Watch this informative webinar from Skyhook's VP of Product, David Bairstow and Deloitte's Principal of Consulting Strategy and Analytics, Sheryl Jacobson. Learn how how location intelligence data and insights help brands deliver dynamic user experiences, better understand their customers and prospects, and boost consumer engagement.

1. 1
Location data: The secret to
really knowing your customer
David Bairstow
SVP Product
Management,
Skyhook
Stewart Rogers
Analyst-at-Large
VentureBeat
Sheryl Jacobson
Principal Consulting
Strategy and
Analytics
Deloitte Consulting
LLP

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4. 15 years of experience + 650+
patents.
Use of real signal data to position
devices, trigger actions and build
context.
GLOBAL
LOCATION
NETWORK
20 Million +
Actionable Venues
(U.S. only)
175 Million +
Geolocated
Cell Towers
4.2 Billion +
Geolocated
Wi-Fi Networks
400 Billion+
Location Transactions
Processed Annually
Geolocated
IP Addresses
1 Billion ++
IP
Established in 2003.
Hybrid positioning using A-GNSS, Wi-
Fi, Cell IDs and IP Addresses.
Accurate location in all environments
– indoors, outdoors, urban, suburban
and rural.

5. How Can Location Help?
Competitive
Traffic
Promotion
Measurement Targeted
Marketing
Geographical
Impacts
Market Research
Consumer
Insights
Analyze billions of
location samples from
mobile devices,
identifying when a
phone intersects with a
venue.
The resulting ‘visits’
provide the analytical
currency to monitor and
compare daily guest
counts, retention trends,
frequency and more.

6. The Evolution of Venue Location:
Semantic and Venue-Based Positioning

7. Behavior Overview
* Skyhook Index was generated by using all devices homed in the same census blocks
groups as devices that visited tri-state auto dealers and have similar activity index
Restaurant Category
Personas Volvo vs Index
Restaurant Diner 83.53% -12.00%
QSR Diner 77.10% -14.41%
Dunkin Donuts Diner 63.01% -2.64%
Casual Diner 61.55% -9.92%
Subway Diner 57.49% -1.29%
McDonalds Diner 53.35% -4.40%
Starbucks Diner 51.26% +2.03%
Avid Casual Diner 50.02% -5.48%
Coffee Drinker 48.30% -7.45%
Burger King Diner 27.36% -4.54%
Wendy's Diner 26.71% -5.79%
Baskin Robbins Diner 25.44% -8.25%
Coffee Lover 24.00% -2.95%
Dominoes Diner 16.95% -4.08%
KFC Diner 16.88% -0.69%
Applebee's Diner 16.44% -3.19%
Panera Diner 14.37% +3.49%
Chipotle Diner 13.54% -1.39%
Chili's Diner 13.13% -2.03%
Pizza Hut Diner 12.36% +0.44%
Popeyes Louisiana Kitchen Diner 10.79% -4.81%
Taco Bell Diner 8.84% +3.68%
IHOP Diner 7.90% -3.41%
Olive Garden Diner 7.72% +0.67%
Personas Volvo vs Index
Family Shopper 81.54% -13.43%
Power Family Shopper 75.25% -14.78%
Pet Owners 66.00% -5.66%
Budget Shopper 57.65% -10.11%
Power Budget Shopper 39.39% -4.86%
College Student 12.23% -0.70%
Luxury Shopper 6.63% +1.68%
High Income Lifestyle 5.75% +2.83%
Low Income Lifestyle 3.54% -5.28%
Luxury Lifestyle 2.96% +1.90%
Lower Middle Income Lifestyle 2.27% -0.35%
Upper Middle Income Lifestyle 1.28% +0.04%
Middle Income Lifestyle 1.25% -0.32%
New Parent 1.15% -0.98%
Shopping Category
Personas Volvo vs Index
Apparel Shopper 81.39% -13.25%
Power Apparel Shopper 74.03% -13.45%
Women's Apparel Shopper 53.45% -8.61%
Power Women's Apparel Shopper 33.38% -2.66%
Kids' Apparel Shopper 29.71% -4.40%
Banana Republic Shopper 24.87% +4.99%
Victoria's Secret Shopper 23.77% -0.46%
Gap Shopper 22.59% -8.14%
Power Kid's Apparel Shopper 11.35% -1.76%
Men's Apparel Shopper 10.10% +0.97%
Ulta Beauty Shopper 9.40% +1.53%
Old Navy Shopper 8.60% +0.82%
Sephora Shopper 6.03% -3.97%
DSW Shopper 5.38% -0.34%
Bath & Body Works Shopper 3.20% +1.50%
Forever 21 Shopper 2.60% +0.37%
Power Men's Apparel Shopper 2.56% +0.69%
Ross Stores Shopper 1.85% +0.95%
Charlotte Russe Shopper 0.95% +0.12%
Apparel Category
Personas Volvo vs Index
Business Traveler 19.75% +6.47%
Leisure Traveler 10.42% +3.82%
Enterprise Rent-A-Car Shopper 10.16% +0.46%
Road Warrior 4.55% +2.43%
Avid Leisure Traveler 3.69% +1.79%
Travel Category
Personas Volvo vs Index
Courtyard Traveler 11.56% +1.81%
Residence Inn Traveler 7.75% +0.58%
Comfort Suites Traveler 7.68% +0.26%
Fairfield Inn & Suites By Marriott Traveler 6.78% +2.47%
Marriott Traveler 6.21% +2.44%
Hampton Inn Traveler 4.97% +0.88%
Ritz-Carlton By Marriott Traveler 3.10% +0.25%
Quality Inn Traveler 2.05% +1.14%
Springhill Suites Traveler 1.49% +0.82%
Renaissance Traveler 1.33% +0.05%
Autograph Marriott Traveler 0.69% +0.28%
Marriott Vacation Club Traveler 0.56% +0.20%
AC Hotels Traveler 0.54% -0.16%
Townplace Suites By Marriott Traveler 0.44% +0.19%
JW Marriott Traveler 0.27% +0.11%
Edition Marriott Traveler 0.20% +0.05%
Gaylord Hotels Traveler 0.16% +0.06%
Moxy Hotel Traveler 0.10% -0.04%
Delta Hotel Traveler 0.07% +0.02%
Conference Marriott Traveler 0.01% 0.00%
Hotel Category

