The dawn of digital marketing began with search ads, then proceeded to social ads and now has evolved to include geospatial ads. Location Intelligence is the discipline that analyzes the petabytes of location data generated daily by mobile devices to extract meaningful and actionable consumer insights. Predicting customer intent is an age-old problem. With more than 80% of sales still occurring in brick and mortar stores, it is important to understand the customer intent. Currently, many marketers such as Facebook and Snapchat are using location data to calculate ROI and lift of in-store visits for their ads. In this session, I will discuss ways to advance our understanding of store visitors using location intelligence: who they are and what they do in the physical world.

1. Location Intelligence
Goes Big
In Digital Marketing
Annie Flippo
October 2018
IDEAS Conference Los Angeles

2. Head of Data Science at
Who am I?

3. GPS navigation for vehicles and mobile phones

4. Scout GPS Link Scout Navigation

5. What is Location Intelligence?
It is the process of extracting meaningful insights from geospatial data

6. Is Location Intelligence New?

7. In 1854, Dr. John Snow debunk
other theories of cholera
transmission by mapping
patients’ locations and located
the source of the outbreak to
a single water pump.
Image Source: https://en.wikipedia.org/wiki/John_Snow

8. Using
Moderate
Mapping
Techniques.
Image Source: http://thegeekwave.com/blog/john-snow-father-epidemiology/

9. A Heat Map
makes the
source of the
contaminated
pump more
visible.

10. A Brief History of Digital Marketing

11. Evolution of
Digital
Marketing
In 1996, we had banner
ads.
Images Source: web.archive.org

12. Search Ads
Google 2013 versus 2018

13. Social Ads: Facebook

14. Social Ads: Facebook

15. Snapchat
Interactive Ads

16. Location-Based Ads

17. The Dawn of
Location-
Based Ads

18. Signage Outside of Your Business

19. Flag Signs

20. Technology Improves Our Knowledge of Locations

21. Global
Positioning
System

22. Evolution
of GPS
https://www.researchgate.net/publication/323245224_Orbital_Diversity_for_Global_Navigation_Satellite_Systems

23. Geolocation of Smartphones
Space and time
map of where you
are.

24. GPS Location + POI = Location Intelligence

25. Geofencing
It is a virtual perimeter drawn around a point-of-interest. This is the
main method advertisers can target mobile users today.

26. In-App Ad

27. Location and Time-Based In-App Ad

28. Mobile Trends
People are increasingly going mobile for searching,
shopping and using apps.
https://www.impactbnd.com/blog/mobile-marketing-statistics
• 80% of internet users own a smartphone
• User spend on average 69% of their media time on a mobile device
• Apps account for 89% of mobile media time

29. Marketing Trends
• 57% of all digital ad reaches
an all-time high of $88 Billion
in 2017 for the U.S.
• 2017 was the year digital ad
spending beat TV
https://www.iab.com/news/digital-ad-spend-reaches-all-time-high-88-billion-2017-mobile-upswing-unabated-accounting-57-revenue
https://www.statista.com/statistics/242552/digital-advertising-spending-in-the-us
https://www.recode.net/2017/12/4/16733460/2017-digital-ad-spend-advertising-beat-tv
Digital advertising spending in the U.S. from 2015 to 2021
(in billions U.S. dollars)

30. 2005 2013
Image Source: http://fortune.com/2014/06/04/future-of-the-image/

31. Location-Intelligence Advertising
Who are they?
Where are they?
What motivates
them?

32. Locations

33. In-Car Ads

34. Innovation: In-Car Ad
https://youtu.be/6xnl_OE125I

36. Innovations in AR Maps - Video Demo

41. linkedin.com/in/acflippo
Thank You
@ACflippo