Geomarketing, Geolocation, Geotargeting, Geomatic, … michel. bruley@teradata. com 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 are are 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) n With all its privacy threats, why do users still use location-detection devices? n Wide spread of LBSs – Location-based store finders – Location-based traffic reports – Location-based advertisements n LBSs rely on the implicit assumption that users agree on revealing their private user locations n LBSs trade their services with privacy n 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 Social Networking Advertising 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: Map. Reduce for Non. Relational 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
Map. Reduce 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 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 Image processing Hadoop Audio/video storage and refining Hadoop Storage and batch transformations Aster Analytics (User-driven, interactive) Teradata (SQL analytics) Aster (SQL + Map. Reduce Analytics) Aster (Map. Reduce 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 Map. Reduce 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
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