Can Understanding Hourly Car Traffic Flows Improve Store Traffic?

Mobility data provider Citilabs has created what it claims is the first comprehensive map of hourly traffic flow in the U.S.

Dubbed Streetlytics, the data visualization tool leverages information from billions of data points to measure and paint what Citilabs CEO Michael Clarke says is the “most complete picture of the moving population.” In addition to hourly details of where traffic is coming from and going to, it also shows traveler demographics based on derived home locations.

Asked if there is any value for either multi-location businesses or even independent small-to-medium sized businesses from Streetlytics’ hourly traffic map, Clarke emphasized that “Streetlytics is much more than an hourly traffic map.”

“It does provide the directional volume of vehicles and people moving along every street in the US by hour and type of day (weekdays, Fridays, Saturdays and Sundays), but it also tells business where those people live (and the associated demographic information such as income, size of household and many other attributes), as well as where those people are coming from and going to and why they are traveling (commuting to work, for example),” Clarke said.

Streetlytics also compiles the routes that people take, he added. So, for a business, let’s say a doughnut chain, Streetlytics can identify the road segment where you find the maximum number of the target market that does not currently drive within, say a quarter-mile, of one of their existing locations and/or their competitors.

“Nothing like that has existed until now—determining location based on the flow of the target market down the streets, not simply based on where the target market lives,” Clarke said.

In terms of who Streetlytics data, which hows the intensity of traffic volume on roadways in the continental USA by hour for an average work day, the underlying data and insights are applied today in advertising, insurance, real estate, retail, investment and new mobility solutions.

Hugh Malkin, director of Business Development, offers this explanation of the tool’s value: “Since Streetlytics provides the routes used for every vehicle trip, it is also a great base line or control to measure the impact of new technologies around smart cities on every road in the US. These averages can help businesses, startups, and governments spot anomalies in the new technologies they are testing to help them learn and get better faster.”

“Another example of how this information is important is that it tells businesses not only the number of people that pass in front of or near their location but the detailed characteristics of those travelers,” Clarke noted. “That is important information for helping business to align their product breadth, depth and assortment with the drive by population and for use when comparing against in-store transactional data.”

Smart Cities On The Road

The information from Streetlytics could help spur projects around the “smart cities” concept for businesses, tech companies or municipal planners, Clarke said.

In explaining the underlying value of Streetlytics to those constituencies, Clarke offered this analogy: If you were considering opening a restaurant, you would want to understand the market for your restaurant.

The big question you would have would be “Does the demand exist and does it match with what your restaurant will serve?”

When planners, businesses and tech companies consider where to put a road, a transit line, a bike path or, say, to initiate some kind of new mobility service or smart concept—they really have no clear understanding of the demand—how many people are going to and from every part of the city, by hour by day, Clarke said.

“Streetlytics provides a comprehensive view of travel demand. It tells a provider or planner how many people travel from say Riverdale to Tribeca, or Hoboken to Wall Street hour by hour and the characteristics of those people,” he said. “That’s valuable information for planners who want to have a clear understanding of not just where they have traffic jams or crowded subways, but where those people are coming from and going to so that solutions can be found that serves that market and alleviates the problem.”

“In the same way, it provides a clear understanding of the market for private enterprise to serve that demand with evolving mobility services – does this make sense for us to create such a service – what is the size and characteristics of the market?” You can think of many examples where Streetlytics can improve the ‘smartness’ of cities such as much more efficient ways of operating services and infrastructure on a daily basis, to where you should spend your maintenance budget to give the best bang for the buck,” Clarke said.

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How Providence Rhode Island is Using Mesh Networks To Become A ‘Smart City’

This past year saw the Smart Cities concept moving from theoretical to practical and actual as municipalities from New York to San Francisco began expanding the use of connected street furniture, support for electric cars, and placing sensors in public transportation to develop safer traffic condition.

But for the most part, those use cases are fairly confined to specific kinds of programs, usually involving digital out of home ads or pilot programs along limited bus routes.

Last month, Providence, RI began partnering with hyperlocal tech company Loud-Hailer to launch its “Connected City” app, Providence2GO.

The app allows local businesses and public facilities operators to communicate with users via Bluetooth-connected mesh networks.

