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Location Data: The Secret to Really Knowing Your Customer

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Skyhook
Skyhook

Watch this informative webinar from Skyhook's VP of Product, David Bairstow and Deloitte's Principal of Consulting Strategy and Analytics, Sheryl Jacobson. Learn how how location intelligence data and insights help brands deliver dynamic user experiences, better understand their customers and prospects, and boost consumer engagement.

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1 Location data: The secret to really knowing your customer David Bairstow SVP Product Management, Skyhook Stewart Rogers Analyst-at-Large VentureBeat Sheryl Jacobson Principal Consulting Strategy and Analytics Deloitte Consulting LLP
? Enable pop-ups on your browser. ? Use headphones or turn up the system¡¯s speakers to hear the presentation, which will stream through your browser. ? Submit questions or comments to the presenters at any time by hitting the Ask A Question button on top of the web console. ? Technical issues? Click ¡°Help¡± or submit a question through the portal. Webinar Optimization
Location Data: The Secret to Really Knowing Your Customer
15 years of experience + 650+ patents. Use of real signal data to position devices, trigger actions and build context. GLOBAL LOCATION NETWORK 20 Million + Actionable Venues (U.S. only) 175 Million + Geolocated Cell Towers 4.2 Billion + Geolocated Wi-Fi Networks 400 Billion+ Location Transactions Processed Annually Geolocated IP Addresses 1 Billion ++ IP Established in 2003. Hybrid positioning using A-GNSS, Wi- Fi, Cell IDs and IP Addresses. Accurate location in all environments ¨C indoors, outdoors, urban, suburban and rural.
How Can Location Help? Competitive Traffic Promotion Measurement Targeted Marketing Geographical Impacts Market Research Consumer Insights Analyze billions of location samples from mobile devices, identifying when a phone intersects with a venue. The resulting ¡®visits¡¯ provide the analytical currency to monitor and compare daily guest counts, retention trends, frequency and more.
The Evolution of Venue Location: Semantic and Venue-Based Positioning
Behavior Overview * Skyhook Index was generated by using all devices homed in the same census blocks groups as devices that visited tri-state auto dealers and have similar activity index Restaurant Category Personas Volvo vs Index Restaurant Diner 83.53% -12.00% QSR Diner 77.10% -14.41% Dunkin Donuts Diner 63.01% -2.64% Casual Diner 61.55% -9.92% Subway Diner 57.49% -1.29% McDonalds Diner 53.35% -4.40% Starbucks Diner 51.26% +2.03% Avid Casual Diner 50.02% -5.48% Coffee Drinker 48.30% -7.45% Burger King Diner 27.36% -4.54% Wendy's Diner 26.71% -5.79% Baskin Robbins Diner 25.44% -8.25% Coffee Lover 24.00% -2.95% Dominoes Diner 16.95% -4.08% KFC Diner 16.88% -0.69% Applebee's Diner 16.44% -3.19% Panera Diner 14.37% +3.49% Chipotle Diner 13.54% -1.39% Chili's Diner 13.13% -2.03% Pizza Hut Diner 12.36% +0.44% Popeyes Louisiana Kitchen Diner 10.79% -4.81% Taco Bell Diner 8.84% +3.68% IHOP Diner 7.90% -3.41% Olive Garden Diner 7.72% +0.67% Personas Volvo vs Index Family Shopper 81.54% -13.43% Power Family Shopper 75.25% -14.78% Pet Owners 66.00% -5.66% Budget Shopper 57.65% -10.11% Power Budget Shopper 39.39% -4.86% College Student 12.23% -0.70% Luxury Shopper 6.63% +1.68% High Income Lifestyle 5.75% +2.83% Low Income Lifestyle 3.54% -5.28% Luxury Lifestyle 2.96% +1.90% Lower Middle Income Lifestyle 2.27% -0.35% Upper Middle Income Lifestyle 1.28% +0.04% Middle Income Lifestyle 1.25% -0.32% New Parent 1.15% -0.98% Shopping Category Personas Volvo vs Index Apparel Shopper 81.39% -13.25% Power Apparel Shopper 74.03% -13.45% Women's Apparel Shopper 53.45% -8.61% Power Women's Apparel Shopper 33.38% -2.66% Kids' Apparel Shopper 29.71% -4.40% Banana Republic Shopper 24.87% +4.99% Victoria's Secret Shopper 