How Consumers Use Mobile Today – First

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How Consumers Use Mobile Today – First

  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 dstaas@jiwire.com @DavidStaasTo subscribe to the Insights Report please visit www.jiwire.com/insights

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