More than 80% of marketers use location data to improve the performance of their campaigns. Location-based ads accounted for $26.5 billion in media spend last year, a figure that’s expected to grow more than 40% by 2022. While location-based marketing is widely practiced, understanding and effectively using location-based audiences remains a challenge for small to mid-sized agencies and brands. Digital marketers are faced with a myriad of tools, jargon, and technology that makes what should be a straightforward process more complex than necessary. Discover how to use location data to acquire new customers and steal market share from your competitors. In this presentation, you will learn: – The technology behind location-based marketing. – What industries and market segments location data is best suited for. – Practical use cases and actual case studies you can use to execute your own geotargeting and geoconquesting campaigns. – The core capabilities you should look for when choosing a location-based marketing solution, including important privacy considerations. Bonus: We’ll share key questions you need to ask location data providers to ensure you get the highest quality location data possible.

1. How To Outsmart Your
Competitors And Win Market
Share Using Location Data
Dan Dillon
#SEJThinktank
@mobileaudiences

2. About Me
VP of Marketing at Reveal Mobile
Demand generation, content marketing,
product marketing, branding
Cerner, Perceptive Software, Lexmark
Dan Dillon
#SEJThinktank
@mobileaudiences

3. WHO CARES ABOUT
LOCATION-BASED MARKETING?
More than 60% of marketers
use location data to drive
personalization
89% of marketers use
location data in campaigns
Marketers' investment in
location-based advertising is
growing at 40%
#SEJThinktank
@mobileaudiences

4. Find real-time visitors | Geofencing
Find past visitors to their locations | Geotargeting
Find Competitor’s visitors | Geoconquesting
HOW ADVERTISERS USE
LOCATION-BASED
MARKETING
#SEJThinktank
@mobileaudiences

5. BEST FITs FOR
LOCATION-BASED MARKETING
HAVE MULTIPLE
RETAIL LOCATIONS
• Retailers & Franchises
• Auto Dealers
• Food & Dining
WANT AUDIENCES THAT VISIT
SPECIFIC RETAIL LOCATIONS
• Ecommerce – find shoppers that visit
their retail competitors
• CPG Brands – find shoppers that visit
stores where their products are
carried
RUN SEASONAL
OR SPECIAL
EVENTS
• Events & Concerts
• Travel & Hospitality
• Major Sports
#SEJThinktank
@mobileaudiences

6. POLL: HOW WOULD YOU USE
LOCATION DATA IN YOUR
MARKETING AND ADVERTISING?
Retarget people who visited my or my client’s locations
Target people who visited competitors' locations
Build an audience based on other locations people visit
I have other ideas
#SEJThinktank
@mobileaudiences

7. Privacy-Compliant Data
Ingestion
Place
Matching
Data
Enrichments
Analytics
Audience
Attribution
HOW LOCATION-BASED
MARKETING WORKS
#SEJThinktank
@mobileaudiences

8. PRIVACY
• OS opt-outs honored
• De-identified, aggregated data sets
• CCPA compliance
• Privacy advocacy groups:
• IAB
• Mobile Marketing Association
• National Advertising Initiative
• Future of Privacy Forum
• Privacy Shield Framework
#SEJThinktank
@mobileaudiences

9. Geotargeting & Geoconquesting: Reach &
Win Over Moe’s Diners
QUICK SERVICE SUCCESS
#SEJThinktank
@mobileaudiences

10. GOAL
• Drive downloads of Moe’s app & coupon
redemption
• Increase foot traffic to restaurants
• Win over customers going to competitive
locations
AD DELIVERY
• Advertise across social media
• Use custom audiences on Facebook
CAMPAIGN OVERVIEW
#SEJThinktank
@mobileaudiences

11. • Their own visitors to Moe’s
• Direct competitors
– Qdoba
– Chipotle
• Indirect competitors
– Mexican Restaurants in Raleigh, NC area
• 20K audience size
Facebook matched 85% of this audience
(17,000)
FINDING THEIR AUDIENCE
#SEJThinktank
@mobileaudiences