23.77% -0.46% Gap Shopper 22.59% -8.14% Power Kid's Apparel Shopper 11.35% -1.76% Men's Apparel Shopper 10.10% +0.97% Ulta Beauty Shopper 9.40% +1.53% Old Navy Shopper 8.60% +0.82% Sephora Shopper 6.03% -3.97% DSW Shopper 5.38% -0.34% Bath & Body Works Shopper 3.20% +1.50% Forever 21 Shopper 2.60% +0.37% Power Men's Apparel Shopper 2.56% +0.69% Ross Stores Shopper 1.85% +0.95% Charlotte Russe Shopper 0.95% +0.12% Apparel Category Personas Volvo vs Index Business Traveler 19.75% +6.47% Leisure Traveler 10.42% +3.82% Enterprise Rent-A-Car Shopper 10.16% +0.46% Road Warrior 4.55% +2.43% Avid Leisure Traveler 3.69% +1.79% Travel Category Personas Volvo vs Index Courtyard Traveler 11.56% +1.81% Residence Inn Traveler 7.75% +0.58% Comfort Suites Traveler 7.68% +0.26% Fairfield Inn & Suites By Marriott Traveler 6.78% +2.47% Marriott Traveler 6.21% +2.44% Hampton Inn Traveler 4.97% +0.88% Ritz-Carlton By Marriott Traveler 3.10% +0.25% Quality Inn Traveler 2.05% +1.14% Springhill Suites Traveler 1.49% +0.82% Renaissance Traveler 1.33% +0.05% Autograph Marriott Traveler 0.69% +0.28% Marriott Vacation Club Traveler 0.56% +0.20% AC Hotels Traveler 0.54% -0.16% Townplace Suites By Marriott Traveler 0.44% +0.19% JW Marriott Traveler 0.27% +0.11% Edition Marriott Traveler 0.20% +0.05% Gaylord Hotels Traveler 0.16% +0.06% Moxy Hotel Traveler 0.10% -0.04% Delta Hotel Traveler 0.07% +0.02% Conference Marriott Traveler 0.01% 0.00% Hotel Category
Where Do Your Customers Live? Using our proprietary homing algorithms, we can show unique insights into which states, countries, or census block group your customers reside in
Demographics based on Home Demographics are derived by the Census block group where devices are ¡¯Homed¡¯ INCOME Observed Index $0 ¨C $20,000 14.54% 15.24% $20,000 ¨C $40,000 15.84% 17.73% $40,000 ¨C $60,000 14.00% 15.65% $60,000 ¨C $100,000 21.67% 23.30% $100,000 Plus 33.96% 28.07% AGE Observed Index 20 ¨C 30 15.56% 13.94% 30 ¨C 45 21.13% 20.09% 45 ¨C 65 26.28% 26.78% 65 Plus 12.37% 13.42% EDUCATION Observed Index No College 30.67% 36.78% Some College 24.80% 28.73% Bachelor 26.02% 21.20% Graduate Degrees 18.51% 13.30% ETHNICITY Observed Index White 71.00% 75.72% Black 14.37% 12.06% Asian 7.05% 5.32% Other 7.57% 6.91% Hispanic 15.31% 13.35% All Games % diff to Index
CrossFit Fitness Park GNC H O M E N E I G H B O R H O O D Gym P E R S O N A : Fitness enthusiast Skyhook Personas are behavioral and demographic profiles derived from mobile location data from the advertising ecosystem and available for purchase through our DSP and DMP partners as well as direct data feeds from Skyhook to agencies and trading desks. Targeting: Behavior and Demographic Data
Our Attribution Report helps illuminate ROI based on measuring the impact of foot traffic from an advertisement. We compare exposed users to a control group that has similar characteristics. WH OL E F OOD S SH OPPE R S Exposed Users are the number of devices that were served Whole Foods ads. Engaged Users are Exposed Users that visited a Whole Foods within the last 30 days. The Index is based on the comparison of Exposed Users to a Control group. 457,984 89,165 8.5% E X P O S E D U S E R S E N G A G E D U S E R S V S I N D E X Attribution: Measuring the Results
Skyhook Location Data Pool Context SDK Skyhook provides an iOS and Android SDK to provides industry leading location collection methods that has minimal impact on battery life. Third-party Data We partner with many third-party data collection services that we curate and cleanse to ensure that we use only the highest quality data Data Cleansing We use machine learning techniques that account for factors such as time, velocity, road detection, high HPE, and device density No PII We neither access personally identifiable information (such as name, home address, email address, credit card number) nor associate it with a device ID Privacy Compliant All of our products are compliant with industry regulations and Skyhook is a certified member of the US-EU Privacy Shield Customer Data Control Skyhook allows customers to choose how their data is used, and whether it may be passed on or siloed only for their specific use Privacy Statistics Data Collection US Based All of Skyhook¡¯s available behavioral data inventory is US based Volume ? We monitor the location of over 60 million unique devices ? We see over 3 trillion location samples every day Segmentation Skyhook identifies over 1 trillion behaviors and demographic attributes across our device inventory
