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www.decideo.fr/bruley
Geomarketing, Geolocation,Geomarketing, Geolocation,
Geotargeting, Geomatic, …Geotargeting, Geomatic...
www.decideo.fr/bruley
Geomodeling the real worldGeomodeling the real world
Maps
Real world
The classification of spatial
f...
www.decideo.fr/bruley
Spatial Data & AnalysisSpatial Data & Analysis
How many
restaurants are
within the circle?
www.decideo.fr/bruley
Geomarketing InformationGeomarketing Information
• Where are my customers located?
• Where are my po...
www.decideo.fr/bruley
statistic
demographic geographic
Geoinformation Product
is defined as a specific piece of geoinforma...
www.decideo.fr/bruley
Integrated Hybrid Positioning
400 meters
GPS A-GPS Cell-ID
3 meters 50 meters 300 meters
ISM BANDS
1...
www.decideo.fr/bruley
Geolocation Marketing Defined
The use of a consumers geographical location for the purposes of
marke...
www.decideo.fr/bruley
Location-Based Services (LBS)
With all its privacy threats, why do users still use location-detectio...
www.decideo.fr/bruley
The location of Alzheimer's patients
Accuracy of 20 meters
Service delivers the address of the tag
(...
www.decideo.fr/bruley
Multiple Use Cases
PUBLIC SAFETY/
MILITARY
Locate/Track
Personnel
Search & RescueMonitor Military
Ca...
www.decideo.fr/bruley
Insurance Example: MapReduce for
Non-Relational Data Used in Risk
Analysis
Use polygon-based tiling ...
www.decideo.fr/bruley
Use Cases
• Pattern matching
•Visitor behavior
•Graph & relationship
analysis
•Investigative
analyti...
www.decideo.fr/bruley
The Approach by Workload and Data
Type
Processing as a function of schema requirements by data typeP...
www.decideo.fr/bruley
Capture, Store, RefineCapture, Store, Refine
Audio/
Video
Images Text
Web &
Social
Machine
Logs
CRM ...
www.decideo.fr/bruley
Team PowerTeam Power
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Big Data and GeoMarketing, Geolocation, Geotargeting, Geomatic,…

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Facing the terms: Geomarketing, Geolocation, Geotargeting, Geomatic,… I have made a personal research, and realize a synthesis, which has helped me to clarify some ideas. The attached presentation does not intend to be exhaustive on the subject, but could perhaps bring you some useful insights.

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  • One of the ways we can ensure that we are consistently feeding information to consumers as they travel along their discovery journey is to utilize today’s mobile technology.
    Read definition, practice and key points.
  •  Juniper Research published a report which said the market for location-based services (think mobile check-in games like Foursquare, social networks like Loopt, location-enabled apps like Google Maps, etc.) will bring in revenues of more than $12.7 billion by 2014. 
  • Well known and fixed metadata, modelled
    Web site design changes often, need flexibility
    Data that won’t fit well into a schema
  • Transcript of "Big Data and GeoMarketing, Geolocation, Geotargeting, Geomatic,…"

