This document discusses how location data can be used to understand customer behavior and build audiences. It provides examples of how PlaceIQ uses movement data from location signals to infer customer lifestyles, jobs, interests and generate CRM segments. PlaceIQ can track a customer's daily routine of going to work, the gym, shopping, dining out and going to bars to build a profile. The document also highlights stories about understanding customer loyalty and behavior, such as how routines change on holidays and how far customers will travel based on their preferred stores.
2. Location helps you understand a moment.
MOVEMENT helps you understand a life.
3. PlaceIQ Builds Audiences with Movement Data
Heads Home
Lifestyle: Gym Visitor
Lifestyle: Health Conscious
Commute Path: Commuter
Job: Finance
Shopping: Fashionista Dining: QSR Restaurant
Lifestyle: Bar Goer
Auto Ownership
CRM Segments
Demographic: Hispanic
Household Income: $100k+
Grabs Dinner & DrinksGoes ShoppingDrives to WorkWorks Out
4. Lifestyle: Gym Visitor
Lifestyle: Health Conscious
Commute Path: Commuter
Job: Finance
Shopping: Fashionista Dining: QSR Restaurant
Lifestyle: Bar Goer
Auto Ownership
CRM Segments
PlaceIQ Builds Audiences with Movement Data
Demographic: Hispanic
Household Income: $100k+
Demographic: HispanicCommute Path: Commuter
Fashionable Hispanic Millennial
Demographic: Hispanic
Commute Path: Commuter
Shopping: Fashionista
Shopping: Fashionista
14. • It’s worthwhile to find outlier days that aren’t saturated
with competitive messaging.
• These micro-holidays can change competitive
marketplaces and upset existing customer habits creating
an opportunity for trial
• These holiday and micro-holiday shifts can occur on
regional levels as well
• Location intelligence at scale lets you observe subtle
changes and connect with shifting customers
When Days
Aren’t Like
Sunday
15. EV ERY DAY I S
L I KE SUNDAY
SPRI NG B REAK! KI NDS OF LOYALT Y
3 Customer Stories We Learn With Location
20. 0
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1/7/17 1/14/17 1/21/17 1/28/17 2/4/17 2/11/17 2/18/17 2/25/17 3/4/17 3/11/17 3/18/17 3/25/17 4/1/17 4/8/17 4/15/17 4/22/17
Buffalo Wild Wings Chick Fil A IHOP Publix
Panama City Beach: Visits, Winners & Losers
Spring Break!
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1/7/17 1/14/17 1/21/17 1/28/17 2/4/17 2/11/17 2/18/17 2/25/17 3/4/17 3/11/17 3/18/17 3/25/17 4/1/17 4/8/17 4/15/17 4/22/17
Buffalo Wild Wings Chick Fil A IHOP Publix
Panama City Beach: Visits per Store, Winners & Losers
Spring Break!
22. • In divergent periods – during vacations – we can see what
people seek out and enjoy.
• We can isolate outlier periods and contexts, like vacations
and holidays, to encourage changes in behavior.
• Pickup in local regions or among specific audiences can
measure and quantify success
• Location intelligence at scale lets you identify, learn fron,
message to, and measure to trends
Breaking from
the Norms
23. EV ERY DAY I S
L I KE SUNDAY
SPRI NG B REAK! KI NDS OF LOYALT Y
3 Customer Stories We Learn With Location
25. • Most Kroger shoppers return on a weekly or biweekly basis, over 58%!
• Shoppers use Trader Joe’s & Whole Foods as supplements to their daily grocer, not a routine destination
Loyalty: Is it defined by frequency?
58%
7%
10%
0% 10% 20% 30% 40% 50% 60% 70%
Kroger
Trader Joe's
Whole Foods
Miles
26. • When observed on an average store traffic level, Trader Joe’s and Whole Foods are quite competitive – though
unlike many other niche players in other categories – they still fall behind the market leader.
Loyalty: Is it defined by store traffic?
27. • Despite having a customer base in dense, urban environments, Trader Joe’s and Whole Foods customers are
driving significantly further than Kroger Shoppers – up to 60% further!
Loyalty: Is it defined by how far people travel?
3.42
4.85
5.51
0 1 2 3 4 5 6
Kroger
Trader Joe's
Whole Foods
Miles
28. Distance Traveled: Median
Distance from Home to Store
• Store availability – convenience – matters
more than urban density when it comes to
distance traveled
• Still, distance traveled varies significantly
from store-to-store
2.8 Miles
5.6 Miles
29. • Many factors can be used to define loyalty, but it depends
on the role you fulfill.
• With location intelligence, you can mix different
measured behaviors into a complex, but easy to handle
audience definition for analysis or targeting.
• Location intelligence at scale lets you segment
customers granularly based on observed behaviors.
Define Loyalty
Based on Your
Goals