2016 place conf: what to look for in choosing a location data provider
TRANSCRIPT
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Choosing a Location Partner
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Tracy ManningDirector, Channel Partnerships
Previously:
Card-carrying member of the #LocationNerdHerd
Head of Marketing Strategy – Telco/Cable
Director, Big Data Product Development
VP, Client Services & Marketing
Completed full RFP for location-based platform 4x over past 6 years
Key Learning: All location data & platforms are not created equally
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xAD’S PURPOSE
To get people to a better place
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AWARD-WINNING TECHNOLOGY COMPANYwith the largest, richest database of location insights and opportunity
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2014 & 2015 hottest pre-IPO company (Deloitte 500, Inc 5000)
Profitable for 3rd year in a row with +100% Y/Y Growth
2015 Revenues = 125M, Dec run rate of +$250M for 2016
$74M raised from soft bank, IVP, emergence
28 patents filed, 2 granted
Operating in 10 countries
+400 xAders and growing
+100k mobile apps
+100M locations mapped
+325M Unique Users
+500B Ad Requests
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Moments of truth: everywhere, all the time
High disposable income
Mom 38 years old
Workout fanatic
Bargain hunter
Urban
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Why it matters
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Source: BIK Kelsey, 2016
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Apps are life’s new remote control; Location provides critical context, experience
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Location is set for huge growth
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41%
Source: BIK Kelsey, 2016
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Location-based marketing
So how do you choose a partner?
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Foundational Accuracy & Scale
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How location-based advertising platforms workIN
VEN
TOR
Y
Exch
ange
sPu
bs
Listen to Billions of Ads
Identify the most accurate locations
Match the locations to places
Identify the opportunities
And serve relevant ads
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Matching Places with People
PLACES: POI MAPPING
In Store
On Lot
Retail Block
nearby
wider reach
PEOPLE/DEVICES: Long/Lat + Location Data Scoring
• Ad Serving• Store Visitation Attribution• Audience Creation• Insights
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Data Sources• What is the source/methodology
for obtaining or curating your Place information?
• 1st party proprietary vs. 3rd
party
• What is the source of your People/Device data and how do you receive it?
• 1stst party (O&O properties/servers), direct 3rd party deal/relationship, impression/exchange data, etc.
• What % comes from:DeviceGPS, Cell tower/ triangulation, User-reported (check-in), User-reported (registration), Wi-Fi, IP addresses, beacons, low power Bluetooth, zip - local content, centroids, NFC, etc.
FOUNDATIONAL ACCURACYPrecision• What is your approach to organizing
or geofencing places/place data (polygons, geo-fence radii, etc.)?
• How precise is your Place data?
• Ex: Are you able to discern the location of a store in a mall versus the parking lot?
• How do you qualify and/or verify your Place data? For example:
• How do you compensate for bad addresses?
• Do you have a way to account for recent opening and closing of locations?
• How do you qualify/verify/filter your People/Devices data?
• How do you calculate dwell times and/or movement?
• How do you create location-based audiences?
Comprehensiveness• How comprehensive is your
Place information (i.e. What percentage of business, addresses, or points of interest do you have place data for)?
• How comprehensive is your People/Device information (i.e. what % of apps/sites do you serve to? What volume of unique devices and/or locates are you seeing daily? Monthly?)
• Is your People/Device data time-stamped?
• How quickly can you scale additional Place or People/Device data?
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Store Polygon
Lot Polygon
Block Polygon
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GeofencingWhat methodology do they use?
Radius at Mailbox
Radius around Store
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Transparency
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Ad Serving
• What apps and sites do you serve my campaign to?
• Is information about the serving of my campaign available in real time?
• What methodologies are used to optimize my campaign?
• What is your process for identifying and filtering out “bad actor” apps/sites?
• What degree of accuracy is truly possible using your platform? What isn’t possible?
TRANSPARENCYResults
• Are my campaigns results available in real-time?
• What metrics can I measure? (i.e. impressions, clicks, secondary actions, store visitation, etc.)
• How are my campaign’s results visualized?
• With what level of granularity can I dig deeper into results data?
Privacy & Contractual Compliance• What is the language in your
contracts with your partners?
• What is the language your partners place in their terms of service?
• How do you and/or your partners speak to consumers about what data is collected, who it is shared with and how it is used?
• What best practices do you follow in terms of privacy & contractual compliance?
• What best practices do you follow in terms of data security?
• What practices do you uses for data joining?
• What industry organizations & committees is your company involved in?
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Thought Leadership
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Education• How do you educate partners
about mobile? Location? Your technology?
• What is your on-boarding process for partners?
• What on-going support do you offer to your partners?
• What educational resources are available?
THOUGHT LEADERSHIPInsights• What is your approach to
organizing or geofencingplaces/place data (polygons, geo-fence radii, etc.)?
• How precise is your Place data?
• Ex: Are you able to discern the location of a store in a mall versus the parking lot?
• How do you qualify and/or verify your Place data? For example:
• How do you compensate for bad addresses?
• Do you have a way to account for recent opening and closing of locations?
• How do you qualify/verify/filter your People/Devices data?
• How do you calculate dwell times and/or movement?
Partnership Style• How do you collaborate with
partners for success?
• What are key partner criteria for success?
• What best practices do you recommend your partners employ?
• How do you work with partners ongoing to ensure continual evolution and growth?
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Technology & Operations
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UI & Visualization• What components are available in
your UI?
• Planning
• Buying
• Au
• Analytics/Results
• Insights
• Can your UI and/or product be white-labeled?
• Can a secure instance be created for my company?
• How is data visualized and/or reported within your platform?
• How much customization is possible?
Technology & OperationsIntegration• What is the onboarding and
integration process?
• Can you incorporate my data with your data in a privacy-safe, safe haven environment?
• How can I receive, ingest or interact with your data?
• Standard UI
• White-label UI
• API
• Feed
Operations• What is your order placement
process?
• Manual vs. Automated, etc.
• How is your team structured to support us?
• What is the business model for each product/service offering?
• What are the billing terms and processes?
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Get People to a Better Placewww.xad.com
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