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7 THINGS ABOUT
GEOFENCING YOU’LL
KICK YOURSELF FOR NOT
KNOWING
ACADEMYby Pulsate™
PATRICK LEDDY
Pulsate™
THE NUMBERS
30% of the world population is already
using location-based services.
80% of them want to get locatio...
WHAT IS A GEOFENCE?
1
Pulsate™
Pulsate™
1. WHAT IS GEOFENCE?
A Geofence is a virtual perimeter that you
can draw around any location on a map,
and then t...
Pulsate™
1. WHAT IS GEOFENCE?
By using Google maps or other mapping
tool, you can identify the area that you
want to geofe...
Pulsate™
1. WHAT IS GEOFENCE?
Then the app monitors for that geofence,
and as people go about their business, it’s
trackin...
Pulsate™
1. WHAT IS GEOFENCE?
Geofences can be used to target
customers in physical locations, allowing
you to trigger the...
Pulsate™
1. WHAT IS GEOFENCE?
As mentioned last week…
A Beacon is a piece of hardware you can
add to your location and tar...
BENEFITS OF GEOFENCING
2
Pulsate™
Pulsate™
2. BENEFITS OF GEOFENCING
CRM$
Some of the benefits include
increasing your sales and loyalty.
This can be achiev...
Pulsate™
2. BENEFITS OF GEOFENCING
My Store
Customers
When customers are nearby that haven’t
been in your stores, haven’t ...
USE CASES
3
Pulsate™
Pulsate™
3. USE CASES
Give them incentives
Remind them of rewards
Survey customers as they leave
Pulsate™
3. USE CASES
My Store
Competitor
Store
Geofence
Tracking competitors is
something that is
interesting as well. Yo...
Pulsate™
3. USE CASES
My Store
Competitor
Store
Geofence
You do need to put this in
your privacy policy, that
you’re geofe...
HOW IT WORKS
4
Pulsate™
Pulsate™
4. HOW IT WORKS
+ +
GPS Cellular Data WiFi
Pulsate™
4. HOW IT WORKS
Historically, it’s more about the cellular data. You can
even go to your operator, ask them to ge...
Pulsate™
4. HOW IT WORKS
We’ve moved from cellular to doing the “in” at the
application level geofencing. You can use high...
Pulsate™
4. HOW IT WORKS
We moved towards geofencing being passive, working in
the background, always on, and always being...
Pulsate™
4. HOW IT WORKS
How do the Operating Systems handle Geofencing?
Both iOS and Android, on the iOS side we have a
t...
Pulsate™
4. HOW IT WORKS
Can you afford to do active Geofencing and use GPS? 



What is the opportunity cost if customers...
Pulsate™
4. HOW IT WORKS
My Store
Customers
No Geofence
If you can’t engage with them in passive
mode when the application...
Pulsate™
4. HOW IT WORKS
Moving on to how we can actually put this to
work and how we’ve done it in Pulsate.
Pulsate™
4. HOW IT WORKS
Geofences are virtual perimeters, you can
send notifications based on loyalty,
transactions, and ...
Pulsate™
4. HOW IT WORKS
So remember, geofences are virtual, you can
create them in any location. They’re about
macro loca...
OUR REQUIREMENTS
5
Pulsate
™
Pulsate™
5. OUR REQUIREMENTS
Requires no hardware

