1
Mobile Phones Reveal the
Behavior of Places and People

Tony Jebara




                                2
Tony Jebara




www




A network of online places                 3
Tony Jebara




facebook




A network of online people                 4
Tony Jebara




From online to real networks?
What’s next?

                                  a network of real places



...
Tony Jebara




From online to real networks?
What’s next?

                                  a network of real places


 ...
Tony Jebara




GPS and location data
 Collaborative    Marketing    Advertising   Search           Social
   Filtering   ...
DJIA breaks 1y low




DJIA all time high 14k
Volatility Just Before
                                            Market Peak


How late


                              ...
Tony Jebara




CitySense: where is everyone
•Citysense: real-time density of users at every street corner
•Poisson models...
Tony Jebara




Next: where’s everyone like me
Need to
personalize
by building
a network of
people


 Each color
  is a di...
Tony Jebara




Network of People
who is like whom?




                                  13
Tony Jebara




Network of People
Hard to say if User A is like User B…
            User A                        User B

...
Tony Jebara




Network of Places
Is place A like place B?
Look at each place’s Flow, Commerce & Demographics




        ...
Tony Jebara




Network of Places: Commerce
Get each block’s SIC (standard industrial categorization) code & cluster




 ...
Tony Jebara




Network of Places: Demographics
Get each block’s census demographic data & cluster




                   ...
Tony Jebara




Encoding people
For each user, convert GPS trail
into matrix of probabilities for
week hour probability of...
Tony Jebara




Encoding people
9 example
users

 compute
 pair-wise
 similarity
from
 weekly
 exposure
 matrices




    ...
Tony Jebara




Network of People
                    Churn
                    Advertising
                    Marketing
...
Tony Jebara




 Network of People Tribes
How often do they go out
each day of the week?

Where do they hang out?

   What...
Proprietary & Confidential




     Network of People Tribes
     Recommendation & Marketing based on the Network
     Ide...
Tony Jebara




Network of People Predictions




                                      24
Tony Jebara




The Next Net
Tony Jebara's Presentation at eComm 2009
Tony Jebara's Presentation at eComm 2009
Tony Jebara's Presentation at eComm 2009
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Tony Jebara's Presentation at eComm 2009

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Tony Jebara's Presentation at eComm 2009

  1. 1. 1
  2. 2. Mobile Phones Reveal the Behavior of Places and People Tony Jebara 2
  3. 3. Tony Jebara www A network of online places 3
  4. 4. Tony Jebara facebook A network of online people 4
  5. 5. Tony Jebara From online to real networks? What’s next? a network of real places a network of real people Online data is easy to get, what about the real world? 5
  6. 6. Tony Jebara From online to real networks? What’s next? a network of real places GPS a network of real people Online data is easy to get, what about the real world? 6
  7. 7. Tony Jebara GPS and location data Collaborative Marketing Advertising Search Social Filtering Recommendation SENSE NETWORKS & COLUMBIA MACHINE LEARNING ANALYSIS, CITYSENSE, NETWORKS OF PLACES & PEOPLE GPS VEHICLES APPS MAPS CARRIERS 7
  8. 8. DJIA breaks 1y low DJIA all time high 14k
  9. 9. Volatility Just Before Market Peak How late People Going Out Later Than Ever Nightlife volume How late New Years New Years Nightlife volume
  10. 10. Tony Jebara CitySense: where is everyone •Citysense: real-time density of users at every street corner •Poisson models find most active bars/restaurants 11
  11. 11. Tony Jebara Next: where’s everyone like me Need to personalize by building a network of people Each color is a different socialcluster or tribe 12
  12. 12. Tony Jebara Network of People who is like whom? 13
  13. 13. Tony Jebara Network of People Hard to say if User A is like User B… User A User B … don’t just see if they physically … where do they overlap semantically (network of places) 14
  14. 14. Tony Jebara Network of Places Is place A like place B? Look at each place’s Flow, Commerce & Demographics 15
  15. 15. Tony Jebara Network of Places: Commerce Get each block’s SIC (standard industrial categorization) code & cluster 17
  16. 16. Tony Jebara Network of Places: Demographics Get each block’s census demographic data & cluster 18
  17. 17. Tony Jebara Encoding people For each user, convert GPS trail into matrix of probabilities for week hour probability of being in 1) flow cluster 2) sic cluster 3) demographic cluster Week FLO FLO … FLO2 SIC SIC … SIC DEM DEM … DEM Hour 1 2 0 1 2 97 1 2 78 1 .03 .31 .14 .03 .05 .41 .11 .04 .01 2 .14 .34 .02 .04 .05 .52 .01 .01 .00 … 168 .07 .34 .51 .02 .06 .48 .02 .01 .00 19
  18. 18. Tony Jebara Encoding people 9 example users compute pair-wise similarity from weekly exposure matrices 20
  19. 19. Tony Jebara Network of People Churn Advertising Marketing Collaborative Filtering Demographics 21
  20. 20. Tony Jebara Network of People Tribes How often do they go out each day of the week? Where do they hang out? What is the avg age of most people in the neighborhoods they spend time in? How racially diverse are the neighborhoods they spend time in? Are the places they spend time in rich neighborhoods or poor neighborhoods? “Young & Edgy” •Out every night in young, racially diverse, low income neighborhoods “Weekend Mole” “Mature Homebody” •Out occasionally on •Rarely goes out, typically weeknights, typically spends nights in mature, middle-aged, Latino, middle- white, higher income income neighborhoods neighborhoods 22
  21. 21. Proprietary & Confidential Network of People Tribes Recommendation & Marketing based on the Network Identifying Active New Car Shoppers High end large cars for Low end small cars for lower wealthy, middle age families income, middle/older age with kids consumers 23
  22. 22. Tony Jebara Network of People Predictions 24
  23. 23. Tony Jebara The Next Net

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