1. Future of Advertising
Spring 2011 • Mondays, 1-6 PM • Room 416
Instructor: Zach Pentel
Class 10: Empowering Data + Location Based Services
Future of Advertising - March 28

2. Today
Guest Speaker: Paul Saarinen, Bolin Digital
Break
Empowering Data
Location-Based Services: Why We Care
Creating LBS extensions on your existing portfolio work
Break
Work time for assignment & rapid-fire presentations
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3. Group project managers:
Send me all of your ONE Show final materials
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4. The next 6 weeks
March 28 Building Blocks: New Technology + Empowering Data
+ Mobility: Location, Location, Location
April 4 Building Blocks: Digital Ecosystems
April 11 Building Blocks: Paid Search, SEO, and Online Ads
April 18 Assembling a Modern Portfolio
April 25 Portolio Round 2 & The Future of the Past: Transformation of Old Media
May 2 Ideas: Redux
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5. So...
What is data?
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6. A quick case
study.
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7. Add Big Boi as a
friend - and follow
him around Austin.
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8. Unlock the
“Golden Ticket”
badge.
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9. Redeem it at the
Pepsi Max lot.
Recieve tickets
and vague
instructions.
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10. Show up here.
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11. Enjoy a Big Boi show with 5,000+ close, personal friends.March 28
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13. What could that possibly have to do with data?
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14. What could that possibly have to do with data?
Every single step of that process was measurable.
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15. What could that possibly have to do with data?
Every single step of that process was measurable.
Pepsi & Foursquare know how many people started, how many
participated, and how many completed the hunt.
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16. What could that possibly have to do with data?
Every single step of that process was measurable.
Pepsi & Foursquare know how many people started, how many
participated, and how many completed the hunt.
Suddenly, we’re able to measure everything. And the users
didn’t even notice. (in a good way)
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17. But that’s brand new. Previously:
Visit relevant website
(Possibly) complete check-ins
Acquire Tickets
Redeem Tickets
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19. Measurable Actions
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20. Measurable Actions
Friend Big Boi
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21. Measurable Actions
Friend Big Boi
Check in #1
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22. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
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23. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
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24. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
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25. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
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26. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
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27. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
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28. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
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29. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
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30. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
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31. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
Shout about “Big Boi”
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32. Measurable Actions
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
Shout about “Big Boi”
Shout with positive keywords like “awesome” or “best concert ever”
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33. Measurable Actions
Rise in Foursquare usage after participating
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
Shout about “Big Boi”
Shout with positive keywords like “awesome” or “best concert ever”
Future of Advertising - March 28

34. Measurable Actions
Rise in Foursquare usage after participating
Friend Big Boi
Search for Pepsi Max using same device you’ve checked in with
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
Shout about “Big Boi”
Shout with positive keywords like “awesome” or “best concert ever”
Future of Advertising - March 28

35. Measurable Actions
Rise in Foursquare usage after participating
Friend Big Boi
Search for Pepsi Max using same device you’ve checked in with
Check in #1
Redeem prize codes under cap of Pepsi Max bottles on same device
Check in #2
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
Shout about “Big Boi”
Shout with positive keywords like “awesome” or “best concert ever”
Future of Advertising - March 28

36. Measurable Actions
Rise in Foursquare usage after participating
Friend Big Boi
Search for Pepsi Max using same device you’ve checked in with
Check in #1
Redeem prize codes under cap of Pepsi Max bottles on same device
Check in #2
...and so on.
Check in #3
Check in #4
Check in #5
Acquire Badge
Redeem Badge for tickets
Attend Concert
Check in at Concert
Shout about “Pepsi” or “Foursquare”
Shout about “Big Boi”
Shout with positive keywords like “awesome” or “best concert ever”
Future of Advertising - March 28

37. Ok, it’s not quite that easy.
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38. Data can seem overwhelming. Future of Advertising - March 28

39. Do we control data, or does it control us?
It can be scary and intrusive... Future of Advertising - March 28

40. ...or it can be useful. Future of Advertising - March 28

41. (but computers aren’t perfect) Future of Advertising - March 28

42. Perhaps this is how
we percieve data.
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43. But in the right hands,
data becomes art.
(and I’m not just talking
about infographics)
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44. Data helps us
In the digital age.
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45. Data helps us
Create
In the digital age.
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46. Data helps us
Know who cares
In the digital age.
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47. Data helps us
Know why they care
In the digital age.
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48. Data helps us
Know when they care more, or less
In the digital age.
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49. Data helps us
Know where and what they’re doing
when they care
In the digital age.
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50. Data helps us
Test what makes a person take action
In the digital age.
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51. Data helps us
Tell more relevant, timely stories
In the digital age.
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52. What does data look like?
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53. Future of Advertising - March 28

