Geomarketing, Geolocation, Geotargeting, Geomatic, … August 2013

Geomodeling the real world Maps Real world The classification of spatial features generates several independent layers

Spatial Data & Analysis How many restaurants are within the circle?

Geomarketing Information Where are my customers located? Where are my potential customers? Where are my shops, bankomats,..etc.? Where are my competitors located? Geomarketing information is information which enables the user to take better and faster decisions about sales activities.

statistic demographic geographic Geoinformation Product is defined as a specific piece of geoinformation which provides an answer to a particular user’s question.

Integrated Hybrid Positioning 400 meters GPS A-GPS Cell-ID 3 meters 50 meters 300 meters ISM BANDS 100 meters 6 meters TVWS BANDS New technologies can pinpoint your location at any time and place 61% of mobile users use their mobile in transport

Geolocation Marketing Defined The use of a consumers geographical location for the purposes of marketing. In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a consumers geographical location and deliver marketing materials to the consumer or to create a location based user experience to either sell a product or increase awareness. Location based services: A fancy way for saying the use of GPS and land based towers to pinpoint location. Marketing Materials: Any material created on behalf of an organization to establish authority on a subject, persuade a consumer to buy a product or increase brand awareness. User Experience: Any form of interaction between consumer and company usually over a digital medium.

Location-Based Services (LBS) n With all its privacy threats, why do users still use location-detection devices? n Wide spread of LBSs –Location-based store finders –Location-based traffic reports –Location-based advertisements n LBSs rely on the implicit assumption that users agree on revealing their private user locations n LBSs trade their services with privacy n LBSs make heavy use of context, including patterns in the location data, which is extracted using data mining methods. 71% of mobile users using geolocation: to go to a specific point or spot, …

The location of Alzheimer's patients Accuracy of 20 meters Service delivers the address of the tag (by phone, Internet, etc.). Alert! The tag is at the following address...

Multiple Use Cases PUBLIC SAFETY/ MILITARY Locate/Track Personnel Search & Rescue Monitor Military Campaigns SALES & MARKETING Social Networking Location-aware Advertising Social Gaming LBS / ASSET TRACKING Warehouses Equipment & Supplies Disaster Recovery

Insurance Example: MapReduce for Non- Relational Data Used in Risk Analysis Use polygon-based tiling to define risk boundaries 25 mile by 25 mile tiling artificially constrains risk borders Analyst-defined polygons can incorporate local risk factors more accurately Join polygon-based tiling to existing & new variables Correlate with descriptive market data by zip code, e.g. average salary, age, years of residence Deliver consistent yet iterative risk analysis/pricing Analysts drive risk analysis in an iterative, hypothesis-driven way All queries are logged for regulatory purposes Fine Grained, Location-based Risk Analysis How to increase the sophistication of risk profiling? Key Characteristics: Granular Data Geospatial Strings

Use Cases Pattern matching Visitor behavior Graph & relationship analysis Investigative analytics FAST/ INTERACTIVE Use cases Data preprocessing Image processing Search indexes Web crawling BATCH PROCESSING MapReduce Use Cases Use Cases Genomic, Astronomical,, Geo-Spatial, scientific Genomic, Astronomical,, Geo-Spatial, scientific Web log analysis Web log analysis Text processing Text processing

The Approach by Workload and Data Type Processing as a function of schema requirements by data type Low Cost Storage and Retention Loading and Refining Reporting Analytics (User-driven, interactive) Data Pre-processing, Prep, Cleansing Transformations Stable Schema Teradata / Hadoop Teradata (SQL analytics) Evolving Schema Hadoop Aster / Hadoop Aster (joining with structured data) Aster (SQL + MapReduce Analytics) Format, No Schema Hadoop Aster (MapReduce Analytics) Image processing Audio/video storage and refining Storage and batch transformations Image processing Audio/video storage and refining Storage and batch transformations Interactive data discovery Web clickstream, social feeds Set-top box analysis CDRs, Sensor logs, JSON Interactive data discovery Web clickstream, social feeds Set-top box analysis CDRs, Sensor logs, JSON Financial analysis, ad-hoc/OLAP Enterprise-wide BI and Reporting Spatial/Temporal Active Execution Financial analysis, ad-hoc/OLAP Enterprise-wide BI and Reporting Spatial/Temporal Active Execution

Capture, Store, Refine Audio/ Video ImagesText Web & Social Machine Logs CRMSCMERP EngineersBusiness AnalystsQuantsData Scientists Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc. Discovery Platform Integrated Data Warehouse Aster MapReduce PortfolioTeradata Analytics Portfolio SQL-H Unified Data Architecture for the Enterprise Any User, Any Data, Any Analysis

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