Vpon: Reinventing Marketing with Mobile Data

A mobile-centric marketing strategy is the present call to action as one-third of the population has access to the mobile phone. Mobiles are becoming one of the major data generators through which a user’s online presence and choices can be analyzed. This has led businesses to focus on mobile users and build more applications that cater to the mobile-first generation and gather data easily. A goldmine for marketers, they can tap into this data, and understand the spending culture and preferences of a specific geo-socio group to expand their brand’s reach. Vpon, a big data analytics company is disrupting the mobile data arena by introducing marketers to cross-border data of travelers and site traffic to optimize branding and advertisement performance through targeting campaigns.

“We analyze the mobile data of a consumer to predict his or her sentiments and behavior. Furthermore, the consumers are tracked through IP or GPS to help marketers provide personalized marketing content according to the location,” explained Victor Wu, CEO and founder of Vpon. The company collaborates with credible high-grade data providers to create profiles on cross-border Asian travelers and develops models to provide accurate information to clients on targeting a specific audience. Operating in major financial districts and tourist destinations in Asia such as Hong Kong, Taiwan, Japan, Korea, and China, Vpon gathers data on the population with a high-spending capacity in insurance, travel, and luxury goods.

With a client roster that comprises Fortune 500 companies across verticals such as luxury, hotels, financial, and travel as well as governments, Vpon is creating a paradigm shift in the data market across Asia. To state a scenario, countries like China that have large online travel agencies need a data provider to create models on the traveler's data. Vpon helps these companies with data gathered from network providers, site cookies on devices, and CRMs.

Vpon’s Data Management Platform analyzes the online and offline customer behavior of an international traveler. The platform processes the information gathered about each individual traveler and segregates the consumer’s behavior into similar groups and creates category tags according to different industries. Vpon applies machine learning to the processed data to minimize the development time of data models on consumer profiles. The data models enable marketers to deliver customized content to a targeted demography based on location, spending capability, preferences, and usage of applications on the mobile device.

To reach 900 million mobile users across Asia per month with 21 billion biddable inventory per day, Vpon has developed a demand-side platform (Vpon DSP) to help marketers achieve multi-dimensional marketing capability. Vpon employs artificial intelligence to build precise marketing models, optimizes the delivery frequency of advertisements, and provides content according to the ad request settings of a mobile user.

The Government of Japan, an esteemed client of Vpon, serves as a testament to the proficiency and reliability of its state-of-the-art data analysis solution and data inventory. The Government of Japan, both on a national and city-level, leverages Vpon’s data to gather information on the tourists entering their country and the cross-border travelers to provide an excellent travel experience.

Pondering on the changing nature of data, Wu remarked, “AI without data is useless and data without AI has no value.” To further this idea, Vpon is currently looking for partners in AI technology to optimize the performance of their solution. Vpon has recently ventured into extending their services to South-east Asia and has set out a future goal of assimilating the data of the tourist community across the world.