How to Leverage Mobile Data to Reach Your Target Audience: An Israel Tourism Example
Did you know that the 2019 Eurovision Song Contest is now wrapping up in Tel Aviv? For the Israel-based R&D team at StartApp, we love any excuse to take a dive into our network data to see what new user insights there are to discover.
So, with the excitement of the Eurovision all around, and swarms of tourists flocking to Israel, we decided to turn up the volume on StartApp audience data for the segment of tourists in Tel Aviv. Along the way, we learned some fascinating stuff about the types of tourists who visit Tel Aviv, where they come from, their likes, interests and activities.
Want to see how StartApp’s audience data analysis works? Check out our Tel Aviv tourism use case:
The Lowdown on Tourism in Israel
Before we get into the user data, let’s take a quick look at the state of the tourism industry in Israel. By all measures, it can be described in one word: booming.
In 2018, there were just over 4.1 million tourists who entered Israel, a rise of 14% compared to 2017, and 42% compared to 2016 figures. With close to 9 million citizens, that means the number of tourists who visited Israel in 2018 was nearly half the entire population of the country!
The large number of StartApp users in the Tel Aviv locale, coupled with the upward swing of tourism to the city for the Eurovision 2019, created the perfect opportunity for audience data mining.
Firstly, Identify the Tourists
The first step in analyzing the StartApp audience data of Tel Aviv tourists was determining which users were local residents, and which were international visitors. We did this by analyzing the locations of users’ device signals, such as GPS, IP and Wi-Fi, and using this raw data source to build audience segments based on country of main residence. Once the residence country was defined, we then scanned the data to spot users whose location signals indicate that they have been traveling, and then filtered the data for those whose signals appeared in Tel Aviv during the past two years. Now we’ve isolated our Tel Aviv tourist segment.
So, in January 2018, the number of international tourists in Tel Aviv made up 15% of the total StartApp audience in the city, whereas in March 2019, the number was 22%, a definite spike that echoes the figures released by Israel’s tourism ministry.
What’s more, in the leadup to the Eurovision, the number of tourists to Tel Aviv steadily increased throughout early 2019, as seen by StartApp data – check out the graph:
Next: Where Do the Tourists Come From?
Once the segment of tourists in Tel Aviv was defined, we then set out to understand the nationalities of the tourists. This was done by building profiles of the tourist audience, classifying users via our data models according to main country, city and demographics, like age and gender, as predicted by our algorithms.
Our data showed 5 countries that contributed over half (52%) of all international visitors we spotted in Tel Aviv since 2018:
- United States: 27%
- Russia: 7%
- France: 7%
- United Kingdom: 6%
- Germany: 5%
According to the data, the tourism trend in Tel Aviv stems mainly from American tourists, who represent nearly four times the volume seen from other nationalities, like Russia and France. Interestingly, there is a moderate steady increase in tourists from Russia since mid 2018, while French tourism to Tel Aviv saw a decrease since mid 2018 and recovery by March 2019.
Getting to Know the Audience
The process of data analysis is all about filtering down to more and more focused insights. Now that we’ve defined the tourist segment and their nationalities, we can get to know this audience better by looking closer at their profiles, which are based on StartApp’s algorithmic prediction models.
By comparing the tourist profiles to the average Israeli StartApp user, we can get a deeper understanding of the traits and interests of the different tourist nationalities. Check it out:
Compared to the average Israel resident:
- American tourists are more interested in football and baseball, and less interested in soccer and dating.
- French tourists are the strongest soccer fans and very interested in cryptocurrencies.
- British tourists are avid shoppers who are interested in special deals, flights, real estate, cryptocurrencies and the stock market.
- German tourists have the highest interest in dating, skiing and news.
Making the Data Work For You
The data in this use case can be used in so many ways. For advertisers targeting tourists in Tel Aviv, the segmented audience data provides valuable insights that can help to build effective ad campaigns targeted to appropriate audiences, according to demographics, interests and more.
But what’s truly beautiful about this exercise, is that the StartApp team can do a deep data analysis for just about any audience segment. Whether it’s tourists in Tel Aviv, coffee connoisseurs in California, or fitness freaks in Finland, StartApp’s massive collection of user data can be mined for all kinds of custom audiences, to help you better understand and reach your target customers, whoever and wherever they are.
In addition to custom analysis and audience creation, StartApp offers over 500 pre-packaged audiences that have already been classified for popular targeting segments, such as demographics, behaviors and interests – for any country. Examples include shopping segments, device ownership, travel by airline brands and many more. These audience segments are ready for activation across all the major DMPs (Find us on: Adobe, The Trade Desk, Lotame, Google DV360, LiveRamp, and more).
Pre-packaged or custom, StartApp’s data team is prepped for every targeting scenario.
How Can I learn more?
You can contact us at any time! We’re happy to answer any questions you may have about SODA Audiences.
Want to find out how StartApp audience data can help advance your business? Reach out for a consultation with StartApp’s data advisers. For custom audiences, you can also reach out to us through the DMP of your choice.