OT #36 - Datavisualisatie - Pieter Joost Verhoef (Brayzen/LBMA)
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OT #36 - Datavisualisatie - Pieter Joost Verhoef (Brayzen/LBMA)

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Dit is de presentatie die Pieter Joost Verhoef gaf tijdens Online Tuesday #36 over datavisualisatie. In zijn verhaal gaat hij vooral in op de rol van datavisualisatie voor location-based marketing.

Dit is de presentatie die Pieter Joost Verhoef gaf tijdens Online Tuesday #36 over datavisualisatie. In zijn verhaal gaat hij vooral in op de rol van datavisualisatie voor location-based marketing.

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OT #36 - Datavisualisatie - Pieter Joost Verhoef (Brayzen/LBMA) OT #36 - Datavisualisatie - Pieter Joost Verhoef (Brayzen/LBMA) Presentation Transcript

  • Right Here! Right Now!Location Based Data VisualisationsOnline Tuesday June 2013 Amsterdam
  • • Vroeger?• Location Based Data– Bronnen– Visualisatie• Wat geven we terug?• Toekomst?
  • Vroeger was alles natuurlijk beter.
  • Maar hoe zit dat nu metdata visualisatie? In hetbijzonder rondomkaarten?
  • <Company>MapPoint©HotLabPutting dealerson the mapSeeing patternsWere are (potential)customersWhere is thecompetitionAnalyzing salesGeomarketingToen waren dit soort rapporten erg geavanceerd.
  • Fast forward naar 2013 en nu is dit destandaard voor data visualisatie:OmniChannel, Cross device,Online & Offline.
  • EXPERIMENT
  • 1. An exaggerated, inexplicable, and illogical fear beingwithout a mobile device, power source, or service area“Want to go camping in the canyon?”“No, I have nomophobia”2. Fearing someone may be looking at private informationon your phone if you are not holding it“Can I borrow your phone?”“No! I am nomophobic”‘diagnosed patients’**of UK population, 2012 SecureEnvoy, n = 1,000upset if partner reads messages*
  • Location Based Data Bronnen• Zelf Verzameld» POS > Mobile payment platforms» Loyalty > Branded Apps» Foot traffic > WiFi• Verzameld door Professionele Derden» Straat Teams > Operators (WiFi, Cellular)» Lussen, camera’s > App / OS (Google, Waze, TomTom)• Verrijkt door Professionele Derden» Publiek (e.g. CBS) > Crowdsourced» Commercieel (e.g. Cendris) > Roamler» Nieuw: Anonimized traces (Ad Exchanges, RTB)
  • Social WiFi1. Gets a unique ID of in-store shoppers!!2. Provides a way to engage before showrooming3. Opportunities for proximity marketing (coupons, social)4. In store foot traffic analytics5. Platform can be operated for 3rd parties
  • Location Based Data Visualisatie• Outdoor• Proximity (rondom de winkel)• Indoor
  • Outdoor
  • Rondom de Winkel
  • Feeds• Twitter• Facebook– Likes, Check-Ins, PTAT*• Foursquare– Check-Ins, Tips, Photos• Instagram– Geotagged Photos• Google, Yelp, etc.– ReviewsRondom de Winkel
  • Rondom de Winkel• Foursquare• Instagram• …Photos Photos
  • ..Listen• Twitter• Foursquare• Facebook..Connect or Share• Tweets• FoursquareBrand UpdateVenue Update• FacebookBrand UpdatePlace UpdateRondom de WinkelEngagement
  • ..Visitors• Loyalty• New vs. Repeat• Frequency• GenderAnalyticsRondom de WinkelAnalytics
  • Rondom de WinkelSource: Venuelabs Quarterly Industry Benchmarks 2013Top Local Channels for Restaurants
  • Brands are missing critical local channelsRondom de Winkel
  • Rondom de Winkel
  • Indoor1. Realtime online insight into shopper offline metrics2. Measuring offline activation of online marketing3. Improving cross channel category management4. Provides offline content / ad delivery platform5. Helping people navigate the store
  • Indoor
  • WAT GEVEN WE TERUG?
  • Indoor
  • The Location Based Marketing Association is an international group dedicated to fosteringresearch, education and collaborative innovation at the intersection of people, places andmedia. Our goal is simple; To educate, share best practices, establish guidelines for growthand to promote the services of member companies to brands and other content-relatedproviders.Members of the LBMA include retailers, agencies, advertisers, media buyers, software andservices providers, and wireless companies. Simply put, we want to help those engaginglocation-based services be as successful as possible.Founded in 2010, now 700+ membersChapters in Toronto, Montreal, New York, Atlanta, Seattle, SanFrancisco, Amsterdam, London, Berlin and Singapore
  • WE LOOK FORWARDTO YOU JOINING USSOONPJ Verhoefpj@thelbma.com@PJBrayzen or @TheLBMA on twitterwww.thelbma.com
  • The Location Based Marketing Association is an international group dedicated to fosteringresearch, education and collaborative innovation at the intersection of people, places andmedia. Our goal is simple; To educate, share best practices, establish guidelines for growthand to promote the services of member companies to brands and other content-relatedproviders.Members of the LBMA include retailers, agencies, advertisers, media buyers, software andservices providers, and wireless companies. Simply put, we want to help those engaginglocation-based services be as successful as possible.Founded in 2010, now 700+ membersChapters in Toronto, Montreal, New York, Atlanta, Seattle, SanFrancisco, Amsterdam, London, Berlin and Singapore
  • WE LOOK FORWARDTO YOU JOINING USSOONPJ Verhoefpj@thelbma.com@PJBrayzen or @TheLBMA on twitterwww.thelbma.com