Enhance Mobile Marketing with Location Data
VIKAS GUPTA
DIRECTOR OF MARKETING, FACTUAL
[email protected] |@VIKASAGUPTA
Location is an Incredibly Rich SignalG E O G R A P H I C
L O C A T I O N
E X T E N D E D D A T A
3 R D P A R T Y M A P P I N G S
D E M O G R A P H I C
A U D I E N C E H I S T O R Y H E R E
C O M M O N N E X T D E S T I N A T I O N
S E A R C H E S N E A R B Y
R E C E N T P I C T U R E S N E A R B Y
E V E N T S N E A R B Y
V I S I T O R S H E R E N O W
THE DATA
QUALITY USER LOCATION DATA
+
QUALITY PLACES DATA
=
QUALITY TARGETING
M O S T P R E C I S E
L E A S T P R E C I S E
Methods of Obtaining Location Data
Not all Coordinate Data is Precise
Not all Coordinate Data is Accurate
QUALITY USER LOCATION DATA
+
QUALITY PLACES DATA
=
QUALITY TARGETING
APPLICATIONS
GEOFENCING
LOCATION BASED AUDIENCES
DYNAMIC LOCATION BASED CREATIVE
ATTRIBUTION
GEOFENCING
LOCATION BASED AUDIENCES
DYNAMIC LOCATION BASED CREATIVE
ATTRIBUTION
GEOFENCING
LOCATION BASED AUDIENCES
DYNAMIC LOCATION BASED CREATIVE
ATTRIBUTION
S o c c e r F i e l d
S t a r b u c k s
W h o l e F o o d s
C h u c k E C h e e s e ’ s
S c h o o l
S o c c e r F i e l d
S t a r b u c k s
W h o l e F o o d s
C h u c k E C h e e s e ’ s
S c h o o l
Mom
Factual Audience Segments
G E O G R A P H I C
B E H A V I O R A L
B R A N D A F F I N I T Y
GEOFENCING
LOCATION BASED AUDIENCES
DYNAMIC LOCATION BASED CREATIVE
ATTRIBUTION
GEOFENCING
LOCATION BASED AUDIENCES
DYNAMIC LOCATION BASED CREATIVE
ATTRIBUTION
FACTUAL