2. “In the mobile, always-on, highly
internet-connected world…
Geography will be history: Place
will cease to be a constraint for
messaging …place will cease to
define a consumer”
Does 2021 Main Street Matter?
2
9. 10% off - 45% will not travel; 55% will go 15 min.
25% off - 45% will go 30 min.
50% off - 82% will go 30 min; 40% will go 60 min.
9
10. Unaddressed admail:
10 vs 30 minute
distance to store
increases action intent
by 50%
Addressed Admail:
10 minute distance to
store increases action
intent by 20%
10
11. How far is your consumer willing
to travel?
11
21. Trade areas a critical
marketing decision
criteria
Prospects based on
homes in trade area
Many products stay at
the address; or are
purchased by address
21
22. We find Geospatial analysis is often
underutilized
Limited insight on market
dimensions
Choose limited attributes
for targeting
Consider market by
structured radius
22
24. Unstructured areas - distanceleverages
Unstructured analysis they will travel
customer behaviour
C lient D is ta nc e A nalys is
10 0
90
80
70
60
50
40
30
20
10
0
1 2 3 4 5 6 7 8 9 1 11
D is ta nc e fro m S to re ( km)
60% of customers
drive 10 minutes
24
37. Is there a role for trade area location
intelligence and mobile marketing?
37
38. The customer sees a custom map to the nearest
retail location
The direct marketing voice, March 18 2011
38
39. Respondent’s information is sent automatically by
e-mail to agent
The direct marketing voice, March 18 2011
39
40. Location intelligence:
ShopAlerts by AT&T
Location-based opt-in
platform: designed to use
mobile marketing and
geofences to drive consumers
into retail locations
For consumers: receive
offers, and coupons based on
their specific geographic
location
40
41. Is there a role for trade area location
intelligence and social media?
41
42. Social ??
Unstructured
Demo &
Psychographics
Structured
Physical and
Behavioural
Structured
42
43. Mapping search and social activity to
geography….a start
esri case study
Search events, unfiltered for single day
Highlights clusters, hotspots and spatial errors
43
Source: JWire Mobile Insights Audience Report Q4 2011
The first step: Where is your target audience located or what is your trade area? Is it within a specific city, CMA, or maybe a radius around your store.
Each locations trade area is different and a standard 10 km radius applied to all locations does not represent each locations true customer base Some store location trade areas overlap due to the close proximity of store locations; potential customers in the overlapping areas may belong to one postal route but are likely to frequent different locations. Thus printing one location on a flyer is insufficient and results in imbalanced Unaddressed Admail allocation Targeting is based on only 3 demographic variables weighted equally with little understanding of key demographic drivers or their multivariate interactions in identifying potential customers
Define a trade area for each store by associating all customer postal codes to the postal route and calculating distance from the routes to each store; graphically represent customer percentiles ranked by distance to determine boundary limits Construct individual store trade areas by geocoding all store locations and creating a buffer around each store with the respective store’s 85 th percentile distance ranking applied to historical customer data (boundary limit identified in previous step)
Integrate CPC proprietary geographic data with Statistics Canada demographic data to create an aggregated data set at the postal code level Weight each route on household density and customer penetration combined to ensure true representation of demographic characteristics Compare demographic characteristics of the Customer Base to the Trade Area to create an Index, and identify over and under indexed demographic variables among the many demographic variables in the data set
Deciling the model scores show postal codes in the lowest model decile have very low penetration of customers, while postal codes in the top decile have more than 2 times the penetration of customers than average A thematic map is produced to provide a visual representation of the neighborhoods with the greatest opportunity to identify potential customers.
The data utilized to accomplish this process integrates customer base information associated with individual stores, CPC proprietary data, as well as the complete Statistics Canada 2006 Census data (the most recent available). Leveraging this comprehensive modeling data set enables CPC to differentiate between areas of greatest and lowest opportunity.
Many Social Media apps are built with the social geography in mind. Commscore says that “Local” is at the forefront of the intersection of social and mobile trends. By definition, local equals place. Local is geographic and is the means to connect anything, anywhere. SoLoMo features are readily embraced by consumers but are marketers keeping up with the innovation? How quickly are they adopting geo-aware and SoLoMo features? Local – or location - exposes preferences, relationships and connections. Trends that can be used to understand loyalty and affinity. We can mine and quantify these interactions and connections to understand more about consumers. What are they looking for when they search, how much demand exists, where do we have supply and demand imbalance and hence opportunity and gaps? What else do people want? What are they longing for in an area, a market or community? The very things we need to do as marketers.