Searching Hard for That New Customer Base​

Harley-Davidson and OA Experiential will work together to collect data on attendees at various events, Harley displays, and other venues to try to better understand the demographics of the folks at those events and hopefully market more effectively to them. This is a smart move by the company—one that could pay off in the long run.

The better Harley understands the people interested in motorcycles and specifically Harley motorcycles, the easier it will be for the company to sell to them and build bikes they actually want to ride. Instead of Harley building bikes that it thinks people want or just following conventions, it will have better data to use to make informed decisions. Just another way the company is modifying and building itself into a company ready for the modern world.

The Role That Meshh Plays​

According to RideApart, a company called Meshh is connected with OA Experiential and will be the ones actually collecting the data. The data collection happens when a person visits an event, like say the X-Games. Meshh sets up sensors at events that will detect your phone’s unique MAC address. That MAC address is used to determine things like how much time you spend at the event or display and if you return to that display more than once. Those things mean you’re likely interested in whatever was there.

Here’s where it gets a little uncomfortable for me. Mesh can also record and keep other data collected via your phone. The company can tell what kind of phone you have and what carrier you use. Through your carrier, they can tell things like age and income. Meshh cross-references all data with other data bought from other companies. In the end, visiting an event or display means Harley will have your data. From there it can target you with its marketing.

The post Harley-Davidson Partnered With OA Experiential for Data Collection to Improve Marketing appeared first on webBikeWorld.

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