Mobile behavioural analytics: A new window on the soul

This paper explains how classification of passive mobile data can identify patterns in how people use their mobile phones, generating lessons for mobile marketers.

Mobile behavioural analytics: A new window on the soul

Anil Kaul and Mark Kingsbury AbsolutData and TNS

Introduction

Working with large quantities of passive mobile usage data we get a huge diversity (and scale) of information about how people are using their phones – application and feature usage, communication behaviours and mobile web browsing. The challenge we address is how to translate these data points into something which helps us understand the shape of people's days and map out the different patterns of engagement with our phones that punctuate our lives.

We want to go beyond 'classification',...

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