Behavioral Insider examines how mobile search – and the companies that provide it – can bring more value to marketers. In a Q&A, Omar Tawakol, chief advertising officer at mobile search firm Medio Systems, outlines the company’s “clustermer” (cluster + customer) approach to mobile segmentation and advertising. “Instead of forcing a conclusion on the database, you let the segmentation and data mining techniques come out and identify discrete types of clusters….” This reverse approach identifies trends in the data that are unusual, allowing companies to tailor, and ultimately target, campaigns. “The goal,” he said “is to use BT (behavioural targeting)… so ads outside of the search experience are so relevant to the needs of that consumer that they look at it as an embedded piece of content.”