LOCATION DATA 360° - Mobile Marketing Association · You can see our location data right from our...
Transcript of LOCATION DATA 360° - Mobile Marketing Association · You can see our location data right from our...
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LOCATION DATA 360°
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NEUTRALDATAPROVIDEROurtechnologysitsacrossmultipleadecosystempartners.
WE’RETRANSPARENTYoucanseeourlocationdatarightfromourwebsite.
WENEVERSELLMEDIAWefocuscompletelyondeliveringhighqualityadtargetingtechnology.
TRUSTEDToptechcompaniestrustFactualtoprovidethehighestqualitylocationdata.
WE’RE A DATA COMPANY
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ADVERTISERS STRUGGLE TO UNDERSTAND THEIR CUSTOMERS ACROSS CHANNELS
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WHAT IF LOCATION CAN HELP YOU CONNECT THE DOTS?
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90%OFSMARTPHONE
OWNERSUSE
LOCATIONBASED
SERVICES.
#1ACTIVITYIS
SEARCHINGFOR
LOCATIONSPECIFIC
INFORMATION.
146%INCREASEIN
SEARCHESWITH
‘NEARME’YoY.
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Source:PewResearch– Jan2016,eMarketer – April2016,Google– Mar2016
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ADVERTISERS ARE INCREASING THEIR INVESTMENT IN LOCATION TARGETING
Source:BIA/Kelsey,“USLocalAdvertisingForecast2016”
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LOCATION TARGETING DRIVES HIGHER CTRS & SECONDARY ACTIONS
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INGREDIENTS FOR QUALITY LOCATION TARGETING
+ =
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NEW BUSINESSES ARE CONSTANTLY OPENING
Source:BarnesReport
3GYMSOPENPERDAYIntheUnitedStates.
…ANDCLOSINGTheaveragelifespanofagymis18months.
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WE PROVIDE THE BEST PLACES DATA
CHANGES TO GLOBAL PLACES, Q2 2016(Mi l l ionsof records)
90MM+
PLACES
Places
Added
466CATEGORIES
29LANGUAGES
50COUNTRIES
Places
Removed
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INGREDIENTS FOR QUALITY LOCATION TARGETING
+ =
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NOT ALL COORDINATE DATA IS ACCURATESomesourcesforerrorinclude…
COORDINATETRUNCATIONLat/longcoordinatesthatrecordwhereadevicehasbeen.
INVALIDCOORDINATESCoordinateswithbadnumbers,suchas(0,0).
OUTOFBOUNDSCOORDINATESCoordinatesatplaceswherepeoplearehighlyunlikelytolive,liketheoceanandtheNorthPole.
BLACKLISTEDCOORDINATESCoordinatesthathavestatisticallyunlikelyvolumesofusersforagivenlocation,includingcentroids.
BADDEVICES&APPSDevicesordevelopersthatcommonlyprovidepoorqualitylocationdata.
WI-FI,CELLTOWER,IPADDRESSCoordinatesfromthesesourcesmaynotbeaccurateorsufficientlyprecise.
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DATA QUALITY VARIES BY SOURCEExample1
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DATA QUALITY VARIES BY SOURCEExample2
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OUR LOCATION VALIDATION STACK HELPS ENSURE YOU HAVE RELIABLE DATA
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INGREDIENTS FOR QUALITY LOCATION TARGETING
+ =
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161Source:xxxxxxxxx
QUALITY PLACES & LAT/LONG DATA IS NEEDED FOR QUALITY TARGETING
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FACTUAL OFFERS TWO LOCATION BASED TARGETING SOLUTIONS
GEOPULSEPROXIMITYWherethey’relocatednow.
E.g.,Userswithin100metersofaStarbucksrightnow.
GEOPULSEAUDIENCEWherethey’vebeenhistorically
E.g.,Userswho’vebeentoaStarbucks.
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TARGET BASED ON REAL TIME LOCATION
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PET LOVERS
TARGETINGSUGGESTIONSTOREACHPETLOVERS:
• DogParks:1,157locationintheUS.
• PetRetailers81,428locations.
• VeterinaryOffices:69,128locations.
• AnimalShelters:6,528locations.
Useproximitytargetingtocreaterealtimegeofences toreachyourtargetaudiencesegment.
