Solving the paradoxes of the mobile-first world: Leveraging micro-segmentation for hyper-personalised marketing

InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.

Introduction

Innovative tools powered by digital technologies are disrupting the market research industry and calling into question the traditional ways of recruiting users and collecting data. AI, ML, IoT, no questions research and passive data are all buzzwords