Does Location Intelligence Really Matter, Today?
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Transcript of Does Location Intelligence Really Matter, Today?
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Does Location Intelligence Really Does Location Intelligence Really Matter… Today?Matter… Today?
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“In the mobile, always-on, highly internet-connected world…
Geography will be history: Place will cease to be a constraint for messaging …place will cease to
define a consumer”
Does 2021 Main Street Matter?
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71% will drive 15 minutes or less to
try a new provider after
moving
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81% are willing to consider switching providers
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Top Categories
pharmaceuticalgasolinegroceryinternetphone
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10% off - 45% will not travel; 55% will go 15 min.
25% off - 45% will go 30 min.
50% off - 82% will go 30 min; 40% will go 60 min.
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Unaddressed admail:
10 vs 30 minute distance to store increases action intent by 50%
Addressed Admail:
10 minute distance to store increases action intent by 20%
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How far is your consumer willing to travel?
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84% of consumers will drive 20 minutes or less
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80% of consumers will drive 20 minutes or less
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40% of consumers will drive more than 30 minutes
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Consumers prefer ads that are locally relevant
Most take action to a location specific message
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Consumer behaviour
continues to be influenced by
Location
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70%unprepared to manage the
explosion of data
50%struggling to create a single view of the
customer
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80% of business data has an address
element incorporated
Addressing is a key element for consumer
authentication
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Census demographics at address/DA
Lifestyle segmentations at address /postal code
Credit scoring requires address
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Trade areas a critical marketing decision criteria
Prospects based on homes in trade area
Many products stay at the address; or are purchased by address
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We find Geospatial analysis is often underutilized
Limited insight on market dimensions
Choose limited attributes for targeting
Consider market by structured radius
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geographic boundariesdistance radius
Structured Analysis can be limiting
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Unstructured areas - distance they will travel
Client Distance Analysis
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Distance from Store (km)
60% of customers drive 10 minutes
Unstructured analysis leverages customer behaviour
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Lost opportunityWasted message
Optimizing your marketing program
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Optimizing trade areas, a GIS puzzle
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Support franchisees’ customer acquisition targets
Focus on neighbourhoods with the greatest opportunity to acquire new customers
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Traditional radius approach offers ahigh degree of overlap
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Each store’s trade area defined by the distribution of their customers
The Yonge Street effect
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Customer profiling identified distinguishing demographic characteristics
Hhld $ 0-19KAge 25-34Dwelling Rented
Hhld $ 20-79KAge 35-49Dwelling Mixed
Hhld $ 80K+Age 50-64Dwelling Owned
A B C
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Acquisition model assigns unique score to each postal code
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Original Trade Areas New Customized Trade Areas
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Leverage GIS to Optimize customer acquisition in 3 steps
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Is there a role for trade-area location analysis and e-commerce providers?
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High Penetration Sales Low Penetration Sales
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Is there a role for trade area location intelligence and mobile marketing?
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The customer sees a custom map to the nearest retail location
The direct marketing voice, March 18 2011
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Respondent’s information is sent automatically by e-mail to agent
The direct marketing voice, March 18 2011
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Location intelligence: ShopAlerts by AT&T
Location-based opt-in platform: designed to use
mobile marketing and geofences to drive consumers
into retail locations
For consumers: receive offers, and coupons based on
their specific geographic location
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Is there a role for trade area location intelligence and social media?
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Physical and Behavioural Structured
Demo & Psychographics
Structured
Social ?? Unstructured
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Search events, unfiltered for single day
Highlights clusters, hotspots and spatial errors
esri case study
Mapping search and social activity to geography….a start
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esri case study
Density and sentiment mapping to create hot-spots by geography
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Location Intelligence
as an essential tool to drive
ROI
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