1. BSI Turning Location Intelligence Into Marketing Intelligence
Marketing 2.0 Conference, Barcelona 2006

2. Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

3. Turning Location Intelligence
Into Marketing Intelligence
May 19, 2006
International Word of Mouth Conference
Greg Skibiski, CEO
greg@maonetworks.com
+1 646 723 2324
419 Lafayette Street, 3rd Floor
New York, NY 10003

4. Sir John Snow
Source: http://www.ph.ucla.edu/epi/snow/broadstreetpump.html
Source: The Broad Street Pump, Safe & Sound, Penguin, 1971 in English MP. Victorian Values – The Life and Times of Dr. Edwin Lankester, 1990.

5. Source: http://www.ph.ucla.edu/epi/snow/broadstreetpump.html

6. • There is a weak correlation between the quality of a
“trade area” and sales in a store
• A trade area is what’s convenient for each individual consumer
• Only 45% of Blockbuster customers use their local store
Source: ESRI, and Dr. Richard Fenker, RMF Center UK

7. Source: http://www.ph.ucla.edu/epi/snow/broadstreetpump.html

8. Coming Explosion of Outdoor & Indoor
Spacio-Temporal Consumer Data
2006
A-GPS
nd

9. Behavior Analysis
Source: Correlation Systems, Ltd., Israel

10. Fréquentation
Fréquentation
High
High
Average
Average
Low
Low
Source: Geobusiness Group

11. Behavior Analysis + Action = Revenue
Source: Geobusiness Group

12. Videomining Demonstration
http://videomining.com/technologies/behavior/main.html#traffic

13. Location Based Services Are Taking Off
Source: Ovum research 2006

14. LBS: What Consumers Want
• Navigation & describing phenomena
• Problem solving
• Artistic creation & entertainment
• I want to be smart the way a local is smart
• Living, annotated “input” maps
• Value to company to track you vs.
value of being tracked

15. Source: Mapping in a Prism, D. T. Dettloff, University of Colorado, 2001

16. Geotracing Demonstration
http://www.geotracing.com/gt/

17. San Francisco Postal Codes

18. ZIP Code 94109: A Tour
Fishermen’s Wharf
Robert Louis Stevenson The Tenderloin: “...the haunt of
declared “Nob Hill, the low and vile of every kind.
the Hill of Palaces, ….Licentiousness, debauchery,
must certainly be pollution, loathsome disease,
counted the best part of insanity from dissipation, misery,
San Francisco.” poverty, blasphemy and death are
there. And Hell, yawning to receive
the putrid mass, is there also.”
Japantown
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,

19. Factors that Effect Driving Conditions
• Businesses
• Street Types
• Use of Mass Transit
• Weather
• Commute Patterns
• Population Density
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,

20. Geoprocessing User Interface
Asynchronous complete geoprocessing
Test bed geoprocessing
Results review and extraction for SAS etc
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,

21. ZIP Code 94109: Model Differentiation
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,

22. Improvement Over Current Practices
Gini Indexes (representing gains over random model)
Current IIA %
Practices Model Improvement
Bodily Injury 16.47% 20.13% 22%
Physical 8.28% 11.83% 42%
Damage
Collision 9.34% 11.28% 20%
Comprehensive 17.66% 20.07% 13%
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,

23. Effect of Different Traffic Generators
Increase in physical damage claims by living within one mile of:
Top Tier Bottom Tier
Restaurant 30% Racetrack or Amusement 11%
Park
Grocery Store 26% Hotel, Motel, Resort, or Spa 5%
Elementary or Secondary 26% National Park or Forest 4%
School
Bank 25% Local or Community Park 3%
Car Dealer 23% Airport 2%
Gas Station 22% Doctor’s Office or Clinic 1%
Liquor Store 18% Religious Institution -10%
Source: Scott Tracy, QPC; Jennifer Lemus, ISO Innovative Analytics; David Lapp, Farallon Geographics
Lemus,

24. BioMapping
• Measure galvanic skin response (lie detector)
Source: http://www.biomapping.net/

25. BioMapping
Source: http://www.biomapping.net/

27. Greenwich Emotion Map
http://www.emotionmap.net/maps.htm

28. What to Expect
• Location + profiles/moods + sensors = presence
• Presence + trust networks + proprietary data =
– Microzone advertising
• exact economic value identified
– Augmented video
• Virtual markets can identify trends & patterns

29. Hollywood Stock Exchange
http://stocks.the-ledger.com/
http://www.hsx.com

30. Action Items
• Re-evaluate internal databases
• Partner
– Get involved with the C-C platforms
– Create the virtual space for WOM
– Consumers will appreciate the brand goodwill
– Get your brand into the consumer’s trust network
– Loyalty: casino rewards program, tupperware
– Give an experience: virtual tokens for real tokens

31. Turning Location Intelligence
Into Marketing Intelligence
May 19, 2006
International Word of Mouth Conference
Greg Skibiski, CEO
greg@maonetworks.com
+1 646 723 2324
419 Lafayette Street, 3rd Floor
New York, NY 10003

32. Appendix

33. Yahoo! Wednesday
• Target ads to customers by:
– Search terms
• Query explicit intent to shop?
– Demographics
– Location (geo-targeting)
– What they do on other parts of Yahoo!
• Y! Travel, Y! Finance, HotJobs
• User generated: GeoCities, MyWeb, Flickr, Deli.cio.us
– Advanced analytics
Source: Yahoo! Analysts Dat, 17 May 2006

34. Privacy: Shoreditch TV London
Source: http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2006/05/09/ncctv09.xml&sSheet=/news/2006/05/09/ixuknewsnew.html

35. Church
Service on Sundays
at 8:30am
Salon
$10 haircuts Mail Box Etc
Open 8:00am–6:00pm
on weekdays
Comic Book Store
1963 issue of Superman
in mint condition
Source: Shailesh Rao, Google