Kevin Hisko from Philter Communications discusses the recent event held by the LBMA. He explains the value of data and location on making educated and strategic decisions when marketing in a digital world.

1. Synopsis of the 2012 LBMA Event: Geofencing
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2. Synopsis of the 2012 LBMA Event: Geofencing
The LBMA
@TheLBMA
Nihal Mehta Asif Khan
@nihalmehta @AsifRKhan
Alexis Zamkow Kerry Munro
@AlexisZamkow @KerryMunrois
DMTI Spatial Steve Anderson
@DMTI_Spatial @Steve_Media
Tim Berners-Lee
Maponics @timberners_lee
@Maponics
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3. Synopsis of the 2012 LBMA Event: Geofencing
BIG DATA
“90% OF ALL DATA IN THE WORLD HAS BEEN
CREATED IN THE LAST 2 YEARS” IBM
DATA IS COMING IN FAST, IN LARGE AMOUNTS AND FROM MANY DIFFERENT
SENSORS. BUT WITH ALL OF THIS DATA, WE NEED TO USE HUMAN
INTELLIGENCE TO UNCOVER INSIGHTS.
Let creatives take a bath in data http://bit.ly/IqJVvL
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4. Synopsis of the 2012 LBMA Event: Geofencing
CANADA POST
BRANDS ARE MISSING OUT ON THE
MOVE. 100,000 HOMES MOVE YEARLY!
27% OF CANADIANS SAY THEY WILL
MOVE IN NEXT 2 YEARS.
81% OF PEOPLE MOVING
SAID THEY WILL CHANGE
STORES/BRANDS
GROCERY, GAS AND MEDIA ARE THE
HIGHEST CATEGORIES FOR
SWITCHING.
http://www.slideshare.net/TheLBMA
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5. Synopsis of the 2012 LBMA Event: Geofencing
THE FUTURE
BELONGS TO
DATA AND
GIS NIJA’S
LAYERING DATA
FROM RETAILER
FROM SOCIAL
FROM STATS CAN
FROM GOOGLE
FROM CANADA POST
FROM ANYWHERE
http://www.giscloud.com
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6. Synopsis of the 2012 LBMA Event: Geofencing
MAP THE CUSTOMER
USING TOOLS LIKE THE CANADA
POST PRECISION TARGETER.
LEARN ABOUT FAMILY SIZE
LEARN ABOUT JOB TITLES
LEARN ABOUT AVERAGE INCOME
LEARN ABOUT EDUCATION
DM TO FAMILIES WITH 3 KIDS THAT MAKE OVER 100K
AND LIVE 10 MINUTES FROM STORE
http://www.canadapost.ca/cpo/mc/business/
tools/precisiontargeter/default.jsf?
LOCALE=en&ecid=murl11007998
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7. Synopsis of the 2012 LBMA Event: Geofencing
DATA
BELONGS IN
A DIGITAL
BOX NOT A
MAILBOX
WHY?
MORE SECURE
MORE PRIVATE
MORE RELIABLE
NO MORE
JUNK MAIL
Kerry Munro - digital delivery division
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8. Synopsis of the 2012 LBMA Event: Geofencing
KLM CHECKIN SURPRISE
SOCIAL + LOCATION =
CUSTOMIZED LOYALTY
http://www.youtube.com/watch?v=pqHWAE8GDEk
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9. Synopsis of the 2012 LBMA Event: Geofencing
DON’T BUY PLAYERS BUY WINS
IDENTIFY THE STATISTICS THAT MATTER.
MONEYBALL CHANGED THE PROCESS OF MAKING DECISIONS. IT
AFFECTED THE ECONOMIC FOOD CHAIN OF BASEBALL
http://www.youtube.com/watch?v=L-ZHLfhU4vA
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10. Synopsis of the 2012 LBMA Event: Geofencing
“IT ISN’T THE CONSUMER’S
JOB TO KNOW WHAT THEY WANT”
STEVE JOBS
“IF YOU ASKED MY CUSTOMERS WHAT THEY
WANTED THEY WOULD HAVE SAID A FASTER
HORSE.”
HENRY FORD
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11. Synopsis of the 2012 LBMA Event: Geofencing
LOCATION
GEO FENCING IS A RADIUS AROUND
A STORE OR LOCATION
LOCATION IS NOT JUST MOBILE. LOCATION IS ANY
MEDIA THAT CAN INFLUENCE A PLACE.
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12. Synopsis of the 2012 LBMA Event: Geofencing
MAGNUM PLEASURE HUNT
REWARDS FOR FINDING
CHOCOLATE BONBONS
http://www.youtube.com/watch?feature=player_embedded&v=st5tlTj_YNY
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13. Synopsis of the 2012 LBMA Event: Geofencing
HOW FAR
WILL YOUR
CUSTOMERS
TRAVEL?
45% OF CUSTOMERS
WILL NOT TRAVEL FOR
10% OFF.
BUT THEY WILL TRAVEL
UP TO 30 MINUTES FOR
25% OFF.