“While the idea of using an app to look something up isn’t new, Loud-Hailer’s technology revolutionizes the process. Gone are the days of needing to open and close a variety of apps, login multiple times, or wonder about cell service when exploring a city,” says Jack Chen, co-founder and CEO of Loud-Hailer. “With the Providence2GO app, you can see what is available around you with one tap. Our technology works with Bluetooth Low Energy, so users will always be able to access the app and get valuable information when walking around Providence, starting with the historic downtown area.”

Among the entities participating in Loud-Hailer’s Providence2Go include Roger Williams University, non-profit arts organization WaterFire, dance studio AS220, the City of Providence Department of Art, Culture + Tourism, Providence Public Library, real estate agency Marsella Properties, State of Rhode Island Office of Innovation, a boutique called Queen of Hearts, VP Fitness, Blake’s Tavern, and Rhode Tour.

“Loud-Hailer’s technology and platform allows us to be creative in the way we reach students past basic e-mails” says Adriana Dawson, Assistant Dean, Center for Workforce & Professional Development at Roger Williams University, in a statement. “We’re excited to partner with Loud-Hailer and Providence2GO and know it will truly complement and enhance campus engagement in a way that will continue to grow.”

As Kingston, NY-based Loud-Hailer looks to 2018, the company is already in talks with Columbus, Ohio and Sacramento, Ca. to set up a similar Smart City program. At the center of Loud-Hailer’s technology is the use of mesh networks, which allows for communications to occur without a carrier involved.

“We’re creating digital connections,” Chen tells GeoMarketing. “By that, I mean, if I were trying to send you an email, the typical process depends on a connection from my carrier, to my server, to your server, to your carrier, down to your device. And that doesn’t matter how far we are.

“But with Loud Hailer’s technology, we’re creating that direct connection between the two of us — we don’t need a carrier,” he adds. “We don’t need to care about whether the server’s running. And Loud-Hailer software is on both of our devices when we download the app. But other than that, Loud Hailer doesn’t even have to be there. And so, imagine then, being able to connect literally directly to other people and to organizations as you make your way throughout the city.”

Not having to worry about extra charges is something that is key for the adoption of Smart City programs, Chen says, because of the various levels of bureaucracy that is naturally involved with any government program. That said, while DOOH  and automotive companies have been actively spearheading Smart City initiatives, Chen makes the case that, despite all the complexity, municipal governments is the best way to build a broad program.

“I think working with cities at the beginning are a better partner than brands might think, from an infrastructure perspective, in terms of the way they can they use a Smart City paradigm to support the small local businesses,” Chen says. “And because of that, it’s got to be cheap. It’s got to be easy to use. And one that doesn’t require heavy infrastructure investment because otherwise then you get tied up into years of bureaucracy and budget approvals and nobody wants to raise taxes. We’re committed to sorting through all that as we work to support the idea of Smart Cities.”

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How Intel’s Mobileye And Esri Plan To Make Smart Cities Into ‘Safer Cities’ For Transportation

Mapping analytics provider Esri is working with Intel’s Mobileye, a provider of advanced driver-assistance systems software, to combine the former’s location analysis and visualization with the latter’s Shield+ product to help shape transportation safety programs for “Smart Cities.

Mobileye’s Shield+ will stream road safety data retrieved from city bus fleets into Esri’s ArcGIS platform, where information such as pedestrian and cyclist detection in blindspots can be viewed on the Intel company’s Smart Mobility Dashboard.

Shield+ alerts will be updated to the dashboard in real time, providing a city-wide view of pedestrian and cyclist safety. For example, city bus drivers can receive alerts about “imminent hazards” such as a bicyclist or pedestrian coming out of a driver’s blind spot seconds before a potential collision.

“Esri is excited to collaborate with Mobileye for an offering that brings us so much closer to creating safer communities,” said Jim Young, Esri head of business development. “Making spatial data available to governments to improve safety and overall quality of life is an important step.”

Intel Mobileye’s Shield+ with Esri’s location analytics and data visualization can help buses eliminate “blind spots” and provide more traffic safety.

“Through this collaboration with Esri, we are able to provide a game-changing product to cities and mobility providers,” adds Nisso Moyal, director of business development and big data at Mobileye. “By enabling direct uploading of geospatial events from Shield+ fitted to municipal buses and the like to the Mobileye Smart Mobility Dashboard, cities will be able to anticipate and help prevent the next collision, while in general managing all of their assets much more efficiently.”

