Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it. View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies. You will learn how to: • Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment • Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI • Analyze location history to build brand affinity and propensity profiles

1. Leveraging Location
Data to Build
Consumer Profiles
Thomas McKean | Precisely
Varun Chugh | Mobilewalla

2. Housekeeping
Webinar Audio
• Today’s webinar audio is streamed through your computer
speakers
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please reach out to us using the Q&A box
Questions Welcome
• Submit your questions at any time during the presentation using
the Q&A box
Recording and slides
• This webinar is being recorded. You will receive an email following
the webinar with a link to the recording and slides

3. World Points of Interest
Comprehensive business and non-business points, including
a wealth of business and location attributes for analytics,
visualization and search capabilities.
• Business Locations
• Leisure and Tourist Locations
• Geographic Features
202+ Million Points of Interest across 175 countries. Includes
fully attributed business information classified by:
• Precisely POI consumer friendly classification
• Standard Industry Codes
Globally consistent structure and attribution, with data
points updated quarterly/monthly
3

4. World Points of
Interest - Consumer
Consumer POIs focus on businesses, features and landmarks
that serve consumer needs
• Retail and Consumer Service Business Locations
• Leisure Hot Spots
• Geographic Features and Landmarks
130+ Million Points of Interest across 175 countries. Includes
fully attributed business information classified by:
• Precisely POI classification codes
• Standard Industry Classification (SIC) codes
Globally consistent structure and attribution, with data points
updated monthly
4

5. POI Data is Essential
• Know the exact location of
a business
• Value
• Assess natural and
adjacent risk
Insurance
• Understand the ownership
hierarchy
• Parentage
• Assess overall risk
• Balance portfolio
• Proximity Analysis
Financial Services
Proximity Analysis – What’s
nearby?
• Restaurants
• Transportation
• Parks
Prop Tech
Site selection Analysis
• Where’s my competition?
• Where are my customers?
Who are my customers?
• Predict behavior
Retail
5

6. Varun Chugh | Mobilewalla
Senior Director of Product Management and Analytics

7. 7CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Industry Trends Driving the Accelerated Use of Data
2020 - ALL RIGHTS RESERVED
• Increased complexity of customer interactions with brands, and
corresponding customer journeys
• Vastly increased availability of data along these interactions and
journeys
• Rapid introduction, and adoption, of technologies that enable
ingesting, storing, manipulating and analyzing this data

8. 8CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Evolution of the customer journey …
2020 - ALL RIGHTS RESERVED
15 years ago, the average
consumer typically used 2
touchpoints when buying
an item
Discover
Buy
Engage
Explore
Today, consumers use an average
of as many as 6 touchpoints
- Marketing Week
Shop online
View
print ad
Watch video
on mobile
Download
app
Watch You
Tube Video
Purchase
in store
Read
reviews
Facebook
Like
View YouTube ad
Purchase
mobile
Post
reviews
Compare/
shop online
Blog
Purchase
through contact
center
Watch
tutorial
View
banner ad

9. 9
• Consumer Intelligence Solutions
• Better understand, model and predict
consumer behavior
• Acquire, retain and grow customers
and make more informed business
decisions
• Comprehensive set of products:
audience segments, data enrichment,
predictive features and modeling
• Enterprise level scale: 1.6B devices,
35+ countries, 5 years of history, 25B
signals per day
2020 - ALL RIGHTS RESERVED CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
About Mobilewalla

10. 102020 - ALL RIGHTS RESERVED CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
The Mobilewalla Consumer Intelligence Platform
SOLUTIONS
DATA INSIGHTS AND FEAUTURES
Data Enrichment
and Modeling
Audience
Segments
Demographics Behavior Mobility Householding Device
Engagement
APP
Usage
Relationship
Network
Carrier/
Phone
PLATFORM
PROCESSES
Data
Cleansing
Privacy/
Consent
Enterprise
Scale
Fraud
Detection Integrations
DATA SOURCES Mobile
Apps Geospatial
Other
Sources

11. 112019 - ALL RIGHTS RESERVED CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
• Model thousands of buyer data points into any number of specific audiences
• Browse, create, download, save and push audiences to a DMP, DSP or social
platform of your choosing
• Build audiences on selected points of interest or consumer profile characteristics
Get the right message to the right prospect at the right time
Audience Segmentation