Skyhook Data and User Privacy All Consents Required Skyhook¡¯s SDKs (and contracts) require the receipt of, and then follow and abide by, all user consents for use of location and for targeted advertising. No Personally Identifiable Information We neither access personally identifiable information (such as name, home address, email address, credit card number) nor associate it with a device ID. Observing All Opt-out Layers Users can opt-out via the targeted advertising and/or location settings on iOS and Android or via preferences within apps or via Skyhook¡¯s own opt-out page. Compliant with Industry Standards All of our products are compliant with industry regulations and Skyhook is a certified member of the US-EU Privacy Shield. Customer Data Control Skyhook allows customers to choose how their data is used, and whether it may be passed on or siloed only for their specific use.
SherylJacobson Principal,DeloitteConsultingLLP shjacobson@deloitte.com
Copyright ? 2018 Deloitte Development LLC. All rights reserved.15 Travel & Hospitality
34% 5% 5% 5% 26% 14% 11% Brand Loyalty Using the Skyhook data pool, we can determine how many users are loyal to one chain over another, and how many users frequent other competitors¡¯ locations. Hotel 1 Hotel 3 Hotel 2
Airline Preferences and Travel Patterns Combining location signals, precise gate- level geometry and air traffic data. ? Identify fliers on specific flights ? Measure airline preferences and loyalty ? Monitor behavioral changes in competitive markets ? Target top fliers from competitive brands
Real-Time monitoring with Skyhook¡¯s Context SDK running in hotel loyalty apps: ? Monitor hotel visits by rewards members around the globe in real-time ? Build logic into the app to leverage sophisticated geofence triggers and member journey history Real-Time Monitoring
Copyright ? 2018 Deloitte Development LLC. All rights reserved.19 SPORTS
474 524538 517 442 408 458 386 497 527517 493 360 453442 596 618 501506 463 645 420 678 722 548 578 609 424 612 544 617 684 587 437 531 436 625 440 551 630 589 0 100 200 300 400 500 600 700 800 10/21/17 10/28/17 11/4/17 11/11/17 11/18/17 11/25/17 12/2/17 12/9/17 12/16/17 12/23/17 12/30/17 1/6/18 1/13/18 1/20/18 1/27/18 2/3/18 2/10/18 2/17/18 2/24/18 3/3/18 3/10/18 3/17/18 3/24/18 3/31/18 4/7/18 ALL Users date ALL % ALL 1/25/18 952 4.09% 3/7/18 884 3.87% 1/18/18 749 3.84% 1/15/18 543 3.65% 4/5/18 675 3.57% TOP 5 attended games All Games Visits by date
# of games All Games % ALL Weekday % Weekday Weekend % Weekend 1 6,906 88.45% 5,193 89.46% 2,291 94.32% 2 590 7.56% 400 6.89% 106 4.36% 3 146 1.87% 111 1.91% 16 0.66% 4 72 0.92% 39 0.67% 9 0.37% 5 26 0.33% 16 0.28% 3 0.12% 6 17 0.22% 20 0.34% 3 0.12% 7 14 0.18% 5 0.09% 1 0.04% 8 11 0.14% 2 0.03% 9 3 0.04% 6 0.10% 10 + 23 0.29% 13 0.22% Total 7,808 100.00% 5,805 100.00% 2,429 100.00% Return Rate by group ¨C High Income Fans who attended Weekday and Weekend games
Illinois Counties County ALL IL % ALL IL % ALL Cook County 9,832 65.18% 55.68% DuPage County 1,589 10.53% 9.00% Will County 994 6.59% 5.63% Lake County 953 6.32% 5.40% Kane County 514 3.41% 2.91% McHenry County 251 1.66% 1.42% Kendall County 166 1.10% 0.94% Winnebago County 84 0.56% 0.48% Champaign County 64 0.42% 0.36% Kankakee County 62 0.41% 0.35% Other IL Counties 576 3.82% 3.26% Total 15,085 100.00% 85.43% Where did fans come travel from?