54. Rather... what stories does data tell us?
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55. Nielsen @ Plan
An easy way to compare your target audience to the general public
100 = Average
132 = 32% above average
55 = 45% below average
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57. Data tells us the people we’re trying to reach seem to like
video games a lot more than the average U.S. adult on the
Internet.
How might that influence our conceptual approach, or
interface and page design?
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58. ...maybe we’ll take a cue from Groupon.
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59. ...maybe we’ll take a cue from Groupon.
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61. Data tells us the people we’re trying to reach read certain
kinds of magazines.
Maybe we ought to check those titles out and see if we can
figure out why they read them and what might inspire us to
create better connections.
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63. Data tells us the people we’re trying to reach create and
publish content.
Hmmm...
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64. Where else can we find data that inspires us?
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69. It doesn’t have to be digital.
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70. 145,000+ in-store screens
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71. Nielsen conducts a study.
“The average Best Buy
customer watches 5 minutes
of television while in the store.
And all you’re showing them is
an outdated episode of Planet
Earth.”
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72. Enter:
Best Buy Content Network
2-3 minute clips of bands,
movies, and other rich content
15 minutes of every hour are
commercials
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73. It worked.
Average customer now spends
13.5 minutes watching video in-
store.
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75. Let’s change gears.
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76. Let’s change gears.
Mobile data = Gold.
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77. Let’s change gears.
Mobile data = Gold.
(It tells us why they care, and what they’re doing when they care.)
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78. Let’s change gears.
Mobile data = Gold.
(It tells us why they care, and what they’re doing when they care.)
How do we get this data?
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79. Let’s change gears.
Mobile data = Gold.
(It tells us why they care, and what they’re doing when they care.)
How do we get this data?
Incentives.
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80. Foursquare will leverage check-in
data to predict locations that you
would want to attend.!
!
Tie-in with American Express gives
cardholders additional incentive to build
loyalty at their favorite retail locations!
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81. Incentive: Special deals & AmEx points.
Foursquare will leverage check-in
data to predict locations that you
would want to attend.!
!
Tie-in with American Express gives
cardholders additional incentive to build
loyalty at their favorite retail locations!
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82. Incentive: Special deals & AmEx points.
Foursquare will leverage check-in
data to predict locations that you
would want to attend.!
!
Tie-in with American Express gives
cardholders additional incentive to build
loyalty at their favorite retail locations!
Data: Where are our customers making minor purchases?
Future of Advertising - March 28

83. Starbucks offers deals to the mayors
of all of its US locations.!
!
Despite the investment of such a
promotion, Starbucks executives
estimate that their year-end data will
ultimately show an increase in loyalty.!
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84. Incentive: Free coffee.
Starbucks offers deals to the mayors
of all of its US locations.!
!
Despite the investment of such a
promotion, Starbucks executives
estimate that their year-end data will
ultimately show an increase in loyalty.!
Future of Advertising - March 28

85. Incentive: Free coffee.
Starbucks offers deals to the mayors
of all of its US locations.!
!
Despite the investment of such a
promotion, Starbucks executives
estimate that their year-end data will
ultimately show an increase in loyalty.!
Data: How loyal are our customers?
Future of Advertising - March 28

86. Pinpoint tracks the exact location of a
credit card transaction and matches it
to the location of the cardholder!s
smartphone."
!
If they are far apart, both user and bank
are notified.!
Future of Advertising - March 28

87. Incentive: Keep your money safe.
Pinpoint tracks the exact location of a
credit card transaction and matches it
to the location of the cardholder!s
smartphone."
!
If they are far apart, both user and bank
are notified.!
Future of Advertising - March 28

88. Incentive: Keep your money safe.
Pinpoint tracks the exact location of a
credit card transaction and matches it
to the location of the cardholder!s
smartphone."
!
If they are far apart, both user and bank
are notified.!
Data: Geographical purchasing habits.
Future of Advertising - March 28

89. Google has built a “route around traffic”
feature into Google Maps for mobile,
which finds alternate, faster routes.!
!
The feature has saved users a total of
2 years of time and $250k in gas costs
since beta launch.!
!
Location-based service providers hope to
amplify benefits to the user to spur
adoption.!
Future of Advertising - March 28

90. Incentive: Get to your destination more
quickly.
Google has built a “route around traffic”
feature into Google Maps for mobile,
which finds alternate, faster routes.!
!
The feature has saved users a total of
2 years of time and $250k in gas costs
since beta launch.!
!
Location-based service providers hope to
amplify benefits to the user to spur
adoption.!
Future of Advertising - March 28

