Drew Breunig Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org Have you ever wished you could target audiences using their behaviors in the real world, the same way you might retarget based on the websites they visit or the content they view? With location intelligence you can do exactly that. In 30 minutes we'll make a complex subject simple as we take a whirlwind tour of location data -- how it's made, how it's processed, and how it's used -- so you can start using it in your marketing tomorrow. Session Takeaways: Learn how a phone figures out where it is and how that data is shared Understand what location data can and can't do, so you can decide if it's relevant to your needs See how marketers are using location data today to increase the relevancy of their campaigns Discovery how you can leverage this data tomorrow

1. PlaceIQ — Confidential and Proprietary 2019
2019
A Crash Course in
Location Marketing

2. TARGETING
AREAS
THE EVOLUTION OF LOCATION

3. TARGETING
AUDIENCES
Commute Path: Commuter
Shopping: Fashionista
Demographic: Hispanic
THE EVOLUTION OF LOCATION

4. MEASURING
IMPACT
THE EVOLUTION OF LOCATION

5. ANALYZE AND
OPTIMIZE
What does daily foot traffic to my store look like?
Who are my competitors in a specific market?
THE EVOLUTION OF LOCATION

6. PlaceIQ — Confidential and Proprietary 2019 |
Let’s back up…
How does this all work?

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8. PlaceIQ — Confidential and Proprietary 2019 |
Someone
Opens an App
The app asks the OS
for its current
location

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If permission hasn’t been
granted, the OS asks the user
to approve.
User says no.
User says always.
User says while using.

10. PlaceIQ — Confidential and Proprietary 2019 |
The app asks the OS to
send its location

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Cellular GPS
WiFi Bluetooth

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Cellular
GPS
WiFi
Bluetooth

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CellularGPSWiFiBluetooth
Location
Response

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Why does the operating system act as a middleman?
Privacy Performance Battery

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CellularGPSWiFiBluetooth
Location
Response

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Location Response
• Latitude
• Longitude
• Altitude
• Horizontal Accuracy
• Vertical Accuracy
• Time Stamp
• Speed
• Course

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Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
Location Response
n Response
n Response
n Response
n Response
n Response
n Response
n Response
n Response
n Response
n Response

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“Observations”
• Coordinates and time
• No knowledge of duration, activity, or
geographic context
• Relatively commodified

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“Visits”
• Identifies a device stopping in time and
space
• Details duration, precision, distribution,
and more
• Made, not found

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“Attributed Visits”
• Identifies a device stopping at a place
with intent
• Details duration, precision, distribution,
and more
• Made, not found

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26. PlaceIQ — Confidential and Proprietary 2019 |
“Dwells”
• Identifies important places like home or
work through repeated visitation
• Can be joined to household based
datasets for audience enrichment
• Precision is adjusted by use case

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Observations Visits Dwells
• A device’s position in a
single moment
• Determined by a
smartphone OS
• A device stopping at a
venue with intent
• Determined by location
intelligence software
• A device’s routine
places, like home
• Determined by location
intelligent software

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Observations Visits Dwells
Activation Usage
Geofencing, Nearby Targeting
Measurement Usage
None
Activation Usage
Visitation and behavioral
profiling and retargeting
Measurement Usage
Visitation as a KPI
Activation Usage
Demographic and other
household enrichment
Measurement Usage
Connecting visits to household-
targeted media

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User Initiation
OS Geolocation
Data Ingestion
Visit Processing

30. PlaceIQ — Confidential and Proprietary 2019 |
• The OS generates coordinates. Mobile operating systems (iOS,
Android) are the gateway to location…for everyone. For privacy,
battery, and performance reasons.
• Observation data is starting to become commodified because
apps ask for and receive data at the same time, from the same
OS.
• Visits are made, not found. Location intelligence software
determines when visits occur, what is being visited, and more.
STUFF TO
REMEMBER

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Using Location to Build Audiences

32. PlaceIQ — Confidential and Proprietary 2019 |
UNDERSTANDING AUDIENCES WITH LOCATION DATA
GOES SHOPPING
Shopping: Fashionista
WORKS OUT DRIVES TO WORK GETS FOOD & DRINKS
Dining: QSR Restaurant
GOES HOME
Demographic: Hispanic
Commute Path:
Long-distance Commuter
Auto Ownership
CRM Segments
Lifestyle: Frequent gym goer
Lifestyle: Bar GoerLifestyle: Health Conscious Job: Business and Finance

