The document summarizes a 2012 event hosted by the LBMA on the topic of geofencing. It discusses how geofencing allows companies to target customers based on their location using tools like geofencing radiuses around stores. It also discusses how combining multiple data sources like social media, customer data, and location data allows companies to better understand customers and target them with personalized messaging. Privacy is also addressed as a growing concern around the use of location-based marketing.

1. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
Saturday, September 21, 13

2. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
The LBMA
@TheLBMA
Asif Khan
@AsifRKhan
Alexis Zamkow
@AlexisZamkow
DMTI Spatial
@DMTI_Spatial
Maponics
@Maponics
Steve Anderson
@Steve_Media
Tim Berners-Lee
@timberners_lee
Nihal Mehta
@nihalmehta
Kerry Munro
@KerryMunrois
Saturday, September 21, 13

3. mars-philter.ca
BIG DATA“90% OF ALL DATA IN THE WORLD HAS BEEN
CREATED IN THE LAST 2 YEARS” IBM
DATA IS COMING IN FAST, IN LARGE AMOUNTS AND FROM MANY DIFFERENT
SENSORS. BUT WITH ALL OF THIS DATA, WE NEED TO USE HUMAN
INTELLIGENCE TO UNCOVER INSIGHTS.
Synopsis of the 2012 LBMA Event: Geofencing
Let creatives take a bath in data http://bit.ly/IqJVvL
Saturday, September 21, 13

4. mars-philter.ca
BRANDS ARE MISSING OUT ON THE
MOVE. 100,000 HOMES MOVE YEARLY!
27% OF CANADIANS SAY THEY WILL
MOVE IN NEXT 2 YEARS.
81% OF PEOPLE MOVING
SAID THEY WILL CHANGE
STORES/BRANDS
GROCERY, GAS AND MEDIA ARE THE
HIGHEST CATEGORIES FOR
SWITCHING.
CANADA POST
Synopsis of the 2012 LBMA Event: Geofencing
http://www.slideshare.net/TheLBMA
Saturday, September 21, 13

5. mars-philter.ca
LAYERING DATA
FROM RETAILER
FROM SOCIAL
FROM STATS CAN
FROM GOOGLE
FROM CANADA POST
FROM ANYWHERE
THE FUTURE
BELONGS TO
DATA AND
GIS NIJA’S
Synopsis of the 2012 LBMA Event: Geofencing
http://www.giscloud.com
Saturday, September 21, 13

6. mars-philter.ca
USING TOOLS LIKE THE CANADA
POST PRECISION TARGETER.
LEARN ABOUT FAMILY SIZE
LEARN ABOUT JOB TITLES
LEARN ABOUT AVERAGE INCOME
LEARN ABOUT EDUCATION
DM TO FAMILIES WITH 3 KIDS THAT MAKE OVER 100K
AND LIVE 10 MINUTES FROM STORE
MAP THE CUSTOMER
Synopsis of the 2012 LBMA Event: Geofencing
http://www.canadapost.ca/cpo/mc/business/
tools/precisiontargeter/default.jsf?
LOCALE=en&ecid=murl11007998
Saturday, September 21, 13

7. mars-philter.ca
DATA
BELONGS IN
A DIGITAL
BOX NOT A
MAILBOX
Synopsis of the 2012 LBMA Event: Geofencing
WHY?
MORE SECURE
MORE PRIVATE
MORE RELIABLE
NO MORE
JUNK MAIL
Kerry Munro - digital delivery division
Saturday, September 21, 13

8. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
http://www.youtube.com/watch?v=pqHWAE8GDEk
KLM CHECKIN SURPRISE
SOCIAL + LOCATION =
CUSTOMIZED LOYALTY
Saturday, September 21, 13

9. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
DON’T BUY PLAYERS BUY WINS
IDENTIFY THE STATISTICS THAT MATTER.
MONEYBALL CHANGED THE PROCESS OF MAKING DECISIONS. IT
AFFECTED THE ECONOMIC FOOD CHAIN OF BASEBALL
http://www.youtube.com/watch?v=L-ZHLfhU4vA
Saturday, September 21, 13

10. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
“IT ISN’T THE CONSUMER’S
JOB TO KNOW WHAT THEY WANT”
STEVE JOBS
“IF YOU ASKED MY CUSTOMERS WHAT THEY
WANTED THEY WOULD HAVE SAID A FASTER
HORSE.”
HENRY FORD
Saturday, September 21, 13

11. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
LOCATIONGEO FENCING IS A RADIUS AROUND
A STORE OR LOCATION
LOCATION IS NOT JUST MOBILE. LOCATION IS ANY
MEDIA THAT CAN INFLUENCE A PLACE.
Saturday, September 21, 13

12. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
http://www.youtube.com/watch?feature=player_embedded&v=st5tlTj_YNY
MAGNUM PLEASURE HUNT
REWARDS FOR FINDING
CHOCOLATE BONBONS
Saturday, September 21, 13

13. mars-philter.ca
HOW FAR
WILL YOUR
CUSTOMERS
TRAVEL?
Synopsis of the 2012 LBMA Event: Geofencing
45% OF CUSTOMERS
WILL NOT TRAVEL FOR
10% OFF.
BUT THEY WILL TRAVEL
UP TO 30 MINUTES FOR
25% OFF.
Saturday, September 21, 13

14. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
+ LOCATION
+ DATA
+ SOCIAL MEDIA
THE SHOPPER
IS NOW THE
MOST IMPORTANT
MEDIA
Saturday, September 21, 13

15. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
ING DIGITAL FREE THROW
BOARDS CONNECT SOCIAL
AND LOCATION http://youtu.be/24deLfYGH5E
Saturday, September 21, 13

16. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
PRIVACY
DO YOU CARE?
Saturday, September 21, 13

17. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
THIS IS WHY LOCATION-
BASED APPS ARE ENEMY
ONE FOR CONSUMERS
CONCERNED ABOUT
PRIVACY.
Saturday, September 21, 13

18. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
POSITIVE AND
NEGATIVE FEEDBACK
IN REAL TIME. FIND
OUT EXACTLY WHAT
PEOPLE ARE SAYING
ABOUT YOU OR YOUR
BRAND.
DATASIFT.COM
Saturday, September 21, 13

19. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
THE INTERNET WILL BE FIRST,
USERS ARE REQUESTING IT
NOW. RETAILERS WILL BE
SECOND.
RETAILERS HAVE
BEEN COLLECTING
DATA FOR YEARS
THIS MAY COME
TO AN END
TIM BERNERS-LEE
DEMAND YOUR DATA FROM
GOOGLE AND FACEBOOK
http://bit.ly/HMo6Td
Saturday, September 21, 13

20. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
GETTING THE SHOPPER’S DATA
WILL MEAN GIVING SOMETHING
UP AND BEING HONEST.
Saturday, September 21, 13

21. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
WITH SOCIAL DATA WE CAN
START TO MAXIMIZE THE
POSITIVE AND MINIMIZE
THE NEGATIVE.
START COLLECTING SOCIAL
AND SEARCH DATA THAT
WILL HELP GATHER
SHOPPER INSIGHTS.
THERE ARE 40,280 MOMS IN
CANADA WITH KIDS BETWEEN
THE AGES OF 0-12YRS OLD ON
FACEBOOK.
Saturday, September 21, 13

22. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
LOCATION
TOOLS
FOR PROJECTS AND CLIENTS
Saturday, September 21, 13

23. mars-philter.ca
LIVEHOODS.ORG
Synopsis of the 2012 LBMA Event: Geofencing
LIVEHOODS PLOTTING ON MAP. UNDERSTAND THE
FLOW OF PEOPLE AND NEIGHBOURHOODS.
CREATIVELY USING THE DATA TO MAKE MORE
INFORMED DECISIONS.
Saturday, September 21, 13

24. mars-philter.ca
SOCIAL MEDIA
MOMENT
LOCAL RESPONSE
HELPS MARKETERS
REPOND TO REAL TIME
CONSUMER INTENT
HTTPS://LOCALRESPONSE.COM
Synopsis of the 2012 LBMA Event: Geofencing
Saturday, September 21, 13

25. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
Front Flip
http://www.youtube.com/watch?feature=player_embedded&v=gDE052nzHxI
Saturday, September 21, 13

26. mars-philter.ca
BANJO TOOK 9 MONTHS
TO REACH 1 MILLION
USERS. FACEBOOK
TOOK 12 MONTHS.
Synopsis of the 2012 LBMA Event: Geofencing
REAL TIME VIEW OF
WHAT’S HAPPENING
ANYWHERE IN THE
WORLD.
Saturday, September 21, 13

27. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
http://vimeo.com/37709985
Saturday, September 21, 13

28. mars-philter.ca
SEARCH GOING SOCIAL,
SOCIAL GOING MOBILE
YOU SELECT YOUR ACTIVITY AND YOUR
LOCATION. FRIENDS AROUND YOU
RECOMMEND PLACES OR MOVIES IN REAL
TIME. IF YOU REFER A PLACE OR MOVIE
AND YOUR FRIEND LIKES IT, YOU GET
BADGES.
Synopsis of the 2012 LBMA Event: Geofencing
Saturday, September 21, 13

29. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
LOCATION
APPS
FOR FUN
Saturday, September 21, 13

30. mars-philter.ca
IT’S 10PM DO YOU
KNOW WHERE YOUR
KIDS ARE? THEY KNOW
WHERE YOU ARE.
Synopsis of the 2012 LBMA Event: Geofencing
Saturday, September 21, 13

31. mars-philter.ca
REAL TIME
SCHOOL BUS
LOCATIONS
ANYTIME
ANYWHERE
Synopsis of the 2012 LBMA Event: Geofencing
Saturday, September 21, 13

32. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
Saturday, September 21, 13

33. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
http://vimeo.com/35375509
Saturday, September 21, 13

34. mars-philter.ca
Synopsis of the 2012 LBMA Event: Geofencing
UNDERSTANDING THE VALUE OF DATA WILL HELP YOU MAKE
MORE EDUCATED AND STRATEGIC DECISIONS ABOUT
MARKETING IN A DIGITAL WORLD.
Saturday, September 21, 13

35. mars-philter.ca
THANKS.
167 King Street East, Second Floor
Toronto, Ontario, M5A 1J4
416.365.0460
www.mars-philter.ca
@marsphilter
Synopsis of the 2012 LBMA Event: Geofencing
@kevinhisko
kevin@philtercommunications.com
Toronto, Canada · http://www.philtercommunications.com
Saturday, September 21, 13