How Consumers Use Mobile Today – First
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The document discusses how location data from mobile devices can be used to build a "Location Graph" that reveals connections between locations and patterns in people's movements. It notes that 500 million devices contribute over 4 billion location tags per month. The Location Graph shows on average each location is connected to over 4,000 other locations. This data can be used to build audience profiles based on frequent locations and decipher loyalty patterns to power mobile advertising and other applications.
How Consumers Use Mobile Today – First
- 1. Using Location Patterns to Power Big Data in Mobile
- 3. What fuels the ecosystem? Digital = Search/Display Social = Likes Mobile = Location
- 4. The Social Graph shows how people are connected
- 6. Introducing the Location Graph Reveals the Connections between Locations Uses Past and Present Location Data Uses Location Patterns to Reveal Mobile Audiences
- 7. Building the Location Graph • 500MM devices • 4.2 billion location tags • Adding 500MM per month
- 9. Understanding Macro Trends 4,200 The average number of connections each location has to other locations
- 10. Location Defines Audience WHERE you have been says more about WHO you are than the content you consume
- 12. Not Always Obvious Female or Male Location Graph Index: Location Graph Index: 225 188
- 13. Building Blocks for Audience Profiles Top Venues Frequented by Women 847 The average number of locations in each audience profile
- 14. Applying the Location Graph First application: Mobile Advertising
- 15. 2011: Geofence Case Study: Back to school advertiser targeting returning college students
- 16. 2012: Location Graph Case Study: Same campaign, same advertiser 150% Higher Performance
- 17. What’s Next? Understanding Loyalty Patterns 1. Bank of America 1. Wells Fargo Bank 2. Subway 2. U.S. Bank 3. Citibank 3. Subway 4. Chase Bank 4. 7-Eleven 5. McDonald’s 5. Starbucks Coffee 4% visit a store 10X a month 2% visit a store 20X a month 10% go to at least 1 other coffee 51% go to at least 1 other coffee shop / month 2% also go to Peet’s shop / month 23% also go to Starbucks
- 18. David Staas CEO dstaas@jiwire.com @DavidStaas To subscribe to the Insights Report please visit www.jiwire.com/insights