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Geomarketing, Geolocation, Geotargeting, Geomatic, … [email protected] August 2013 www.decideo.fr/bruley Geomodeling the real world The classification of spatial features generates several independent layers Maps Real world www.decideo.fr/bruley Spatial Data & Analysis How many restaurants are within the circle? www.decideo.fr/bruley Geomarketing Information • Where • Where • Where • Where are are are are my my my my customers located? potential customers? shops, bankomats,..etc.? competitors located? Geomarketing information is information which enables the user to take better and faster decisions about sales activities. www.decideo.fr/bruley Geoinformation Product is defined as a specific piece of geoinformation which provides an answer to a particular user’s question. statistic demographic www.decideo.fr/bruley geographic Integrated Hybrid Positioning New technologies can pinpoint your location at any time and place GPS 3 meters A-GPS 50 meters Cell-ID 300 meters ISM BANDS 100 meters 400 meters www.decideo.fr/bruley 61% of mobile users use their mobile in transport TVWS BANDS 6 meters 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. www.decideo.fr/bruley 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, … www.decideo.fr/bruley The location of Alzheimer's patients Accuracy of 20 meters Alert! The tag is at the following address ... Service delivers the address of the tag (by phone, Internet, etc.). www.decideo.fr/bruley Multiple Use Cases SALES & MARKETING Location-aware Advertising Social Networking Social Gaming LBS / ASSET TRACKING Warehouses Disaster Recovery Equipment & Supplies PUBLIC SAFETY/ MILITARY Locate/Track Personnel www.decideo.fr/bruley Monitor Military Campaigns Search & Rescue Insurance Example: MapReduce for NonRelational Data Used in Risk Analysis Fine Grained, Location-based Risk Analysis How to increase the sophistication of risk profiling? 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 www.decideo.fr/bruley Key Characteristics: Granular Data Geospatial Strings MapReduce Use Cases Use cases • Data preprocessing • Image processing • Search indexes • Web crawling Use Cases •Genomic, Astronomical, , Geo-Spatial, scientific •Web log analysis • Text processing BATCH PROCESSING www.decideo.fr/bruley Use Cases • Pattern matching • Visitor behavior • Graph & relationship analysis • Investigative analytics FAST/ INTERACTIVE The Approach by Workload and Data Type Processing as a function of schema requirements by data type Low Cost Storage and Retention Stable Schema Evolving Schema Format, No Schema www.decideo.fr/bruley Teradata / Hadoop Loading and Refining Data Pre-processing, Prep, Cleansing Reporting Transformations Financial analysis, ad-hoc/OLAP Enterprise-wide BI and Reporting Teradata Teradata Teradata Spatial/Temporal Active Execution Interactive data discovery Aster Web clickstream, social feeds (joining with Set-top box analysis structured data) CDRs, Sensor logs, JSON Hadoop Aster / Hadoop Hadoop Image processing Hadoop Audio/video storage Hadoop and refining Storage and batch transformations Aster Analytics (User-driven, interactive) Teradata (SQL analytics) Aster (SQL + MapReduce Analytics) Aster (MapReduce Analytics) Unified Data Architecture for the Enterprise Any User, Any Data, Any Analysis Engineers Data Scientists Quants Business Analysts Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc. Aster MapReduce Portfolio Teradata Analytics Portfolio Discovery Platform Integrated Data Warehouse SQL-H Capture, Store, Refine Audio/ Video www.decideo.fr/bruley Images Text Web & Social Machine Logs CRM SCM ERP Team Power www.decideo.fr/bruley