T-Mobile launches App Insights to sell user data to marketers, but iOS users are exempt.
Last year, it was reported that T-Mobile would automatically enroll its subscribers in an advertising program based on online activity. The program, called App Insights, was in beta for the last 12 months. It will let clients 'leverage app insights,' which T-Mobile says is the 'strongest indicator of consumer intent.'
Web apps can be more useful than mobile apps because they allow carriers to see whether someone is jumping from one website to another. T-Mobile is only going to use web-tracking data to create cohorts and this information will not be available to marketers. The data will be aggregated and the information will be used for analytics and"personas" will be created to group people with shared characteristics together.
Wavemaker, which was a beta partner for T-Mobile’s App Insights, used the product to enhance its understanding of competitive differentiators for app-based businesses.
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