Brand % devices % diff to Index Retailer 1 52.80% -5.53% Retailer 2 41.87% -39.94% Retailer 3 23.30% 63.29% Retailer 4 22.55% 6.82% Retailer 5 19.91% -22.60% Retailer 6 16.72% 87.85% Retailer 7 16.41% -13.18% Retailer 8 15.89% -38.99% Retailer 9 11.72% -41.35% Retailer 10 8.76% 31.10% Retailer 11 8.23% 116.11% Retailer 12 5.75% 85.33% Retailer 13 3.90% -32.74% Retailer 14 0.07% -93.50% *The Skyhook Index represents the normal distribution of consumer segments in the Skyhook data pool. Top Department Retailers Illustrative Retailer 6 Retailer 7 Retailer 4 Retailer 3 Retailer 5 Retailer 1 Retailer 2
Copyright ? 2018 Deloitte Development LLC. All rights reserved.24 RETAIL
Persona Name Delta Walmart Shopper 36% Target Shopper 41% Victoria's Secret Shopper 35% Best Buy Shopper 31% Walgreens Shopper 27% Dollar Tree Shopper 26% CVS Pharmacy Shopper 25% Macy's Shopper 26% Gap Shopper 26% Observed Behaviors Delta Restaurant Diner 61% QSR Diner 62% Casual Diner 57% Coffee Drinker 30% Upscale Diner 1% Retailer 1 shoppers also prefer to shop at big box retailers or are apparel shoppers A higher percentage of Retailer 1 shoppers prefer regular restaurants and quick service diners as opposed to upscale restaurants Customer and venue location data provides insights into the shopping behavior of the customers at other retailers Illustrative
BRAND BEHAVIORAL STUDIES 4 visit to Old Navy 4 visit to TJ Maxx 2 visits to Gap 1 visits to Nordstrom 4 visits to Zara 2 visits to Dillard's 3 visits to Stein Mart 1 visits to Banana Republic A P P A R E L S H O P P E R Illustrative
MEDIA TARGETING: LOOK-A-LIKES Skyhook Apparel Shopper Existing customer behavior & preferences can be used to improve new customer segmentation & identification
MEDIA TARGETING: IDs SEEN AT A SPECIFIC BRAND Customer persona and brand preferences can be used by retailers for targeted marketing campaigns Retailer1
MEDIA TARGETING: IDs SEEN AT COMPETITORS Persona and location information can be used to target and attract customers visiting competitor stores Retailer 1 Retailer 2 Retailer 2
Copyright ? 2018 Deloitte Development LLC. All rights reserved.30 RETAIL BANKING
Bank 1 customers are younger with higher income and education levels than the customers of Banks 2 and 3 Bank 1 Bank 2 Bank 3 Insights
0 0.5 1 1.5 2 2.5 3 Chevron Coulomb Chase Target Subway Avis Rent A Car McDonald's Motel 6 Starbucks US Playground Shell Citibank Marriott International Walmart Percentage of total (all data not included on graph) Top Venues Visited by BAC Customers One of the top 3 venues visited by Bank 1 customers is Bank 4 Bank 4 Bank 1 Customers Insights
Copyright ? 2018 Deloitte Development LLC. All rights reserved.33 Q&A
34 Location data: The secret to really knowing your customer David Bairstow SVP Product Management, Skyhook Stewart Rogers Analyst-at-Large VentureBeat Sheryl Jacobson Principal Consulting Strategy and Analytics Deloitte Consulting LLP

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Location Data: The Secret to Really Knowing Your Customer

  • 1. 1 Location data: The secret to really knowing your customer David Bairstow SVP Product Management, Skyhook Stewart Rogers Analyst-at-Large VentureBeat Sheryl Jacobson Principal Consulting Strategy and Analytics Deloitte Consulting LLP
