APPLYING BIG DATA (& WINNING)...Big Data & Local Restaurants, Salons and Entertainment...

1 © 2013 BIA/Kelsey. All Rights Reserved.

APPLYING BIG DATA (& WINNING)

DAN HIGHT VP of Channel Partnerships, xAd

DARIAN SHIRAZI Founder & CEO, Radius

3:00 pm – 3:45 pm

IAN WHITE Founder & CEO Urban Mapping

JEREMY GEIGER CEO & Founder, Retailigence

PETER KRASILOVSKY Moderator, VP Conferences & Sr. Analyst, BIA/Kelsey

2 © 2013 BIA/Kelsey. All Rights Reserved.

Big Data: A Friend of the Local Marketing Process

“THE ELECTRONIC MICROSCOPE OF THE 21ST CENTURY”

3 © 2013 BIA/Kelsey. All Rights Reserved.

Overdose of Data Requires Analytics

SORT & COMPARE DATA BASED ON:

Context Demographic Behavior Location

4 © 2013 BIA/Kelsey. All Rights Reserved.

Targeted Info Provides Lift

“Publishers with high level contextual information can see a lift of 212% compared to untargeted info.”

SCOTT HOWE CEO, Acxiom

5 © 2013 BIA/Kelsey. All Rights Reserved.

Big Data & Local

Restaurants, Salons and Entertainment Venues are big users.

Direct tie to Loyalty programs. Often applied as a complement and/or

substitute to advertising. Gives SEO and Promotions a leg up,

sometimes at the expense of agencies.

6 © 2013 BIA/Kelsey. All Rights Reserved.

Radius: Make Sense of SMB Data

©20

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7 © 2013 BIA/Kelsey. All Rights Reserved.

Radius: Outbound Ripe for Innovation

8 © 2013 BIA/Kelsey. All Rights Reserved.

xAd: Using Big Data for ‘Geo Precision’

9 © 2013 BIA/Kelsey. All Rights Reserved.

Where to FIND retailigence data?

Magazine Ads via QR/other

3rd Party Apps

Promoted Stories

Digital Catalogs

Outdoor Media & Signage

Product Find & Car Navigation

Price Inventory Location Product

Brand’s owned media

10 © 2013 BIA/Kelsey. All Rights Reserved.

Analytics: Product, Location & Shopper Insights

shopIQ

PRODUCT BRAND

PHYSICAL RETAILER

appNET Search Ads: Mobile In-App Product Search

adPOP Display Ads: Data, Tech

& Partners for Display

Attribution: Attributing in-store Sales to digital Media Spend

Reserve&PICKUP

A P I

Path-to-Purchase guidance @Moment-of-Truth

Products

Optimizing Targeting, Creative & guidance for Path-to-Purchase Results

Price

Inventory

Location

Product

11 © 2013 BIA/Kelsey. All Rights Reserved.

Urban Mapping: Data in Maps