Hosted by Local Search Association and SIINDA, this presentation was given at the 2018 Place Conference in London, June 15, 2018.

1. Kjartan Slette
COO & Co-Founder, Unacast
It’s Time to Think Outside the (Black) Box
Better Products and Smarter Decisions
with Transparent Location Data

2. «Location data is central and mission critical to the
development of the world’s most exciting technologies»
Rajeev Misra, SoftBank’s Vision Fund ($93 billion)
2
70%of activity happens in
the real world

3. That’s why we built the Real World Graph®
3
70%of activity happens in
the real world

4. DATA
SOURCES
VERTICALS-
Beacon
QR
Raw GPS
Wi-Fi
Geofence Check-in
NFC
Research
Insurance
City
planning
Marketing
Finance
Retail
analytics
Real
estate
Trans-
saction
Demo-
graphic
Survey
Behavioral
Multiple
POI data
Telco
data
Online
data
Next
Now
Banking
AI/ML
Emergency
services
Smart
cities
Hospitality
E-
commerce
Transport
4
The location engine
We connect multiple signals to multiple verticals through the Real World Graph®

5. DATA
SOURCES
VERTICALS-
Beacon
QR
Raw GPS
Wi-Fi
Geofence Check-in
NFC
Research
Insurance
City
planning
Marketing
Finance
Retail
analytics
Real
estate
Trans-
saction
Demo-
graphic
Survey
Behavioral
Multiple
POI data
Telco
data
Online
data
Next
Now
Banking
AI/ML
Emergency
services
Smart
cities
Hospitality
E-
commerce
Transport
5
The location engine
We connect multiple signals to multiple verticals through the Real World Graph®

6. 6
Trust through
transparency
We have four company values at Unacast
And one of the is our internal focus on Transparency

7. Location data is a boxLocation data is a black box
Seller Buyer
7

8. 8
Accuracy
Our strict cleansing
process means you see
the most accurate, full
view of a device’s
activity we’re able to
provide.
Transparency
We believe you should know the
origins and quality of our data,
so we strive to provide
transparency in every step of our
process.
Context
We provide detailed context on our
datasets for a 360-degree view of
device behavior.
The Unacast Difference
Our focus on quality means we commit to transparency, accuracy and context in all of our
datasets. The result? Unprecedented knowledge and understanding of your audience

9. 9
Transparency
We believe you should know the
origins and quality of our data,
so we strive to provide
transparency in every step of our
process.
No More Black Box Location Data
There's no such thing as 100% accuracy in location data, but we believe in being
transparent about exactly how we create a dataset, what attributes were used and how
confident we are in the correctness of the information
Pre-set minimum
dwell time
Greater
Attribution
detail
Better
understanding
of data origins
At least two data
points detected
before forming
a visit
And many
more…

10. 10
How We Do It
Turning location data points to visits

11. 11
What does
transparency look
like in practice?

12. Transparent Data Products from Unacast
12
Pure
A lightly filtered stream of
location data that we have
aggregated from our suppliers
and checked for overlapping
and fraudulent data
This is a good fit if you're a sophisticated
platform with the internal capabilities to
attach POI, analyze and extract value from
data in a raw form
Visits
A highly-curated database of
visits to known points of
interest (POIs)
This is a good fit if you prefer working with
a dataset that has been contextualized and
thoroughly vetted for accuracy
Home vs Work
A database of location data
designed to most accurately
understand a device’s home or
work
This is a good fit if you prefer working with
a dataset that has been contextualized and
thoroughly vetted for accuracy

13. Transparent Data Products from Unacast
13
One-bump
Visits
Transparency now lets us build one
bump visits because we tell our
clients exactly what they are getting
and trust them to make the best
decisions they can

14. 14
Actual snapshot of Visits dataset sample
Get to Know the Unacast Visits Dataset
Our most refined, customizable dataset offers unprecedented transparency and has been
contextualized and thoroughly vetted on accuracy

15. 15
Timestamp
Device ID
(Advertising ID) &
Type (IDFA, GAID)
Venue Name &
Address
Standard Visits Attributes
What do most companies provide when they offer a Visits product? It comes down to
three basic attributes

16. 16
Unacast Transparent Visits Attributes
We offer more than just the industry standard. The Unacast Visits dataset digs deeper and
offers unparalleled detail and transparency
Timestamp
Device ID
(Advertising ID) &
Type (IDFA, GAID)
Venue Name &
Address
Latitude/
Longitude
Duration of
Visit
Number & Names
of nearby venues
Number of data
points in a visit
Category of
Venue (i.e.
grocery store, gas
station)
IP AddressSensor type
The total
day/bump/hours
that we have seen
the device
anywhere

17. 17
Unacast Transparent Visits Attributes
We offer more than just the industry standard. The Unacast Visits dataset digs deeper and
offers unparalleled detail and transparency
Timestamp
Device ID
(Advertising ID) &
Type (IDFA, GAID)
Venue Name &
Address
Latitude/
Longitude
Duration of
Visit
Number & Names
of nearby venues
Number of data
points in a visit
Category of
Venue (i.e.
grocery store, gas
station)
IP AddressSensor type
The total
day/bump/hours
that we have seen
the device
anywhere

18. Latitude/
Longitude
Duration of
Visit
Number & Names
of nearby venues
Number of data
points in a visit
Category of
Venue (i.e.
grocery store, gas
station)
IP AddressSensor type
The total
day/bump/hours
that we have seen
the device
anywhere
18
Unacast Transparent Visits Attributes
We offer more than just the industry standard. The Unacast Visits dataset digs deeper and
offers unparalleled detail and transparency
Timestamp
Device ID
(Advertising ID) &
Type (IDFA, GAID)
Venue Name &
Address
Unascore

19. 19
A real-world
example

20. 20
From Data Points to Visits
Data points from the Pool

21. 21
From Data Points to Visits
Data points from the Pool
Data point groups

22. 2222
From Data Points to Visits
Data points from the Pool
Data point groups
Visits
Unused bumpgroup
(Home or work?)
Unused bumpgroup
(Traffic light?)
Ad Id: 435
Venue: Academy Sports + Outdoors
Date and time: 19.02.2018 16:45
Duration: 43 min
Ad Id: 435
Venue: AMC CLASSIC
Date and time: 19.02.2018 18:42
Duration: 120 min

23. Which venue to assign?
23
Venue Assignment in Detail
Data points from the Pool
Data point groups

24. 24
Which venue to assign?
Venue Assignment in Detail
Data points from the Pool
Data point groups
Data point group center

25. 2525
Which venue to assign?
Venue Assignment in Detail
Data points from the Pool
Data point groups
Data point group center
POI distance
Why pay
50x more
than you
need?

26. 26
Kjartan Slette
COO & Co-founder
kjartan.slette@unacast.com
+47 408 72 805