create - day 1 - 16:25 - "hitting moving targets: smart geolocation and consumer intent"
TRANSCRIPT
PMI LONDON 2015Hitting Moving Targets:
Smart Geolocation and Consumer Intent
Tom Saulsbury-HunterKey Account Manager
CJ Affiliate by Conversant
Mark AndresHead of Multichannel
vouchercloud
Lisa KazmierczakAssistant Affiliate Manager
Argos
Agenda
Geotargeting 101
How it’s used
What we’ve done with it
What’s the future?!
Finding a user - The basics
WiFi - ISPCarrier IP
Location Specific Content
Mast triangulation
Registration Data iBeacon
s
GPS
How is this used?
App-based geolocation
Publisher and Advertiser apps
Notifications pushed as people walk into stores
Location marketing is the Holy Grail for advertisers”Sir Martin Sorrell, CEO of WPP
“
Why does this matter?
Mark Andres, vouchercloud
It’s allowed us to offer our merchants extra reach in a disruptive but targeted way”For our users, it’s another value level.”
“
“
Lisa Kazmierczak, Argos
Geo-fencing was a fantastic opportunity for Argos, it allowed us to target mobile users based on what they are actually doing in the real world.”
“
VouchercloudYou’re near Matalan get 20% off today only!
You’re near Matalan get 20% off today only!
Slide to view
Average CTR for standard push is 3%Average CTR for geo-fence campaign is 7%
Right time & location Disruptive marketingDemographically targetedEngagement
Driving Nearby Users In-Store
Disengagement
Targeting with the right message
67% 51% 33%
67% of notifications sent were engaged
with
51% of those engagements results in an in-store sale
A message-to-sale conversion rate of over
33%!
vouchercloud saw a 40% week-on-week increase
in consumer electronics sales for Argos
Lisa Kazmierczak, Argos
The campaign had a huge impact internally - it drove footfall and incremental sales”
“
We can see more..!
Target User: Commuters who live outside London arriving into London of the days of the tube strikes
Target Locations: Busy ‘national rail’ tube stations in zone 1 & 2
London Tube Strike
18%
CTR
304%
Uplift in app download
Can this be scaled up..?
London Commuters
Casino Goers
Football Supporters
The opportunities are endless!
Consumer Solutions
Online activity
User Spend
Real Time & Historical Location
Demographics
PMI LONDON 2015
THANK YOU