As Young and Moyal note, the Shield+ project is another way of highlighting how location data is factoring into — and shaping — the future of Smart Cities.

GeoMarketing: What Is “Shield+”?

Jim Young, Esri: I like to think of Shield+ as a set of sensors that are continuously moving around a city, collecting data. While today the sensors are focused on things like saving lives through detecting pedestrians in the street, tomorrow, these sensors could be focused on collecting, reporting, and analyzing any type of road information they collect.

Think about if a series of vehicles passed over a major pothole. If sensors are installed, this could automatically trigger a dispatch to public works in order to repair the hazard quickly. This data, or other types of data, including construction alerts, traffic or weather-related hazards, could also be fed to other vehicles in the fleet to improve awareness in the moment and be analyzed later on, to continue creating smarter cities that provide the best services for their communities.

How did this collaboration between Intel/Mobileye and Esri come about? Was there a previous connection between the two brands? 

Jim Young, Esri: The connection came about through several mutual partners through Esri’s work in Israel. While there has been some previous connection with Intel, this is the first initiative between Esri and Mobileye.

Nisso Moyal, Intel Mobileye: We are excited to work together, as this cooperation provides cities and governments with a tool to make their cities smarter and safer for road users.

Who will this collaboration serve? Municipal governments? Automotive manufacturers? Public transportation authorities? Urban planners/non-profits outside of government? Brands? All of the above (if so, is there a hierarchy?)? 

Jim Young, Esri: The initial collaboration with Shield+ will serve city planners, DoT’s, transit authorities and transportation planners.  We look forward to later iterations expanding to serve a broader customer base.

Does Mobileye’s Shield+ have any other mapping or tech partners beyond Esri? 

Nisso Moyal, Intel Mobileye: Mobileye Shield+ offers increased awareness for operators of long vehicles, and provides vital seconds to react with real-time alerts. Drivers are given an intuitive experience and fleet managers have seamless telematics integration. The system is mounted inside the vehicle’s tab with a tolltag-sized sensor on the windshield and an EyeWatch display on the dash. The Mobileye Sheild+ system uses up to four individual sensors for improved blind spot detection in urban environments. The two level warning system and minimal false alerts achieved by Mobileye assure the highest level of driver attention whenever an alert is delivered including:

  • Forward collision warning: alerts when a collision is imminent with anything ahead of the fleet vehicle;
  • Pedestrian & Cyclist Collision Warning – Alerts when a collision is imminent with a pedestrian or cyclist within the vehicle’s front danger zones;
  • Lane Departure Warning – Alerts when a lane deviation occurs without proper signal notification;
  • Headway Monitoring and Warning – Alerts when the following distance from the vehicle ahead becomes unsafe;
  • Speed Limit Indicator – Recognizes speed limit signs and alerts when the vehicle exceeds the posted limit;

Jim Young, Esri: There are telematics partners but no other mapping partners as part of the solution.

How does Esri’s visualization tools enhance Shield+?

Jim Young, Esri: Esri’s visualization tools enable the customer to see patterns beyond what a single bus can see with Mobileye vision. The technology creates a feedback loop for cities to learn and improve, by turning their existing fleet into a network of sensors that can map the areas of the city where pedestrian safety can be improved.

Shield+ in action

How do you see this collaboration aid the growth of smart cities? 

Jim Young, Esri: By attaching Mobileye sensors to existing fleets, cities can begin to lay the digital tracks for their autonomous future which will create safer roads.  The bundle allows cities to see patterns that were previously invisible. By mapping the data and events that Mobileye vision sensors see across an entire fleet, areas of the city that present a risk to pedestrians and cyclists are revealed and can be improved through improvement initiatives and more informed transportation planning.

How does “asset mapping” work within the context of this collaboration? And do you see any benefit for local businesses from this tool? 

Jim Young, Esri: The initial offering between Esri and Intel Mobileye is focused on improving safety. Future iterations that take advantage of more capabilities of Mobileye vision could benefit asset mapping and be of great benefit to other aspects of cities and local businesses.

How do you expect the project to develop? Any initial expansion plans for 2018 that you can preview? 

