MarketLocator.sk & Instarea.com searching for financing of #smartdata #smartcity for capital city of Slovakia - Bratislava by European funds of Ministry of Economy Slovak Republic http://www.economy.gov.sk/

2. Find and reach
new local customers —
©2018 Market Locator SK s.r.o., Confidental, All rights reserved
Peter Fusek
CEO
26. February 2018

3. Agenda —
Find and reach new local customers
You can analyze & contact millions of anonymized mobile users through direct campaigns (SMS, MMS, email,
billboards...) in Slovakia and Czechia
About Market Locator,
Instarea and Adastra
companies
Intro Product
Population
analyses
Geolocation
marketing
Offer
Market Locator
customers and
features
Footfalls, origination
analyses, Area
potential, Source
destination matrix,
Custom studies
Local hardsales
campaigns via SMS or
email, database
combination, contacts
collection
Smart city financing
for Bratislava

4. Designed & made in Slovakia with —
Information Management solutions and services. Big data expertise - management, analytics.
Strategic advisory services on risk management, fraud prevention, collection & recovery,
marketing and pricing strategies, value based management and controlling.
Cutting-edge Data Quality Management, Master Data Management and Data Governance
software. Big data engine. In 3 of Garner’s Magic Quadrants.
Previously known as Adastra Partnering, Data monetization solutions - internal data
monetization (Adalytics) consolidated customer interaction view, event driven reactions.
External data monetization (Market Locator).
Market Locator SK, a spin-off marketing company of Instarea, as customer facing agency
brand for running www.marketlocator.com service on SK, CZ & other CEE markets.
Part of a great international Adastra Group family 🇬🇧 🇺🇸 🇨🇦 🇩🇪 🇷🇺 🇨🇿 🇸🇰 🇧🇬
Adastra Group is an international information management consultancy.
The group consists of multiple companies covering all areas of data management and use.

5. Where you can find us —
2.190
Total customers
4.339
Successful campaigns
sent
17
New features
introduced
5.444.444
Messages sent
2017
5.509.880
2016
2.149.167
2015

6. Agenda —
Find and reach new local customers
You can analyze & contact millions of anonymized mobile users through direct campaigns (SMS, MMS, email,
billboards...) in Slovakia and Czechia
About Market Locator,
Instarea and Adastra
companies
Intro Products
Population
analyses
Geolocation
marketing
Offer
Market Locator
customers and
features
Footfalls, origination
analyses, Area
potential, Source
destination matrix,
Custom studies
Local hardsales
campaigns via SMS or
email, database
combination, contacts
collection
Smart city financing
for Bratislava

7. Hello —
www.marketlocator.sk
www.marketlocator.cz
www.marketlocator.com

8. How clients use Market Locator —
Whether you are searching for statistics about your neighborhood, or looking for a way to attract new customers – we are here to
help.
Acquire new customers Find the right location
Attractive interactions
Understand your
surroundings
• Create special offers
delivered e.g. by SMS when a
customer is close by to increase
impulse visits
• Target campaigns based on
dozens of characteristics.
Deliver the message via email,
SMS, billboard etc
• Identify the ideal place for
your business & estimate its
potential.
• Discover how many people
live in a certain area, how
many work there or what their
socio-demo profile is.

9. Market Locator is “Google AdWords” for physical world —
Selfservice online research & media agency for population analysis and geolocation marketing
Selfservice analytics and
campaigning in one online web
applications
Single site for shopping credits for
both population analytics and
geolocation marketing
Payments via bank card, wire
transfer or invoiced monthly via
mobile operator
Integrated campaign report and
invoices
Map visualization of target group
based on SIM cards geolocation
hard-data of mobile networks
operators

14. Agenda —
Find and reach new local customers
You can analyze & contact millions of anonymized mobile users through direct campaigns (SMS, MMS, email,
billboards...) in Slovakia and Czechia
About Market Locator,
Instarea and Adastra
companies
Intro Products
Population
analyses
Geolocation
marketing
Offer
Market Locator
customers and
features
Footfalls, origination
analyses, Area
potential, Source
destination matrix,
Custom studies
Local hardsales
campaigns via SMS or
email, database
combination, contacts
collection
Smart city financing
for Bratislava

15. Case Study #1: Origination analytics —
From where / to where do people go to / from selected location

16. Case Study #2: Footfall Intelligence —
From where / to where do people go to / from selected location
Insight:
• Total and average daily visitor count
• Avgerage duration of visit
• Socio-demographic profileVisitor counts by time
• Locals vs. non-locals count
• Top 5 work districts & sleep districts of visitors

17. Case Study #3: Area potential utilization insight —
How much of the market potential is being attracted?
Insight
• To what extent (% of population in an area) is the
area utilized - has a potential of acquiring new
customers
• Understand what is the population in the area
• Understand how many of them visit specified
location)

18. Case Study #4: Real-time visitor count for crowd mgmt —
How many people are in the area right now?
Insight
• How many people is currently in specific place, e.g.
compare with competitors, monitor selected venues
• Compare to typical day

19. Case Study #5: Custom population analysis report—
Downloadable location intelligence report
Insight
• Combining all previous reports to one downloadable
pdf report
• Accompanied by text description of the facts which
can be presented to management

