In today’s digital world, it seems that the connected consumer wields all the power. But retailers hold the power of data — social, local, mobile, POS, CRM. It all adds up to actionable insight. In this session led by Simon Thompson, Director, Commercial Solutions at Esri, find out how to make sense of it all, by: · Leveraging your data to shift the balance of power; · Creating a meaning context for big data; · Extracting the value of your social, location-based, and mobile data; and . Implementing a system that adds value to your organization.

1. Leveraging
The
Power
Of
Data
Presented by
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2. #CCSeries13
About
CCS
2013
ü 9 Webinars, 4 Days
ü Sessions covering Mobile,
Social, Store Ops,
X-Channel, and more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
www.retailtouchpoints.com/connected-consumer-2013

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BrightTALK

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Today’s
Panelists
Simon Thompson
Director,
Commercial Solutions
ESRI
MODERATOR
Alicia Fiorletta
Associate Editor
Retail TouchPoints

7. Leveraging The
Power Of Data
Simon Thompson
Director, Commercial Solutions

8. Internet
is everywhere

9. Internet
is everything

10. Rethink
everything

11. 100billion
SmartPhone Apps

12. 80+% of all transactions embed a location

13. Mobile Devices
Sensors / Instrumentation
Location Aware
Big Data
Social / Sharing / Search

14. No Location
=
Analytics
Blind Spot

15. Business
Analytics

16. Location
Analytics

17. spreadsheets
web services
business systems
big data collections
images / video
sensor networks
social media
analytics
Integrating information from many sources
analyzed based on location
collaboration
decision-making

18. Accessible

19. Empowering

20. Combines different data sources and types
• Social & Behavioral
• Market Conditions
• Competition
• Past, Present & Future
Provides insight
Improves engagement
Drives progress
Location: A New Lens

21. Shoe Tweets & Young Women
#luvshoes

22. SOCIAL & WEB
ANALYTICS
LIVE DATA
FEEDS
ADVANCED
ANALYTICS
What’s the social
sentiment for my
brand or products
How do I optimize my
store inventory based
on weather & trends
How do I better
predict demand and
price?
A New Set of Questions

23. “Being locally relevant has always been the core of
success in retailing, going back 100 years to the town
general store whose owners knew what their
customers wanted, liked, and would like to try.
Big Data/Social is like the ultimate customization
vehicle, giving us back the local relevance we
had lost in trying to get scale and lower cost. It makes
that era of 100 years ago really possible again.”
Walmart CMO Stephen Quinn
A New Set of Answers

24. Analytics Lifecycle
i

25. Store Characteristics
Infrastructure Models
Customer Interaction
Competitive Sites
Trade Area Analysis
POS/Loyalty Data
Marketing Activity
Combine

26. Demographics
Segmentation
Pyschographics
Retail Expenditure
Market Potential Data
Promotion Response
Brand Affinity/Sentiment
Enrich

27. Inform

28. WHO ARE THEY?
• Understand who will shop at your locations
• Understand their demographics
WHAT DO THEY DO?
• Understand their lifestyle behaviors
• Target products that appeal to them
Take Action
Customers

29. WHY DO THEY BUY?
• Understand why they purchase
• Target the core behaviors of purchase
WHAT DO THEY BUY?
• Understand what they consume
• Promote & feature what they will buy
Take Action
Affinity

30. WHY ARE THEY HERE?
• Understand where they are from
• Target their origin or others like them
WHAT DO THEY WANT?
• Understand why they come and how they consume
• Align with their desired experience
Take Action
Activity

31. Monitor - Classic Drivetime

32. 0% 5% 10% 15% 20% 25% 30% 35%
Senior Sun Seekers
The Elders
Industrious Urban Fringe
Social Security Set
Rooted Rural
0% 5% 10% 15% 20% 25% 30% 35% 40%
Enterprising Professionals
Wealthy Seaboard Suburbs
In Style
City Lights
Suburban Splendor
0% 5% 10% 15% 20% 25%
In Style
Up & Coming Families
Young & Restless
Exurbanites
Metropolitans
0% 5% 10% 15% 20% 25% 30%
Wealthy Seaboard
Connoisseurs
Pleasant-Ville
Enterprising Professionals
City Light
Store Location #2
Store Location #3 Store Location #4
% of households by lifestyle segment
U.S.
overall
Location
Store Location #1
affluent
lifestyle
young,
educated
single working
professionals
retired
couples
urbane
lifestyle
Monitor - Establish Baseline
10 Minute Drivetime

33. • Enrich any place with insight
§ Who is there and where they come from
• Map origins and destinations
• Understand interactions by place
• Analyze consumer characteristics
Understand the “Wheres”
Every phone has a home, a favorite place,
frequent places, a history of its own

34. Pattern
Analysis
Timeofday
Day of week / month / year
Understand Where and Why

35. Calculate “Digished”
Origin of visitors by density

36. Variation by Time of DayInflow
Outflow

37. Customer Analytics
Shelf & Store LayoutTargeted PromotionsAdvertising analysisAssisted Selling
Loss Prevention &
Fraud
detection
Workforce
Management
Weather/Sales
forecasting
Sales & Inventory
Forecasting
Social Media Analytics
Churn
analysis
A/B Testing
IT infrastructure
optimization Price Optimization
Decide - Apply Knowledge
Location Analysis and Business Need

38. Thank You
Director, Commercial Solutions, Esri
sthompson@esri.com
Simon Thompson

39. #CCSeries13
Q&A

40. #CCSeries13
Q&A
//
Panelists
Simon Thompson
Director,
Commercial Solutions
ESRI
MODERATOR
Alicia Fiorletta
Associate Editor
Retail TouchPoints

41. #CCSeries13
The
RFID
Tipping
Point
Tomorrow, 12 PM ET / 9 AM PT
Thank
You
For
Joining
Us
www.retailtouchpoints.com/connected-consumer-2013
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