8. Where Do Your Customers Live?
Using our proprietary
homing algorithms, we
can show unique insights
into which states,
countries, or census block
group your customers
reside in

9. Demographics based on Home
Demographics are derived by the Census block group where devices are ’Homed’
INCOME Observed Index
$0 – $20,000 14.54% 15.24%
$20,000 – $40,000 15.84% 17.73%
$40,000 – $60,000 14.00% 15.65%
$60,000 – $100,000 21.67% 23.30%
$100,000 Plus 33.96% 28.07%
AGE Observed Index
20 – 30 15.56% 13.94%
30 – 45 21.13% 20.09%
45 – 65 26.28% 26.78%
65 Plus 12.37% 13.42%
EDUCATION Observed Index
No College 30.67% 36.78%
Some College 24.80% 28.73%
Bachelor 26.02% 21.20%
Graduate Degrees 18.51% 13.30%
ETHNICITY Observed Index
White 71.00% 75.72%
Black 14.37% 12.06%
Asian 7.05% 5.32%
Other 7.57% 6.91%
Hispanic 15.31% 13.35%
All Games % diff to Index

10. CrossFit
Fitness Park
GNC
H O M E N E I G H B O R H O O D
Gym
P E R S O N A :
Fitness enthusiast
Skyhook Personas are behavioral
and demographic profiles derived
from mobile location data from
the advertising ecosystem and
available for purchase through our
DSP and DMP partners as well as
direct data feeds from Skyhook to
agencies and trading desks.
Targeting:
Behavior and
Demographic Data

11. Our Attribution Report helps
illuminate ROI based on
measuring the impact of foot
traffic from an advertisement.
We compare exposed users to
a control group that has similar
characteristics.
WH OL E F OOD S
SH OPPE R S
Exposed Users are the number of devices
that were served Whole Foods ads. Engaged
Users are Exposed Users that visited a
Whole Foods within the last 30 days. The
Index is based on the comparison of
Exposed Users to a Control group.
457,984 89,165 8.5%
E X P O S E D U S E R S E N G A G E D U S E R S V S I N D E X
Attribution:
Measuring the
Results