Jim Young, Esri: The project will initially be focused on visualizing Mobileye data on an Esri map. We plan to offer Esri customers the ability to see other map layers alongside the Mobileye data, such as transit stops, bus routes, weather and accident data, for example, for additional visualization and analysis.

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Marketing In The ‘Now’ And ‘Next’

One clear thing coming out of dmexco last week is that the nature of the customer journey has evolved, crisscrossing the physical and digital worlds. As marketers, so must we. We no longer need to ask whether they’re “connected” or not: All people are already part of this morphing “always-on” world. It’s great news for brands and agencies alike, striving to create more timely and dynamic conversations between businesses and customers.

What’s even better? We’re now able to precisely understand in which offline contexts these audiences digitally engage with brands. Think of mobile engagements triggered in-store: While it’s made in the moment, it’s also paving the way for retargeting. So this should not only help us understand the “now,” but also be many steps ahead of the game. Here are five trends showing how offline-to-online advertising is ushering in the era of now-to-next marketing.

Generation Z is always moving

Generation Z is the top contending demographic of the day. Like their Gen Y brethren, they are mobile first. With over 96% of them owning smart phones, they are tech savvy. As a result, their world is one that constantly keeps them moving. So, how do we best engage with them to harnesses both the power of their constant movement and their connection to mobile phones?

Studies show that over 53% of all Gen Z consumers select brands that understand them as individuals. The personal user data that smartphones collect for us provides incredible opportunity to best contextualize and interact with the individual. After all, they have lived an entire lifetime with a smartphone, so the data we collect about them today will serve them for years to come. With the strong marriage of Out-of-Home advertising and mobile marketing today, we are able to target these audiences in the context of their environments.

Environments are growing interactive

The physical landscape is ripe for groundbreaking marketing opportunities; environments are becoming increasingly interactive. What we can begin to anticipate next is how these interactions will help us target and retarget to better reach our audiences.

As consumers grow more mobile, they become less attached to time and place. Instead, environments are both physical and virtual. So what does this mean next for marketers? Everything needs to happen away-from-home, making room for direct interactions.  Out-of-Home advertising is the missing link — and most fundamental part, when it comes to moving from mass communication to personalization. Coupled with mobile, the dynamic “power duo” makes for vastly more transactional campaigns.

You see, the digitalization of Out-of-Home real estate is rapidly helping consumers interact within spaces, generating and increasing transactions in both real and virtual worlds. By transforming everyday spaces into an opportunistic “playing field”, we are able to effectively share the experience of our brand with them while simultaneously receiving invaluable information and data about the passerby. Visually or virtually stimulating is not enough; there must be interaction.

Dynamic content delivers greater engagement through programmatic

If utilizing programmatic buying to capture audiences is the now, leveraging what worked well to further anticipate and dynamically understand their physical journey is what comes next.

The combination of programmatic inventory and dynamic content delivery drives contextual engagement. While programmatic buying optimizes both budgets and placements, dynamic creative delivers and updates the content in context.

This trend is also closely connected with real-time advertising, fully automated and data-driven media shopping, and the optimal distribution of marketing messages. The rise of AI will significantly impact dynamic and digital Out-of-Home, automating the creation of custom content based on the target audience and context they’re engaging with.

The brick is getting smarter

The interconnectivity between smart cities and smart cars will reshape the way we stay connected at all times. The data that we obtain through these constant connections will power us to understand and target where personal journeys lead next. Digital interactions with individuals will give great power to tools like Wi-Fi, geo-fencing, beacons, proximity networks, and more – opening new realms of interaction and engagement.

Rarely in life do we ever get from point A to point B in one single step, and we may not even know what point C or D will be yet. It is this truth that opens the doors for incredible opportunities within smart cities and cars. If journeys are long, we must be there for every step; not just physically, but contextually. Moreover, the data captured or interacted upon must best serve future interactions. We can take this information in real-time to further influence the customer’s journey to points C and D. Relevance is key in the “smart” space.

The value exchange as the purchasing power

Peer-to-peer payment became so popular over the past years because it’s a simple value exchange. We all make quick payments and transactions amongst ourselves using our smartphones. In China, mobile payments have already accounted for over 100MM transactions.  This behavior is already established in the every day life of most people on the globe, but how do we build upwards from this foundation? What comes next?

