create - day 1 - 16:25 - "hitting moving targets: smart geolocation and consumer intent"
TRANSCRIPT
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PMI LONDON 2015Hitting Moving Targets:
Smart Geolocation and Consumer Intent
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Tom Saulsbury-HunterKey Account Manager
CJ Affiliate by Conversant
Mark AndresHead of Multichannel
vouchercloud
Lisa KazmierczakAssistant Affiliate Manager
Argos
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Agenda
Geotargeting 101
How it’s used
What we’ve done with it
What’s the future?!
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Finding a user - The basics
WiFi - ISPCarrier IP
Location Specific Content
Mast triangulation
Registration Data iBeacon
s
GPS
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How is this used?
App-based geolocation
Publisher and Advertiser apps
Notifications pushed as people walk into stores
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Location marketing is the Holy Grail for advertisers”Sir Martin Sorrell, CEO of WPP
“
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Why does this matter?
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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.”
“
“
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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.”
“
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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
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Disengagement
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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
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Lisa Kazmierczak, Argos
The campaign had a huge impact internally - it drove footfall and incremental sales”
“
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We can see more..!
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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
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Can this be scaled up..?
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London Commuters
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Casino Goers
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Football Supporters
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The opportunities are endless!
Consumer Solutions
Online activity
User Spend
Real Time & Historical Location
Demographics
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PMI LONDON 2015
THANK YOU