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Big data is transforming mobile opportunities, says Unilever CMO Keith Weed

The role of big data in the mobile industry is driving new opportunities for marketers and consumers, according to Unilever’s chief marketing officer Keith Weed.

Speaking at Mobile World Congress in Barcelona today Weed said the role of big data behind mobile is what makes the medium most "exciting" and is helping transform the business and consumer environment.

“We can tell by a person's location if they are walking in a park and then if it is a hot day, we can direct them to the nearest place to buy a Magnum with a coupon – these are things we can already do now - all the kind of stuff you can’t do on TV,” he said.

However, Wood stressed the importance of establishing proper metrics when determining what budgets to allocate to mobile. “Measurement is key and it is important to understand the rules of measurement before embarking.

"We have 600 market researchers around the world and one of their main tasks is to define the right approach to mobile for ROI. We are getting very interesting ROI on mobile and it certainly justifies our investment there.

“Not so long ago everyone was striving for 360-degree communication. We're now shifting from that all-round planning of integrated channels to a 365 days-a-year, always-on approach…

“I want the best mobile marketeer in the world to be Unilever – and the way we will do that is through experimentation and measuring what we do and then repeating it at scale,” he added.

Unilever is on the lookout for more partners with experts in mobile-related fields to create mobile experiences for consumers, according to Weed.

Featured by The Drum