The advertising SDK: a tool for monitoring, measurement and analysis
A SDK (Software Development Kit) allows the development of Apps and software based on the programming language specific to a navigation system or terminal. In simple terms, mobile operating systems (such as iOS for Apple or Android for Google) give developers the opportunity to create new services based on the native features of systems, such as downloaded applications, data geolocation or notifications. In a drive-to-store context, companies specializing in data collection deploy marketing SDKs in Apps. The SDK collects information about visitors’ habits, usage and behavior, with their prior consent.
The SDK marketing can be seen as a compass: it guides and share information that can help marketers take the right decision. In this sense, it has the same use as a cookie that we can find on regular computers. With the tracking of the visitor’s journey, it is easier to offer a personalized experience.
On mobile, with an increasingly fragmented use and a natural tendency to cross-device, the SDK allows to personalize promotional offers, marketing campaigns and messages to reach the right person at the right time and on the right device.
Customer journey: a contract of trust