The rise of crypto-currencies and blockchain models suggests that the value exchange between a brand and an audience might fuel purchasing power. For instance, Kik’s KIN has created a new transactional model for brands, by which users earn a social currency and buy products through brand interactions. This is opening up an entirely new realm of generating in-channel, or “in-brand” commerce.

**Liliana Caro is the Global CMO of Kinetic Worldwide, a global agency dedicated to connecting with and activating audiences on the move. In this role, she elevates client performance through the digitalization of Kinetic’s product offerings and a unique methodology that delivers communications in context. As Kinetic evolves to keep pace with consumers that move faster than ever, Liliana brings new platforms and processes to ensure clients can effectively leverage the ubiquity of interactivity of Out-of-Home advertising across the globe.

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How Marketers Can Integrate OOH, Social To Create Context — At Scale

It’s long been the marketer’s “holy grail” to get the right message to the right consumer at the right time — but actually delivering that personalized engagement at scale is a bigger challenge.

In a panel discussion at at Cannes Lions dedicated to bridging digital and real-world experiences, execs from Kinetic, Maxus Global, and Clear Channel talked with GeoMarketing‘s Lauryn Chamberlain about using OOH to drive location-specific context and then social media to amplify that message — plus, what’s going on with the future of smart cities. An excerpted version of the conversation, below.

Let’s start with some examples: How have you worked to bridge the online and offline worlds through integrating mobile, social, and out-of-home in your respective work? What have you seen people really engage with? And on the flip side, what hasn’t worked so well — what can we work on as an industry? 

Richard Stokes, Worldwide Chief Development Officer, Maxus Global: I’ll talk about a very specific example: a campaign for the Dutch Kidney Foundation. Obviously, that’s not somewhere where you’re trying to sell something, but charities are under a lot of pressure from a fundraising point of view and from an awareness point of view — they [needed to] get the message out.

What they did was to take a story about a single patient, Fabian, who was on dialysis. What happens when you’re on dialysis? You’re superman to your kids, you’re a sportsman, you’re a businessman — but your world shrinks, and your world becomes the bedroom because you have to spend most of the day in dialysis.

What we did is to take the fact that here’s Fabian in his tiny bedroom — and then ask, ‘where can we broadcast this to that is the exact opposite?’ The exact opposite was a central station [in the Netherlands], a very busy transport hub. A single digital panel [incorporating social] allowed Fabian to communicate, and interact, and speak to people who stopped in front of him. Kind of take the world into his tiny little bedroom in that way.

The interaction that they had was fantastic, but it didn’t stop there. In a way, what was interesting for me, was to see how out-of-home gave this campaign the physical context, and social gave it scale. Everything was captured [for] Fabian, and the perspective then went out on Facebook, on his page. The campaign was a huge success, and their subsequent donations have been huge. I think that’s a great example of how mobile, social, and out-of-home can work together [to do more] than people might expect.

Mauricio Sabogal, Global CEO, Kinetic: What is interesting is, who are some of the biggest advertisers in out of home? Apple, Google, Facebook, Amazon. It might seem kind of weird, because their media assets such that, well, why are they advertising out-of-home? That’s a good question, and the answer is, because they need to be direct, and really they’re getting [incredibly useful] traffic data through interactive [OOH.] They see something in the everyday, they collect it, they analyze it.

But it’s not just about connecting; it is about connecting the strategy at the right moment, to the right company, to the right communication, and to continue to go from there. Once you’ve done that, the question is how to amplify [the message]. [That’s] a good way that social media platforms come into play.

What are the challenges of trying to deliver that contextually relevant message, at the right time, via out-of-home? What have you learned?

Stefan Lameire, Chief Customer & Revenue Officer, Clear Channel International: As Mauricio said, the challenge of technology is that a lot of things are possible — and it’s not just about [connected technology just for its own sake.] I really never forget that what we do with technology should be consumer relevant.

The consumers are driving a different effect, and here’s something we learned: We were putting [a touchpoint] on the side of our panels, where people could actually interact through their smartphones, using NFC, QR, whatever.

The idea behind doing that is really strong, I think, and we indeed had thousand of companies across the globe doing it. But we ran into the issue that the process of downloading coupon, or being told to ‘do this, do that,’ was not consumer relevant. The consumer felt this was advertising; it was not a genuine choice to interact with the brand. [We had to] rethink what kind of information people would actually want — and when. Like, in the UK, there’s a great example of [interacting at taxi stands] to give people information about drivers or about the city.