12. 12CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Segmentation & Advertising
• Advertising campaigns attempt to drive certain actions
• Build awareness through brand campaigns
• Drive conversion actions through performance campaigns
• Predictive analytics is increasingly used to enhance the
quality and scale of these response actions
• Brands want to reach users who are more likely to act
2020 - ALL RIGHTS RESERVED

13. 13
Helping a luxury retailer identify who
received their digital advertising and if
subsequent engagement was positively
impacted
• The Customer: large, multi-channel, luxury
retailer
• The Challenge: identifying who was receiving
their digital advertising and if advertising spend
was impacting online and in-store engagement
with these consumers
• The Solution: Mobilewalla Data Enrichment,
Identity Mapping and Location Visitation
Attribution
Identifying advertising
recipients and attributing online
and offline engagement
Site visitation
uplift
378%
Store visitation
uplift
140%
Uplift in identifying
consumers who
received the ad
3.7x

14. 14
CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Attribution and Return on Spend
• Marketers must optimize their marketing spend and understand the
ROI
• With intense budget pressure it is important for marketers to provide
acceptable returns on spend
• Marketers can measure the effectiveness of their digital campaigns
in driving recipients to either their web presence or brick and mortar
locations
2020 - ALL RIGHTS RESERVED
IDENTIFY USER ACTIONS THAT CONTRIBUTE TO THE DESIRED OUTCOME

15. 2020 - ALL RIGHTS RESERVED
15
Helping a global technology leader
answer the attribution question
• The Customer: A global, consumer technology
provider and key player in the smartphone space.
• The Challenge: Launch a new mobile device into
market and increase share by appealing to a new
demographic through the promotion of key new
product features.
• The Solution: Mobilewalla Location Visitation
Attribution and Mobilewalla Custom Audience
Segments that were constructed based on
propensity analysis
Targeting a new buyer segment
and increasing the effectiveness
of mobile advertising spend
Percentage of
converters who came
from a competitive
product
Uplift in store
visitation as a result of
targeted mobile ad
27% 524%

16. CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
16
Helping a luxury automotive company
drive in-store foot traffic and analyze
digital campaign effectiveness
• The Customer: a global premium automobile
manufacturer
• The Challenge: increasing test-drives and sales of
their newest car model by attracting the right
audiences to their showrooms and dealerships
• The Solution: Mobilewalla Custom Audience
Segments and Mobilewalla Location Visitation
Attribution
Targeting custom audiences and
measuring offline conversions
Increase in total in-
store footfall

17. 172019 - ALL RIGHTS RESERVED CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Helping A Multinational Retailer Increase Its Competitive Edge
• A multinational grocery and retail brand wanted to gain market share by driving foot traffic from its top
competitor to its stores.
• The study reflected an over 520% visitation uplift from the brand’s customers and over 880% uplift from
the competitor’s customers.
Helping a Large Global Telco Brand Capture More High Value Customers
• A large global telco wanted to target competitor high value customers (HVC) with a campaign related to
its latest offering.
• The study showed a 350+% visitation uplift which is equivalent to over 20,000 unique visits to its stores
during the campaign period.
• Received insights that allowed the brand to make more significant connections with its customers through
follow up campaigns that included more relevant messaging.
Leveraging Competitive Preference

18. 182019 - ALL RIGHTS RESERVED CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
DATA ENRICHMENT
Best-in-class demographic and behavioral
attributes
• Increase acquisition and
retention rates through better
understanding of customer
needs and preferences
• Improve internal modeling
results through access to
additional data sources
• Identify the characteristics of
high-value customers so you
can target similar prospects
• Understand competitive
preferences and activity
With Mobilewalla
Data Enrichment
you can:
BEHAVIORAL DATA
Fashion, Auto enthusiasts, Shopper
CONNECTIVITY DATA
Cellular/Broadband
provider, Connection Type,
IP address
LOCATION DATA
Lat-Long, City, DMA
Home/Office address,
Location-based interests
USAGE DATA
Apps used, Time of access
DEMOGRAPHIC DATA
Age, Gender, has kids
SYSTEM DATA
Device ID, OS, Handset, OS version
DEVICE ID
xxxxxxxx

19. Questions

20. Thank you