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.

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

  1. 1. Right Here! Right Now!Location Based Data VisualisationsOnline Tuesday June 2013 Amsterdam
  2. 2. • Vroeger?• Location Based Data– Bronnen– Visualisatie• Wat geven we terug?• Toekomst?
  3. 3. Vroeger was alles natuurlijk beter.
  4. 4. Maar hoe zit dat nu metdata visualisatie? In hetbijzonder rondomkaarten?
  5. 5. <Company>MapPoint©HotLabPutting dealerson the mapSeeing patternsWere are (potential)customersWhere is thecompetitionAnalyzing salesGeomarketingToen waren dit soort rapporten erg geavanceerd.
  6. 6. Fast forward naar 2013 en nu is dit destandaard voor data visualisatie:OmniChannel, Cross device,Online & Offline.
  7. 7. EXPERIMENT
  8. 8. 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*
  9. 9. 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)
  10. 10. 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
  11. 11. Location Based Data Visualisatie• Outdoor• Proximity (rondom de winkel)• Indoor
  12. 12. Outdoor
  13. 13. Rondom de Winkel
  14. 14. Feeds• Twitter• Facebook– Likes, Check-Ins, PTAT*• Foursquare– Check-Ins, Tips, Photos• Instagram– Geotagged Photos• Google, Yelp, etc.– ReviewsRondom de Winkel
  15. 15. Rondom de Winkel• Foursquare• Instagram• …Photos Photos
  16. 16. ..Listen• Twitter• Foursquare• Facebook..Connect or Share• Tweets• FoursquareBrand UpdateVenue Update• FacebookBrand UpdatePlace UpdateRondom de WinkelEngagement
  17. 17. ..Visitors• Loyalty• New vs. Repeat• Frequency• GenderAnalyticsRondom de WinkelAnalytics
  18. 18. Rondom de WinkelSource: Venuelabs Quarterly Industry Benchmarks 2013Top Local Channels for Restaurants
  19. 19. Brands are missing critical local channelsRondom de Winkel
  20. 20. Rondom de Winkel
  21. 21. 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
  22. 22. Indoor
  23. 23. WAT GEVEN WE TERUG?
  24. 24. Indoor
  25. 25. 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
  26. 26. WE LOOK FORWARDTO YOU JOINING USSOONPJ Verhoefpj@thelbma.com@PJBrayzen or @TheLBMA on twitterwww.thelbma.com
  27. 27. 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
  28. 28. WE LOOK FORWARDTO YOU JOINING USSOONPJ Verhoefpj@thelbma.com@PJBrayzen or @TheLBMA on twitterwww.thelbma.com

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