My two main takeaways would be: Whatever you do with technology, make it consumer relevant — and try to make it at scale so that it’ll use the value of the reach that algorithms have to offer.

Stefan, you mentioned the taxi example in the UK. In many ways, the rise of OOH that is interactive in real-time is driving the development of smart cities. How can you deliver that consumer relevance in smart cities? And what kind of opportunities do they open up for marketers?

Mauricio: We’re [seeing that] evolution now; we’ll be having not just wifi, but internet of things, and many other technologies available to activate in cities.

We see many aspects in cities that can be connected, and you will see thousands of facets of this. The most important part of this, for marketers to think about, is how to demonstrate efficiency and how to demonstrate the right alignment.

Stefan: If you look at this as a media owner, I think, we are restoring assets by delivering services. In the last two years, we’ve [invested in] smart bikes, and wifi, and our company really invested a couple hundred million dollars. We are trying to drive this [evolution], to actually grasp how to support and develop [smart cities].

Some of the important solutions, and the really exciting things start to come in when you are starting to apply wifi, or whatever technology is, and not just in terms of delivering service. A lot of the potential [for marketers] comes from the real-time data that will be there. There are a lot more opportunities around collecting user data. It’s very interesting to see how that will evolve.

Richard: There’s also this opportunity as we look to the future of self-driving cars: You think about the two, three hours that someone has in their car [commuting] every day, that becomes an opportunity — a very valuable one. There’s a value exchange: Maybe I don’t have to actually pay for this car ride, when I’m getting to work, because I’m exposed to X amount of messages, and that’s a very context rich and mass reach environment. I think we can see that quite soon.

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How Brands Can Have Authentic Conversations In ‘Smart Cities’

As interconnected rise of shared mobility and connected intelligence has led to the development of “smart cities,” major urban centers are using technology like sensors, smart lights, and digital displays to collect and analyze data. But perhaps one of the most interesting factors in the development of smart cites is the arrival of free, high-speed wifi in public urban spaces — bringing with it significant opportunities for marketers and consumers alike.

As the internet proliferates within smart cities, it’s effectively “reinventing information in a public space,” explained Colin O’Donnell, CIO at Intersection, in a session at Cannes Lions — giving brands, public service [entities], and more the opportunity to respond to how people behave in real time.

“We’re at a moment in advertising where personalization, connecting to someone’s life, is becoming more important,” O’Donnell said. “And then we have this rise in smart cities happening at the same time. That’s huge.”

For its part, Intersection has launched its LinkNYC initiative, replacing outdated phone booths in New York City and turning them into “digital kiosks” with free wifi — which can both take inputs (anonymized data) and push outputs, like real-time infrastructure updates or, yes, a brand’s message.

But now that this capability exists, the questions is: How can brands have authentic conversations in cities — without being viewed as one more interruptor during the daily commute?

  • Use the city as a conversation starter: As always, it’s crucial to focus on user experience: What is the journey that someone is on? Obviously, this can be complicated — but by using real-time data based on where users are accessing the wifi, marketers can customize messages based on time of day (is it rush hour?) or contextual location (is there a train delay nearby?) For example, Intersection ran a campaign for Miller-Coors based on LinkNYC wifi points that informed consumers near a delayed train where their closest bar serving Miller-Coors was — so they could wait out the delay with a drink rather than on a hot train platform.
  • Think outside the box: O’Donnell emphasized the need to ask, “what needs to be done [via technology in smart cities]  that can’t be done already?” This means that it doesn’t truly add value to use mass wifi to simply push out generic banner ads; instead, as in the first example, its about responding to a city’s circumstances in real time. Is this a central tourist area where someone might need help with directions? Or are there a line of locals waiting outside a bar for a concert? This makes a big difference; then use this information to think creatively about what kind of services people might want.
  • Marry geo-data to brand data: “At Intersection, our approach is about marrying the [real-time data we have] to the data a brand already has about its consumers to create something meaningful, useful, entertaining,” O’Donnell said.  “The advertising essentially has to be a product.” In other words, it takes viewing a combination of data points holistically to create messages that are more than ads; success likes in building something so interesting or informative that it adds value in and of itself — not just sells something.

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