Works passively in the background
Very, very, very little battery drain...
Pulsate™
5. OUR REQUIREMENTS
+
So, we wanted that remote management,
better accuracy, robustness, and combine
all of the s...
Pulsate™
5. OUR REQUIREMENTS
In order for a phone to be a phone, it has to
connect to cellular towers. Otherwise, when
you...
Pulsate™
5. OUR REQUIREMENTS
When a WiFi Router or SSID is first sighted, the
Operating System of your device will power u...
Pulsate™
5. OUR REQUIREMENTS
Pulsate piggybacks on those WiFi pings. We
have a database of all those WiFi routers and
wher...
Pulsate™
5. OUR REQUIREMENTS
We combine the cellular tower known
locations to the WiFi known location, which
you can do ve...
Pulsate™
5. OUR REQUIREMENTS
This means we don’t have to run GPS. It means
we can do it in the background, and we’re not
g...
BEST PRACTICES
6
Pulsate™
Pulsate™
6. BEST PRACTICES
Geofence mainly in urban locations. We
recommend targeting customers with a
minimum fence size ...
Pulsate™
6. BEST PRACTICES
If you create geofences in a countryside
location, you won’t have the same density of
WiFi rout...
Pulsate™
6. BEST PRACTICES
You don’t want your geofences to overlap
unless you have unusual use case that calls
for it. Tr...
Pulsate™
6. BEST PRACTICES
You need WiFi turned on on the consumer’s
device for this to work. Cellular towers are not
enou...
Pulsate™
6. BEST PRACTICES
Bring segmentation into it. Do not rely on,
“Hey, I’ve geofenced my store, I’m sending the
same...
Pulsate™
6. BEST PRACTICES
Instead of having one generic geofence
campaign, have 5, 10, 20 campaigns that
address all thos...
PRIVACY
7
Pulsate™
Pulsate™
7. PRIVACY
Customers need to download your mobile
app and opt in for location services. If you
want to send push ...
Pulsate™
7. PRIVACY
In your Private Policy, you should mention
that you’re collecting and storing location
data from custo...
Pulsate™
7. PRIVACY
Don’t ask for location or push permissions the
first time they open the app. Wait until they
need acce...
Pulsate™
7. PRIVACY
If you earn a customers trust and they decide
to opt-in, make sure you only send relevant,
personalise...
IN SUMMARY
Pulsate™
Pulsate™
IN SUMMARY
7 Things About Geofencing That You’ll
Kick Yourself for Not Knowing:
1. What is a Geofence
2. Benefits...
Pulsate™
NEXT STEPS
http://bit.ly/1U70ZqS
Watch the Full Video
Subscribe for More Tips
Follow Us on Twitter
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7 Things About Geofencing You'll Kick Yourself For Not Knowing

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Thirty percent of the world population are already using location-based services, and 80% of them want to get location-based alerts from businesses like yours. In today's video, I'm covering seven things that you'll absolutely kick yourself for not knowing. We've a lot to cover today, so let's get into it.

So I'd like to start off by describing geofencing. A geofence can be looked upon as a virtual perimeter that you can draw around any location on a map, and then target customers that enter that location.

In last week's video, we talked about beacons and how you can add this hardware to your location and target customers as they arrive, as they leave, or as they dwell. So we look at beacons as really being the micro-locations, and geofences as being macro. They're used for very different use cases.



WHAT IS A GEOFENCE?
Beacons are great for proximities and knowing at a very granular level that someone is near a certain object or product, and geofences are generally for larger areas where you want to know if someone is walking by your store, by a competitor's, or coming into a particular location.

You would go onto a Google Map or some kind of other mapping product, you would identify the area that you want to geofence, and then the idea is you're creating these circular regions, or in some cases, creating shapes or polygons or in the buildings or locations you want to target.


Then the phone or your app is monitoring for that geofence, and as I go about my business, day to day, it's tracking that location in the background. You know immediately when someone breaches a fence, when they dwell there, or as they are about to leave.

Geofences can be used to target customers in physical locations, allowing you to trigger the right message, the right campaign, at the right time and place.



BENEFITS OF GEOFENCING
Some of the benefits include increasing your sales and loyalty, and this can be done by bringing in your CRM data.

So when you know customers are near, that haven't been in your store, haven't been in your location, or haven't transacted in a while, this might be a great time to do a win-back campaign and say, "Hey, we've missed you, we want to show you the love, come on in for a free coffee." Remind them what their loyalty balance might be. Or tell about new lines that have come in to the store, new products that might interest them, based on that past purchase data that you've brought in.



USE CASES
In terms of use cases, and you can do incentives, you can remind them of rewards, you can also survey customers when they leave. So when you get an exit event for your geofence, it's an excellent time to say, "Hey, first name, thank you for coming in to ou

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7 Things About Geofencing You'll Kick Yourself For Not Knowing