12. Skyhook Location Data Pool
Context SDK
Skyhook provides an iOS and
Android SDK to provides industry
leading location collection methods
that has minimal impact on battery
life.
Third-party Data
We partner with many third-party
data collection services that we
curate and cleanse to ensure that
we use only the highest quality data
Data Cleansing
We use machine learning techniques
that account for factors such as
time, velocity, road detection, high
HPE, and device density
No PII
We neither access personally
identifiable information (such as
name, home address, email
address, credit card number)
nor associate it with a device ID
Privacy Compliant
All of our products are
compliant with industry
regulations and Skyhook is a
certified member of the US-EU
Privacy Shield
Customer Data Control
Skyhook allows customers to
choose how their data is used,
and whether it may be passed
on or siloed only for their
specific use
Privacy Statistics Data Collection
US Based
All of Skyhook’s available
behavioral data inventory is US
based
Volume
• We monitor the location of
over 60 million unique devices
• We see over 3 trillion location
samples every day
Segmentation
Skyhook identifies over 1 trillion
behaviors and demographic
attributes across our device
inventory

13. Skyhook Data and User Privacy
All Consents Required
Skyhook’s SDKs (and contracts) require the receipt of, and then follow
and abide by, all user consents for use of location and for targeted
advertising.
No Personally Identifiable Information
We neither access personally identifiable information (such as name,
home address, email address, credit card number) nor associate it
with a device ID.
Observing All Opt-out Layers
Users can opt-out via the targeted advertising and/or location settings
on iOS and Android or via preferences within apps or via Skyhook’s
own opt-out page.
Compliant with Industry Standards
All of our products are compliant with industry regulations and
Skyhook is a certified member of the US-EU Privacy Shield.
Customer Data Control
Skyhook allows customers to choose how their data is used, and
whether it may be passed on or siloed only for their specific use.

14. SherylJacobson
Principal,DeloitteConsultingLLP
shjacobson@deloitte.com

15. Copyright © 2018 Deloitte Development LLC. All rights reserved.15
Travel & Hospitality

16. 34%
5%
5%
5%
26%
14%
11%
Brand Loyalty
Using the Skyhook data
pool, we can determine
how many users are loyal
to one chain over another,
and how many users
frequent other competitors’
locations.
Hotel 1
Hotel 3
Hotel 2

17. Airline Preferences and Travel Patterns
Combining location signals, precise gate-
level geometry and air traffic data.
• Identify fliers on specific flights
• Measure airline preferences and
loyalty
• Monitor behavioral changes in
competitive markets
• Target top fliers from competitive
brands

18. Real-Time monitoring with
Skyhook’s Context SDK running in
hotel loyalty apps:
• Monitor hotel visits by rewards
members around the globe in
real-time
• Build logic into the app to
leverage sophisticated geofence
triggers and member journey
history
Real-Time Monitoring

19. Copyright © 2018 Deloitte Development LLC. All rights reserved.19
SPORTS

20. 474
524538
517
442
408
458
386
497
527517
493
360
453442
596
618
501506
463
645
420
678
722
548
578
609
424
612
544
617
684
587
437
531
436
625
440
551
630
589
0
100
200
300
400
500
600
700
800
10/21/17
10/28/17
11/4/17
11/11/17
11/18/17
11/25/17
12/2/17
12/9/17
12/16/17
12/23/17
12/30/17
1/6/18
1/13/18
1/20/18
1/27/18
2/3/18
2/10/18
2/17/18
2/24/18
3/3/18
3/10/18
3/17/18
3/24/18
3/31/18
4/7/18
ALL Users
date ALL % ALL
1/25/18 952 4.09%
3/7/18 884 3.87%
1/18/18 749 3.84%
1/15/18 543 3.65%
4/5/18 675 3.57%
TOP 5 attended games
All Games
Visits by date

21. # of games All Games % ALL Weekday % Weekday Weekend % Weekend
1 6,906 88.45% 5,193 89.46% 2,291 94.32%
2 590 7.56% 400 6.89% 106 4.36%
3 146 1.87% 111 1.91% 16 0.66%
4 72 0.92% 39 0.67% 9 0.37%
5 26 0.33% 16 0.28% 3 0.12%
6 17 0.22% 20 0.34% 3 0.12%
7 14 0.18% 5 0.09% 1 0.04%
8 11 0.14% 2 0.03%
9 3 0.04% 6 0.10%
10 + 23 0.29% 13 0.22%
Total 7,808 100.00% 5,805 100.00% 2,429 100.00%
Return Rate by group – High Income
Fans who attended Weekday
and Weekend games

22. Illinois Counties
County ALL IL % ALL IL % ALL
Cook County 9,832 65.18% 55.68%
DuPage County 1,589 10.53% 9.00%
Will County 994 6.59% 5.63%
Lake County 953 6.32% 5.40%
Kane County 514 3.41% 2.91%
McHenry County 251 1.66% 1.42%
Kendall County 166 1.10% 0.94%
Winnebago County 84 0.56% 0.48%
Champaign County 64 0.42% 0.36%
Kankakee County 62 0.41% 0.35%
Other IL Counties 576 3.82% 3.26%
Total 15,085 100.00% 85.43%
Where did fans come travel from?