33. C R E AT I V E S AY S … C R E AT I V E S AY S …
LOCATION DATA-DRIVEN MESSAGING FOR CPG
L I F E S T Y L E
D E M O G R A P H I C S
R E C E N T LY S H O P P E D
R E C E N T LY V I S I T E D
Healthy,
professional
Young,
foodie
P L A C E I Q DATA S AY S …
Gym, soccer
stadium
Bar,
restaurants
Buys beer at
stadiums
Dick’s,
Express
Buys beer at bars
& grocery stores
Shake Shack
Understanding where and why consumers purchase your CPG products can be
used to personalize messaging and creative.

34. C R E AT I V E S AY S …
C R E AT I V E S AY S …
LOCATION DATA-DRIVEN MESSAGING FOR RETAIL
L I F E S T Y L E
D E M O G R A P H I C S
R E C E N T LY S H O P P E D
R E C E N T LY V I S I T E D
HHI <$75K
Last Minute
Shopper
P L A C E I Q DATA S AY S …
Deal Seeker
HHI >$100K
Electronics
stores
Discount
stores
For retailers, creative messaging can be customized by category skew,
shopping behaviors or seasonality, demographics, and more.
Walmart Best Buy

35. C R E AT I V E S AY S …
C R E AT I V E S AY S …
LOCATION DATA-DRIVEN MESSAGING FOR QSR
L I F E S T Y L E
D E M O G R A P H I C S
R E C E N T LY S H O P P E D
R E C E N T LY V I S I T E D
Aged 20-45 Works near
brand location
P L A C E I Q DATA S AY S …
CrossFit gym
Competitive
lunch brand
Active,
healthy
Whole Foods,
Trader Joes
Professional
Large grocery
chain, Zara
Dining messaging can highlight new product launches to high-frequency
audiences, lapsed loyalists, drive-by diners or breakfast crowds.

36. PlaceIQ — Confidential and Proprietary 2019 |
OOH
DATA UBIQUITY – HARNESSED ACROSS THE ECOSYSTEM
PlaceIQ channel and distribution partners
MTA/MMM
VISITATION MEASUREMENT DATA LICENSE
NON-MARKETING
MARKETINGSYNDICATED
AUDIENCES
CURATED & JOINT
DIGITAL
TV

37. PlaceIQ — Confidential and Proprietary 2019 |
QuickChek lifted foot traffic among mobile ad
targets 83% higher than the control group
...seen at a QuickChek in the
past 30 days
...who are lapsed customers
that visited, but not recently
...who dine frequently at
competitive quick-serve restaurants
...during the morning, lunch and
evening commute times
…to eat at Joe’s Crab Shack, PF Chang’s,
and Romano’s Macaroni Grill
…to tune in to Spanish, Kids, and
Premium channels
…to be 35–54 years old, from households
with 3+ people
CASE STUDY
2
1
4
3
DISCOVERIES
They are more likely…
SUCCESSAUDIENCE STRATEGY
Reach people…
ERIC RUSH
Digital Marketing
QuickChek
Tens of thousands of
people who had not been
in a QuickChek within the
previous 30 days visited
one of our stores.

38. PlaceIQ — Confidential and Proprietary 2019 |
Major department store sees a 4x lift in
store visitation with PlaceIQ’s mobile
targeting combined with TV ads
…that were likely to have seen
the TV ad
…that were unlikely to have
seen the TV ad
AUDIENCE STRATEGY
Reach people…
RETAIL CASE STUDY
2
1
4
3
…who shop at their competitor’s
stores
…who are the retailer’s existing
shoppers
…more like to shop at Meijer and Costco
…less likely to shop at discount stores
or to enjoy outdoor activities
…multicultural customers
DISCOVERIES
They are…
SUCCESS
…middle to upper level income
…likely to visit movies and bars
…likely to visit department stores and
electronic stores
PlaceIQ targeted audiences who also
viewed the TV ads were 4x more
likely to visit
+4x
+2x
Audiences targeted with only TV ads
resulted in 2x lift in visitation

39. PlaceIQ — Confidential and Proprietary 2019 |
Thank you.
drew@placeiq.com