Mobility Data and Solutions, By Lauren Moores
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Presented at I-COM Global in San Sebastian, Spain.
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Mobility Data and Solutions, By Lauren Moores
- 1. MOBILITY DATA AND SOLUTIONS Lauren Moores, Dstillery
- 2. Across devices in different places and times throughout the day Capture Data Constantly 6AM 7AM 8AM 11AM 12PM 7PM 8PM 12AM 4PM 9AM 2PM
- 3. The “right” audience is a moving target that needs constant monitoring And Optimize Audience Models With It TRUE CROSS-PLATFORM CAMPAIGNS 1st Party CRM Location Lifestyle Device/Apps 3rd Party Context DATA SOURCES BRAND SIGNAL + + + + REAL-TIME FEEDBACK HUMAN & AUTOMATED OPTIMIZATION ✓ ✓ ✓ ✕ AUDIENCE EXPANSION 40 B I L L I O N D A I L Y 98% OF OUR AUDIENCES ARE RANKED & SCORED IN 24 H O U R S
- 4. It’s Easy Enough to Record or Target This Data: 43.318334 -1.981231
- 5. Robust data across channels and content is key to finding the “right” audience Data Speaks Volumes B I L L I O N D A I L Y 650K+ PLACES
- 6. Identifying the data to trust and the data to throw away is key Quality Data Is Critical S U S P E C T LOCATIONS
- 7. Put Location in Context Brand X locations in San Francisco, CA
- 8. Taking It Cross Device CAPTURE DELIVER ANALYZEMATCH Capture real-time mobile location behavior Use Dstillery CrossWalk to match to all user devices Deliver advertising to cross- device audiences Provide cross-device measurement and metrics
- 9. Cross-Device Reach Reaching and Measuring Audiences Cross-Devices
- 10. Cross-Channel Measurement Matters • USE locations in context • REACH audiences cross-channels • MEASURE audiences cross-devices connect not just mobile to in-store activity, but also desktop impact on in-store conversions Mobile is the key to unlocking a better path to purchase metric...
- 11. In-Store Measurement 9 out of 10 digital ad conversions occur offline
- 12. Cross-Device Audience and Placed Attribution: Large Retailer 62,782 Store Visits x 45% Purchase Rate x $30 Average Order Size =1725% ROAS =$862,624 Sales / $50,000 Ad Spend
- 13. Dstillery CrossWalk and Placed Attribution: Large Retailer Sales: $216,666 ROAS: 433%
- 14. Use cross-device data to define your audience and gain a competitive advantage Extension to Measuring OOH Irvine, CA We can capture devices surrounding a location Top URLs For People In Vicinity Of This Shelter Rank URL Score 1 www.kiisfm.com 12.65 2 www.dailypilot.com 10.73 3 www.calottery.com 8.92 4 www.abc7.com 7.52 5 www.sdzsafaripark.org 7.26 6 www.hollywoodbowl.com 7.18 7 www.souplantation.com 6.48 8 www.ucsd.edu 6.14 9 www.swell.com 5.81 10 www.esquire.com 5.50 11 www.sgvtribune.com 5.46 12 www.hurley.com 5.41 13 www.1001fonts.com 5.37 14 www.surfingmagazine.com 5.19 15 www.mariecallenders.com 5.18 16 www.insidebayarea.com 5.09 17 www.pe.com 5.05 18 www.synonym.com 4.97 19 www.lakersnation.com 4.90 20 www.dailybulletin.com 4.72
- 15. Measuring site visit or app visit propensity OOH Audience Propensity Surfing Brand
Editor's Notes
- Quality data is unbiased – we track this data across screens and moments to measure behaviors
- We take these clean signals into our models, rank and score prospects, deliver across devices and update our scoring daily Big numbers -
- The Maria Cristina wihin .11 meters
- We have a huge dataset across desktop and mobile and capture content and location data across screens.
- Multiple filters are applied to the underlying data to ensure accuracy, such as: - eliminating coordinates with suspicious volumes (in many cases, "hard-coded" IP locations in the center of zips, states, etc) - removing physically impossible patterns (like a device traveling across the country in milliseconds) - ignoring apps with unlikely readings (like 80%+ of all users being located at only a few distinct locations) Show where they are on the photo
- We can see that a set of locations in the LA area index for the surfing brand – the mecca of surfing is huntington beach. This validates our data because of such a clean signal.