  1. 1. 7 THINGS ABOUT GEOFENCING YOU’LL KICK YOURSELF FOR NOT KNOWING ACADEMYby Pulsate™ PATRICK LEDDY
  2. 2. Pulsate™ THE NUMBERS 30% of the world population is already using location-based services. 80% of them want to get location- based alerts from businesses like yours.
  3. 3. WHAT IS A GEOFENCE? 1 Pulsate™
  4. 4. Pulsate™ 1. WHAT IS GEOFENCE? A Geofence is a virtual perimeter that you can draw around any location on a map, and then target customers who enter that location. It is used for larger areas where you want to know if someone is walking by your store, by competitor’s, or coming into a particular location. My Store Competitor
  5. 5. Pulsate™ 1. WHAT IS GEOFENCE? By using Google maps or other mapping tool, you can identify the area that you want to geofence.My Store Competitor
  6. 6. Pulsate™ 1. WHAT IS GEOFENCE? Then the app monitors for that geofence, and as people go about their business, it’s tracking that location in the background. You know immediately when someone breaches a fence, when they dwell there, or as they are about to leave.
  7. 7. Pulsate™ 1. WHAT IS GEOFENCE? Geofences can be used to target customers in physical locations, allowing you to trigger the right messages, the right campaign, at the right time and place.
  8. 8. Pulsate™ 1. WHAT IS GEOFENCE? As mentioned last week… A Beacon is a piece of hardware you can add to your location and target customers as they arrive, as they leave, or as they dwell. They are great for proximities and knowing at a very granular level that someone is near a certain object or product. Beacon Beacon Beacon Beacon Beacon Beacon
  9. 9. BENEFITS OF GEOFENCING 2 Pulsate™
  10. 10. Pulsate™ 2. BENEFITS OF GEOFENCING CRM$ Some of the benefits include increasing your sales and loyalty. This can be achieved by mixing CRM data with location events to trigger the right message and content.
  11. 11. Pulsate™ 2. BENEFITS OF GEOFENCING My Store Customers When customers are nearby that haven’t been in your stores, haven’t been in your location, or haven’t transacted in a while, it might be a good time to win them back. Geofence Hey, we’ve missed you. Come in for a free coffee! Yes, coffee!
  12. 12. USE CASES 3 Pulsate™
  13. 13. Pulsate™ 3. USE CASES Give them incentives Remind them of rewards Survey customers as they leave
  14. 14. Pulsate™ 3. USE CASES My Store Competitor Store Geofence Tracking competitors is something that is interesting as well. You can’t really bug out your competitor’s store with beacons but you sure can add a virtual perimeter - a geofence.
  15. 15. Pulsate™ 3. USE CASES My Store Competitor Store Geofence You do need to put this in your privacy policy, that you’re geofencing not only your own locations, but possibly other locations that don’t relate to your business. You don’t have to list them specifically as competitors but mention something.
  16. 16. HOW IT WORKS 4 Pulsate™
  17. 17. Pulsate™ 4. HOW IT WORKS + + GPS Cellular Data WiFi
  18. 18. Pulsate™ 4. HOW IT WORKS Historically, it’s more about the cellular data. You can even go to your operator, ask them to geofence an area and then they will actually send a text message out to customers when they’ve breached that location. Of course, they haven’t opted in for that. So that’s being phased out and being replaced by applications that can actually do the geofencing, where you opt in for location services you want to get some of kind of “push notifications” and you are aware that there is value exchange going on.
  19. 19. Pulsate™ 4. HOW IT WORKS We’ve moved from cellular to doing the “in” at the application level geofencing. You can use high-accuracy GPS to connect to satellite and get high-accuracy latitude and longitude of where customers are. The problem is, using GPS radio, the very high-power consumption so you’re going to wear down the users’ battery. Another problem is you can’t rely on GPS in the background. Your customers are not going to walk by your business with the app open. They’re not going to be that helpful.
  20. 20. Pulsate™ 4. HOW IT WORKS We moved towards geofencing being passive, working in the background, always on, and always being low-power consumption and not using GPS. X
  21. 21. Pulsate™ 4. HOW IT WORKS How do the Operating Systems handle Geofencing? Both iOS and Android, on the iOS side we have a thing called “region monitoring”, which is part of Core Location. The operating systems default API’s don't handle geofencing very well. It’s known to be buggy and inaccurate.
  22. 22. Pulsate™ 4. HOW IT WORKS Can you afford to do active Geofencing and use GPS? 
 
 What is the opportunity cost if customers realize you’re not doing a very good job of your geofencing and you’re wearing down their battery? 
 
 Your app is probably going to be deleted off their devices, ruining the opportunity for you, completely, as a business. 1%
  23. 23. Pulsate™ 4. HOW IT WORKS My Store Customers No Geofence If you can’t engage with them in passive mode when the application is in the background, what are the business opportunities that you’re missing out? Of all those customers that are walking by your business, you don’t even know they’re there and you’re not reaching out. It is an opportunity that you’re missing to reach out, connect, and engage, and bring them back into your business, create that loyalty, and deepen the relationship.
  24. 24. Pulsate™ 4. HOW IT WORKS Moving on to how we can actually put this to work and how we’ve done it in Pulsate.
  25. 25. Pulsate™ 4. HOW IT WORKS Geofences are virtual perimeters, you can send notifications based on loyalty, transactions, and segment data. 
 
