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Geomarketing, Geolocation,
Geotargeting, Geomatic, …
[email protected]
August 2013
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Geomodeling the real world
The classification of spatial
features generates several
independent layers
Maps
Real world
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Spatial Data & Analysis
How many
restaurants are
within the circle?
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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.
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Geoinformation Product
is defined as a specific piece of geoinformation
which provides an answer to a particular user’s question.
statistic
demographic
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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
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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.
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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, …
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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.).
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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
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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
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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
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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
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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
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Images
Text
Web &
Social
Machine
Logs
CRM
SCM
ERP
Team Power
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