how consumers use mobile today – first
DESCRIPTION
TRANSCRIPT
Using Location Patterns to
Power Big Data in Mobile
What fuels the ecosystem?
Digital = Search/Display Social = Likes Mobile = Location
The Social Graph shows how people are connected
Locations are Connected
Introducing the Location Graph
Reveals the Connections between Locations
Uses Past and Present Location Data
Uses Location Patterns to Reveal Mobile Audiences
• 500MM devices • 4.2 billion location tags • Adding 500MM per month
Building the Location Graph
Relationships Between Locations
Understanding Macro Trends
4,200
The average number of connections each location
has to other locations
Location Defines Audience
WHO you have been says more about
you are than the content you consume
WHERE
Deciphering the Patterns
Not Always Obvious
Location Graph Index: 225
Location Graph Index: 188
or Female Male
Top Venues Frequented by Women
Building Blocks for Audience Profiles
847
The average number of locations in each audience
profile
Applying the Location Graph
First application: Mobile Advertising
Case Study: Back to school advertiser targeting returning college students
2011: Geofence
2012: Location Graph Case Study: Same campaign, same advertiser
150% Higher Performance
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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David Staas CEO [email protected] @DavidStaas