This document discusses how location-based audiences are created for mobile advertising. Location data from mobile devices is analyzed to build profiles of users based on the places they frequently visit. These profiles can then be used to target ads regardless of a user's current location. The document provides examples of profiles for a business traveler and parent. It also discusses the types of location and supplementary data used, including user location data, places data, app data, household data, and purchase data. Major brands are seeing success using these location-based audiences to increase store visits.
Geomarketing allows enterprises total manage of their assest on field in real time. lso it provides communication between their employees, providers, agents and clients through a map interface. It allows you to display numerous tasks to control, supervised and change your activities right on the spot.
Location-Based Services Overview and 5 Tips for Location-Based MarketingAdam Steinberg
Overview of location-based services like Foursquare and Facebook Places. Also includes 5 practical tips for getting started with location-based marketing.
Geomarketing allows enterprises total manage of their assest on field in real time. lso it provides communication between their employees, providers, agents and clients through a map interface. It allows you to display numerous tasks to control, supervised and change your activities right on the spot.
Location-Based Services Overview and 5 Tips for Location-Based MarketingAdam Steinberg
Overview of location-based services like Foursquare and Facebook Places. Also includes 5 practical tips for getting started with location-based marketing.
The Value of Direct Individual EndorsementsTommy Fad
In an industry where celebrity endorsement dominates the advertising landscape, is it possible that the pay-off from direct individual endorsement is being largely overlooked?
Direct marketing to drive customers directly to a hotel's website instead of relying on outside travel agencies to bring them in. Additionally, aimed to bring in more lunch reservations for their in-house restaurant.
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
According to a new study from the Google Shopper Council, a group of shopper marketing experts, 84 percent of mobile shoppers use their phones to assist them in their shopping while in physical stores.
Foursquare Initiates Ad-Retargeting and In-App Ads Tier10
After struggling with investments for some time, Foursquare is now looking to gain the support of advertisers by launching two products that provide the ability to target ads based on where users check in.
Master Card - провел глобальное исследование и выявил 5 типов онлайн покупателей.
Passive Users, Proactive Protectors, Solely Shoppers, Open Sharers, Simply Interactors.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
With data being
generated at every turn across
multiple sources, telcos now
possess an opportunity to tap into
deeper data sources obtained from
a host of channels and partners.
This whitepaper aims to be a primer
on customer profile enrichment
and educate telco marketers on
how multi-source data can help
paint a better picture of their
customers by enriching their
existing profiles. Also in this
discussion are the various benefits
of customer profile enrichment and
the scope of enriched profiles
beyond existing customer bases.
The Value of Direct Individual EndorsementsTommy Fad
In an industry where celebrity endorsement dominates the advertising landscape, is it possible that the pay-off from direct individual endorsement is being largely overlooked?
Direct marketing to drive customers directly to a hotel's website instead of relying on outside travel agencies to bring them in. Additionally, aimed to bring in more lunch reservations for their in-house restaurant.
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
According to a new study from the Google Shopper Council, a group of shopper marketing experts, 84 percent of mobile shoppers use their phones to assist them in their shopping while in physical stores.
Foursquare Initiates Ad-Retargeting and In-App Ads Tier10
After struggling with investments for some time, Foursquare is now looking to gain the support of advertisers by launching two products that provide the ability to target ads based on where users check in.
Master Card - провел глобальное исследование и выявил 5 типов онлайн покупателей.
Passive Users, Proactive Protectors, Solely Shoppers, Open Sharers, Simply Interactors.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
With data being
generated at every turn across
multiple sources, telcos now
possess an opportunity to tap into
deeper data sources obtained from
a host of channels and partners.
This whitepaper aims to be a primer
on customer profile enrichment
and educate telco marketers on
how multi-source data can help
paint a better picture of their
customers by enriching their
existing profiles. Also in this
discussion are the various benefits
of customer profile enrichment and
the scope of enriched profiles
beyond existing customer bases.
