The document discusses the applications of geomarketing and geolocation in business, highlighting how spatial data can enhance decision-making regarding sales activities and location-based marketing. It examines the use of location-based services (LBS) for tracking users and providing targeted marketing, while also addressing privacy concerns and diverse use cases including public safety and insurance risk analysis. Additionally, it explores different data processing and analytical approaches in the context of a unified data architecture for enterprise applications.

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Geomarketing, Geolocation,Geomarketing, Geolocation,
Geotargeting, Geomatic, …Geotargeting, Geomatic, …
michel.bruley@teradata.com
August 2013

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Geomodeling the real worldGeomodeling the real world
Maps
Real world
The classification of spatial
features generates several
independent layers

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Spatial Data & AnalysisSpatial Data & Analysis
How many
restaurants are
within the circle?

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Geomarketing InformationGeomarketing Information
• Where are my customers located?
• Where are my potential customers?
• Where are my shops, bankomats,..etc.?
• Where are my competitors located?
Geomarketing information is information which
enables the user to take better and faster
decisions about sales activities.

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statistic
demographic geographic
Geoinformation Product
is defined as a specific piece of geoinformation
which provides an answer to a particular user’s question.

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Integrated Hybrid Positioning
400 meters
GPS A-GPS Cell-ID
3 meters 50 meters 300 meters
ISM BANDS
100 meters 6 meters
TVWS BANDS
New technologies can pinpoint your location at any time and place
61% of mobile users use their mobile in transport

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Geolocation Marketing Defined
The use of a consumers geographical location for the purposes of
marketing.
In Practice: Utilizes location based services (LBS) on mobile devices to
pinpoint a consumers geographical location and deliver marketing
materials to the consumer or to create a location based user experience to
either sell a product or increase awareness.
•Location based services: A fancy way for saying the use of GPS and land
based towers to pinpoint location.
•Marketing Materials: Any material created on behalf of an organization to
establish authority on a subject, persuade a consumer to buy a product or
increase brand awareness.
•User Experience: Any form of interaction between consumer and company
usually over a digital medium.

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Location-Based Services (LBS)
With all its privacy threats, why do users still use location-detection devices?
Wide spread of LBSs
– Location-based store finders
– Location-based traffic reports
– Location-based advertisements
LBSs rely on the implicit assumption that users agree on revealing their
private user locations
LBSs trade their services with privacy
LBSs make heavy use of context, including patterns in the location data, which
is extracted using data mining methods.
71% of mobile users using geolocation: to go to a specific point or spot, …

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The location of Alzheimer's patients
Accuracy of 20 meters
Service delivers the address of the tag
(by phone, Internet, etc.).
Alert! The tag is
at the following
address ...

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Multiple Use Cases
PUBLIC SAFETY/
MILITARY
Locate/Track
Personnel
Search & RescueMonitor Military
Campaigns
SALES &
MARKETING
Social NetworkingLocation-aware
Advertising
Social Gaming
LBS / ASSET
TRACKING
Warehouses Equipment &
Supplies
Disaster Recovery

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Insurance Example: MapReduce for
Non-Relational Data Used in Risk
Analysis
Use polygon-based tiling to define risk boundaries
• 25 mile by 25 mile tiling artificially constrains risk borders
• Analyst-defined polygons can incorporate local risk factors
more accurately
Join polygon-based tiling to existing & new variables
• Correlate with descriptive market data by zip code, e.g.
average salary, age, years of residence
Deliver consistent yet iterative risk analysis/pricing
• Analysts drive risk analysis in an iterative, hypothesis-driven
way
• All queries are logged for regulatory purposes
Fine Grained, Location-based Risk Analysis
How to increase the sophistication of risk profiling?
Key Characteristics:
Granular Data
Geospatial Strings

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Use Cases
• Pattern matching
•Visitor behavior
•Graph & relationship
analysis
•Investigative
analytics
FAST/
INTERACTIVE
Use cases
•Data preprocessing
•Image processing
•Search indexes
•Web crawling
BATCH
PROCESSING
MapReduce Use CasesMapReduce Use Cases
Use CasesUse Cases
•Genomic,Genomic,
Astronomical, ,Astronomical, ,
Geo-Spatial,Geo-Spatial,
scientificscientific
•Web log analysisWeb log analysis
• Text processingText processing

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The Approach by Workload and Data
Type
Processing as a function of schema requirements by data typeProcessing as a function of schema requirements by data type
Low Cost
Storage
and
Retention
Loading and Refining
Reporting
Analytics
(User-driven,
interactive)
Data Pre-processing,
Prep, Cleansing Transformations
Stable
Schema
Teradata /
Hadoop
Teradata Teradata Teradata
Teradata
(SQL analytics)
Evolving
Schema
Hadoop
Aster /
Hadoop
Aster
(joining with
structured data)
Aster
Aster
(SQL + MapReduce
Analytics)
Format,
No Schema
Hadoop Hadoop Hadoop
Aster
(MapReduce Analytics)
Image processing
Audio/video storage and refining
Storage and batch transformations
Image processing
Audio/video storage and refining
Storage and batch transformations
Interactive data discovery
Web clickstream, social feeds
Set-top box analysis
CDRs, Sensor logs, JSON
Interactive data discovery
Web clickstream, social feeds
Set-top box analysis
CDRs, Sensor logs, JSON
Financial analysis, ad-hoc/OLAP
Enterprise-wide BI and Reporting
Spatial/Temporal
Active Execution
Financial analysis, ad-hoc/OLAP
Enterprise-wide BI and Reporting
Spatial/Temporal
Active Execution

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Capture, Store, RefineCapture, Store, Refine
Audio/
Video
Images Text
Web &
Social
Machine
Logs
CRM SCM ERP
Engineers Business AnalystsQuantsData Scientists
Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.
Discovery Platform Integrated Data
Warehouse
Integrated Data
Warehouse
Aster MapReduce Portfolio Teradata Analytics Portfolio
SQL-H
Unified Data Architecture for theUnified Data Architecture for the
EnterpriseEnterpriseAny User, Any Data, Any Analysis

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Team PowerTeam Power