applying big data (& winning)...big data & local restaurants, salons and entertainment...
Post on 09-Aug-2020
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1 © 2013 BIA/Kelsey. All Rights Reserved.
APPLYING BIG DATA (& WINNING)
DAN HIGHT VP of Channel Partnerships, xAd
DARIAN SHIRAZI Founder & CEO, Radius
3:00 pm – 3:45 pm
IAN WHITE Founder & CEO Urban Mapping
JEREMY GEIGER CEO & Founder, Retailigence
PETER KRASILOVSKY Moderator, VP Conferences & Sr. Analyst, BIA/Kelsey
2 © 2013 BIA/Kelsey. All Rights Reserved.
Big Data: A Friend of the Local Marketing Process
“THE ELECTRONIC MICROSCOPE OF THE 21ST CENTURY”
3 © 2013 BIA/Kelsey. All Rights Reserved.
Overdose of Data Requires Analytics
SORT & COMPARE DATA BASED ON:
Context Demographic Behavior Location
4 © 2013 BIA/Kelsey. All Rights Reserved.
Targeted Info Provides Lift
“Publishers with high level contextual information can see a lift of 212% compared to untargeted info.”
SCOTT HOWE CEO, Acxiom
5 © 2013 BIA/Kelsey. All Rights Reserved.
Big Data & Local
Restaurants, Salons and Entertainment Venues are big users.
Direct tie to Loyalty programs. Often applied as a complement and/or
substitute to advertising. Gives SEO and Promotions a leg up,
sometimes at the expense of agencies.
6 © 2013 BIA/Kelsey. All Rights Reserved.
Radius: Make Sense of SMB Data
©20
13 R
adiu
s In
tellig
ence
-Pro
prie
tary
& C
onfid
entia
l
7 © 2013 BIA/Kelsey. All Rights Reserved.
Radius: Outbound Ripe for Innovation
8 © 2013 BIA/Kelsey. All Rights Reserved.
xAd: Using Big Data for ‘Geo Precision’
9 © 2013 BIA/Kelsey. All Rights Reserved.
Where to FIND retailigence data?
Magazine Ads via QR/other
3rd Party Apps
Promoted Stories
Digital Catalogs
Outdoor Media & Signage
Product Find & Car Navigation
Price Inventory Location Product
Brand’s owned media
10 © 2013 BIA/Kelsey. All Rights Reserved.
Analytics: Product, Location & Shopper Insights
shopIQ
PRODUCT BRAND
PHYSICAL RETAILER
appNET Search Ads: Mobile In-App Product Search
adPOP Display Ads: Data, Tech
& Partners for Display
Attribution: Attributing in-store Sales to digital Media Spend
Reserve&PICKUP
A P I
Path-to-Purchase guidance @Moment-of-Truth
Products
Optimizing Targeting, Creative & guidance for Path-to-Purchase Results
Price
Inventory
Location
Product
11 © 2013 BIA/Kelsey. All Rights Reserved.
Urban Mapping: Data in Maps
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