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Location Analytics

Location Analytics. Brendan Acs Jagminder Dhinsa Samantha Warszawski. Agenda. Project Objective Situation Analysis Location Based Services Location Analytics & The 6 Metrics Gaps And Challenges Emerging Trends Conclusion. Project Objective.

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Location Analytics

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  1. Location Analytics Brendan Acs JagminderDhinsa Samantha Warszawski

  2. Agenda • Project Objective • Situation Analysis • Location Based Services • Location Analytics & The 6 Metrics • Gaps And Challenges • Emerging Trends • Conclusion

  3. Project Objective By analyzing and uncovering how location analytics works, the research team seeks to address and understand the applications (current and future) and benefits (to companies and consumers) of location analytics.

  4. Situation Analysis • Smartphones are becoming increasingly more powerful, functional and connected • This gives rise to new applications for marketers and provides for alternative marketing strategies • SoLoMo Trend • Reach the right customer, with the right message, in the right time and place • 35% of adults have smartphones • 74% of these smartphone owners use geosocial or location-based services (LBS) of some kind

  5. Location Based Services • Location Based Services use geographic information that is revealed through GPS-enabled Smartphone’s, tablets and cell phones to identify the location of the user, and in return, provide a service based on that user’s location.

  6. Examples of LBS • Targeted (local) marketing communications • Navigation / Asset tracking • Directory assistance • Find a friend, family member, car etc. • “Check-in” with FourSquare • Emergency assistance • Location-based gaming

  7. Location Analytics • Location Analytics is the analysis of data gathered from location based services to guide strategic business decisions. It includes the use of thematic mapping and spatial analysis. • Proximity • Vicinity • Place • Position • Context • Things

  8. Proximity • An individual’s or object’s location relative to how near or far they are from another individual, object, or place • Requires GPS technology • Applebee’s restaurant locator app

  9. Vicinity • Near or surrounding a particular place • Allows a business to know who is currently in the area and can target this very specific group with advertising and special promotions • Uses GPS Technology • Hailo Cab App for iPhone and Android

  10. Place • A set location such as a store which is a physical defined space on a map • Targets marketing, ads, promotions, etc. • What places do customers visit • FourSquare provides businesses with ‘place’ data • Total number of Check-ins, most recent and frequent Check-ins)

  11. Position • Position refers to the customer’s location at any given time on a map, without reference to a physical place. • Find a nearest store or provide directions to customers • Know where your customers are, which routes they take • Determine where ads should be placed, or where to open/close retail outlets based on density or dispersion

  12. Context • Integrates users current location in the context of objects, places or even the weather • The Weather Network • Apple’s App Store’s “near me” feature • Used in context of locations, available inventory • Analyze weather and location data to predict trends, or offer targeted offers based on the context of the weather, or variable pricing

  13. Things • Location based services that relate a location based on physical objects • Uses various types of technology from GIS to RFID chips to GPS • Tracking shipments • GM’s OnStar navigation

  14. Gaps and Challenges • Ethical & Privacy Issues • Consumers perceive these targeted messages as SPAM (may contribute to the deterioration of relationships) • Discrepancy between theoretical concepts of measurable LBS data and the actual data that can be legally gathered and analyzed PleaseRobMe.com

  15. Emerging Trends • Increasing role of location analytics (Will reach $9 Billion in value by 2016 in US) • 31% of companies plan to capture and use (location) data as part of business intelligence operation • Integration of different types of location-based services (Zombie Run) • Integration of location-based services with other technologies (LocaModa, Social Media Content links virtual community activity with customers in-store) • Increased consumer behaviour spatial mapping in public places

  16. Conclusion • The power of location analytics is evident • The vast amount of data provided by location-based services must first be understood to make strategic business decisions • Locationanalytics will help companies plan, prepare, and maintain competitive advantages – opens up an entirely new arena for businesses to compete on • Although used to ‘improve our lives and relationships’, its doesn’t come without a cost: Privacy • Companies will soon mark our whereabouts if they aren't already doing it • Location-based services are EVERYWHERE!

  17. Questions? • Thanks for listening!

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