20. Agenda —
Find and reach new local customers
You can analyze & contact millions of anonymized mobile users through direct campaigns (SMS, MMS, email,
billboards...) in Slovakia and Czechia
About Market Locator,
Instarea and Adastra
companies
Intro Products
Population
analyses
Geolocation
marketing
Offer
Market Locator
customers and
features
Footfalls, origination
analyses, Area
potential, Source
destination matrix,
Custom studies
Local hardsales
campaigns via SMS or
email, database
combination, contacts
collection
Smart city financing
for Bratislava

21. Creative campaigning

22. Case Study #11: Oslovte športovcov, aby dobehli do vašej
predajne —
Follow up pre návštevníkov určitej lokality (napríklad nákupného centra), ktorí sa tam za
posledných 7 dní vyskytli aspoň raz.
• Na prilákanie ľudí do predajne sme využili zvedavosť a
hravosť, ktorá je blízka väčšine z nás.
• Každý zákazník dostal v SMSke okrem správy aj jedinečný kód,
s ktorým mal možnosť si v predajni otvoriť zázračnú skrinku s
číselným zámkom.
• Šťastlivci si po správne zadanom kóde našli v skrinke
prekvapenie – darček vo forme nových tenisiek.

23. Case Study #12: Follow up návštevníkom —
Follow up pre návštevníkov určitej lokality (napríklad nákupného centra), ktorí sa tam za
posledných 7 dní vyskytli aspoň raz.

24. Case Study #13: Email kampane s kombináciou databáz —
• Kombinácia operátorských dát s dátami klienta pre odlišné akvizičné a xsell ponuky s geofencingom a moment-of-truth

25. Case Study #14: CSR kampaň cez LBS —
• CSR aktivita Slovnaftu smerom k občanom
• Vďaka Marketlocatoru obyvatelia okolitých mestských častí dostávajú informačné SMS o zvýšenej miere hluku či zápachu, ale aj o
uzáverách či haváriách
• Prečítajte si viac

26. Agenda —
Find and reach new local customers
You can analyze & contact millions of anonymized mobile users through direct campaigns (SMS, MMS, email,
billboards...) in Slovakia and Czechia
About Market Locator,
Instarea and Adastra
companies
Intro Products
Population
analyses
Geolocation
marketing
Offer
Market Locator
customers and
features
Footfalls, origination
analyses, Area
potential, Source
destination matrix,
Custom studies
Local hardsales
campaigns via SMS or
email, database
combination, contacts
collection
Smart city financing
for Bratislava

27. Market Locator prínos pre trh —
Hrdo sme vznikli na Slovensku, a chceme tu mať hlavný stan pre firmu aj rodiny!
Učíme Slovákov rozhodovať
sa nielen podľa pocitu v
žalúdku, ale podľa faktov,
harddát.
Keď existujú spoľahlivé dáta o
miliónoch Slovákov, vedia ich využiť
firmy, ale aj štátne inštitúcie pre pre
verejné blaho. Popularizujeme témy o
big dátach a správnom rozhodovaní a
chceme aby na úrovni samospráv bolo
rozhodovanie ovplyvnené faktami
(Esónsky model) a aby v budúcnosti
nová nemocnica, či obchvat stáli na
“správnom“ mieste.
Digitálny marketing s
presným cielením pre
všetkých.
Aj malá a stredná firma rovnako ako
korporácia má možnosť robiť
marketing na základe dát a faktov.
Preto sériou blogov a tutoriálov aj v
spolupráci s HN či Trend budeme do
regiónov prinášať lekcie lacného
samoobslužného marketingu pre
startupistov či menších podnikateľov,
ktorí raz vyrastú a budú zvyknutí
požadovať slušný marketing (nie
billboardovú spúšť).
Útočisko pre dáta vedcov a
big dáta marketérov.
Profesionáli z komečnej a nekomerčnej
sféry ako z univerzít, SAV ale aj
miestnej, štátnej správy, reportéri a
iní, využívajú Market Locator ako hub s
dátami, technológiami a
skúsenosťami. Spoločnosť Market
Locator nadšene pracuje s ľudmi v
tomto sektore a delí sa o know-how.

28. Čo sa nám z toho pre Slovensko už podarilo —
Napríklad že Bratislava má cez deň až 666 tisíc ľudí.

29. Špecializovaný webinár pre mestá a obce —
Pozrite si video na YouTube: Link na video

30. The data and our approach —
A combination of telco data, 3rd party data and scientific analysis
• Sample ±2.5 million
• Dependent on BTS towers
• Precision in cities up to 150m
• Outside of cities > 2.5km typically
Telco data precision Available fliters Analytical approach
• Age
• Gender
• Type of device
• Data usage
• Index: wealth, payment reliability
• Bank affiliation
• Travel habits & countries visited
• Services used
• Location: work, sleep, weekend,
frequent, specific date
• Possible to combine with further 3rd
party data, other telco data (media
habits soon)
• softdata from field research
• Team of 2 internal data scientists +
2 external data scientists focusing
on smart cities
• Collaboration with PriFUK of the
Comenius University
• Outputs prepared in an interactive
format

31. Marketing and legal consents backed by operators —

32. Peter Fusek
Konateľ
peter.fusek@marketlocator.
com
+421 903 124 356
linkedin.com/in/peterfusek