location data 360° - mobile marketing association · you can see our location data right from our...

Confidential

LOCATION DATA 360°

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NEUTRALDATAPROVIDEROurtechnologysitsacrossmultipleadecosystempartners.

WE’RETRANSPARENTYoucanseeourlocationdatarightfromourwebsite.

WENEVERSELLMEDIAWefocuscompletelyondeliveringhighqualityadtargetingtechnology.

TRUSTEDToptechcompaniestrustFactualtoprovidethehighestqualitylocationdata.

WE’RE A DATA COMPANY

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ADVERTISERS STRUGGLE TO UNDERSTAND THEIR CUSTOMERS ACROSS CHANNELS

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WHAT IF LOCATION CAN HELP YOU CONNECT THE DOTS?

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90%OFSMARTPHONE

OWNERSUSE

LOCATIONBASED

SERVICES.

#1ACTIVITYIS

SEARCHINGFOR

LOCATIONSPECIFIC

INFORMATION.

146%INCREASEIN

SEARCHESWITH

‘NEARME’YoY.

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Source:PewResearch– Jan2016,eMarketer – April2016,Google– Mar2016

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ADVERTISERS ARE INCREASING THEIR INVESTMENT IN LOCATION TARGETING

Source:BIA/Kelsey,“USLocalAdvertisingForecast2016”

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LOCATION TARGETING DRIVES HIGHER CTRS & SECONDARY ACTIONS

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INGREDIENTS FOR QUALITY LOCATION TARGETING

+ =

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NEW BUSINESSES ARE CONSTANTLY OPENING

Source:BarnesReport

3GYMSOPENPERDAYIntheUnitedStates.

…ANDCLOSINGTheaveragelifespanofagymis18months.

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WE PROVIDE THE BEST PLACES DATA

CHANGES TO GLOBAL PLACES, Q2 2016(Mi l l ionsof records)

90MM+

PLACES

Places

Added

466CATEGORIES

29LANGUAGES

50COUNTRIES

Places

Removed

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+ =

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NOT ALL COORDINATE DATA IS ACCURATESomesourcesforerrorinclude…

COORDINATETRUNCATIONLat/longcoordinatesthatrecordwhereadevicehasbeen.

INVALIDCOORDINATESCoordinateswithbadnumbers,suchas(0,0).

OUTOFBOUNDSCOORDINATESCoordinatesatplaceswherepeoplearehighlyunlikelytolive,liketheoceanandtheNorthPole.

BLACKLISTEDCOORDINATESCoordinatesthathavestatisticallyunlikelyvolumesofusersforagivenlocation,includingcentroids.

BADDEVICES&APPSDevicesordevelopersthatcommonlyprovidepoorqualitylocationdata.

WI-FI,CELLTOWER,IPADDRESSCoordinatesfromthesesourcesmaynotbeaccurateorsufficientlyprecise.

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DATA QUALITY VARIES BY SOURCEExample1

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DATA QUALITY VARIES BY SOURCEExample2

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OUR LOCATION VALIDATION STACK HELPS ENSURE YOU HAVE RELIABLE DATA

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+ =

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QUALITY PLACES & LAT/LONG DATA IS NEEDED FOR QUALITY TARGETING

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FACTUAL OFFERS TWO LOCATION BASED TARGETING SOLUTIONS

GEOPULSEPROXIMITYWherethey’relocatednow.

E.g.,Userswithin100metersofaStarbucksrightnow.

GEOPULSEAUDIENCEWherethey’vebeenhistorically

E.g.,Userswho’vebeentoaStarbucks.

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TARGET BASED ON REAL TIME LOCATION

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PET LOVERS

TARGETINGSUGGESTIONSTOREACHPETLOVERS:

• DogParks:1,157locationintheUS.

• PetRetailers81,428locations.

• VeterinaryOffices:69,128locations.

• AnimalShelters:6,528locations.

Useproximitytargetingtocreaterealtimegeofences toreachyourtargetaudiencesegment.