12. PERFORMANCE
67% Increase
In App Download Conversions
Increased Customer Loyalty
#SEJThinktank
@mobileaudiences

13. UsingCustom Audiences To
Reach Elvis Fans
FINDING ELVIS
#SEJThinktank
@mobileaudiences

14. Goal of the campaign:
Drive awareness, sales, and streams
of a new Elvis Presley album,
“Where No One Stands Alone”
14 Original Songs
$19 retail
CAMPAIGN OVERVIEW
#SEJThinktank
@mobileaudiences

15. #SEJThinktank
@mobileaudiences

16. The audience size of Graceland
visitors was ~13K.
Facebook matched 88% of
this audience to their user
base.
FINDING THEIR AUDIENCE
#SEJThinktank
@mobileaudiences

17. Ad reached 55% of the
audience in one week
PERFORMANCE
CPM cost
• 35% higher due to highly
targeted audience
• 20% lower than Elvis email list
targeting
527 clicks
1.7% CTR
Ads shared 30 times
#SEJThinktank
@mobileaudiences

18. POLL: WHAT IS YOUR BIGGEST
BUSINESS PROBLEM?
Getting foot traffic insights
Creating location-based audiences
Using data to power media buying
Understanding how paid media impacts foot traffic
Something else
#SEJThinktank
@mobileaudiences

19. Audiences and Attribution for
Amusement Parks
4TH OF JULY AT THE THEME PARK
#SEJThinktank
@mobileaudiences

20. For the client:
Boost visits to Magic Springs Theme and Water Park
• Increase 4th of July Holiday weekend foot traffic
• Drive attendance to July 6th fireworks show
For the agency:
• Earn repeat business
CAMPAIGN GOALS
#SEJThinktank
@mobileaudiences

21. Identify – Target - Execute
• Identify target audience based on Plunge Digital’s
Social Intelligence & Analytics solution
• Target and pull custom location-based audience
• Execute social & digital display ads to target audience
CAMPAIGN DETAILS
#SEJThinktank
@mobileaudiences

22. SOLUTIONS
Pull Visitors From Select Locations Between April 1 – June 22, 2019:
• Oaklawn Racing Casino Resort
• Subway (select local geographic locations)
• Taco Bell (select local geographic locations)
AUDIENCE SIZE: 27,843
Serve Social and Digital Display Ads Between June 22 – July 6, 2019:
• Impressions: 200,000 via each marketing channel -- 400,000 in total
#SEJThinktank
@mobileaudiences

23. TOTAL VISITORS CONVERTED:
6.6%
1,832 people visited Magic Springs during
the ad campaign
June 22 – July 6
JULY 6 VISITORS: 575
PERFORMANCE
#SEJThinktank
@mobileaudiences

24. Difficulty: Medium
Customization: Low
Cost: Free
WHICH OPTION SHOULD YOU CHOOSE?
Ad
Platforms
Audience
Marketplaces
EXAMPLES INCLUDE:
Difficulty: Low
Customization: Low
Cost: Variable
Difficulty: Low
Customization: High
Cost: Fixed
#SEJThinktank
@mobileaudiences
Location-Based
Marketing
Software

25. Questions to Ask Yourself to Ensure
Optimal Campaign Performance
BONUS
#SEJThinktank
@mobileaudiences

26. Are you verifying that audiences are opted-in and privacy compliant?
Is the device data time stamped?
What is the scale of your device data?
How up-to-date are your audiences and how often are they refreshed?
QUESTIONS TO ASK
AUDIENCES
#SEJThinktank
@mobileaudiences

27. How comprehensive is your place information?
How precise is your place information?
How do you verify place information and compensate for bad addresses?
Are you adding and filtering out locations to suit your campaign’s needs?
QUESTIONS TO ASK
PLACES
#SEJThinktank
@mobileaudiences

28. #SEJThinktank
@your_twitter_handle