Using Location Patterns to

Power Big Data in Mobile

What fuels the ecosystem?

Digital = Search/Display Social = Likes Mobile = Location

The Social Graph shows how people are connected

Locations are Connected

Introducing the Location Graph

Reveals the Connections between Locations

Uses Past and Present Location Data

Uses Location Patterns to Reveal Mobile Audiences

•  500MM devices •  4.2 billion location tags •  Adding 500MM per month

Building the Location Graph

Relationships Between Locations

Understanding Macro Trends

4,200

The average number of connections each location

has to other locations

Location Defines Audience

WHO you have been says more about

you are than the content you consume

WHERE

Deciphering the Patterns

Not Always Obvious

Location Graph Index: 225

Location Graph Index: 188

or Female Male

Top Venues Frequented by Women

Building Blocks for Audience Profiles

847

The average number of locations in each audience

profile

Applying the Location Graph

First application: Mobile Advertising

Case Study: Back to school advertiser targeting returning college students

2011: Geofence

2012: Location Graph Case Study: Same campaign, same advertiser

150% Higher Performance

What’s Next? Understanding Loyalty Patterns

1. Bank of America 2. Subway 3. Citibank 4. Chase Bank 5. McDonald’s

1. Wells Fargo Bank 2. U.S. Bank 3. Subway 4. 7-Eleven 5. Starbucks Coffee

4% visit a store 10X a month 10% go to at least 1 other coffee shop / month 2% also go to Peet’s

2% visit a store 20X a month 51% go to at least 1 other coffee shop / month 23% also go to Starbucks

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David Staas CEO dstaas@jiwire.com @DavidStaas