Location Intelligence in Marketing

8/3/2019 Location Intelligence in Marketing

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Location Intelligence inMarketing Using Social

Media DataCustomer Location Aware Systems

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Introduction to Social Media

Social Media & LocationIntelligence

Analytics

Conclusion

SocialMedia

Location

A

nalytics

Opportu

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Conclusion

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79% of Adult Americansuse internet.

78% of internet usersconduct product researchonline.

9 out of 10 internet usersvisit a social networking site.

Twitters active user base

generates

90 Million tweets perday.

Web based email is on

67% of B2C companies and40% of B2B companies have

acquired a customer throughFacebook

SocialMedia

Location

A

nalytics

Opportu

nities

Conclusion

Social Media includes web 2.0 sites which lets users sharecontent and media in the form of blogs, surveys, reviews, pollsand ratings.Users Share

-Opinions- Experiences- Perspectives- InsightsBroad Classification of Social Media is shown below

- Wordpress - Facebook - Foursquare -YouTube

- Blogspot - Twitter - Gowala - Flickr- My Space - Linkedin - Loopt- FriendsterSocial media analytics touches multiple disciplines namelysocial network analysis, machine learning, data mining,information retrieval and NLP. Social media generates hugevolumes of data (usually unstructured) which makes application ofconventional methods for analysis difficult. This has lead to riseof new data structures and programming techniques which

leverage distributed computing like Hadoop and Map Reduce tomine the social media data.

Social Media, can influence the perception and purchase behaviorof a large number of potential buyers, based on comments andopinions about companies and their products.

This is a concern to marketing organization, as not only the

spread of negative information is difficult to control but also

difficult to detect in the large space of blogs, forums and social

Blogs Networking Location servicesMedia

sharing

NetworkAnalysis

MachineLearning

NLP/ AIInfo

Retrieval

INTRODUCTION TO SOCIAL MEDIA

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Challenges in handling Social Media Data

Social Media data is unstructured in nature unlike website/POS data which isavailable in structured format in the form of Relational databases or flat files.

Social Media data is huge. Users generate huge amount of data in a short spanof time. This has demanded need for newer data structures and distributedstorage.Social Media data is largely in free text format which allows for use of shortforms and sms lingos leading to complications in machine processing thecontent. Limiting the length of content by some of networking sites has resultedin use of various URL shortening services and short forms not easilyinterpretable by machines. Mining the social media data poses Natural Language Processing(NLP)

problems like Domain specific knowledge discovery task involves computationallycomplex semantic analysis. Multilingual texts Traditional word count based sentiment extraction has prove inefficientand need for Part-of-speech tagging has made the analysis morecomplicated.

CVS pharmacist in Las Vegas

are rude and horrible service !Its back to good old

Walgreens

Source:Twitter

@Walgreens in spg sc has

the worst service. I shouldaused Rite Aid n got $ to waitover n hr in store 4 a script

called in 2hrs b4Source: Twitter

Context specific: Tweet is positivesentiment to Walgreens not forCVS

Use of Short forms

Technology Solutions for Social Media Analysis

Newer data structures: Graph ADT and Hierarchical databases Distributed Storage/ Cloud Storage. (Amazon EC2, Google DFS)

Distributed computing / Cloud computing. ( Amazon EC2)Emergence of NoSQL and Columnar databases. Eg. Hbase, CouchDB Parallel Programming eg. Hadoop, Map Reduce, Hive Interactive visualization using Flex/silverlight framework.

SocialMedia

Location

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Opportu

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Conclusion

SOCIAL MEDIA DATA CHALLENGES & TECHNOLOGY SOLUTIONS



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Location Based services are class of social media/networkingsites which provide the functionality to share the location detailswith their friends/connections in terms of venues or lat-long pairs.

Major media sharing sites and networking sites have provided

the option of publishing the users location via GPS device, whichmost smart Phones have it integrated. This feature is termed asgeo-tagging.

About FoursquareBy checking in via a Smartphone app or

SMS, users share their location withfriends while collecting points and virtual

badges. Foursquare guides real-worldexperiences by allowing users tobookmark information about venues thatthey want to visit and surfacing relevantsuggestions about nearby venues.Merchants and brands leverage thefoursquare platform by utilizing a wide setof tools to obtain, engage, and retaincustomers and audiences

SocialMedia

Location

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Conclusion

SOCIAL MEDIA AND LOCATION INTELLIGENCE

Twitter Flickr Foursquare

Major brands are onFoursquare

514 stores

Active Followers70 145

Followbutton

Foursquare provides integration with Twitter and Facebook, automaticallyposts in respective networking sites as foursquare user publish/posts

Wikipedia defines Location IntelligenceThe capacity to organize and understand complex phenomena

through the use of geographic relationships inherent in all

informationAll major brands are available on foursquare. Brands now

have a way to track the location of their customers and have theability to use this intelligence for various marketing purpose.

After today all our prescriptions will be through @CVS, no more

@Walgreens horrible customer service.-at Walgreenshttp://gowal.la/c/3fdp4

Source: TwitterWalgreensstore location

An actionable insight

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PrescriptionRefill

Reminder

Foursquare provides the geospatial information that a customer is at or near a retailers store. Combining this with

customer data such as preferences and purchase history allows retailers to make timely and relevant offers toconsumers that can result in additional sales.

Organizations can use this event of a customer being available at their store or near by, in real-time to send

relevant and timely marketing messages to increase sales.The key is ability to integrate customer data from Point of Sale, Preferences, call center, sentiment/opinion, e-

commerce with the foursquare data to be able to gain 360 degree view of a customer. This helps in providingaccurate product recommendation in real-time and providing offers based on his/her overall sentiment score.

SocialMedia

Location

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nalytics

Opportu

nities

Conclusion

LOCATION INTELLIGENCE RETAIL APPLICATIONS

API

PUSH

Extractcustomerlocationin real

time

Customer checks

in to the storeand posts onfoursquare

Integrate location datawith behavioral and

preference data

Customers location is

known real time

RecommendationEngine for productsand offer

Email sms calls

Customer

OutboundMarketing

Recommend products acustomer might beinterested by gaining 360degree view of the

customer., target him/her inreal time to increase sales.

The customers overall

sentiment score can beused to decide whether togive away an offer.Because the sentimentscore indicates his/hersatisfaction levels are low

Site selection, the decisionabout where to locate a newstore or facility, is probablythe most common

application of LocationIntelligence today. Whenlocation data is combinedwith available real estatedata, demographic data,data on current customers,and information onprospective customers, theresulting LocationIntelligence can help identifya site location with maximum

Product

Recommendatio

n

Retail stores which havePharmacy presence can inreal time send fill remindersto their customers, which in

turn increases RxAdherence and increasedsales.

Walgreens, Wal-Martamong other brands offerpharmacy services.

SiteSelection


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Location Intelligence in Marketing