ot #36 - datavisualisatie - pieter joost verhoef (brayzen/lbma)
DESCRIPTION
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
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Right Here! Right Now!
Location Based Data VisualisationsOnline Tuesday June 2013 Amsterdam
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• Vroeger?
• Location Based Data
– Bronnen
– Visualisatie
• Wat geven we terug?
• Toekomst?
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Vroeger was alles natuurlijk beter.
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Maar hoe zit dat nu met data visualisatie? In het bijzonder rondomkaarten?
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<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.
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Fast forward naar 2013 en nu is dit de standaard voor data visualisatie:
OmniChannel, Cross device, Online & Offline.
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EXPERIMENT
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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*
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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)
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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
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Location Based Data Visualisatie
• Outdoor
• Proximity (rondom de winkel)
• Indoor
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Outdoor
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Rondom de Winkel
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Feeds
• Facebook– Likes, Check-Ins, PTAT*
• Foursquare– Check-Ins, Tips, Photos
• Instagram– Geotagged Photos
• Google, Yelp, etc.– Reviews
Rondom de Winkel
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Rondom de Winkel
• Foursquare
• …
Photos Photos
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..Listen
• Foursquare
..Connect or Share
• Tweets
• Foursquare Brand Update
Venue Update
• FacebookBrand Update
Place Update
Rondom de Winkel
Engagement
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..Visitors
• Loyalty
• New vs. Repeat
• Frequency
• Gender
Analytics
Rondom de Winkel
Analytics
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Rondom de WinkelSource: Venuelabs Quarterly Industry Benchmarks 2013
Top Local Channels for Restaurants
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Brands are missing critical local channels
Rondom de Winkel
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Rondom de Winkel
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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
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Indoor
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WAT GEVEN WE TERUG?
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Indoor
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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
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WE LOOK FORWARD
TO YOU JOINING US
SOON
@PJBrayzen or @TheLBMA on twitter
www.thelbma.com
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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
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WE LOOK FORWARD
TO YOU JOINING US
SOON
@PJBrayzen or @TheLBMA on twitter
www.thelbma.com