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© 2014 Tiburon Research
Location IntelligenceRetail Case
www.flightradar24.com
Knowing vs Asking
TRACKActual customer journey
@ city and store level.
TRIGGERJust-in-time surveys, real-
world event-driven.
GPSMall/stand-alone store or other POI
Store walk/drive-pastsPersonal places: home, work, etc.Daily commute & OOH exposure
BeaconsValidated indoor visits
In-store footfallLinkage to transactional data
Identify visitsto POIs
Identify personal and
frequent places
Behavioral ProfileCommuting and transportation preferences
Lifestyle and travelOffline shopping habits
…
How to make sense
of it?
© 2015 Squawk Surveys Inc.
200 meters
> 15 min< 5 hours
© 2015 Squawk Surveys Inc.
What did you visit?
SMS via CRM
Recruitment Page
Our App
11%
14%
Active apps Response rate
0
25
50
75
100
1 8 15 22 29 36 430%
25%
50%
75%
100%
1 8 15 22 29 36January March January March
240 participants4 months
26 127visits
952category visits
695qualified visits
Visit Duration
© 2015 Squawk Surveys Inc.
Client stores• 506 visits
Competitors• 414 visits
© 2015 Squawk Surveys Inc.
Share of Visits(Observed)
© 2015 Squawk Surveys Inc.
Client store A
Client store A• 175 visits
Competitors• 82 visits
© 2015 Squawk Surveys Inc.
Shopping Mission Details (Observed)
© 2015 Squawk Surveys Inc.
Shopping Mission Details (Declared)
© 2015 Squawk Surveys Inc.
Customer Satisfaction(%, top-4, 10 pt. scale)
© 2015 Squawk Surveys Inc.
OOH Time
© 2015 Squawk Surveys Inc.
Verified visits:• 7% are ‘GPS + beacon’• 9% are ‘beacon only’• 84% are ‘GPS only’
© 2015 Squawk Surveys Inc.
• MR benefits from location analytics.
• We deal with probabilities.
• Scale is key: 1) brand apps, 2) location panels.
• Beacons are cool, but only 1/5 have their Bluetooth ON.
