2016 Place Conf: Location - It's about Who not Where -- Audiences & Attribution
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Transcript of 2016 Place Conf: Location - It's about Who not Where -- Audiences & Attribution
Our Phones Are Getting Smarter
Fingerprint scanner
Gyroscope
Accelerometer
Magnometer
Barometer GPS
Wifi Ambient Light Sensor
BluetoothMicrophone
Camera
©2016 Sense360. www.sense360.com
The Challenge Is Turning Data Into True Context
“Running Outside”
“Working Out”
“At Bar”
©2016 Sense360. www.sense360.com
Goals Of The Workshop
©2016 Sense360. www.sense360.com
1. Open the Black Box – What really happens and how it works
2. Opportunities – How To Use This Data
How Machines See Location
©2016 Sense360. www.sense360.com
• Lat/Long: 41.865706, -87.765510
• Nearby:• Subway – 10M• McDonald’s – 12M• US Army Recruiting – 16M• Fiesta Grill – 18M• HR Block – 26M• Little Cesars Pizza – 34M• Advance Auto Part – 62M• …• ...
So How Is Better Accuracy Achieved?
©2016 Sense360. www.sense360.com
ShapeFilesMultiple Pulls
Other Sensors Location Context User History
Insights
©2016 Sense360. www.sense360.com
Goal: Use behavioral data to find the opportunities that drive the business.
How: 1) Panel of users who share GPS & Sensor data
2) Intelligence firm matches raw data with POI to create a history of location visits. Further context is added.
3) Intelligence firm aggregates data across users.
4) Data Analyst analyze underlying data to answer specific questions or to do an open-ended exploration
Planning
©2016 Sense360. www.sense360.com
Goal: Use behavioral data to plan and optimize campaign tactics
How: 1) Panel of users who share GPS & Sensor data
2) Intelligence firm matches raw data with POI to create a history of location visits. Further context is added.
3) Intelligence firm aggregates data across users and provides DMA optimizations for the key levers
4) Agency takes national strategy and optimized recommendations to their publishers, who execute more efficient localized campaigns.
Example
©2016 Sense360. www.sense360.com
True Trade Area
Optimal Day Parting Actual Competitive Set
Customer Base
Chipotle in Dallas, TX
60% of all trips
are less than
3 miles
Chipotle Traffic By Hour (Dallas)
Caucasian, 66%
Hispanic, 16%
Asian, 8%
Other, 3%
African American, 8%
Chipotle Customers By Ethnicity (Dallas)
7.3% Overlap
5.0 % Overlap
4.8% Overlap
Targeting
©2016 Sense360. www.sense360.com
Goal: Use location to find in-the-moment audiences
How: 1) Ad Network looks for impressions on the ad exchanges or in their network that include a lat/long.
2) The lat/long is matched with a POI (using black-box magic).
3) If the POI represents a location of interest, the network bids on the impression and shows an ad.-------------------------------------------------------------------------------------------------
Goal: Use location to find audiences based on past behavior
How: 4) The POI is assigned to the user’s profile5) Users with past visits matching audience criteria are targeted with ads, regardless of current location
Measurement
©2016 Sense360. www.sense360.com
Goal: Understand if a marketing activity drove lift
How: Several Methodologies
1) Panel is cross-checked for users who were exposed to an ad. Their store visits are tracked and compared a control group to determine lift. (Example: Placed)
2) Network shows an impression and stores UserID. Scans exchanges for location-data implying that user went into a store of interest. (Example: PlaceIQ)
3) Panel is used to determine a baseline visitation rate and are monitored before and after marketing event to determine lift. (Example: Sense360).
Example
©2016 Sense360. www.sense360.com
Chick-Fil-A: Cow Appreciation DayJuly 12, 2016
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1.0%
2.0%
3.0%
4.0%
5.0%
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%
QSR Market Share
Chick-Fil-A Visits QSR Visits
What happened?
Chick-Fil-A New vs. Existing CustomersJuly 12th
Existing New
Privacy By Design
Safeguards to keep users data safe.
Sense360 only works with location data collected with user consent.
Sensor data is never combined with PII data.
Pro-active obfuscation of data that can be used to reverse engineer who the person is
Reporting & Data shared is always anonymous and in aggregate
©2016 Sense360. www.sense360.com