Artem Makarov, Business Development Russia, Trademobanastasiaalikova
Как технология RTB поможет в продвижении мобильных игр -- Артем Макаров, Business Development Russia, Trademob (White Nights: Mobile Games Conference http://www.wnconf.com/ru
DSPs, RTB and Programmatic Buying: What Is It and Why Should I Care?Ionova
DSPs, DMPs, RTB and more … the ad-tech alphabet soup continues to bubble. So why should you care? Because these technology platforms make it easier to find and target the right audience for the right price.This presentation simplifies things by explaining how sophisticated technology combined with behavioural insight drives great results for marketers.
Like all channels of marketing, channel and data integration are keys to success. The more complex of the two is in the data.
If you're immersing into the world of mobile or location based marketing, familiarize yourself with location data management (LDP). To start read SIM Partners white paper "The CMO's Guide to Location Data Management."
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
The purpose of this whitepaper is to focus on terms, niches, uses, and players related to location-based apps available for mobile phones.
While many reports provide a quantitative overview with statistical information related to market growth, revenues, app user base, etc., the intention of this report is to focus more on qualitative and behavioral factors related to providers, app users, and merchant partners.
IMAGE CONTENT IN LOCATION-BASED SHOPPING RECOMMENDER SYSTEMS FOR MOBILE USERSacijjournal
This paper shows how image content can be used to realize a shopping recommender system for intuitively supporting mobile users in decision making. A mobile user equipped with a camera enabled smart phone combined with Global Positioning System (GPS) capabilities would benefit in using a recommender system for mobile users. This recommender system is queried by image sent by a smart phone together with the smart phone’s GPS coordinates then the system returns a recommended retail shop together with its GPS coordinates, the image similar to the query image and other items on special
offer. This recommender system shows a drastic reduction if not elimination of usage of text by mobile users using mobile devices when accessing the system. This paper presents the proposed recommender system and the simulated results of the recommender system. In summary the main contribution of this
paper is to show how image retrieval, image content and camera enabled smart mobile device with GPS capabilities can be used to realize a location-based shopping recommender system for mobile users.
CompaniesCompanies around the globe are using social media to co.docxdonnajames55
Companies
Companies around the globe are using social media to connect with their customers.
Consider an online social media network, such as Facebook or LinkedIn, and respond to the following:
· For targeting new customers, examine the advantages and disadvantages of using these social networks compared to search engine advertising.
· Provide specific examples of products that lend themselves more to social networks than to search engine advertising.
· Discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands.
Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.
Due Saturday, June 17, 2017
Business Case #8
Planning and implementing effective mobile marketing programs
Abstract Mobile marketing is an ever increasingly important component of a firm’s overall
promotional strategy. The importance of this medium can be seen through time spent on mobile
media, number of searches, and direct and indirect mobile-generated sales. Despite its increased
importance, the effectiveness of mobile marketing needs to be improved based on such metrics as
bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to
increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three
major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are
always on, always connected, and always with the consumer; (2) the ability to generate location-
sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also
need to develop and implement an effective mobile marketing strategy through a series of
activities. These include understanding and reacting to the complexity of mobile marketing,
designing sites based on ease of use versus ‘bells and whistles,’ increasing opt -in rates, using
effective customer engagement strategies, and developing effective mobile coupons. Criteria to
evaluate the effectiveness of mobile marketing are discussed.
The current state of mobile marketing
For a majority of consumers, mobile devices have surpassed both desktop and laptop computers
as the principal gateway to the Internet (O’Kane, 2013). Mobile phones and tablets now account
for about 44% of all personal computing time, twice the level of 2008 (Duncan, Hazan, & Roche,
2014). According to one source, just over one-half of all searches on Google are now performed
on mobile sites (Graham, 2015). A recent Deloitte study found that smartphone devices influenced
almost $600 billion of in-store purchases, up from $159 billion in 2012 (Haims, 2015).
According to Shop.org/Forrester Research Inc.’s State of Retailing Online study, 58 % o.
Conversant 6 essentials for doing cross device rightJim Nichols
Provides an easy to read explanation of the core things to look for in a cross-device solution. From user-to-device mapping to data to creative, we've got you covered.