  • 2. ? Enable pop-ups on your browser. ? Use headphones or turn up the system¡¯s speakers to hear the presentation, which will stream through your browser. ? Submit questions or comments to the presenters at any time by hitting the Ask A Question button on top of the web console. ? Technical issues? Click ¡°Help¡± or submit a question through the portal. Webinar Optimization
  • 4. 15 years of experience + 650+ patents. Use of real signal data to position devices, trigger actions and build context. GLOBAL LOCATION NETWORK 20 Million + Actionable Venues (U.S. only) 175 Million + Geolocated Cell Towers 4.2 Billion + Geolocated Wi-Fi Networks 400 Billion+ Location Transactions Processed Annually Geolocated IP Addresses 1 Billion ++ IP Established in 2003. Hybrid positioning using A-GNSS, Wi- Fi, Cell IDs and IP Addresses. Accurate location in all environments ¨C indoors, outdoors, urban, suburban and rural.
  • 5. How Can Location Help? Competitive Traffic Promotion Measurement Targeted Marketing Geographical Impacts Market Research Consumer Insights Analyze billions of location samples from mobile devices, identifying when a phone intersects with a venue. The resulting ¡®visits¡¯ provide the analytical currency to monitor and compare daily guest counts, retention trends, frequency and more.
  • 6. The Evolution of Venue Location: Semantic and Venue-Based Positioning
  • 7. Behavior Overview * Skyhook Index was generated by using all devices homed in the same census blocks groups as devices that visited tri-state auto dealers and have similar activity index Restaurant Category Personas Volvo vs Index Restaurant Diner 83.53% -12.00% QSR Diner 77.10% -14.41% Dunkin Donuts Diner 63.01% -2.64% Casual Diner 61.55% -9.92% Subway Diner 57.49% -1.29% McDonalds Diner 53.35% -4.40% Starbucks Diner 51.26% +2.03% Avid Casual Diner 50.02% -5.48% Coffee Drinker 48.30% -7.45% Burger King Diner 27.36% -4.54% Wendy's Diner 26.71% -5.79% Baskin Robbins Diner 25.44% -8.25% Coffee Lover 24.00% -2.95% Dominoes Diner 16.95% -4.08% KFC Diner 16.88% -0.69% Applebee's Diner 16.44% -3.19% Panera Diner 14.37% +3.49% Chipotle Diner 13.54% -1.39% Chili's Diner 13.13% -2.03% Pizza Hut Diner 12.36% +0.44% Popeyes Louisiana Kitchen Diner 10.79% -4.81% Taco Bell Diner 8.84% +3.68% IHOP Diner 7.90% -3.41% Olive Garden Diner 7.72% +0.67% Personas Volvo vs Index Family Shopper 81.54% -13.43% Power Family Shopper 75.25% -14.78% Pet Owners 66.00% -5.66% Budget Shopper 57.65% -10.11% Power Budget Shopper 39.39% -4.86% College Student 12.23% -0.70% Luxury Shopper 6.63% +1.68% High Income Lifestyle 5.75% +2.83% Low Income Lifestyle 3.54% -5.28% Luxury Lifestyle 2.96% +1.90% Lower Middle Income Lifestyle 2.27% -0.35% Upper Middle Income Lifestyle 1.28% +0.04% Middle Income Lifestyle 1.25% -0.32% New Parent 1.15% -0.98% Shopping Category Personas Volvo vs Index Apparel Shopper 81.39% -13.25% Power Apparel Shopper 74.03% -13.45% Women's Apparel Shopper 53.45% -8.61% Power Women's Apparel Shopper 33.38% -2.66% Kids' Apparel Shopper 29.71% -4.40% Banana Republic Shopper 24.87% +4.99% Victoria's Secret Shopper 23.77% -0.46% Gap Shopper 22.59% -8.14% Power Kid's Apparel Shopper 11.35% -1.76% Men's Apparel Shopper 10.10% +0.97% Ulta Beauty Shopper 9.40% +1.53% Old Navy Shopper 8.60% +0.82% Sephora Shopper 6.03% -3.97% DSW Shopper 5.38% -0.34% Bath & Body Works Shopper 3.20% +1.50% Forever 21 Shopper 2.60% +0.37% Power Men's Apparel Shopper 2.56% +0.69% Ross Stores Shopper 1.85% +0.95% Charlotte Russe Shopper 0.95% +0.12% Apparel Category Personas Volvo vs Index Business Traveler 