presentation for marketeers at a Datlinq event.How location and geography may provide insights and understanding of consumer behavior, how consumers are contributing themselves to better data, and how by analysing location we are able to make better decisions.
5. Combinatie van vele bronnen van data
• big en small data
• (on)gestructureerd
• tijd & plaats
• doel: inzicht krijgen,
besluiten nemen,
aanbod verbeteren
Locatie als een nieuwe lens
6. Locatie: waar we zijn
Geografie : context & begrip
Ruimtelijke relaties tussen fenomenen
Locatie en geografie
7. Locatie maakt inzicht mogelijk, maar eerst:
• Verbinden
• Verduidelijken
• Informeren
• In context plaatsen
• Communiceren
Locatie vs geografie
8. Want is a measure
– What is sought
– How much
– By whom
– To what degree
– How frequently
– Where
– When
Behoeften meetbaar maken
9. Voorkeuren en relaties in beeld brengen
• Search
• Potential
• Opportunity
• Gap
• Aspiration
Behoeften meetbaar maken
10. • Trends & Needs
• Market Potential
• Origins & Destinations
• Frequency
• Recency
• Volume
• Duration
Waar zorgt voor inzicht
11. Behoeften matchen met andere marktdata
• Demographics
• Psychographics
• Lifestage
• Intents
within, outside of and across organizations
Waar zorgt voor inzicht
20. Searches by Category
Search categorized by category type
Colors identify sentiments, trends and geographic patterns
Comparative analysis highlights gaps, demand and opportunity
21. Search Intensity
Comparative and overlay analysis can identify concentrations
Grid colors represent demographics factored by frequency
The heatmap expresses variations in search density and dynamics
22. One Input, Many Outputs
Behavioral and sentiment effects generate different patterns
Longitudinal analysis helps bring new understanding to SoLoMo data
Consumer activity can seen in context of dynamics and trends
35. How it’s made
• Thinking, reading, research
• Slides and guidance by Simon Thompson
, Esri, Redlands
• Feedback by Martin Kamphuis, Frits van der
Schaaf, Esri, Nederland
• Tools: Mindjet, Evernote, good old
Powerpoint, Slideshark.
Hinweis der Redaktion
From the ground it is really hard to see where you are(the piece of the puzzle is actually there)
Instead feedback on the planned actions of citizensWill this determine future behaviour of consumers?
Understanding (changed) behaviour
http://www.youtube.com/watch?v=1XBwjQsOEegWhat is it you see?
Location as a new lens
Location vs geography
How much something is soughtBy whomTo what degreeHow frequentlyWhereWhen
Where gives insight
Location gives you better inisight into changed behaviour
There is a need to deliver understanding by plugging the online experience andinteraction into offline data. To make sense of social interactive and mesh it with point of sale, customer loyalty and merchandize data. Location analysis and GIS provides a new lens on the search and social stream. A way to combine the new social analytics with traditional approaches to marketanalysis, demand planning, assortment and brand sentiment.GIS can be a platform to integrate social web information into business applicationsby more fully exploiting the value of local in location. It offers different ways to connect retailers with their customer and consumer across the spectrum of socialinteraction and help them make sense of it quickly.