geomarketing, geolocation, geotargeting, geomatic, …

www.decideo.fr/bruley

Geomarketing, Geolocation, Geomarketing, Geolocation, Geotargeting, Geomatic, … Geotargeting, Geomatic, …

[email protected]

August 2013


Geomodeling the real worldGeomodeling the real world

Maps

Real world

The classification of spatial features generates several

independent layers


Spatial Data & AnalysisSpatial Data & Analysis

How many restaurants are

within the circle?


Geomarketing InformationGeomarketing Information

• Where are my customers located?• Where are my potential customers?• Where are my shops, bankomats,..etc.?• Where are my competitors located?

Geomarketing information is information which enables the user to take better and faster decisions about sales activities.


statistic

demographic geographic

Geoinformation Product

is defined as a specific piece of geoinformation which provides an answer to a particular user’s question.


Integrated Hybrid Positioning

400 meters

GPS A-GPS Cell-ID

3 meters 50 meters 300 meters

ISM BANDS

100 meters 6 meters

TVWS BANDS

New technologies can pinpoint your location at any time and place

61% of mobile users use their mobile in transport


Geolocation Marketing Defined

The use of a consumers geographical location for the purposes of marketing.

In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a consumers geographical location and deliver marketing materials to the consumer or to create a location based user experience to either sell a product or increase awareness.

•Location based services: A fancy way for saying the use of GPS and land based towers to pinpoint location.

•Marketing Materials: Any material created on behalf of an organization to establish authority on a subject, persuade a consumer to buy a product or increase brand awareness.

•User Experience: Any form of interaction between consumer and company usually over a digital medium.


Location-Based Services (LBS)

With all its privacy threats, why do users still use location-detection devices?

Wide spread of LBSs

– Location-based store finders

– Location-based traffic reports

– Location-based advertisements

LBSs rely on the implicit assumption that users agree on revealing their private user locations

LBSs trade their services with privacy

LBSs make heavy use of context, including patterns in the location data, which is extracted using data mining methods.

71% of mobile users using geolocation: to go to a specific point or spot, …


The location of Alzheimer's patients

Accuracy of 20 meters

Service delivers the address of the tag(by phone, Internet, etc.).

Alert! The tag is at the following

address ...


Multiple Use Cases

PUBLIC SAFETY/MILITARY

Locate/Track Personnel

Search & RescueMonitor Military Campaigns

SALES & MARKETING

Social NetworkingLocation-aware Advertising

Social Gaming

LBS / ASSET TRACKING

Warehouses Equipment & Supplies

Disaster Recovery


Insurance Example: MapReduce for Non-Relational Data Used in Risk

Analysis

Use polygon-based tiling to define risk boundaries

• 25 mile by 25 mile tiling artificially constrains risk borders

• Analyst-defined polygons can incorporate local risk factors more accurately

Join polygon-based tiling to existing & new variables

• Correlate with descriptive market data by zip code, e.g. average salary, age, years of residence

Deliver consistent yet iterative risk analysis/pricing

• Analysts drive risk analysis in an iterative, hypothesis-driven way

• All queries are logged for regulatory purposes

Fine Grained, Location-based Risk Analysis

How to increase the sophistication of risk profiling?

Key Characteristics:

Granular Data

Geospatial Strings


Use Cases• Pattern matching•Visitor behavior

•Graph & relationshipanalysis

•Investigativeanalytics

FAST/INTERACTIVE

Use cases•Data preprocessing•Image processing•Search indexes•Web crawling

BATCH PROCESSING

MapReduce Use CasesMapReduce Use Cases

Use CasesUse Cases•Genomic, Genomic,

Astronomical, , Astronomical, , Geo-Spatial, Geo-Spatial,

scientificscientific•Web log analysisWeb log analysis• Text processingText processing


The Approach by Workload and Data Type

Processing as a function of schema requirements by data typeProcessing as a function of schema requirements by data type

Low Cost Storage

and Retention

Loading and Refining

ReportingAnalytics

(User-driven, interactive)

Data Pre-processing, Prep, Cleansing Transformations

Stable Schema

Teradata /Hadoop

Teradata Teradata TeradataTeradata

(SQL analytics)

Evolving Schema

HadoopAster / Hadoop

Aster(joining with

structured data)Aster

Aster(SQL + MapReduce

Analytics)

Format, No Schema

Hadoop Hadoop HadoopAster

(MapReduce Analytics)

Image processingAudio/video storage and refining

Storage and batch transformations

Image processingAudio/video storage and refining

Storage and batch transformations

Interactive data discoveryWeb clickstream, social feeds

Set-top box analysisCDRs, Sensor logs, JSON

Interactive data discoveryWeb clickstream, social feeds

Set-top box analysisCDRs, Sensor logs, JSON

Financial analysis, ad-hoc/OLAPEnterprise-wide BI and Reporting

Spatial/TemporalActive Execution

Financial analysis, ad-hoc/OLAPEnterprise-wide BI and Reporting

Spatial/TemporalActive Execution


Capture, Store, Refine Capture, Store, Refine

Audio/Video

Images TextWeb & Social

Machine Logs

CRM SCM ERP

Engineers Business AnalystsQuantsData Scientists

Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.

Discovery Platform Integrated Data Warehouse

Integrated Data Warehouse

Aster MapReduce Portfolio Teradata Analytics Portfolio

SQL-H

Unified Data Architecture for the Unified Data Architecture for the EnterpriseEnterprise

Any User, Any Data, Any Analysis


Team PowerTeam Power

geomarketing, geolocation, geotargeting, geomatic, …

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