23. Brand
%
devices
% diff
to Index
Retailer 1 52.80% -5.53%
Retailer 2 41.87% -39.94%
Retailer 3 23.30% 63.29%
Retailer 4 22.55% 6.82%
Retailer 5 19.91% -22.60%
Retailer 6 16.72% 87.85%
Retailer 7 16.41% -13.18%
Retailer 8 15.89% -38.99%
Retailer 9 11.72% -41.35%
Retailer 10 8.76% 31.10%
Retailer 11 8.23% 116.11%
Retailer 12 5.75% 85.33%
Retailer 13 3.90% -32.74%
Retailer 14 0.07% -93.50%
*The Skyhook Index represents the normal distribution of consumer segments in the Skyhook data pool.
Top Department Retailers
Illustrative
Retailer 6
Retailer 7
Retailer 4
Retailer 3
Retailer 5
Retailer 1
Retailer 2

24. Copyright © 2018 Deloitte Development LLC. All rights reserved.24
RETAIL

25. Persona Name Delta
Walmart Shopper 36%
Target Shopper 41%
Victoria's Secret Shopper 35%
Best Buy Shopper 31%
Walgreens Shopper 27%
Dollar Tree Shopper 26%
CVS Pharmacy Shopper 25%
Macy's Shopper 26%
Gap Shopper 26%
Observed Behaviors Delta
Restaurant Diner 61%
QSR Diner 62%
Casual Diner 57%
Coffee Drinker 30%
Upscale Diner 1%
Retailer 1 shoppers also prefer to
shop at big box retailers or are
apparel shoppers
A higher percentage of Retailer 1
shoppers prefer regular restaurants
and quick service diners as opposed
to upscale restaurants
Customer and venue location data provides insights into the
shopping behavior of the customers at other retailers
Illustrative

26. BRAND
BEHAVIORAL
STUDIES
4
visit to
Old
Navy
4
visit to
TJ
Maxx
2
visits to
Gap
1
visits to
Nordstrom
4
visits to
Zara
2
visits to
Dillard's
3
visits to
Stein Mart
1
visits to
Banana
Republic
A P P A R E L S H O P P E R
Illustrative

27. MEDIA TARGETING:
LOOK-A-LIKES
Skyhook
Apparel Shopper
Existing customer behavior & preferences can be
used to improve new customer segmentation &
identification

28. MEDIA
TARGETING:
IDs SEEN AT
A SPECIFIC
BRAND
Customer persona and brand preferences can be
used by retailers for targeted marketing
campaigns
Retailer1

29. MEDIA
TARGETING: IDs
SEEN AT
COMPETITORS
Persona and location information can be used to
target and attract customers visiting competitor
stores
Retailer 1
Retailer 2
Retailer 2

30. Copyright © 2018 Deloitte Development LLC. All rights reserved.30
RETAIL BANKING

31. Bank 1 customers are younger with higher income and education
levels than the customers of Banks 2 and 3
Bank 1
Bank 2 Bank 3
Insights

32. 0 0.5 1 1.5 2 2.5 3
Chevron
Coulomb
Chase
Target
Subway
Avis Rent A Car
McDonald's
Motel 6
Starbucks
US Playground
Shell
Citibank
Marriott International
Walmart
Percentage of total (all data not included on graph)
Top Venues Visited by BAC Customers
One of the top 3 venues visited by Bank 1 customers is Bank 4
Bank 4
Bank 1 Customers
Insights

33. Copyright © 2018 Deloitte Development LLC. All rights reserved.33
Q&A

34. 34
Location data: The secret to
really knowing your customer
David Bairstow
SVP Product
Management,
Skyhook
Stewart Rogers
Analyst-at-Large
VentureBeat
Sheryl Jacobson
Principal Consulting
Strategy and
Analytics
Deloitte Consulting
LLP