big data and geomarketing, geolocation, geotargeting, geomatic,…
Post on 15-May-2015
1.023 Views
Preview:
DESCRIPTION
TRANSCRIPT
www.decideo.fr/bruley
Geomarketing, Geolocation, Geomarketing, Geolocation, Geotargeting, Geomatic, … Geotargeting, Geomatic, …
michel.bruley@teradata.com
August 2013
www.decideo.fr/bruley
Geomodeling the real worldGeomodeling the real world
Maps
Real world
The classification of spatial features generates several
independent layers
www.decideo.fr/bruley
Spatial Data & AnalysisSpatial Data & Analysis
How many restaurants are
within the circle?
www.decideo.fr/bruley
Geomarketing InformationGeomarketing Information
• Where are my customers located?• Where are my potential customers?• Where are my shops, bankomats,..etc.?• Where are my competitors located?
Geomarketing information is information which enables the user to take better and faster decisions about sales activities.
www.decideo.fr/bruley
statistic
demographic geographic
Geoinformation Product
is defined as a specific piece of geoinformation which provides an answer to a particular user’s question.
www.decideo.fr/bruley
Integrated Hybrid Positioning
400 meters
GPS A-GPS Cell-ID
3 meters 50 meters 300 meters
ISM BANDS
100 meters 6 meters
TVWS BANDS
New technologies can pinpoint your location at any time and place
61% of mobile users use their mobile in transport
www.decideo.fr/bruley
Geolocation Marketing Defined
The use of a consumers geographical location for the purposes of marketing.
In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a consumers geographical location and deliver marketing materials to the consumer or to create a location based user experience to either sell a product or increase awareness.
•Location based services: A fancy way for saying the use of GPS and land based towers to pinpoint location.
•Marketing Materials: Any material created on behalf of an organization to establish authority on a subject, persuade a consumer to buy a product or increase brand awareness.
•User Experience: Any form of interaction between consumer and company usually over a digital medium.
www.decideo.fr/bruley
Location-Based Services (LBS)
With all its privacy threats, why do users still use location-detection devices?
Wide spread of LBSs
– Location-based store finders
– Location-based traffic reports
– Location-based advertisements
LBSs rely on the implicit assumption that users agree on revealing their private user locations
LBSs trade their services with privacy
LBSs make heavy use of context, including patterns in the location data, which is extracted using data mining methods.
71% of mobile users using geolocation: to go to a specific point or spot, …
www.decideo.fr/bruley
The location of Alzheimer's patients
Accuracy of 20 meters
Service delivers the address of the tag(by phone, Internet, etc.).
Alert! The tag is at the following
address ...
www.decideo.fr/bruley
Multiple Use Cases
PUBLIC SAFETY/MILITARY
Locate/Track Personnel
Search & RescueMonitor Military Campaigns
SALES & MARKETING
Social NetworkingLocation-aware Advertising
Social Gaming
LBS / ASSET TRACKING
Warehouses Equipment & Supplies
Disaster Recovery
www.decideo.fr/bruley
Insurance Example: MapReduce for Non-Relational Data Used in Risk
Analysis
Use polygon-based tiling to define risk boundaries
• 25 mile by 25 mile tiling artificially constrains risk borders
• Analyst-defined polygons can incorporate local risk factors more accurately
Join polygon-based tiling to existing & new variables
• Correlate with descriptive market data by zip code, e.g. average salary, age, years of residence
Deliver consistent yet iterative risk analysis/pricing
• Analysts drive risk analysis in an iterative, hypothesis-driven way
• All queries are logged for regulatory purposes
Fine Grained, Location-based Risk Analysis
How to increase the sophistication of risk profiling?
Key Characteristics:
Granular Data
Geospatial Strings
www.decideo.fr/bruley
Use Cases• Pattern matching•Visitor behavior
•Graph & relationshipanalysis
•Investigativeanalytics
FAST/INTERACTIVE
Use cases•Data preprocessing•Image processing•Search indexes•Web crawling
BATCH PROCESSING
MapReduce Use CasesMapReduce Use Cases
Use CasesUse Cases•Genomic, Genomic,
Astronomical, , Astronomical, , Geo-Spatial, Geo-Spatial,
scientificscientific•Web log analysisWeb log analysis• Text processingText processing
www.decideo.fr/bruley
The Approach by Workload and Data Type
Processing as a function of schema requirements by data typeProcessing as a function of schema requirements by data type
Low Cost Storage
and Retention
Loading and Refining
ReportingAnalytics
(User-driven, interactive)
Data Pre-processing, Prep, Cleansing Transformations
Stable Schema
Teradata /Hadoop
Teradata Teradata TeradataTeradata
(SQL analytics)
Evolving Schema
HadoopAster / Hadoop
Aster(joining with
structured data)Aster
Aster(SQL + MapReduce
Analytics)
Format, No Schema
Hadoop Hadoop HadoopAster
(MapReduce Analytics)
Image processingAudio/video storage and refining
Storage and batch transformations
Image processingAudio/video storage and refining
Storage and batch transformations
Interactive data discoveryWeb clickstream, social feeds
Set-top box analysisCDRs, Sensor logs, JSON
Interactive data discoveryWeb clickstream, social feeds
Set-top box analysisCDRs, Sensor logs, JSON
Financial analysis, ad-hoc/OLAPEnterprise-wide BI and Reporting
Spatial/TemporalActive Execution
Financial analysis, ad-hoc/OLAPEnterprise-wide BI and Reporting
Spatial/TemporalActive Execution
www.decideo.fr/bruley
Capture, Store, Refine Capture, Store, Refine
Audio/Video
Images TextWeb & Social
Machine Logs
CRM SCM ERP
Engineers Business AnalystsQuantsData Scientists
Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.
Discovery Platform Integrated Data Warehouse
Integrated Data Warehouse
Aster MapReduce Portfolio Teradata Analytics Portfolio
SQL-H
Unified Data Architecture for the Unified Data Architecture for the EnterpriseEnterprise
Any User, Any Data, Any Analysis
www.decideo.fr/bruley
Team PowerTeam Power
top related