19.75% +6.47% Leisure Traveler 10.42% +3.82% Enterprise Rent-A-Car Shopper 10.16% +0.46% Road Warrior 4.55% +2.43% Avid Leisure Traveler 3.69% +1.79% Travel Category Personas Volvo vs Index Courtyard Traveler 11.56% +1.81% Residence Inn Traveler 7.75% +0.58% Comfort Suites Traveler 7.68% +0.26% Fairfield Inn & Suites By Marriott Traveler 6.78% +2.47% Marriott Traveler 6.21% +2.44% Hampton Inn Traveler 4.97% +0.88% Ritz-Carlton By Marriott Traveler 3.10% +0.25% Quality Inn Traveler 2.05% +1.14% Springhill Suites Traveler 1.49% +0.82% Renaissance Traveler 1.33% +0.05% Autograph Marriott Traveler 0.69% +0.28% Marriott Vacation Club Traveler 0.56% +0.20% AC Hotels Traveler 0.54% -0.16% Townplace Suites By Marriott Traveler 0.44% +0.19% JW Marriott Traveler 0.27% +0.11% Edition Marriott Traveler 0.20% +0.05% Gaylord Hotels Traveler 0.16% +0.06% Moxy Hotel Traveler 0.10% -0.04% Delta Hotel Traveler 0.07% +0.02% Conference Marriott Traveler 0.01% 0.00% Hotel Category
  • 8. Where Do Your Customers Live? Using our proprietary homing algorithms, we can show unique insights into which states, countries, or census block group your customers reside in
  • 9. Demographics based on Home Demographics are derived by the Census block group where devices are ¡¯Homed¡¯ INCOME Observed Index $0 ¨C $20,000 14.54% 15.24% $20,000 ¨C $40,000 15.84% 17.73% $40,000 ¨C $60,000 14.00% 15.65% $60,000 ¨C $100,000 21.67% 23.30% $100,000 Plus 33.96% 28.07% AGE Observed Index 20 ¨C 30 15.56% 13.94% 30 ¨C 45 21.13% 20.09% 45 ¨C 65 26.28% 26.78% 65 Plus 12.37% 13.42% EDUCATION Observed Index No College 30.67% 36.78% Some College 24.80% 28.73% Bachelor 26.02% 21.20% Graduate Degrees 18.51% 13.30% ETHNICITY Observed Index White 71.00% 75.72% Black 14.37% 12.06% Asian 7.05% 5.32% Other 7.57% 6.91% Hispanic 15.31% 13.35% All Games % diff to Index
  • 10. CrossFit Fitness Park GNC H O M E N E I G H B O R H O O D Gym P E R S O N A : Fitness enthusiast Skyhook Personas are behavioral and demographic profiles derived from mobile location data from the advertising ecosystem and available for purchase through our DSP and DMP partners as well as direct data feeds from Skyhook to agencies and trading desks. Targeting: Behavior and Demographic Data
  • 11. Our Attribution Report helps illuminate ROI based on measuring the impact of foot traffic from an advertisement. We compare exposed users to a control group that has similar characteristics. WH OL E F OOD S SH OPPE R S Exposed Users are the number of devices that were served Whole Foods ads. Engaged Users are Exposed Users that visited a Whole Foods within the last 30 days. The Index is based on the comparison of Exposed Users to a Control group. 457,984 89,165 8.5% E X P O S E D U S E R S E N G A G E D U S E R S V S I N D E X Attribution: Measuring the Results
  • 12. Skyhook Location Data Pool Context SDK Skyhook provides an iOS and Android SDK to provides industry leading location collection methods that has minimal impact on battery life. Third-party Data We partner with many third-party data collection services that we curate and cleanse to ensure that we use only the highest quality data Data Cleansing We use machine learning techniques that account for factors such as time, velocity, road detection, high HPE, and device density No PII We neither access personally identifiable information (such as name, home address, email address, credit card number) nor associate it with a device ID