What You Missed in High School Chemistry Is Costing You Marketing Dollars Awareness is growing about the widely divergent quality of location data and the realities of what can be done with it. But what tools can agencies, marketers and publishers use to sort the wheat from the chaff, and make sure that investments in mobile and location data are not wasted? Travel back to the classroom with PlaceIQ and the MMA, for a practical course that will help you confidently understand accuracy vs. precision and other critical core concepts when: Evaluating a location data partner Attributing campaign ROI Setting requirements for applying mobile insights beyond ad targeting This lively session will arm you with the questions to ask - and the answers to look for - when relying on location data.

1. Accuracy vs. Precision
in Location Data
MMA Webinar Series
December 15, 2015
Sponsored By:
@PlaceIQ

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Presenter
Erica DeLorenzo
Senior Director, Membership
Mobile Marketing Association
Antony Chen
VP of Product at PlaceIQ
Moderator

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Introducing Tony
Tony heads up product management at PlaceIQ. His previous roles include
video personalization at Eyeview, digital ad platform product lead at AT&T
AdWorks, co-founder of an enterprise software startup focused on helping
advertisers better manage their first-party data, and product lead for
Yahoo!, working on data-driven display products.
Tony graduated with his Master of Business Administration from the Ross
School of Business at the University of Michigan.

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Managing Your Questions
Share the Insights
#MMAWeb

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Overview
• Who knew what you missed in high school chemistry
could cost you marketing dollars now?
• Precision and accuracy are two important, but
different, metrics to consider when evaluating
location data
• Questions to ask when evaluating the data your
marketing depends on
@PlaceIQ

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Start with some truthiness
@PlaceIQ@PlaceIQ

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Let’s talk about precision
@PlaceIQ
1 mL hash marks
meniscus
6.6 mL
0.2 mL hash marks

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Let’s talk about accuracy
The kilogram… exciting,
I know!
@PlaceIQ
Bureau International des Poids et Mesures

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Looking at precision with location data
Distance Precision (in deg) Comparative Length
52.5 miles 1.0 1 hour on highway
5.25 miles 0.1 Battery Park to The Reservoir in
Central Park
2772 feet 0.01
277 feet 0.001 Goal post to goal post in football
28 feet 0.0001 Length of large conference room
2.8 feet 0.00001 A footstep
3.3 inches 0.000001 Caterpillar
0.33 inches 0.0000001 Diameter of a pea
0.033 inches 0.00000001 10 human hairs
0.0033
inches
0.000000001 1 human hair
@PlaceIQ
possible?

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Bringing accuracy into the story
@PlaceIQ
65 meters = 213 feet

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Google Maps is pretty dumb… at first
@PlaceIQ

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Movement triggers a new locate
@PlaceIQ

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What did we learn here?
@PlaceIQ@PlaceIQ

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The good ol’ four box
@PlaceIQ
Less Accurate
Targeting
Good Scale
Accurate Targeting
Good Scale
Inaccurate Targeting
Good Scale
Accurate Targeting
Poor Scale
Density of Locates at POI’s
Computational Capability

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The location data continuum
@PlaceIQ
Density of Locates at POI’s
Sparse Dense
NavApps
Telematics
GPS-
Triggered
Apps
Ad Stream
Data
Standard
Location-based
Apps

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Some questions to ask
Reach
• How many de-duped devices for which
you have location data?
Breadth
• What average number of locates do you
have for each device?
Density
• For each POI, what’s the average number
of locates per month do you have in
each POI?

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Key takeaways
• Precision comes down to having the right
measurement tool
• Accuracy is being as close to the truth as possible,
and is achieved through multiple measurements
• The quality of a partner’s location data can be
determined based on the density of their locates
@PlaceIQ

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Thank you!

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