 You can also send campaign messages when customers walk into a competitor’s fence. Or simply track their presence. We’ve got better deals than this company. Come by and see for yourself! My Store Competitor Store
  26. 26. Pulsate™ 4. HOW IT WORKS So remember, geofences are virtual, you can create them in any location. They’re about macro location and you don’t need to deploy any hardware. They’re obviously very cost-effective because you can just fire up a map, create geofences all around the world, and instantly your app can begin to monitor for those location.
  27. 27. OUR REQUIREMENTS 5 Pulsate ™
  28. 28. Pulsate™ 5. OUR REQUIREMENTS Requires no hardware
 Works passively in the background Very, very, very little battery drain 
 Customers are able to update our fences remotely 100%
  29. 29. Pulsate™ 5. OUR REQUIREMENTS + So, we wanted that remote management, better accuracy, robustness, and combine all of the sensors on the device that we could use to geofence. We ended up taking cellular data and WiFi data combined with sensor fusion.
  30. 30. Pulsate™ 5. OUR REQUIREMENTS In order for a phone to be a phone, it has to connect to cellular towers. Otherwise, when you get a phone call or a text message its not going to alert you.
  31. 31. Pulsate™ 5. OUR REQUIREMENTS When a WiFi Router or SSID is first sighted, the Operating System of your device will power up GPS in the background, and take a high accuracy location fix on where this WiFi Router is located.
 
 Essentially every smartphone is crowd sourcing what wifi signals map to physical locations.
  32. 32. Pulsate™ 5. OUR REQUIREMENTS Pulsate piggybacks on those WiFi pings. We have a database of all those WiFi routers and where they are.
  33. 33. Pulsate™ 5. OUR REQUIREMENTS We combine the cellular tower known locations to the WiFi known location, which you can do very accurate geofencing with, right down to, on average, 100 meters and even below in some situations. + + + + + +
  34. 34. Pulsate™ 5. OUR REQUIREMENTS This means we don’t have to run GPS. It means we can do it in the background, and we’re not going to upset the user by draining their battery. + + + + + +
  35. 35. BEST PRACTICES 6 Pulsate™
  36. 36. Pulsate™ 6. BEST PRACTICES Geofence mainly in urban locations. We recommend targeting customers with a minimum fence size of 100 meters if using default API’s provided by the device. If using Pulsate you can geofence down to 10 meters.
  37. 37. Pulsate™ 6. BEST PRACTICES If you create geofences in a countryside location, you won’t have the same density of WiFi routers and cellular towers, so you want to make those fences a little bigger, maybe several meters or even kilometres.
  38. 38. Pulsate™ 6. BEST PRACTICES You don’t want your geofences to overlap unless you have unusual use case that calls for it. Try to have at least a couple of hundred meters between geofences.
  39. 39. Pulsate™ 6. BEST PRACTICES You need WiFi turned on on the consumer’s device for this to work. Cellular towers are not enough to do accurate geofencing.
  40. 40. Pulsate™ 6. BEST PRACTICES Bring segmentation into it. Do not rely on, “Hey, I’ve geofenced my store, I’m sending the same generic template to people that walk by.” Use purchase data, behaviours and interests that you have on customers to really segment out your campaigns. A B C D
  41. 41. Pulsate™ 6. BEST PRACTICES Instead of having one generic geofence campaign, have 5, 10, 20 campaigns that address all those different personas that you have in your customers base, making sure that you’re reaching out not only at the right place, but also at the right time, with the right message as well. A B C D
  42. 42. PRIVACY 7 Pulsate™
  43. 43. Pulsate™ 7. PRIVACY Customers need to download your mobile app and opt in for location services. If you want to send push notification, you must ask them to opt in for this as well.
  44. 44. Pulsate™ 7. PRIVACY In your Private Policy, you should mention that you’re collecting and storing location data from customers.
  45. 45. Pulsate™ 7. PRIVACY Don’t ask for location or push permissions the first time they open the app. Wait until they need access to the specific feature that requires these permissions. http://bit.ly/1TqG9s9 Watch our video on how to ask for permissions the right way:
  46. 46. Pulsate™ 7. PRIVACY If you earn a customers trust and they decide to opt-in, make sure you only send relevant, personalised content that provides value.
  47. 47. IN SUMMARY Pulsate™
  48. 48. Pulsate™ IN SUMMARY 7 Things About Geofencing That You’ll Kick Yourself for Not Knowing: 1. What is a Geofence 2. Benefits of Geofencing 3. Use Cases 4. How it Works 5. Our Requirements 6. Best Practices 7. Privacy
  49. 49. Pulsate™ NEXT STEPS http://bit.ly/1U70ZqS Watch the Full Video Subscribe for More Tips Follow Us on Twitter http://bit.ly/1U70ZqS https://twitter.com/pulsatehq If you enjoyed this presentation, checkout the extended version in video format:

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