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Location Data: New Brand Frontiers in Marketing By Eddie Smith

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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Understanding Offline Targeting And Attribution. PRESENTATION: Location Data: New Brand Frontiers in Marketing - Given by Eddie Smith, @esmitsky - PlaceIQ, VP of Data. #SMX #34B

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Location Data: New Brand Frontiers in Marketing By Eddie Smith

  1. 1. #SMX #34B @PlaceIQ Attribution, Measurement and Insights in Action Location Data: New Brand Frontiers in Marketing Eddie Smith -VP of Data, PlaceIQ
  2. 2. #SMX #34B @PlaceIQ • What can visitation and measurement reveal for brands? • What are some examples of location-aware insights? • How are brands applying location data today? Location Data in Action
  3. 3. Understanding Consumers With Location data Heads Home Lifestyle: Gym Visitor Lifestyle: Health Conscious Commute Path: Commuter Job: Finance Shopping: Fashionista Lifestyle: Bar Goer Auto Ownership CRM Segments Demographic: Hispanic Household Income: $100k+ Grabs Dinner & DrinksGoes ShoppingDrives to WorkWorks Out Dining: QSR Restaurant
  4. 4. #SMX #34B @PlaceIQ  Are my promotions driving store visitation? – IHOP’s Free Pancake Day Applying Location to Answer Brand Questions
  5. 5. #SMX #34B @PlaceIQ Number of Visits, National IHOP Saw an 89% Spike From Prior Week Sun Feb 26 Mon Feb 27 Tue Feb 28 Wed Mar 1 Thu Mar 2 Fri Mar 3 Sat Mar 4 Sun Mar 5 Mon Mar 6 Tue Mar 7 Wed Mar 8 Thu Mar 9 Fri Mar 10 Sat Mar 11 Sun Mar 12 Mon Mar 13 Tue Mar 14 Wed Mar 15 Thu Mar 16 Fri Mar 17 Sat Mar 18 Sun Mar 19 Mon Mar 20 Tue Mar 21 Wed Mar 22 Thu Mar 23 Fri Mar 24 Sat Mar 25 Sun Mar 26 Mon Mar 27 Tue Mar 28 Wed Mar 29 Thu Mar 30 Fri Mar 31 Sat Apr 1 Sun Apr 2 Mon Apr 3 Tue Apr 4 Wed Apr 5 Thu Apr 6 Fri Apr 7 Sat Apr 8 Dennys IHOP Perkins Restaurant Waffle House 89% increase from prior Tuesday
  6. 6. #SMX #34B @PlaceIQ Share of Visit, National …And IHOP Stole Visitors 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Dennys IHOP Perkins Restaurant Waffle House
  7. 7. #SMX #34B @PlaceIQ  Is my competitor’s new strategy working? – Amazon cuts Whole Foods pricing Applying Location to Answer Brand Questions
  8. 8. #SMX #34B @PlaceIQ Daily Traffic Change, Week over Week Aug 28 – Sept 3, 2017 Whole Foods Had a Strong Week 1 25% 12% -4% -6% 0% 15% 9% Monday Tuesday Wednesday Thursday Friday Saturday Sunday Kroger Sprouts Trader Joes Whole Foods Walmart Neighborhood Market
  9. 9. #SMX #34B @PlaceIQ However, the increase wasn’t consistent across DMAs Largest Gain DMAs Monday Over Monday Change Seattle,WA + 81% San Diego, CA + 60% Hartford, CT + 59% Atlanta,GA + 50% Raleigh-Durham, NC + 50% Smallest Gain DMAs Monday Over Monday Change Greenville, SC + 3% Minneapolis, MN + 8% Albuquerque, NM + 14% Chicago, IL + 15% Miami, FL + 17% • Limited to markets with significant Whole Foods presence • Does not include Houston, whose traffic was down nearly 100% Monday-over-Monday due to Harvey
  10. 10. #SMX #34B @PlaceIQ Share of Visit Among Top 20 Grocery Stores Across U.S. The Traffic Bump is Sustaining…and Growing 4.68% 4.66% 4.56% 4.47% 4.76% 4.56% 4.85% 5.35% 07-31 08-07 08-14 08-21 08-28 09-04 09-11 09-18 Whole Foods Share of Grocery 30 Day Average Price Cuts in Effect YTD High
  11. 11. #SMX #34B @PlaceIQ Change in Traffic Volume Pre/Post Discounts The Traffic Bump is Sustaining…and Growing 21.77% 21.81% 22.07% 23.02% 24.12% 27.77% 34.37% 50.92% Springfield MA Oklahoma City OK Sacramento CA Charlotte NC Providence MA Dallas TX Austin TX Tallahassee FL
  12. 12. #SMX #34B @PlaceIQ Traffic Per Store Aug – Sept 2017 The Traffic Bump is Sustaining…and Growing
  13. 13. #SMX #34B @PlaceIQ In a test with comScore, PlaceIQ measured the impact of addressable TV using location data TV + Location 50% Lift in dealership visitation 70% Lift in retailer visitation
  14. 14. #SMX #34B @PlaceIQ To increase engagement, Shinola targeted mobile ads to audiences who recently passed an OOH advertisement Out of Home (OOH) + Location 43.1x increase in visits to Shinola retailers
  15. 15. #SMX #34B @PlaceIQ Urban Outfitters leveraged location audiences & purchase data to deliver relevant ads in-app, and measure performance In App + Location 146% Increase in average revenue per recipient 75% Increase in conversions
  16. 16. #SMX #34B @PlaceIQ Share these #SMXInsights on your social channels! #SMXInsights  Location connects the offline and online worlds – acting as a data unifier  Measurement is key for strategy – National, Market-by-market, Competitive  Location is essential to connect multichannel campaigns
  17. 17. #SMX #34B @PlaceIQ LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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