OT #36 - Datavisualisatie - Pieter Joost Verhoef (Brayzen/LBMA)
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Right Here! Right Now! Location Based Data Visualisations Online Tuesday June 2013 Amsterdam
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Dit is de presentatie die Pieter Joost Verhoef gaf tijdens Online Tuesday #36 over datavisualisatie. In zijn verhaal gaat hij vooral in op de rol van datavisualisatie voor location-based marketing.
Transcript of OT #36 - Datavisualisatie - Pieter Joost Verhoef (Brayzen/LBMA)
Right Here! Right Now!
Location Based Data VisualisationsOnline Tuesday June 2013 Amsterdam
• Vroeger?
• Location Based Data
– Bronnen
– Visualisatie
• Wat geven we terug?
• Toekomst?
Vroeger was alles natuurlijk beter.
Maar hoe zit dat nu met data visualisatie? In het bijzonder rondomkaarten?
<C
om
pa
ny>
Ma
pP
oin
t©
Ho
tLa
b
Putting dealers
on the map
Seeing patterns
Were are (potential)
customers
Where is the
competition
Analyzing sales
Geomarketing
Toen waren dit soort rapporten erg geavanceerd.
Fast forward naar 2013 en nu is dit de standaard voor data visualisatie:
OmniChannel, Cross device, Online & Offline.
EXPERIMENT
1. An exaggerated, inexplicable, and illogical fear being without a mobile device, power source, or service area
“Want to go camping in the canyon?”“No, I have nomophobia”
2. Fearing someone may be looking at private information on your phone if you are not holding it
“Can I borrow your phone?”“No! I am nomophobic”
‘diagnosed patients’*
*of UK population, 2012 SecureEnvoy, n = 1,000
upset if partner reads messages*
Location Based Data Bronnen
• Zelf Verzameld» POS > Mobile payment platforms
» Loyalty > Branded Apps
» Foot traffic > WiFi
• Verzameld door Professionele Derden» Straat Teams > Operators (WiFi, Cellular)
» Lussen, camera’s > App / OS (Google, Waze, TomTom)
• Verrijkt door Professionele Derden» Publiek (e.g. CBS) > Crowdsourced
» Commercieel (e.g. Cendris) > Roamler
» Nieuw: Anonimized traces (Ad Exchanges, RTB)
Social WiFi
1. Gets a unique ID of in-store shoppers!!2. Provides a way to engage before showrooming3. Opportunities for proximity marketing (coupons, social)4. In store foot traffic analytics5. Platform can be operated for 3rd parties
Location Based Data Visualisatie
• Outdoor
• Proximity (rondom de winkel)
• Indoor
Outdoor
Rondom de Winkel
Feeds
• Facebook– Likes, Check-Ins, PTAT*
• Foursquare– Check-Ins, Tips, Photos
• Instagram– Geotagged Photos
• Google, Yelp, etc.– Reviews
Rondom de Winkel
Rondom de Winkel
• Foursquare
• …
Photos Photos
..Listen
• Foursquare
..Connect or Share
• Tweets
• Foursquare Brand Update
Venue Update
• FacebookBrand Update
Place Update
Rondom de Winkel
Engagement
..Visitors
• Loyalty
• New vs. Repeat
• Frequency
• Gender
Analytics
Rondom de Winkel
Analytics
Rondom de WinkelSource: Venuelabs Quarterly Industry Benchmarks 2013
Top Local Channels for Restaurants
Brands are missing critical local channels
Rondom de Winkel
Rondom de Winkel
Indoor
1. Realtime online insight into shopper offline metrics2. Measuring offline activation of online marketing3. Improving cross channel category management4. Provides offline content / ad delivery platform5. Helping people navigate the store
Indoor
WAT GEVEN WE TERUG?
Indoor
The Location Based Marketing Association is an international group dedicated to fostering
research, education and collaborative innovation at the intersection of people, places and
media. Our goal is simple; To educate, share best practices, establish guidelines for growth
and to promote the services of member companies to brands and other content-related
providers.
Members of the LBMA include retailers, agencies, advertisers, media buyers, software and
services providers, and wireless companies. Simply put, we want to help those engaging
location-based services be as successful as possible.
Founded in 2010, now 700+ members
Chapters in Toronto, Montreal, New York, Atlanta, Seattle, San
Francisco, Amsterdam, London, Berlin and Singapore
WE LOOK FORWARD
TO YOU JOINING US
SOON
@PJBrayzen or @TheLBMA on twitter
www.thelbma.com
The Location Based Marketing Association is an international group dedicated to fostering
research, education and collaborative innovation at the intersection of people, places and
media. Our goal is simple; To educate, share best practices, establish guidelines for growth
and to promote the services of member companies to brands and other content-related
providers.
Members of the LBMA include retailers, agencies, advertisers, media buyers, software and
services providers, and wireless companies. Simply put, we want to help those engaging
location-based services be as successful as possible.
Founded in 2010, now 700+ members
Chapters in Toronto, Montreal, New York, Atlanta, Seattle, San
Francisco, Amsterdam, London, Berlin and Singapore
WE LOOK FORWARD
TO YOU JOINING US
SOON
@PJBrayzen or @TheLBMA on twitter
www.thelbma.com