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SESS IONS LAT LONG CITY STATE

142 30.628015 -96.332079 CollegeStation TX

15 32.732846 -97.372314 FortWorth TX


8 30.649334 -96.341561 Bryan TX



4 30.656624 -96.343592 Bryan TX

RAW INPUTDATA

(31.254,-98.529,07:44PM)(31.965,-97.588,05:08PM)(33.296,-96.132,03:27AM)(31.160,-97.992,02:37PM)(30.902,-98.944,06:47AM)(32.427,-98.426,09:31PM)

(33.739,-97.836,11:58AM)(32.278,-95.668,06:16PM)(33.946,-97.165,04:54PM)(32.935,-98.346,04:23AM)(31.558,-95.277,07:43PM)(31.970,-95.210,11:20PM)

(30.571,-96.292,01:54PM)(32.151,-98.660,10:14PM)(30.304,-97.233,01:30PM)(33.359,-96.606,11:07AM)(32.965,-95.901,01:57AM)(32.376,-98.504,02:24PM)

LAT/LONGSMATCHEDTOREALLOCATIONS

FACTUALCOLLEGESTUDENTUSERID:109824782

HOME

TEXAS A&M

TACO BELL

T E X A S A & M

H O M E

T A C O B E L L

USE LOCATION DATA TO CREATE AUDIENCE SEGMENTS

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EVOLUTION OF LOCATION BASED AUDIENCE TARGETING

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PREDEFINEDAUDIENCES TAILOREDLOCATIONSEGMENTS HIGHLYCUSTOMIZEDTARGETING

• 2+airportvisitsamonth• Activeinareasoutsidehomecity• Filtersoutvisitorstoairportatpeaktimes

Clientcandefineaudience,using:• Visitstospecifiedairports• Visitstohoteloutsideofhomecity• Visitstobusinessbars

Choosefrom200+BNobservations,including:• Timeofdayinsights•Movementdetection• Understandpatternsofbehavior

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FACTUAL’S OBSERVATION GRAPH

50COUNTRIES

200BN+

MONTHLYOBSERVATIONS

300MM+

MONTHLYUSERS

+2016FactualDataMonthlynumbersmayvary.

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ENHANCES TARGETING

PLACESDATA- BAROperatingHours:12pm- 2am

Popularity:High

LocatedinBarDistrict

OurPlaceAttachmenttechnologylooksatadditionalsignalsbeyondpolygonstodetermineifauserisataplace.

BAR

STORE

PLACESDATA- STOREOperatingHours:9am– 2pm

Popularity:Low

LocatedinBarDistrict

CleanLat/LongDataTimestamp:11pm

Conclusion:AtBar

33%MOREACCURATEON

AVERAGETHANSIMPLEGEOFENCING

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UNDERSTAND YOUR CUSTOMERS BEHAVIOR PATTERNS

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A U D I E N C E 1 –SEA SON T I C K ET H OL DER S• Regularlyattendsgames• HeregularlyisseenatQSRrestaurantsandsportsbars• Alsolovespets• HegoestoelectronicstoreslikeApple,morefrequentlytobrowse,keepupwithtrends,etc.

A U D I E N C E 3 –C ON C ER T GOER S• Regularlygoingtolivemusiceventsandconcertvenues• Alsoseenatpopularclubs/nightspots• Lovestrendycoffeeshops• Seenattrendyrestaurantsandbars

A U D I E N C E 2 –SP OR T S M OM S• On-the-gomom• Sheisregularlyseenatafter-schoolsportsfields• Rarelyseenatpro-sportingevents• Seenatgrocerystores,familyclothingstoresandsportinggoodsstores

A U D I E N C E 4 –SP EC I A L EVEN T A T T EN DEES• Spendsalotoftimeathomeontheweekends• Seenatbotanicalgardens• Seenatmuseums• Seenatflowershops,homeandgardenstoresandDIYstores

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CREATE CUSTOM AUDIENCES

CARCOMMUTERObservedtobedrivingduringmorningandeveningrushhoursonatleast3weekdays.

STORELOYALISTObservedtobevisitingaretailstoreatleast3timesinthepastmonth.

WEEKENDPROJECTWARRIORSObservedathomeimprovementstoresonweekendhourswhenDIY-er trafficisthehighest.

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LEVERAGE OUR UI FOR CUSTOM AUDIENCE CREATION

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XAXIS CAMPAIGN: POPULAR FOOD CPG BRAND

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Goal:Toreachusersbasedonseasonaloutdoorbehavior

BBQLoversaredefinedas:

• UsersseenatUSpicnicareas,campgrounds,RVparks,beaches,lakes,stateparks,etc.

• UsersseenatBBQrestaurantsduringthedaytimeandearlyeveninghoursonaweekend.

TARGETAUDIENCE:BBQLOVERS

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GLOBAL PLACESLIVE STRATEGY

WORKSHOP

ENGINE29

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THANK YOU!

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FACTUAL PARTNERS INCLUDE:

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HOW IT WORKS

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location data 360° - mobile marketing association · you can see our location data right from our...

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