3. Turning Location Intelligence
Into Marketing Intelligence
May 19, 2006
International Word of Mouth Conference
Greg Skibiski, CEO
greg@maonetworks.com
+1 646 723 2324
419 Lafayette Street, 3rd Floor
New York, NY 10003
4. Sir John Snow
Source: http://www.ph.ucla.edu/epi/snow/broadstreetpump.html
Source: The Broad Street Pump, Safe & Sound, Penguin, 1971 in English MP. Victorian Values – The Life and Times of Dr. Edwin Lankester, 1990.
6. • There is a weak correlation between the quality of a
“trade area” and sales in a store
• A trade area is what’s convenient for each individual consumer
• Only 45% of Blockbuster customers use their local store
Source: ESRI, and Dr. Richard Fenker, RMF Center UK
14. LBS: What Consumers Want
• Navigation & describing phenomena
• Problem solving
• Artistic creation & entertainment
• I want to be smart the way a local is smart
• Living, annotated “input” maps
• Value to company to track you vs.
value of being tracked
15. Source: Mapping in a Prism, D. T. Dettloff, University of Colorado, 2001
18. ZIP Code 94109: A Tour
Fishermen’s Wharf
Robert Louis Stevenson The Tenderloin: “...the haunt of
declared “Nob Hill, the low and vile of every kind.
the Hill of Palaces, ….Licentiousness, debauchery,
must certainly be pollution, loathsome disease,
counted the best part of insanity from dissipation, misery,
San Francisco.” poverty, blasphemy and death are
there. And Hell, yawning to receive
the putrid mass, is there also.”
Japantown
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,
19. Factors that Effect Driving Conditions
• Businesses
• Street Types
• Use of Mass Transit
• Weather
• Commute Patterns
• Population Density
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,
20. Geoprocessing User Interface
Asynchronous complete geoprocessing
Test bed geoprocessing
Results review and extraction for SAS etc
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,
21. ZIP Code 94109: Model Differentiation
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,
22. Improvement Over Current Practices
Gini Indexes (representing gains over random model)
Current IIA %
Practices Model Improvement
Bodily Injury 16.47% 20.13% 22%
Physical 8.28% 11.83% 42%
Damage
Collision 9.34% 11.28% 20%
Comprehensive 17.66% 20.07% 13%
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,
23. Effect of Different Traffic Generators
Increase in physical damage claims by living within one mile of:
Top Tier Bottom Tier
Restaurant 30% Racetrack or Amusement 11%
Park
Grocery Store 26% Hotel, Motel, Resort, or Spa 5%
Elementary or Secondary 26% National Park or Forest 4%
School
Bank 25% Local or Community Park 3%
Car Dealer 23% Airport 2%
Gas Station 22% Doctor’s Office or Clinic 1%
Liquor Store 18% Religious Institution -10%
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,
30. Action Items
• Re-evaluate internal databases
• Partner
– Get involved with the C-C platforms
– Create the virtual space for WOM
– Consumers will appreciate the brand goodwill
– Get your brand into the consumer’s trust network
– Loyalty: casino rewards program, tupperware
– Give an experience: virtual tokens for real tokens
31. Turning Location Intelligence
Into Marketing Intelligence
May 19, 2006
International Word of Mouth Conference
Greg Skibiski, CEO
greg@maonetworks.com
+1 646 723 2324
419 Lafayette Street, 3rd Floor
New York, NY 10003
33. Yahoo! Wednesday
• Target ads to customers by:
– Search terms
• Query explicit intent to shop?
– Demographics
– Location (geo-targeting)
– What they do on other parts of Yahoo!
• Y! Travel, Y! Finance, HotJobs
• User generated: GeoCities, MyWeb, Flickr, Deli.cio.us
– Advanced analytics
Source: Yahoo! Analysts Dat, 17 May 2006
34. Privacy: Shoreditch TV London
Source: http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2006/05/09/ncctv09.xml&sSheet=/news/2006/05/09/ixuknewsnew.html
35. Church
Service on Sundays
at 8:30am
Salon
$10 haircuts Mail Box Etc
Open 8:00am–6:00pm
on weekdays
Comic Book Store
1963 issue of Superman
in mint condition
Source: Shailesh Rao, Google