91. Incentive: Get to your destination more
quickly.
Google has built a “route around traffic”
feature into Google Maps for mobile,
which finds alternate, faster routes.!
!
The feature has saved users a total of
2 years of time and $250k in gas costs
since beta launch.!
!
Location-based service providers hope to
amplify benefits to the user to spur
adoption.!
Data: Where you’re going, and how fast you’re getting there.
Future of Advertising - March 28

92. “You visit a place and are presented
with a list of challenges. One might ask
you just to check-in for one point, or to
take a photo for two. Another might
challenge you to solve a riddle to earn
three points and yet a fourth to create a
tin-foil origami sculpture out of your
burrito wrapper and snap a pic!”
Future of Advertising - March 28

93. Incentive: Do entertaining things, get free stuff
“You visit a place and are presented
with a list of challenges. One might ask
you just to check-in for one point, or to
take a photo for two. Another might
challenge you to solve a riddle to earn
three points and yet a fourth to create a
tin-foil origami sculpture out of your
burrito wrapper and snap a pic!”
Future of Advertising - March 28

94. Incentive: Do entertaining things, get free stuff
“You visit a place and are presented
with a list of challenges. One might ask
you just to check-in for one point, or to
take a photo for two. Another might
challenge you to solve a riddle to earn
three points and yet a fourth to create a
tin-foil origami sculpture out of your
burrito wrapper and snap a pic!”
Data: User-created relevant marketing
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95. Incentive: Do entertaining things, get free stuff
“You visit a place and are presented
with a list of challenges. One might ask
you just to check-in for one point, or to
take a photo for two. Another might
challenge you to solve a riddle to earn
three points and yet a fourth to create a
tin-foil origami sculpture out of your
burrito wrapper and snap a pic!”
Data: User-created relevant marketing
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96. The more fun and engaging our ads
are, the more people interact with
them.
And in the new marketing economy
fueled by what the users themselves
think, this is the only way to ensure
that your advertising will spread
beyond the first place that you put it.
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97. You will definitely be asked this in an interview.
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98. You will definitely be asked this in an interview.
“What do you think of location based services?”
or
“Have you ever done a Foursquare promotion?”
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99. You will definitely be asked this in an interview.
“What do you think of location based services?”
or
“Have you ever done a Foursquare promotion?”
Most people will find this question challenging or confusing.
After today, you will not.
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100. Hint:
“Have you ever done a Foursquare promotion?”
=
“Either the only LBS I know about is Foursquare, or
I think the only LBS you know about is
Foursquare.”
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101. The real question:
What data can we get users to give us?
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102. Location-based services are becoming ubiquitous.
How can we use them to answer this question?
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103. Come up with two location-based extensions for campaigns
you’ve done in the past.
Pick two clients you’ve already worked on - this should
supplement something that already exists in your portfolio.
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104. What does the
Pick a service. Tell us why.
brand get back?
•Foursquare •Reward for check-in •Wherepeople use a
product
•Gowalla •Micrositethat
compiles content •When they talk
•Flickr about a brand
•Valuable service
•Facebook Places •When they have
•Recommendations interactions that are
•Google Maps
•Or, what else is valuable to us
•SCVNGR
valuable? •More?
•Pinpoint
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105. At the end of class: you’ll have 2 minutes to share both of your
ideas.
Due to me via email: a one-page write-up of your two ideas.
Due by Sunday at noon
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106. Learn how it works: visit the LBS Q&A section.
foursquare.com/business/brands
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107. Next week
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108. Next week
Blog assignment will be posted to Posterous (article response)
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109. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
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110. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
In Class:
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111. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
In Class:
• Digital Ecosystems
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112. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
In Class:
• Digital Ecosystems
• Websites + Social Media
Future of Advertising - March 28

113. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
In Class:
• Digital Ecosystems
• Websites + Social Media
• Making everything play nice together
Future of Advertising - March 28

114. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
In Class:
• Digital Ecosystems
• Websites + Social Media
• Making everything play nice together
Guest Speaker: Anders Sjostedt, Managing Director, Hyper Island
Future of Advertising - March 28

115. Next week
Blog assignment will be posted to Posterous (article response)
Email me your LBS concepts (and keep them around for future use)
In Class:
• Digital Ecosystems
• Websites + Social Media
• Making everything play nice together
Guest Speaker: Anders Sjostedt, Managing Director, Hyper Island
Evening Event: CATFOA @ Fineline Music Cafe
Future of Advertising - March 28