Using big data to improve investment ROI in the hospitality industry. Geographic targeting

1. oxford-partnership.com
Slide 1
OTTS Local: Powerful on-trade data for site specific competitive advantage
New technology for on-trade retailers from The Oxford Partnership

2. oxford-partnership.com2
Introducing OTTS Local – improving site ROI
Whilst outlets may follow identical retail templates their
performance will vary.
Their success is a function of the trading dynamics
of their local market – the number and type of
competing offers and the demand characteristics of
their catchment.
OTTS Local quantifies these dynamics and when
integrated with your own data, provides a powerful
competitive tool; identifying the drivers of performance
and enabling micro-market strategies to be created.
March 2015sharper thinking for retail mapping

3. oxford-partnership.com3
OTTS Local: Bespoke geographic analysis targeting data
March 2015sharper thinking for retail mapping
See the data on Google Maps: Make geospatial data more
accessible so that anyone in your workforce, from the office to the field,
can find it.
Overlay OTTS Local data: To understand the competitive
dynamics of supply and demand within the micro-trading environment
Integrate your data: Incorporate your own data including sales
data, performance data, sales trends, etc.
Your assets: View the location of your assets and their key
commercial metrics

4. oxford-partnership.com4
Building OTTS
March 2015sharper thinking for retail mapping
Base data of 130,000 outlets
Audit outlet websites for
c2,300 offer-specific phrases
OTTS
Catergorise outlets according to
pharase occurence and client aims
Refresh each quarter using both
digital and human resources

5. oxford-partnership.com5
The scale of the OTTS Database – growing eightfold in just 15 months
March 2015sharper thinking for retail mapping
We have collected
data from
95,949
on-trade websites
We have counted
these phrases & words
107,436,256
times
We have audited
4,972,351
web pages
We have collected
39,789,564
key phrases and words

6. oxford-partnership.com6
OTTS Local – Mapping the competitive dynamics of micro-markets
March 2015sharper thinking for retail mapping
Extract OTTS data from the cloud
to YOUR criteria
Map the data | Identify patterns |
Compare & Contrast | Evolve the offer

7. oxford-partnership.com7
Exploiting OTTS Local
March 2015sharper thinking for retail mapping
1. Site acquisition
Identify micro-markets where success can
be replicated or where competing offers
are undifferentiated or outdated.
2. Performance diagnostics
Compare the performance of different
assets and understand how variations in
the profile of competitors and/or the
demographic characteristics of the
catchment are driving these differences
3. Offer development
Identify the scope for extensions to the
core offer – is there scope for a premium
variant of the offer in certain locations, or
for the development of a value
proposition?
4. Micro-Marketing
Create marketing programmes which
reflect the individual competitive
strengths of offer and which better meet
the expectations of local consumers.

8. oxford-partnership.com8 sharper thinking for retail mapping
Demographics
Overview – Key Features
• Unpretentious
• Reasonably good quality
homes on estates
• Over index 46 – 55 yr olds
• Below average income
• Low skilled occupations
• Open to new experiences
• Value shoppers
• Pub visits – 3 times a week
• Deal driven and value
conscious
top_id Web Address Outlet Name PC_out PC_in
Pub
emphasis
Offering
32189 Glass DY8 1EL NA
157981
http://www.jdwetherspoon.co.uk/home/pubs/the-
chequers-inn
The Chequers Inn
(JD Wetherspoon)
DY8 1EQ drink Mainstream
15543 Old Crispin Inn DY8 1LT NA
9901 The Swan Inn DY8 1QH NA
184259 http://www.moochers.co.uk/ Moochers Bar DY8 1PH drink Mainstream
158086
http://www.jdwetherspoon.co.uk/home/pubs/the-
edward-rutland
Edward Rutland DY8 1DX drink Mainstream
58166 http://www.chicagosbars.co.uk Chicago's DY8 1HJ drink Mainstream
207228 http://www.craddocksbrewery.com/find-us/ The Duke William DY8 1EP drink Mainstream
Digital Presence
No web presence except a
Facebook Entry (as a person) with
no external consumer access
(https://www.facebook.com/glass
.stourbridge)
OTTS Local: Example site specific analysis
25%
31%
23%
21%
AB
C1
C2
DE
March 2015

9. oxford-partnership.com9
Accessing OTTS Local – 3 options
Subscription to the service is via an annual contract of
£10,000 per quarter. The database will be customised to
conform to your criteria and definitions
Site specific analysis using generic data can be
conducted at a cost of £50 per site
Data licences for online 24/7 access are available at
£100 to £125 per month according to numbers issued
Analysis and support resources are available as
required at pre-agreed daily rates.
March 2015sharper thinking for retail mapping