Future m boston the future of mobile data fueled, programmatic and dominantFiksu
As mobile becomes the dominant digital medium, mobile advertising will continue its transformation towards the cutting edge of modern marketing techniques. This conversation will probe how marketers with the best data will be able to use programmatic buying to effectively and affordably reach the exact audiences they want. We'll also touch on how the maturation of mobile will make it more attractive to major brands who have only been dipping their toes to this point.
Location - The growing importance for marketers - presented by PosterscopePosterscope
Location, and especially consumer location data, is becoming increasingly important for the marketing industry to connect with audiences and build brand recognition. Location’s role in marketing planning has been augmented by advances in
technology, infrastructure increases and new data sources.
Following qualitative and quantitative research into location’s evolving role, Posterscope published this report to share the audience targeting opportunities behavioural insight creates for business.
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope Belgium
Location, and especially consumer location data, is becoming increasingly important for the marketing industry to connect with audiences and build brand recognition. Location’s role in marketing planning has been augmented by advances in
technology, infrastructure increases and new data sources.
Following qualitative and quantitative research into location’s evolving role, Posterscope published this report to share the audience targeting opportunities behavioural insight creates for business.
This article (in French) explains how Geoflex has developed original PPP-RTK solutions (Precise Point Positioning with Real Time Kinematic capabilities) to reduce the convergence time of PPP (from 30 minutes to a few minutes) by adding a priori atmospheric data in the PPP calculation.
With 50 expert speakers and 170 senior attendees, The Fourth annual ConnecteDriver conference (Feb1-2, 2017) is a must attend event that offers the right mix between the automotive, mobile and consumer electronics industry, with a strong focus on the driver.
Study HERE SBD - How autonomous vehicles could relieve or worsen traffic cong...Ludovic Privat
The utopian vision of autonomous cars and a world where traffic issues are null is a generation away, according to this whitepaper from HERE and SBD research, which also asserts that advancement in autonomous vehicles will be gridlocked without the cooperation of all stakeholders.
Inrix competitive parking lot benchmark against ParkopediaLudovic Privat
Inrix competitive parking lot benchmark against Parkopedia. While SBD is a well respected research firm we see several limitations in this study and the way their results are promoted by INRIX.
2015 UBI Research Results for the Consumer Market - LexisNexisLudovic Privat
The 2015 Annual LexisNexis Consumer UBI Study was conducted with over 4,000 total consumers to test existing and new concepts in the market. Some of the findings included:
Overall consumer awareness has leveled off since 2013, suggesting that carriers should consider alternative ways of presenting UBI to consumers
Discounting deductibles, rather than premiums, could be a more sustainable and profitable way to drive adoption
Messaging around safety may be even more effective than a discount-centric approach
Also included is a case study illustrating how AAMI, a leading Australian insurer, launched a highly successful UBI campaign without a discount.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. The New Magic
Mobile Bullet:
HowBrandsLikeDenny’s,Goodwill®
and
WalmartareUsingAudienceTargeting
toIncreaseStoreVisitation
www.mmaglobal.com
3. 2
CONTENTS
3 Introduction
4 How Location-Based Audiences are Created
5 Sample Location Profiles
7 The Data Behind Location-Based Audiences
8
Non-Location Data Used to Supplement Location
Data
9
Case Studies: How Brands Are Using Audience
Targeting
12 Key Learnings & Conclusion
13 MMA Overview & Acknowledgements
4. 3
Introduction
Mobile has changed the way we think about digital audiences. Before the advent
of the ubiquitous mobile phone, traditional marketing and advertisement
strategies that were “location based” had a very different meaning than “location-
based marketing” does today.
Options for location-based mobile audiences have expanded far beyond the
simple geo-fence campaign, and offer both sophisticated targeting options and
insights on reaching the consumer on their mobile device with the right message
at the right time. No longer just a tool for “in the moment” targeting, major brands
are now leveraging the rich contextual information that location provides to create
highly-targeted audience segments, enabling them to strategically target
consumers at specific points in their day, not just when they’re within close
proximity of a brand’s store or restaurant.
