Marketers need intuition more than ever before. The masses of data that they can analyze, and the tools available, can certainly find interesting patterns on their own, but that is just one ingredient in the value creation recipe. Since there’s so much data out there, good intuition (and by that, I’m including judgment as well) is necessary to set priorities for what to look for, what matters to the customer, what the competitive landscape looks like and how behaviors are changing over time.
Advertisers have always trusted their guts when it comes to connecting with consumers. But, how do we really know that works? Enter data science. The numbers are out there to tell us if campaigns are truly effective, and it’s sparking a debate over the end of intuition.
The Android Device ID has bugs. This shouldn’t come as news to anyone but the problem is widespread and causes the Device ID to be an unreliable identifier. Research conducted in August 2012 found there were 3,997 discreet Android device types and there is no reliable way to recognize audiences on any of them. This is a huge issue for app developers and publishers. All major manufacturers are impacted and Google is not offering any solutions to the problem.
Just look at what the Google Dev Team has to say about this issue:
“Device manufacturers are welcome to backport the change if they wish. However, Android 2.2 is final as far as our codebase is concerned — with the exception of critical bugs, we can’t really make changes to it. Regardless, there’s nothing that can be done to fix this on affected devices without an OTA, which is again up to device manufacturers.”
There is a better approach for the mobile advertising industry – Universal Device Recognition. This approach does not depend on a device-provided identifier like the Android Device ID, does not leave any permanent identifiers on the device and works across all devices all the time.
The advertising industry has gotten a glimpse into... Read more