & wireless networks have created new opportunities in mobile marketing and adverting. The opportunities for Mobile Marketers and Advertisers include real-time customer engagement, improve customer experience, build brand loyalty, increase revenues, and drive customer satisfaction. The challenges, however, for the Marketers and Advertisers include how to analyze troves of data that mobile devices emit and how to derive customer engagement insights from the mobile data. This research paper addresses the challenge by developing Big Data Mobile Marketing analytics and advertising recommendation framework. The proposed framework supports both offline and online advertising operations in which the selected analytics techniques are used to provide advertising recommendations based on collected Big Data on mobile user´s profiles, access behaviors, and mobility patterns. The paper presents prototyping solution design as well as its application and certain experimental results.