For many major brands, the use of audience targeting is still a fairly new tactic, yet
one that is predicted to explode in popularity in the coming years due to its ability
to yield an incredibly high lift in store visitation (SVL), particularly when used in
combination with more common proximity targeting tactics such as geo-fencing.
For example, The MMA’s recently released Smart Mobile Cross Marketing
Effectiveness Study (SMoX), (www.mmaglobal.com/news/smox) revealed that in
2014, Walmart was looking to optimize location targeting, and was able to achieve
a significant increase in SVL using both proximity and audience targeting for its
“Savings Catcher” campaign. By using audience targeting to deliver messages at
strategic moments in time to those that had visited the retailer in the past,
Walmart was able to achieve better campaign results.
Other case studies included in this report reveal similar success. Denny’s achieved
a nearly 35 percent increase in SVL using audience targeting in combination with
proximity targeting (more than 20 percent increase in SVL over using proximity
targeting alone) during its 2014 “Build Your Own Skillet” campaign, while
Goodwill® saw similarly impressive results. SVL is typically one of the most
important and significant mobile campaign measurement metrics, as three out of
four mobile users eventually end up converting offline, and overall, 90 percent of
commerce still happens offline.
5. 4
How Location-Based Audiences are Created
Location-based audiences are developed using historical geographic data from
mobile devices to build audience profiles.
Location data is generated by mobile devices, typically using a mobile phone’s
GPS capabilities, but can also be garnered by using other sources of location
information available from the device. This can be obtained, on an opt-in basis,
from ad exchanges or through direct relationships with mobile publishers. The user
location data generated by the device takes the form of latitude and longitude
coordinate pairs.
Location based audiences can provide a rich understanding of users on mobile by
analyzing the historical location patterns of the devices people own and use. Once
an audience profile is developed, that profile can be used to inform ad targeting
regardless of where the device is at the time of the ad placement. Location-based
audiences are developed using two essential types of location data—user location
and places. Beyond these core data elements, additional data sets are often used
to enrich the profile and provide a deeper understanding of the user.
Location can indicate quite a bit of information about users. Geo-behavioral
patterns can indicate demographics (age, gender, race, income etc.),
behavioral/psychographic traits (travel, dining habits, shopping behavior, brands
and retail locations frequented etc.), and geographic data (areas that the user
spends time). Additional datasets such as purchase data, TV viewership, auto
ownership or credit card data can allow for additional segmentation.
6. 5
Sample Location Profiles
First, an example of a mobile device profile that indicates the owner is a
business traveler:
Example 1: Business Traveler
A location history over 30 days indicates that this mobile user is a business
traveler. First, we see that the user is observed in two different cities, indicating
travel. We’ve also seen the user at the airport in both the home city and the away
city, indicating air travel. We can identify the home city by looking for a pattern
that indicates home location – numerous observations (19 in this case) that take
place at a residential location during hours that indicate a residence (i.e., mornings,
evenings, and weekends). Furthermore, in the away city, we’ve seen the user
spend time at the convention center and nearby hotel, indicating travel for
business, instead of leisure (if we had seen the user at a resort and spending time
on the beach, we could infer that this was travel for leisure).
7. 6
Second, in this example, a mobile device profile is created that indicates the
user is a parent:
Example 2: Adult with Kids in Household
This illustration demonstrates how a user’s location history over 30 days indicates
an adult with kids in household. We’ve observed this user making repeated trips to
areas that indicate presence of children – school (15 times), children’s retail (3
times), the playground (4 times), and the local library (6 times). This could be
further validated by matching it against other third party data sources associated
with this mobile ID, to determine the user is female – probably a mom.
