Targeted marketing is central to a company's success. JvB has been using information from Microm, the leading provider of data for micro and geomarketing, for some time. Mobility models from Senozon are now being used to model movement flows. Thanks to the parallel use of anonymized mobile phone data, Jost von Brandis now also has knowledge of the movement flows of potential target groups over the course of the day for the first time. In the communications and advertising industry, this is increasingly considered crucial for an optimized, target group-specific mobile dialogue in real time.

"In recent years, we have been able to gain exciting data suppliers such as Microm, Motionlogic and now Senozon as partners. This gives us a highly qualified and unique data pool that we can use as an unbeatable tool for dialog with mobile target groups thanks to our high level of data intelligence and in-depth understanding of consumer expectations," says Udo Schendel, CEO at Jost von Brandis.

Posters and ad screens combined with mobile

This innovation means that consumers will no longer simply see a poster. Instead, groups of people with a high affinity for a particular product can be targeted depending on time and location. In specific cases, consumers can be reached on their way to the stores or users of a particular brand can be addressed directly. Initial use of the data pools shows significantly optimized results compared to conventional advertising selections. "In a market that is increasingly oversaturated with communication, it is important to address customers more selectively and in a more targeted manner, even among the masses - Senozon, together with its partners Microm and Motionlogic, is helping to do just that," continues Schendel.

Virtual population guarantees data protection

According to the press release, the system used by Senozon explicitly fulfills all data protection requirements. The reason for this is that a so-called synthetic population is used. The Senozon model contains people who correspond to the real population but are not specific individuals. "Put simply, we build statistical twins of real people and use a lot of IT knowledge to model their decision-making behavior and movement patterns throughout the day. This means we explicitly don't have to use tracking data from real people in the model," says Michael Balmer, CEO and founder of Senozon. The system developed at ETH Zurich and TU Berlin under Professors Kai Axhausen and Kai Nagel has already proven to be robust in recent years in the field of retail location planning and real estate valuation.