LONDON: Social media and mobile data are already enabling greater personalised marketing and the internet of things (IoT) promises to give an extra boost to this growing field.

Writing in the current issue of Admap, Sunando Das, head of marketing analytics and data science at TNS UK, outlined three ways in which the behavioural data captured by the IoT can be utilised for marketing applications. 

The first of these revolves around the drive to install smart energy meters in households across Europe and North America: some 60% of homes are expected to have these in place by 2017, rising to more than 70% by 2020.

These meters are, said Das, "a rich passive data source of appliance usage with a range of marketing applications: which appliance is being used, for how long, and in what mode for every day of the year without soliciting any data from the consumer.

Research by Kantar has established appliance usage patterns which indicated, for example, a segment with a higher incidence of cooking from scratch and which marketers could potentially target "in-the-usage moment" with cooking, seasoning and baking products.

A second area explored is appliances with sensors, such as RFID-enabled shopping trolleys which allowed TNS to map the path to purchase for individual in-store shoppers and to identify nano-segments that can help retailers target personalised promotional offers based on the shopper's previous paths to purchase.

The third way in which IoT data can enable personalisation is via technology-enabled insights, with wearables, for example, helping identify drivers for behavioural change programmes, as well as shaping and monitoring them.

This subject is also relevant to the 2016 Admap Prize, an essay-based competition the subject of which is "How should marketing adapt to the era of personalisation?"

Entries are being accepted up until February 15 – full details and information on how to submit essays are available on the Admap Prize website.

The Prize is free to enter and offers a $5,000 cash prize to the winner, while all awarded essays will be published in Admap and all shortlisted essays on

Data sourced from Admap