While the above examples are fairly intuitive, in most cases, machine-learning
models are used to uncover non-intuitive patterns in behaviors that can be used to
better understand users based on the places they visit. For example, it may turn
out that business travelers not only often show up at airports, car rental offices,
and hotels, but they also tend to frequent specific coffee shops and bars when not
in their home city. In addition, additional data is often used to enrich a pure
location-based profile for more accuracy. Most vendors have their own secret
sauce of algorithms and data that contribute to creating audience profiles.
8. 7
The Data Behind Location-Based Audiences
There are two primary types of location data involved in location-based
audience development – user data and places data.
User Location Data
User location data is the location data generated by mobile devices that indicate
where a user is. The user location data generated by the device takes the form of
latitude and longitude coordinate pairs, for example the 40.76357, - 73.96359 seen
on the Moms example above (underneath where it says “school (x15)”). The quality
of a given location-based audience profile is dependent on the quality and
quantity of the underlying location data. The data needs to be precise to be most
useful in developing audiences, and the more extensive the history, the more
accurate and extensive the audience profile will be.
The quality of user location data varies due to many factors:
• Source Site/App
• Handset & Technology (GPS)
• Whether location was determined in presence of WiFi or OTA
• Indoor vs. Outdoor
Buyers of location-based audience should always verify that their provider is using
clean, precise data when building audiences.
Places Data
For user location data to be meaningful, it needs to be tied to a specific place. The
data that says that 40.76357, - 73.96359 is a school, is known as “places” data. The
quality of a location-based audience profile is also dependent on the quality of the
underlying places data. Without an accurate understanding of what place a given
location represents, the audience profiles will not be accurate. Place data is
constantly changing as new businesses open, existing businesses close and/or
move, so it’s important that one understands where their audience provider is
getting their places data and how they keep it up to date.
Combination of User and Places Data
Most location-based audience providers combine user-location and places data to
create audience segments. One approach is commonly referred to as the “tile” or
“frame” approach. Providers divide up the world into a series of equal sized tiles,
with a popular tile being a 100x100 meter square, and the location (place data) is
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profiled by the types of users (user data) previously observed there at various
times of day.
Non-Location Data Used to Supplement Location Data
In addition to the user location data and places data, location based audiences
may also incorporate data from additional sources.
App Data
Publicly available data is continuously collected on mobile apps including;
– Static app metadata (Name, Description, Publisher, Price, Release Date, etc.)
– Dynamic data (Ranks, Ratings, Reviews, Feature Mentions etc.)
– Social Media mentions (Twitter, FB, YouTube)
– Private Data (Sales, Downloads) from publishers
These data points are collected, and machine learning is used to combine these
sources into an audience profile for each app. This can provide an audience
estimation for an app directly, or can be used to inform the location profile
information.
Household Data
The United States Census provides rich demographic information (race, income,
education level, etc.) at fairly granular geographic levels. Location data can be
used to infer the household of the device owner. Understanding the demographics
of the neighborhood where the user resides can help enrich the audience profile.
Purchase Data
Data companies such as Acxiom, Catalina Marketing, Datalogix, and Dunnhumby
aggregate purchase data from retailer loyalty programs. Location-based audience
providers can link to first or third party purchase data with mobile devices through
location history, and this can be used to enrich profiles with product, product
category, or brand preferences.
Publisher Data (data passed by app/website)
Publishers of apps and mobile websites can provide a wealth of audience data,
provided they are focused on collecting that data. Publishers focused on
developing a data management platform to capture data about each user, whether
declared or inferred, can do so in a variety of ways including; user registration,
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SDK access, native platform database, Facebook connect, Google analytics
integration, user surveys, and many other methods.
These data include:
• Engagement Metrics
• Location data
• Device Data
• Connection Data
• Demographic Information
These elements can be used to enrich a location-based audience profile.
Case Studies: How Brands Are Using Audience
Targeting
Denny’s
(Source: xAd)
Overview: In the summer of 2013 through the spring of 2014, Denny’s was looking
to recapture the hearts and mind of consumers and reiterate Denny’s as
“America’s Diner” through a series of “Build Your Own” campaigns. They were also
looking to engage with “connected consumers” more effectively than they had in
the past, drive consumers to the Denny’s landing page, and most importantly,
drive diners into restaurants. Denny’s was able to take key learnings from the
original “Build Your Own Pancakes” campaign in August of 2013, in order to
continually improve the performance of subsequent BYO campaigns through 2014.
