This document discusses the art and science of hyper-local marketing. It outlines how marketers can target audiences based on location, behavior, and context to drive offline to online engagement. Some key strategies discussed include eliminating geo fraud, targeting frequent visitors to locations or chains within a certain proximity, identifying international travelers or small business owners, and using behavioral data like purchase history to infer income. The document also covers optimizing hyper-local campaigns through store visit metrics, multi-layered targeting filters, and detecting high performing locations and audiences.

1. The art and science of hyper local
metrics. insights. results.

2. 3rd of December, 2015
Thank you for being here today
Toronto
Presenter:
Dilshan Kathriarachchi
CTO, EQ Works
Dilshan Kathriarachchi

3. LOCATION. SO WHAT?
should marketers be excited about second gen. hyper-local
Hyper-Local. So What?
Should marketers me excited about second gen hyper-local?
WHY?
OFFLINE
TO
ONLINE
RE-ENGAGE
RELEVANCE
AUDIENCE

4. HYPER-LOCAL AUDIENCE
core components of a hyper-local campaign
Hyper-Local. So What?
Should marketers me excited about second gen hyper-local?
Time + Place
Capture your audience at
the right moment and at
the right time
Behaviour
Target audiences that
exhibit unique behaviour
important to you
Apps + Content
Find your audience next to
mobile content that is
contextually relevant to
you

5. GEO FRAUD
fraudulent geo-coordinates being generated
Pitfalls of Location Data
Is all location data the same? Of course not!
21%
Geo Fraud
12%
Centroids
5%
Randomized
3%
Complex
1%
Other
Geo Fraud Awareness
greatest challenge with hyper-local

6. GEO FRAUD
fraudulent geo-coordinates being generated
Pitfalls of Location Data
Is all location data the same? Of course not!

7. CLEAN UP
how to eliminate geo fraud
Pitfalls of Location Data
Is all location data the same? Of course not!
2% RANDOMIZED
DEVICE
devices with historically fraud
behaviour
HYPER-LOCAL AD
first contact
3%
RANDOMIZED
PUBLISHER
is this a fraudulent publisher?
12%
CENTROID
DETECTION
obvious fraud
2%
WATER-BODY
CHECK
is the bid request over water?
1% INACCURATE GPS
historically accurate device

8. POINTS OF INTEREST
physical locations as behavioural beacons
Quick Service
Restaurant
Coffee Shops
Public Transit
Retail Shops Banks Sports Venues Tourist Movie Theatres Fine Dining Fitness
CAPTURE AD OPPORTUNITIES AROUND POINTS OF INTEREST

9. PROXIMITY & AUDIENCE
target frequent visitors to a location or chain
100 meters
25% OF STORE
VISITS
Can be targeted
with Proximity
Emergent Behaviour
Exploring hidden behavioural trends in location data

10. CROSS BORDER TRAVELLERS
identify frequent travellers to the US
Emergent Behaviour
Exploring hidden behavioural trends in location data

11. INTERNATIONAL TRAVELLER
identifying globe trotters
+
Emergent Behaviour
Exploring hidden behavioural trends in location data

12. SMALL BUSINESS OWNERS
reach small business owners with hyper-local
Emergent Behaviour
Exploring hidden behavioural trends in location data
100+ visits 20+ visits 1 - 5 visits
Business Owners Regulars Walk-ins

13. BEHAVIOURAL INCOME
Personalized messaging around proximity and context
Groceries
Where you buy your
groceries is a great
indicator of household
income
Discretionary
Spending
How you choose to
spend your disposable
income
Dining
The price tiers associated
with the restaurants you
frequent
Emergent Behaviour
Exploring hidden behavioural trends in location data

14. BEHAVIOURAL INCOME
Personalized messaging around proximity and context
Emergent Behaviour
Exploring hidden behavioural trends in location data

15. AT HOME
activity footprint for a home location
15Strategies
Using data to solve advertiser problems.
mon
tue
wed
thu
fri
sat
sun

16. AT WORK
activity footprint for a place of work
mon
tue
wed
thu
fri
sat
sun
Strategies
Using data to solve advertiser problems.

17. MALL TRAFFIC
neighbourhood aware reporting
Strategies
Using data to solve advertiser problems.

18. PROXIMITY DRIVEN MESSAGING
Personalized messaging around proximity and context
Messaging to book an appointment
rich creative for in-­‐ad appointments
>7 kilometers
>2 kilometers
<2 kilometers
* distance to nearest relevant location from user
Awareness messaging for Products
research tools like mortgage calculators
Drive users towards walk ins
directions and opening hours
Strategies
Using data to solve advertiser problems.

19. HYPER-LOCAL METRICS
how to measure your hyper-local campaigns
Optimizing for Local
Closed-loop optimization with powerful Hyper-Local targeting
STORE VISITS
LOCATION
AFFINITY
POST-
ENGAGEMENT
BEHAVIOUR
AUDIENCE

20. MULTI-LAYERED FILTER
trickle-down filters for hyper-local
Optimizing for Local
Closed-loop optimization with powerful Hyper-Local targeting
Geo Fraud elimination
Apps & Viewability
Type of Location
Time of Day and Weather
Audience & Behaviour

21. OPTIMIZING LOCAL
detecting pockets of performance
Optimizing for Local
Closed-loop optimization with powerful Hyper-Local targeting
1. Learning
Each campaign begins life by going
through a controlled learning period.
2. Audience Building
Learning data is mined to iden=fy ac=onable
audiences and key POIs
4. Prospec=ng
Based on user behaviour, iden=fy users with the highest
probability of engaging and most ac=ve loca=ons..
5. Retarge=ng
Using semi-­‐persistent DeviceIDs and device
fingerprints, we retarget prospec=ve users.
6. Engagement
Drive users towards conversions and re-­‐
engagements with trends passed to learning.
3. Op=miza=on
Mul=-­‐layered op=miza=on trims audiences
down to their most effec=ve.

22. Thank You
for your precious time and attention

23. Please don’t hesitate
Questions