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

5. Locations 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

8. Relationships Between Locations

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

11. Deciphering the Patterns

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
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