Audience Target: Those consumers who frequent Denny’s Dinners and similar
locations in proximity to a Denny’s, as well as building awareness to the younger
connected consumer (age 18-35) including Millennial Family Diners and Cross-
Generational Families. Denny’s narrowed their target audiences based on
responsiveness to messaging. They also expanded digital traffic against Hispanics,
as a result of foot-traffic lifts generated.
“Build Your Own Pancakes” Campaign (August 2013)
Goals + Approach: The campaign was focused primarily on digital engagement,
with a goal to drive consumers to the Denny’s landing page. Proximity targeting
was utilized as well as dynamic creative.
Impact: 30% lift in industry average CTR
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“Build Your Own Skillet” Campaign (February 2013)
Goals + Approach: The campaign was focused on increasing digital performance
as well as driving diners into restaurants. The campaign utilized proximity
targeting, brand affinity, SVL and a survey. Learnings from previous BYO
campaigns were used to refine inventory and further optimize time-of-day and
time-of-week targeting. In addition, this campaign concentrated more on the high
performing Hispanic family audience.
Impact: 11.68% percent lift in store visitation
“Build Your French Toast” Campaign (April 2014)
Goals + Approach: The campaign was focused primarily on driving diners into
restaurants. The campaign utilized proximity targeting, audience targeting, brand
affinity, SVL and a survey.
Impact: 34.56% life in store visitation
Benchmarking Study (Q1/Q2 2014)
In addition to its BYO campaigns, Denny’s participated in a Benchmarking Study
with xAd, in order to test and determine best practices for upcoming campaigns.
A breakout of secondary action activity revealed that localizing campaign creative
to bring locator functionality to the banner (vs. waiting to reveal this on the
landing page) increased post-click action rates by more than 40 percent.
“Leveraging location data to not only understand the ‘where’ but also the ‘who’
was a true game changer for our BYO campaigns,” said John Dillon SVP, CMO at
Denny’s. “Through measuring store visitation lift, we were able to determine that
implementing audience targeting in addition to proximity targeting, enabled us to
achieve a nearly 35 percent lift in SVL – an increase of more than 20 percent when
compared using proximity targeting alone.”
Goodwill
(Source: xAd)
Overview: In order to raise its brand profile and encourage donations, Goodwill
was looking to leverage the power of mobile in order to raise awareness around
Goodwill locations in the United States and to support Goodwill’s mission of
helping people find jobs.
Audience Target: Hispanics and likely donors
Goals + Approach: In addition to raising awareness, Goodwill was looking to drive
potential donors into Goodwill donation centers. The campaign utilized proximity
targeting, audience targeting and measured SVL. Audience targeting was based
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on a combination of demographic and past visitation behaviors (i.e. people that
had visited another donation facility in the past).
Impact: The campaign over-performed among the target Hispanic audience and
drove an impressive 43% increase in store visitation, accounting for more than
13,000 donation center visits.
“As we continue to evaluate new mobile tools, we found that tracking key
audiences over time enables us to get a fuller picture of their behavior and
preferences, ultimately improving the effectiveness of our campaigns,” said Jim
Gibbons, president and CEO of Goodwill Industries International. “Messaging these
audiences at the right time and place strengthens our efforts and allows us to
identify the people most likely to donate.”
Walmart
(Source: MMA SMoX Research)
Overview: In August 2014, Walmart launched its Savings Catcher program, which
works by automatically checking competitors’ prices and crediting the difference
back to the consumers, after they scan their receipt.
Audience Target: Consumers age 18-49
Goals + Approach: Walmart was looking to generate awareness of the unique
program and mobile app, and establish Walmart as retail’s price leader. In order to
do so, the company engaged in a full cross-media campaign, which included both
proximity and audience targeting.