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14. Synopsis of the 2012 LBMA Event: Geofencing
+ LOCATION
+ DATA
+ SOCIAL MEDIA
THE SHOPPER
IS NOW THE
MOST IMPORTANT
MEDIA
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15. Synopsis of the 2012 LBMA Event: Geofencing
ING DIGITAL FREE THROW
BOARDS CONNECT SOCIAL
AND LOCATION http://youtu.be/24deLfYGH5E
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16. Synopsis of the 2012 LBMA Event: Geofencing
PRIVACY
DO YOU CARE?
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17. Synopsis of the 2012 LBMA Event: Geofencing
THIS IS WHY LOCATION-
BASED APPS ARE ENEMY
ONE FOR CONSUMERS
CONCERNED ABOUT
PRIVACY.
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18. Synopsis of the 2012 LBMA Event: Geofencing
DATASIFT.COM
POSITIVE AND
NEGATIVE FEEDBACK
IN REAL TIME. FIND
OUT EXACTLY WHAT
PEOPLE ARE SAYING
ABOUT YOU OR YOUR
BRAND.
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19. Synopsis of the 2012 LBMA Event: Geofencing
RETAILERS HAVE
BEEN COLLECTING
DATA FOR YEARS
THIS MAY COME
TO AN END
THE INTERNET WILL BE FIRST,
USERS ARE REQUESTING IT
NOW. RETAILERS WILL BE
SECOND.
TIM BERNERS-LEE
DEMAND YOUR DATA FROM
GOOGLE AND FACEBOOK
http://bit.ly/HMo6Td
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20. Synopsis of the 2012 LBMA Event: Geofencing
GETTING THE SHOPPER’S DATA
WILL MEAN GIVING SOMETHING
UP AND BEING HONEST.
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21. Synopsis of the 2012 LBMA Event: Geofencing
THERE ARE 40,280 MOMS IN
CANADA WITH KIDS BETWEEN
THE AGES OF 0-12YRS OLD ON
FACEBOOK.
WITH SOCIAL DATA WE CAN
START TO MAXIMIZE THE
POSITIVE AND MINIMIZE
THE NEGATIVE.
START COLLECTING SOCIAL
AND SEARCH DATA THAT
WILL HELP GATHER
SHOPPER INSIGHTS.
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22. Synopsis of the 2012 LBMA Event: Geofencing
LOCATION
TOOLS
FOR PROJECTS AND CLIENTS
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23. Synopsis of the 2012 LBMA Event: Geofencing
LIVEHOODS.ORG
LIVEHOODS PLOTTING ON MAP. UNDERSTAND THE
FLOW OF PEOPLE AND NEIGHBOURHOODS.
CREATIVELY USING THE DATA TO MAKE MORE
INFORMED DECISIONS.
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24. Synopsis of the 2012 LBMA Event: Geofencing
SOCIAL MEDIA
MOMENT
LOCAL RESPONSE
HELPS MARKETERS
REPOND TO REAL TIME
CONSUMER INTENT
HTTPS://LOCALRESPONSE.COM
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25. Synopsis of the 2012 LBMA Event: Geofencing
http://www.youtube.com/watch?feature=player_embedded&v=gDE052nzHxI
Front Flip
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26. Synopsis of the 2012 LBMA Event: Geofencing
BANJO TOOK 9 MONTHS
TO REACH 1 MILLION
USERS. FACEBOOK
TOOK 12 MONTHS.
REAL TIME VIEW OF
WHAT’S HAPPENING
ANYWHERE IN THE
WORLD.
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27. Synopsis of the 2012 LBMA Event: Geofencing
http://vimeo.com/37709985
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28. Synopsis of the 2012 LBMA Event: Geofencing
SEARCH GOING SOCIAL,
SOCIAL GOING MOBILE
YOU SELECT YOUR ACTIVITY AND YOUR
LOCATION. FRIENDS AROUND YOU
RECOMMEND PLACES OR MOVIES IN REAL
TIME. IF YOU REFER A PLACE OR MOVIE
AND YOUR FRIEND LIKES IT, YOU GET
BADGES.
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29. Synopsis of the 2012 LBMA Event: Geofencing
LOCATION
APPS
FOR FUN
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30. Synopsis of the 2012 LBMA Event: Geofencing
IT’S 10PM DO YOU
KNOW WHERE YOUR
KIDS ARE? THEY KNOW
WHERE YOU ARE.
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31. Synopsis of the 2012 LBMA Event: Geofencing
REAL TIME
SCHOOL BUS
LOCATIONS
ANYTIME
ANYWHERE
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32. Synopsis of the 2012 LBMA Event: Geofencing
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33. Synopsis of the 2012 LBMA Event: Geofencing
http://vimeo.com/35375509
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34. Synopsis of the 2012 LBMA Event: Geofencing
UNDERSTANDING THE VALUE OF DATA WILL HELP YOU MAKE
MORE EDUCATED AND STRATEGIC DECISIONS ABOUT
MARKETING IN A DIGITAL WORLD.
mars-philter.ca

35. Synopsis of the 2012 LBMA Event: Geofencing
THANKS.
@kevinhisko
kevin@philtercommunications.com
Toronto, Canada · http://www.philtercommunications.com
167 King Street East, Second Floor
Toronto, Ontario, M5A 1J4
416.365.0460
www.mars-philter.ca
@marsphilter
mars-philter.ca