    1. 1. www.decideo.fr/bruley Geomarketing, Geolocation,Geomarketing, Geolocation, Geotargeting, Geomatic, …Geotargeting, Geomatic, … michel.bruley@teradata.com August 2013
    2. 2. www.decideo.fr/bruley Geomodeling the real worldGeomodeling the real world Maps Real world The classification of spatial features generates several independent layers
    3. 3. www.decideo.fr/bruley Spatial Data & AnalysisSpatial Data & Analysis How many restaurants are within the circle?
    4. 4. www.decideo.fr/bruley Geomarketing InformationGeomarketing Information • Where are my customers located? • Where are my potential customers? • Where are my shops, bankomats,..etc.? • Where are my competitors located? Geomarketing information is information which enables the user to take better and faster decisions about sales activities.
    5. 5. www.decideo.fr/bruley statistic demographic geographic Geoinformation Product is defined as a specific piece of geoinformation which provides an answer to a particular user’s question.
    6. 6. www.decideo.fr/bruley Integrated Hybrid Positioning 400 meters GPS A-GPS Cell-ID 3 meters 50 meters 300 meters ISM BANDS 100 meters 6 meters TVWS BANDS New technologies can pinpoint your location at any time and place 61% of mobile users use their mobile in transport
    7. 7. www.decideo.fr/bruley Geolocation Marketing Defined The use of a consumers geographical location for the purposes of marketing. In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a consumers geographical location and deliver marketing materials to the consumer or to create a location based user experience to either sell a product or increase awareness. •Location based services: A fancy way for saying the use of GPS and land based towers to pinpoint location. •Marketing Materials: Any material created on behalf of an organization to establish authority on a subject, persuade a consumer to buy a product or increase brand awareness. •User Experience: Any form of interaction between consumer and company usually over a digital medium.
    8. 8. www.decideo.fr/bruley Location-Based Services (LBS) With all its privacy threats, why do users still use location-detection devices? Wide spread of LBSs – Location-based store finders – Location-based traffic reports – Location-based advertisements LBSs rely on the implicit assumption that users agree on revealing their private user locations LBSs trade their services with privacy LBSs make heavy use of context, including patterns in the location data, which is extracted using data mining methods. 71% of mobile users using geolocation: to go to a specific point or spot, …
    9. 9. www.decideo.fr/bruley The location of Alzheimer's patients Accuracy of 20 meters Service delivers the address of the tag (by phone, Internet, etc.). Alert! The tag is at the following address ...
    10. 10. www.decideo.fr/bruley Multiple Use Cases PUBLIC SAFETY/ MILITARY Locate/Track Personnel Search & RescueMonitor Military Campaigns SALES & MARKETING Social NetworkingLocation-aware Advertising Social Gaming LBS / ASSET TRACKING Warehouses Equipment & Supplies Disaster Recovery
    11. 11. www.decideo.fr/bruley Insurance Example: MapReduce for Non-Relational Data Used in Risk Analysis Use polygon-based tiling to define risk boundaries • 25 mile by 25 mile tiling artificially constrains risk borders • Analyst-defined polygons can incorporate local risk factors more accurately Join polygon-based tiling to existing & new variables • Correlate with descriptive market data by zip code, e.g. average salary, age, years of residence Deliver consistent yet iterative risk analysis/pricing • Analysts drive risk analysis in an iterative, hypothesis-driven way • All queries are logged for regulatory purposes Fine Grained, Location-based Risk Analysis How to increase the sophistication of risk profiling? Key Characteristics: Granular Data Geospatial Strings
    12. 12. www.decideo.fr/bruley Use Cases • Pattern matching •Visitor behavior •Graph & relationship analysis •Investigative analytics FAST/ INTERACTIVE Use cases •Data preprocessing •Image processing •Search indexes •Web crawling BATCH PROCESSING MapReduce Use CasesMapReduce Use Cases Use CasesUse Cases •Genomic,Genomic, Astronomical, ,Astronomical, , Geo-Spatial,Geo-Spatial, scientificscientific •Web log analysisWeb log analysis • Text processingText processing
    13. 13. www.decideo.fr/bruley The Approach by Workload and Data Type Processing as a function of schema requirements by data typeProcessing as a function of schema requirements by data type Low Cost Storage and Retention Loading and Refining Reporting Analytics (User-driven, interactive) Data Pre-processing, Prep, Cleansing Transformations Stable Schema Teradata / Hadoop Teradata Teradata Teradata Teradata (SQL analytics) Evolving Schema Hadoop Aster / Hadoop Aster (joining with structured data) Aster Aster (SQL + MapReduce Analytics) Format, No Schema Hadoop Hadoop Hadoop Aster (MapReduce Analytics) Image processing Audio/video storage and refining Storage and batch transformations Image processing Audio/video storage and refining Storage and batch transformations Interactive data discovery Web clickstream, social feeds Set-top box analysis CDRs, Sensor logs, JSON Interactive data discovery Web clickstream, social feeds Set-top box analysis CDRs, Sensor logs, JSON Financial analysis, ad-hoc/OLAP Enterprise-wide BI and Reporting Spatial/Temporal Active Execution Financial analysis, ad-hoc/OLAP Enterprise-wide BI and Reporting Spatial/Temporal Active Execution
    14. 14. www.decideo.fr/bruley Capture, Store, RefineCapture, Store, Refine Audio/ Video Images Text Web & Social Machine Logs CRM SCM ERP Engineers Business AnalystsQuantsData Scientists Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc. Discovery Platform Integrated Data Warehouse Integrated Data Warehouse Aster MapReduce Portfolio Teradata Analytics Portfolio SQL-H Unified Data Architecture for theUnified Data Architecture for the EnterpriseEnterpriseAny User, Any Data, Any Analysis
    15. 15. www.decideo.fr/bruley Team PowerTeam Power
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