Privacy Compliant All of our products are compliant with industry regulations and Skyhook is a certified member of the US-EU Privacy Shield Customer Data Control Skyhook allows customers to choose how their data is used, and whether it may be passed on or siloed only for their specific use Privacy Statistics Data Collection US Based All of Skyhook¡¯s available behavioral data inventory is US based Volume ? We monitor the location of over 60 million unique devices ? We see over 3 trillion location samples every day Segmentation Skyhook identifies over 1 trillion behaviors and demographic attributes across our device inventory
  • 13. Skyhook Data and User Privacy All Consents Required Skyhook¡¯s SDKs (and contracts) require the receipt of, and then follow and abide by, all user consents for use of location and for targeted advertising. No Personally Identifiable Information We neither access personally identifiable information (such as name, home address, email address, credit card number) nor associate it with a device ID. Observing All Opt-out Layers Users can opt-out via the targeted advertising and/or location settings on iOS and Android or via preferences within apps or via Skyhook¡¯s own opt-out page. Compliant with Industry Standards All of our products are compliant with industry regulations and Skyhook is a certified member of the US-EU Privacy Shield. Customer Data Control Skyhook allows customers to choose how their data is used, and whether it may be passed on or siloed only for their specific use.
  • 15. Copyright ? 2018 Deloitte Development LLC. All rights reserved.15 Travel & Hospitality
  • 16. 34% 5% 5% 5% 26% 14% 11% Brand Loyalty Using the Skyhook data pool, we can determine how many users are loyal to one chain over another, and how many users frequent other competitors¡¯ locations. Hotel 1 Hotel 3 Hotel 2
  • 17. Airline Preferences and Travel Patterns Combining location signals, precise gate- level geometry and air traffic data. ? Identify fliers on specific flights ? Measure airline preferences and loyalty ? Monitor behavioral changes in competitive markets ? Target top fliers from competitive brands
  • 18. Real-Time monitoring with Skyhook¡¯s Context SDK running in hotel loyalty apps: ? Monitor hotel visits by rewards members around the globe in real-time ? Build logic into the app to leverage sophisticated geofence triggers and member journey history Real-Time Monitoring
  • 19. Copyright ? 2018 Deloitte Development LLC. All rights reserved.19 SPORTS
  • 21. # of games All Games % ALL Weekday % Weekday Weekend % Weekend 1 6,906 88.45% 5,193 89.46% 2,291 94.32% 2 590 7.56% 400 6.89% 106 4.36% 3 146 1.87% 111 1.91% 16 0.66% 4 72 0.92% 39 0.67% 9 0.37% 5 26 0.33% 16 0.28% 3 0.12% 6 17 0.22% 20 0.34% 3 0.12% 7 14 0.18% 5 0.09% 1 0.04% 8 11 0.14% 2 0.03% 9 3 0.04% 6 0.10% 10 + 23 0.29% 13 0.22% Total 7,808 100.00% 5,805 100.00% 2,429 100.00% Return Rate by group ¨C High Income Fans who attended Weekday and Weekend games
  • 22. Illinois Counties County ALL IL % ALL IL % ALL Cook County 9,832 65.18% 55.68% DuPage County 1,589 10.53% 9.00% Will County 994 6.59% 5.63% Lake County 953 6.32% 5.40% Kane County 514 3.41% 2.91% McHenry County 251 1.66% 1.42% Kendall County 166 1.10% 0.94% Winnebago County 84 0.56% 0.48% Champaign County 64 0.42% 0.36% Kankakee County 62 0.41% 0.35% Other IL Counties 576 3.82% 3.26% Total 15,085 100.00% 85.43% Where did fans come travel from?
