Understanding the Data Behind Programmatic Marketing with Location Intelligence
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Today you can analyze data about people, places, and almost anything you can think of. Brands are leveraging geofences, demographics, mobile trace data, and much more to better reach consumers. With so many possibilities, how do you make sense of it all and decide what’s best for your programmatic strategy? Join two programmatic data experts as they discuss how to more accurately drive programmatic out of home advertising campaigns with geographic and demographic insight. They’ll cover data from the simplest forms to the most complex, and demo how to bring it all together for increased efficiency and effectiveness. Confidently reverse geocode, append detailed attribution, and geofence for stronger programmatic results and increased ROI. You will learn: - How to leverage location data for programmatic out of home advertising campaigns - The best way to work with multiple interoperable datasets - How to simplify complex data analysis
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Understanding the Data Behind Programmatic Marketing with Location Intelligence
- 1. Understanding the Data Behind Programmatic Build better insights with connected data Colin Mattison – Data Specialist Dan Tatro – Location Intelligence SME
- 2. Introducing Precisely The acquisition of Pitney Bowes Software and Data by Syncsort Precisely offers powerful data integration and optimization software alongside best-in-class location intelligence, data enrichment, customer information management and engagement solutions • 12,000 customers • 90 of the Fortune 100 • Customers in more than 100 countries • 2,000+ employees Portfolio: • Geofencing • Points of Interest • Location data • Geocoding • Spatial processing Headquartered in Pearl River, NY with offices across North America, EMEA, and APAC to support our global customers and partners Understanding the Data Behind Programmatic • Develop segmentation and audiences • Improve targeting based on location • Trigger near/in-store push/advertisements • Enable attribution tied to footfall • Provide activity-based insights • Activate workflows and business processes
- 3. Connected data is powerful... Understanding the Data Behind Programmatic
- 4. Child Address Parent Understanding the Data Behind Programmatic
- 5. Child Address Parent 1 Market Street 1 Market Street 1 Market Street Suite 100 Understanding the Data Behind Programmatic PreciselyID
- 6. Child Address Parent 1 Market Street 1 Market Street Suite 100 Genealogy Child Suite 200 Understanding the Data Behind Programmatic PreciselyID
- 7. Building Address Parcel 1 Market Street Suite 100 Company X Suite 200 Company Y Understanding the Data Behind Programmatic PreciselyID Genealogy
- 8. Building Address Parcel Identity Geofence Property Attributes Demo- graphics Points of Interest Neighbor -hood Crime Understanding the Data Behind Programmatic PreciselyID
- 9. Understanding the Data Behind Programmatic Where questions Mobile Targeting Geotargeting Geofencing Beaconing* Retargeting Conquesting
- 10. Demonstration
- 11. Understanding the Data Behind Programmatic Location Intelligence Platforms for Marketers
- 12. 83 countries 700,000 neighborhoods 500 metros Precisely is the leading source of neighborhood boundary content on the market Understanding the Data Behind Programmatic Macro-neighborhoods (Downtown Manhattan) Neighborhoods (Lower East Side) Sub-neighborhoods (Alphabet City)Neighborhood Boundaries
- 14. Don’t have a big analytics budget? Let geodemographics handle the heavy lifting Understanding the Data Behind Programmatic
- 15. Thousands of attributes Understanding the Data Behind Programmatic
- 16. 83 countries 700,000 neighborhoods 500 metros Precisely is the leading source of neighborhood boundary content on the market Understanding the Data Behind Programmatic Macro-neighborhoods (Downtown Manhattan) Neighborhoods (Lower East Side) Sub-neighborhoods (Alphabet City)Neighborhood Boundaries
- 17. Audience Creation and Targeting Match X,Y to POI/Geofence Dwell Time Understanding the Data Behind Programmatic
- 18. Precisely Data Streets Demographics • Walk time, drive time (93 countries) • Peak traffic windows (42 countries) • Routing • Base demographics • Detailed demographics • Context demographics • Estimates and projections • Geodemographics and segmentation • Consumer data Points of Interest Boundaries • 175 countries • 193 million POIs • Geofences • Retail PitchPoints • Community boundaries • Postcode and administrative boundaries Understanding the Data Behind Programmatic Addresses • Address data • Property features • Parcel boundaries
- 19. Understanding the Data Behind Programmatic Content quality 4Cs 1 Coverage 2 Completeness 3 Correctness 4 Currency (Freshness)
- 20. “Location” Postal code Neighborhood Parking lot Building footprint POI Geo- location (X,Y) Understanding the Data Behind Programmatic
- 21. Thank you
Editor's Notes
- Hello everyone. Thank you for joining us today to learn more about connected data for programmatic. My Name is Colin Mattison and I am a Data Specialist with Precisely. I’m joined today by Dan Tatro. Would you please introduce yourself Dan. I’m Dan, Subject Matter Expert of all things Location Intelligence Thank you Dan.
- If the Precisely name is new to you, that is because the name is only 6 weeks old. Precisely is the leader in the in the Data Integrity market and is made up of two companies you may have done business with in the past. Pitney Bowes Software and Data and Syncsort merged late last year and to provide a more cohesive message and set of offerings. The focus of todays session will expose you to the Precisely Enrich and Locate suites of products that augment your analytics and applications with businesses, location and consumer data and a powerful set of geocoding, routing and spatial processing capabilities to answer where questions.
- I could bore you with some analyst statistics about how much time people spend deduplicating records, cleaning data, updating data, moving data, but instead of statistics I’ll tell you two things I’ve learned working with data. Most organizations are focused on reducing the number of suppliers they have, because as you add suppliers, you add complexity to using the data that drives your decisions, and that complexity is measured in days, weeks, even months of extra time before you get to apply that data to your uses cases. Second, a lot of time to goes into preparing and maintaining these data sets. Connected data lets you focus on your business and use the data you license faster.
- Connecting data sets simplifies the user experience and makes joining 1st and 3rd party data easier. Precisely connects data through a unique and persistent address ID. Let’s start with something simple. Here we have an example of multi-address location. Like an apartment or office building.
- Referential Data – Software to process the signals -