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How Consumers Use Mobile Today – First
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How Consumers Use Mobile Today – First


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  • 1. Using Location Patterns toPower Big Data in Mobile
  • 2. What fuels the ecosystem?Digital = Search/Display Social = Likes Mobile = Location
  • 3. The Social Graph shows how people are connected
  • 4. Locations are Connected
  • 5. Introducing the Location GraphReveals the Connections between Locations Uses Past and Present Location DataUses Location Patterns toReveal Mobile Audiences
  • 6. Building the Location Graph•  500MM devices•  4.2 billion location tags•  Adding 500MM per month
  • 7. Relationships Between Locations
  • 8. Understanding Macro Trends 4,200 The average number of connections each location has to other locations
  • 9. Location Defines Audience WHERE you have been says more about WHO you are than the content you consume
  • 10. Deciphering the Patterns
  • 11. Not Always Obvious Female or MaleLocation Graph Index: Location Graph Index: 225 188
  • 12. Building Blocks for Audience ProfilesTop Venues Frequented by Women 847 The average number of locations in each audience profile
  • 13. Applying the Location Graph First application: Mobile Advertising
  • 14. 2011: GeofenceCase Study: Back to school advertiser targeting returning college students
  • 15. 2012: Location GraphCase Study: Same campaign, same advertiser 150% Higher Performance
  • 16. What’s Next? Understanding Loyalty Patterns1. Bank of America 1. Wells Fargo Bank2. Subway 2. U.S. Bank3. Citibank 3. Subway4. Chase Bank 4. 7-Eleven5. McDonald’s 5. Starbucks Coffee4% visit a store 10X a month 2% visit a store 20X a month10% go to at least 1 other coffee 51% go to at least 1 other coffeeshop / month 2% also go to Peet’s shop / month 23% also go to Starbucks
  • 17. David Staas CEO @DavidStaasTo subscribe to the Insights Report please visit