  • 23. Brand % devices % diff to Index Retailer 1 52.80% -5.53% Retailer 2 41.87% -39.94% Retailer 3 23.30% 63.29% Retailer 4 22.55% 6.82% Retailer 5 19.91% -22.60% Retailer 6 16.72% 87.85% Retailer 7 16.41% -13.18% Retailer 8 15.89% -38.99% Retailer 9 11.72% -41.35% Retailer 10 8.76% 31.10% Retailer 11 8.23% 116.11% Retailer 12 5.75% 85.33% Retailer 13 3.90% -32.74% Retailer 14 0.07% -93.50% *The Skyhook Index represents the normal distribution of consumer segments in the Skyhook data pool. Top Department Retailers Illustrative Retailer 6 Retailer 7 Retailer 4 Retailer 3 Retailer 5 Retailer 1 Retailer 2
  • 24. Copyright ? 2018 Deloitte Development LLC. All rights reserved.24 RETAIL
  • 25. Persona Name Delta Walmart Shopper 36% Target Shopper 41% Victoria's Secret Shopper 35% Best Buy Shopper 31% Walgreens Shopper 27% Dollar Tree Shopper 26% CVS Pharmacy Shopper 25% Macy's Shopper 26% Gap Shopper 26% Observed Behaviors Delta Restaurant Diner 61% QSR Diner 62% Casual Diner 57% Coffee Drinker 30% Upscale Diner 1% Retailer 1 shoppers also prefer to shop at big box retailers or are apparel shoppers A higher percentage of Retailer 1 shoppers prefer regular restaurants and quick service diners as opposed to upscale restaurants Customer and venue location data provides insights into the shopping behavior of the customers at other retailers Illustrative
  • 26. BRAND BEHAVIORAL STUDIES 4 visit to Old Navy 4 visit to TJ Maxx 2 visits to Gap 1 visits to Nordstrom 4 visits to Zara 2 visits to Dillard's 3 visits to Stein Mart 1 visits to Banana Republic A P P A R E L S H O P P E R Illustrative
  • 27. MEDIA TARGETING: LOOK-A-LIKES Skyhook Apparel Shopper Existing customer behavior & preferences can be used to improve new customer segmentation & identification
  • 28. MEDIA TARGETING: IDs SEEN AT A SPECIFIC BRAND Customer persona and brand preferences can be used by retailers for targeted marketing campaigns Retailer1
  • 29. MEDIA TARGETING: IDs SEEN AT COMPETITORS Persona and location information can be used to target and attract customers visiting competitor stores Retailer 1 Retailer 2 Retailer 2
  • 30. Copyright ? 2018 Deloitte Development LLC. All rights reserved.30 RETAIL BANKING
  • 31. Bank 1 customers are younger with higher income and education levels than the customers of Banks 2 and 3 Bank 1 Bank 2 Bank 3 Insights
  • 32. 0 0.5 1 1.5 2 2.5 3 Chevron Coulomb Chase Target Subway Avis Rent A Car McDonald's Motel 6 Starbucks US Playground Shell Citibank Marriott International Walmart Percentage of total (all data not included on graph) Top Venues Visited by BAC Customers One of the top 3 venues visited by Bank 1 customers is Bank 4 Bank 4 Bank 1 Customers Insights
  • 33. Copyright ? 2018 Deloitte Development LLC. All rights reserved.33 Q&A
  • 34. 34 Location data: The secret to really knowing your customer David Bairstow SVP Product Management, Skyhook Stewart Rogers Analyst-at-Large VentureBeat Sheryl Jacobson Principal Consulting Strategy and Analytics Deloitte Consulting LLP