PlaceIQ MMA Webinar - Location versus Accuracy

Accuracy vs. Precision in Location Data

MMA Webinar SeriesDecember 15, 2015

Sponsored By:@PlaceIQ

1/10/16 Proprietary & Confidential

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Presenter

EricaDeLorenzoSeniorDirector,MembershipMobileMarketingAssociation

AntonyChenVPofProductatPlaceIQ

Moderator


Introducing Tony

TonyheadsupproductmanagementatPlaceIQ.Hisprevious rolesincludevideopersonalizationatEyeview,digitaladplatformproduct leadatAT&TAdWorks, co-founderofanenterprisesoftwarestartupfocusedonhelpingadvertisersbettermanagetheir first-partydata,andproduct leadforYahoo!,workingondata-drivendisplayproducts.

TonygraduatedwithhisMasterofBusinessAdministration fromtheRossSchoolofBusinessattheUniversityofMichigan.


Managing Your Questions

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Overview

• Who knew what you missed in high school chemistry could cost you marketing dollars now?

• Precision and accuracy are two important, but different, metrics to consider when evaluating location data

• Questions to ask when evaluating the data your marketing depends on

@PlaceIQ


Start with some truthiness

@PlaceIQ@PlaceIQ


Let’s talk about precision

@PlaceIQ

1 mL hash marksmeniscus

6.6 mL

0.2 mL hash marks


Let’s talk about accuracy

The kilogram… exciting, I know!

@PlaceIQ

BureauInternationaldesPoids etMesures


Looking at precision with location data

Distance Precision(indeg) ComparativeLength

52.5miles 1.0 1houronhighway

5.25miles 0.1 BatteryParktoTheReservoir inCentralPark

2772feet 0.01

277feet 0.001 Goalposttogoalpost infootball

28feet 0.0001 Length oflargeconferenceroom

2.8feet 0.00001 A footstep

3.3 inches 0.000001 Caterpillar

0.33inches 0.0000001 Diameter ofapea

0.033inches 0.00000001 10humanhairs

0.0033inches

0.000000001 1humanhair

@PlaceIQ

possible?


Bringing accuracy into the story

@PlaceIQ

65 meters = 213 feet


Google Maps is pretty dumb… at first

@PlaceIQ


Movement triggers a new locate

@PlaceIQ


What did we learn here?

@PlaceIQ@PlaceIQ


The good ol’ four box

@PlaceIQ

LessAccurateTargetingGoodScale

AccurateTargetingGoodScale

InaccurateTargetingGoodScale

AccurateTargetingPoorScaleDe

nsityofLocatesatP

OI’s

ComputationalCapability


The location data continuum

@PlaceIQ

DensityofLocatesatPOI’s

Sparse Dense

NavApps

Telematics

GPS-TriggeredApps

AdStreamData

StandardLocation-based

Apps


Some questions to askReach• How many de-duped devices for which you have location data?

Breadth• What average number of locates do you have for each device?

Density• For each POI, what’s the average number of locates per month do you have in each POI?


Key takeaways

• Precision comes down to having the right measurement tool

• Accuracy is being as close to the truth as possible, and is achieved through multiple measurements

• The quality of a partner’s location data can be determined based on the density of their locates

@PlaceIQ


Thank you!


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PlaceIQ MMA Webinar - Location versus Accuracy