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SESS IONS LAT LONG CITY STATE
142 30.628015 -96.332079 CollegeStation TX
15 32.732846 -97.372314 FortWorth TX
10 30.616667 -96.32373 CollegeStation TX
8 30.649334 -96.341561 Bryan TX
7 30.563719 -96.257736 CollegeStation TX
5 30.559973 -96.261421 CollegeStation TX
4 30.656624 -96.343592 Bryan TX
RAW INPUTDATA
(31.254,-98.529,07:44PM)(31.965,-97.588,05:08PM)(33.296,-96.132,03:27AM)(31.160,-97.992,02:37PM)(30.902,-98.944,06:47AM)(32.427,-98.426,09:31PM)
(33.739,-97.836,11:58AM)(32.278,-95.668,06:16PM)(33.946,-97.165,04:54PM)(32.935,-98.346,04:23AM)(31.558,-95.277,07:43PM)(31.970,-95.210,11:20PM)
(30.571,-96.292,01:54PM)(32.151,-98.660,10:14PM)(30.304,-97.233,01:30PM)(33.359,-96.606,11:07AM)(32.965,-95.901,01:57AM)(32.376,-98.504,02:24PM)
LAT/LONGSMATCHEDTOREALLOCATIONS
FACTUALCOLLEGESTUDENTUSERID:109824782
HOME
TEXAS A&M
TACO BELL
T E X A S A & M
H O M E
T A C O B E L L
USE LOCATION DATA TO CREATE AUDIENCE SEGMENTS
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EVOLUTION OF LOCATION BASED AUDIENCE TARGETING
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PREDEFINEDAUDIENCES TAILOREDLOCATIONSEGMENTS HIGHLYCUSTOMIZEDTARGETING
• 2+airportvisitsamonth• Activeinareasoutsidehomecity• Filtersoutvisitorstoairportatpeaktimes
Clientcandefineaudience,using:• Visitstospecifiedairports• Visitstohoteloutsideofhomecity• Visitstobusinessbars
Choosefrom200+BNobservations,including:• Timeofdayinsights•Movementdetection• Understandpatternsofbehavior
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FACTUAL’S OBSERVATION GRAPH
50COUNTRIES
200BN+
MONTHLYOBSERVATIONS
300MM+
MONTHLYUSERS
+2016FactualDataMonthlynumbersmayvary.
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ENHANCES TARGETING
PLACESDATA- BAROperatingHours:12pm- 2am
Popularity:High
LocatedinBarDistrict
OurPlaceAttachmenttechnologylooksatadditionalsignalsbeyondpolygonstodetermineifauserisataplace.
BAR
STORE
PLACESDATA- STOREOperatingHours:9am– 2pm
Popularity:Low
LocatedinBarDistrict
CleanLat/LongDataTimestamp:11pm
Conclusion:AtBar
33%MOREACCURATEON
AVERAGETHANSIMPLEGEOFENCING
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UNDERSTAND YOUR CUSTOMERS BEHAVIOR PATTERNS
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A U D I E N C E 1 –SEA SON T I C K ET H OL DER S• Regularlyattendsgames• HeregularlyisseenatQSRrestaurantsandsportsbars• Alsolovespets• HegoestoelectronicstoreslikeApple,morefrequentlytobrowse,keepupwithtrends,etc.
A U D I E N C E 3 –C ON C ER T GOER S• Regularlygoingtolivemusiceventsandconcertvenues• Alsoseenatpopularclubs/nightspots• Lovestrendycoffeeshops• Seenattrendyrestaurantsandbars
A U D I E N C E 2 –SP OR T S M OM S• On-the-gomom• Sheisregularlyseenatafter-schoolsportsfields• Rarelyseenatpro-sportingevents• Seenatgrocerystores,familyclothingstoresandsportinggoodsstores
A U D I E N C E 4 –SP EC I A L EVEN T A T T EN DEES• Spendsalotoftimeathomeontheweekends• Seenatbotanicalgardens• Seenatmuseums• Seenatflowershops,homeandgardenstoresandDIYstores
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CREATE CUSTOM AUDIENCES
CARCOMMUTERObservedtobedrivingduringmorningandeveningrushhoursonatleast3weekdays.
STORELOYALISTObservedtobevisitingaretailstoreatleast3timesinthepastmonth.
WEEKENDPROJECTWARRIORSObservedathomeimprovementstoresonweekendhourswhenDIY-er trafficisthehighest.
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LEVERAGE OUR UI FOR CUSTOM AUDIENCE CREATION
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XAXIS CAMPAIGN: POPULAR FOOD CPG BRAND
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Goal:Toreachusersbasedonseasonaloutdoorbehavior
BBQLoversaredefinedas:
• UsersseenatUSpicnicareas,campgrounds,RVparks,beaches,lakes,stateparks,etc.
• UsersseenatBBQrestaurantsduringthedaytimeandearlyeveninghoursonaweekend.
TARGETAUDIENCE:BBQLOVERS
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GLOBAL PLACESLIVE STRATEGY
WORKSHOP
ENGINE29
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THANK YOU!
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FACTUAL PARTNERS INCLUDE:
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HOW IT WORKS
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