Location Intelligence in Marketing Using Social Media Data

Customer Location Aware Systems

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Social Media

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Introduction to Social Media

Location Analytics Opportunities Conclusion

Social Media & Location Intelligence

Analytics Conclusion

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INTRODUCTION TO SOCIAL MEDIA

Social Media includes web 2.0 sites which lets users share content and media in the form of blogs, surveys, reviews, polls and ratings. Users Share -Opinions - Experiences - Perspectives - Insights Broad Classification of Social Media is shown below Media Location services Blogs Networking sharing

Social Media Location Analytics Opportunities Conclusion

79% of Adult Americans

use internet.

78% of internet users

conduct product research online.

- Wordpress - Facebook - Foursquare YouTube - Blogspot - Twitter - Gowala - Flickr - My Space - Linkedin - Loopt - Friendster Social media analytics touches multiple disciplines namely social network analysis, machine learning, data mining, information retrieval and NLP. Social media generates huge volumes of data (usually unstructured) which makes application of conventional methods for analysis difficult. This has lead to rise of new data structures and programming techniques which leverage distributed computing like Hadoop and Map Reduce to mine the social media data. Network Machine Info NLP/ AI Analysis Learning Retrieval
Social Media, can influence the perception and purchase behavior of a large number of potential buyers, based on comments and opinions about companies and their products. This is a concern to marketing organization, as not only the spread of negative information is difficult to control but also difficult to detect in the large space of blogs, forums and social

9 out of 10 internet users

visit a social networking site.

Twitters active user base generates

90 Million tweets per

day. Web based email is on 67% of B2C companies and 40% of B2B companies have acquired a customer through Facebook

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SOCIAL MEDIA DATA CHALLENGES & TECHNOLOGY SOLUTIONS

Challenges in handling Social Media Data Social Media data is unstructured in nature unlike website/POS data which is available in structured format in the form of Relational databases or flat files. Social Media data is huge. Users generate huge amount of data in a short span of time. This has demanded need for newer data structures and distributed storage. Social Media data is largely in free text format which allows for use of short forms and sms lingos leading to complications in machine processing the content. Limiting the length of content by some of networking sites has resulted in use of various URL shortening services and short forms not easily interpretable by machines. Mining the social media data poses Natural Language Processing(NLP) problems like Domain specific knowledge discovery task involves computationally complex semantic analysis. Multilingual texts Traditional word count based sentiment extraction has prove inefficient Technology Solutions for Social taggingAnalysis the analysis more and need for Part-of-speech Media has made complicated. Newer data structures: Graph ADT and Hierarchical databases Distributed Storage/ Cloud Storage. (Amazon EC2, Google DFS) Distributed computing / Cloud computing. ( Amazon EC2) Emergence of NoSQL and Columnar databases. Eg. Hbase, CouchDB Parallel Programming eg. Hadoop, Map Reduce, Hive Interactive visualization using Flex/silverlight framework. CVS pharmacist in Las Vegas are rude and horrible service ! Its back to good old Walgreens Source: Context specific: Tweet is positive Twitter sentiment to Walgreens not for CVS @Walgreens in spg sc has the worst service. I shoulda used Rite Aid n got $ to wait over n hr in store 4 a script called in 2hrs b4 Source: Twitter Use of Short forms

Social Media Location Analytics Opportunities Conclusion

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SOCIAL MEDIA AND LOCATION INTELLIGENCE

Location Based services are class of social media/networking sites which provide the functionality to share the location details with their friends/connections in terms of venues or lat-long pairs. Major media sharing sites and networking sites have provided the option of publishing the users location via GPS device, which most smart Phones have it integrated. This feature is termed as geo-tagging. About Foursquare By checking in via a Smartphone app or SMS, users share their location with friends while collecting points and virtual badges. Foursquare guides real-world experiences by allowing users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues. Merchants and brands leverage the foursquare platform by utilizing a wide set of tools to obtain, engage, and retain customers and audiences

Social Media Location Analytics Opportunities Conclusion

Twitter

Flickr

Foursquare

Foursquare provides integration with Twitter and Facebook, automatically posts in respective networking sites as foursquare user publish/posts 514 stores Wikipedia defines Location Intelligence The capacity to organize and understand complex phenomena through the use of geographic relationships inherent in all information All major brands are available on foursquare. Brands now have a way to track the location of their customers and have the ability to use this intelligence for various marketing purpose. After today all our prescriptions will be through @CVS, no more @Walgreens horrible customer service.-at Walgreens http://gowal.la/c/3fdp4 Source: Twitter An actionable insight Walgreens store location

Follow button

Major brands are on Foursquare Active Followers (70,145)

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LOCATION INTELLIGENCE RETAIL APPLICATIONS

Foursquare provides the geospatial information that a customer is at or near a retailers store. Combining this with customer data such as preferences and purchase history allows retailers to make timely and relevant offers to consumers that can result in additional sales. Organizations can use this event of a customer being available at their store or near by, in real-time to send relevant and timely marketing messages to increase sales. The key is ability to integrate customer data from Point of Sale, Preferences, call center, sentiment/opinion, ecommerce with the foursquare data to be able to gain 360 degree view of a customer. This helps in providing accurate product recommendation in real-time and providing offers based on his/her overall sentiment score. Extract customer location in real time

Product Recommendation

Prescription Refill Reminder

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Site Selection

Social Media Location Analytics Opportunities Conclusion

Customer checks in to the store and posts on foursquare

A P I

Email

sms

calls

PUSH

Customers location is known real time

Integrate location data with behavioral and preference data

Recommendation Engine for products and offer

Outbound Marketing Custome r

Recommend products a customer might be interested by gaining 360 degree view of the customer., target him/her in real time to increase sales. The customers overall sentiment score can be used to decide whether to give away an offer. Because the sentiment score indicates his/her satisfaction levels are low

Retail stores which have Pharmacy presence can in real time send fill reminders to their customers, which in turn increases Rx Adherence and increased sales. Walgreens, Wal-Mart among other brands offer pharmacy services.

Site selection, the decision about where to locate a new store or facility, is probably the most common application of Location Intelligence today. When location data is combined with available real estate data, demographic data, data on current customers, and information on prospective customers, the resulting Location Intelligence can help identify a site location with maximum