How Consumers Use Mobile Today – First
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Transcript of How Consumers Use Mobile Today – First
![Page 1: How Consumers Use Mobile Today – First](https://reader034.fdocuments.net/reader034/viewer/2022051816/5455090daf79594f558b4690/html5/thumbnails/1.jpg)
Using Location Patterns to
Power Big Data in Mobile
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What fuels the ecosystem?
Digital = Search/Display Social = Likes Mobile = Location
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The Social Graph shows how people are connected
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Locations are Connected
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Introducing the Location Graph
Reveals the Connections between Locations
Uses Past and Present Location Data
Uses Location Patterns to Reveal Mobile Audiences
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• 500MM devices • 4.2 billion location tags • Adding 500MM per month
Building the Location Graph
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Relationships Between Locations
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Understanding Macro Trends
4,200
The average number of connections each location
has to other locations
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Location Defines Audience
WHO you have been says more about
you are than the content you consume
WHERE
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Deciphering the Patterns
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Not Always Obvious
Location Graph Index: 225
Location Graph Index: 188
or Female Male
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Top Venues Frequented by Women
Building Blocks for Audience Profiles
847
The average number of locations in each audience
profile
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Applying the Location Graph
First application: Mobile Advertising
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Case Study: Back to school advertiser targeting returning college students
2011: Geofence
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2012: Location Graph Case Study: Same campaign, same advertiser
150% Higher Performance
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What’s Next? Understanding Loyalty Patterns
1. Bank of America 2. Subway 3. Citibank 4. Chase Bank 5. McDonald’s
1. Wells Fargo Bank 2. U.S. Bank 3. Subway 4. 7-Eleven 5. Starbucks Coffee
4% visit a store 10X a month 10% go to at least 1 other coffee shop / month 2% also go to Peet’s
2% visit a store 20X a month 51% go to at least 1 other coffee shop / month 23% also go to Starbucks
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To subscribe to the Insights Report please visit
www.jiwire.com/insights
David Staas CEO [email protected] @DavidStaas