Impact: By delivering messages to those that had visited the retailer in the past
and targeting them wherever they might be (audience targeting), Walmart
increased the impact for the same ad unit over standard mobile display and drove
favorable price perceptions but also SVL. Walmart also found that using
expandable ad units, which included more information about the service but also
localized creative (distance to store) produced the most significant lift over the
unexposed group (vs. pencil ad units). Finally, adding proximity targeting further
increased the performance of both units, particularly expandable, driving the
strongest SVLs overall.
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Key Learnings
• Location-based audiences are developed using historical geographic data from
mobile devices to build audience profiles.
• Through the use of location data, brands can evaluate the behaviors of frequent
buyers or diners to not only determine what the ideal target demographic, but also
where best to engage them based on their visitation frequency to a brand’s store
and other stores they show affinity towards.
• In terms of ad formats, using expandable ad units in combination with localized
creative, as seen in the Denny’s case study, can be significantly impactful,
increasing post-click action rates by more than 40 percent.
• The quality of a given location-based audience profile is dependent on the quality
and quantity of the underlying location data. The data needs to be precise to be
most useful in developing audiences, and the more extensive the history, the more
accurate and extensive the audience profile will be.
• Incorporating non-location data (app, household, purchase, etc.) can help further
build comprehensive audience profiles. However, it’s imperative that marketers
ensure the accuracy of any 3rd
party data used, as inaccurate or projected data can
introduce errors.
Conclusion
As shown in this paper, audience targeting can be an incredibly effective mobile
targeting technique for a wide variety of brands, particularly when used in
combination with proximity targeting and localized creative. For the brands
discussed, leveraging location data, including a user’s current, past, and future
locations coupled with data such as demographics, psychographics, and
behavioral data is a powerful combination. Applying this data beyond the ‘where’
to develop the story of ‘who’ can have a significant impact on mobile performance
(i.e SVL) and as a result, campaign ROI.
Sophisticated buyers can benefit from an understanding of the underlying
influences and techniques in using location to enhance audience targeting, in order
to understand optimal formats and reasonably weigh the value that location-based
audiences can provide. There are now more possibilities than ever before for
marketers to create a truly targeted and engaging advertising experience.
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MMA Overview
The MMA is the world’s leading global non-profit trade mobile marketing
association comprised of more than 800 member companies, from nearly fifty
countries around the world. Our members hail from every faction of the mobile
marketing ecosystem including brand marketers, agencies, mobile technology
platforms, media companies, operators and others. The MMA’s mission is to
accelerate the transformation and innovation of marketing through mobile, driving
business growth with closer and stronger consumer engagement. Anchoring the
MMA’s mission are four core pillars; to cultivate inspiration by driving the
innovation for the Chief Marketing Officer; to build the mobile marketing
capabilities for the marketing organizations through fostering know- how and
confidence; to champion the effectiveness and impact of mobile through research
providing tangible ROI measurement; and advocacy. Additionally MMA industry-
wide committees work collaboratively to develop and advocate global best
practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging,
mCommerce and CRM on all mobile devices including smart phones and tablets.
Members include: American Express, Colgate-Palmolive, Dunkin’ Brands,
Facebook, Ford Motor Company, Foursquare, Google, Group M, Hewlett Packard,
Hilton Worldwide, IKEA, Johnson & Johnson, Kellogg Co., MasterCard, McDonalds,
Mondelez International, Inc. Pandora Media, Pinterest, Procter & Gamble, Razorfish,
R/GA, Starcom Worldwide, The Coca-Cola Company, The Weather Company,
Unilever, Visa, VEVO, Vodafone, Walmart, xAd and many more. The MMA’s global
headquarters are located in New York with regional operations in Europe/Middle
East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more
information about the MMA please visit www.mmaglobal.com.
Acknowledgements
The MMA wants to acknowledge the important contributions of all of the following
companies, all of whom comprise the MMA Location Committee Audience
Working Group:
4INFO, Bellurbis Technologies, Factual, Millennial Media, Inc., PlaceIQ, YP, Verve,
and xAd, Inc.