María Fernanda González CEO & Founder de MOCA, nos expuso todo el potencial que tiene el Machine Learning para aprender sobre el comportamiento de los usuarios. Claramente vimos como esta tecnología es una herramienta clave para conseguirlo, ¿pero cómo debemos hacerlo?

1. DEEP
PERSONALIZATION
Business Success Cases
María Fernanda González Gutiérrez
Co-Founder & CEO
Ph.D. Quantum Physics
mafe@mocaplatform.com

2. AMAZON
WEB

3. AMAZON
MOBILE APPS
+100M users.
Entertainment
+200M users.
Retail
+200M Users
Education

4. AMAZON
In numbers 2017
Revenue $177,900 M
Benefit $3,033 M (0,08%)
Expenses
$173,760 M
o Sales costs $111,934 M
o Logistic $25,249 M
o Technology $22,620 M
o Marketing $10,069 M
o Admin $3,674 M

5. mocaplatform.com 5
AMAZON…

6. AI is the next step over Big
Data Layer
Technological
Stack

8. 65%41%
Marketers already
have digital behavior
data, but still miss
offline journey data.
CURRENT SITUATION IN DATA MANAGEMENT
Marketers still use
separated data sets to
build customer
campaigns to
influence customers.
59%
Purchase decisions are
made at point of sale.
It requires a deep
knowledge of
customers to
influence them.

9. CONNECTING CUSTOMER JOURNEYS ONLINE
WITH SMART OFFLINE INFRASTRUCTURES
Increase the
satisfaction of
your customers
with relevancy
Discover behavioral
patterns of your
customers
in real-time
Influence the
behavior
of your customers
in stores
ONLINE CHANNELS ON-THE-GO SMALL VENUES LARGE VENUES
Enrich experience
of your customers
in smart buildings
and smart cities

12. MOCA AI-POWERED
CUSTOMER JOURNEY

13. MOCA AI-POWERED
CUSTOMER JOURNEY
Dear Ana,
Thanks for your recent purchase of (item) from (our
brand).
Knowing you like (item), we thought you'd be
interested in browsing (complementary item), too.
Since the forecast calls for (rain) in (your area) next
week, it might come in handy. Just for you, we're
offering a (10%) discount. Make sure to opt-in so we
can remind you to jump on this offer and save (X
euros) when you pass by your (favorite store) next
week.
- Your retail brand

14. SUCCESS STORIES
Events – MWC18
100.000 active users
at the same place and time

15. USE CASE MWC 2018

17. 1
7

18. SUCCESS STORIES
Retail - USE CASE Braavos
+1.000.000 active users

19. 1. Integration of geomarketing tool in
the official application of Braavos
2. Configuration of 207 Braavos stores
with geolocation
3. Validation of 3G / 4G / Wifi coverage in
the geolocated zones
4. Configuration and calibration of
Beacons in pilot stores.
TECHNOLOGICAL
OBJECTIVES

20. C. Effectiveness of proximity campaigns
By using the Braavos mobile application, a set of pilot tests are carried
out to verify the effectiveness of the geolocated campaigns when it
comes to attracting traffic to the store.
METHODOLOGY
We segment the audience into 2 groups: Group A (activation group)
that will receive geolocated messages and Group B (control group)
that will NOT receive geolocated messages. For this, a geofence was
established above the Shopping Mall with the following objectives:
• Detect mobile users by their proximity to the mall.
• Activate attraction campaigns to increase store visits within the Mall.
In addition, BLE / WiFi beacons were placed in the store to analyze
attribution. That is, we detected if the user of group A or B has entered
the store. CONTROL
GROUP
ACTIVATION
GROUP
TOTAL
AUDIENCE
GEOFENCE
MALL

21. CAMPAIGN 5 LIFT ANALYSIS 5th to 16th of June 2018
For every 10 people who went to Braavos organically, with geolocalized campaigns we influenced 5 more, increasing in this way the
number of people who entered the store.

22. SUCCESS STORIES
Smart Cities

23. Engage the tourist and enhance his
experience by delivering just-in-time
personalized communications (push
notifications, geo-fencing,
proximity).
+ NATIVE APP
+ INTEGRATION WITH CMS/CRM
+ IOS/ANDROID MOCA SDK
+ CUSTOMER BEHAVIORAL PROFILING
+ BEACON & GEOFENCE-BASED CAMPAIGNS
+ AUTOMATIC CUSTOMER TAGGING
+ AUTOMATIC LOCATION TRACKING
+ ENGAGEMENT AND CONVERSION RATE METRICS
+ ENTERPRISE-READY SCALABLE BACKEND
PLATFORM
MOBILE APP FOR TOURISTS
NATIVE APP FOR IOS & ANDROID WITH ADVANCED LOCATION CAPABILITIES
Location + geofencing
(GPS, Cells, 3G/4G, WiFi)
WiFi beacons
BLE beacons

24. MALLORCA
Mallorca is one of the largest deployments of Internet
connectivity on an urban area in the world, particularly in
Tourist Destinations.
Serves tourists, visitors and residents of the island of Mallorca
using more than 1,300 Wi-Fi points.
We work on projects together with:
• Port Authority
• Smart Office of the City Council
• University of the Balearic Islands
• Private Entities
Some annual figures:
The analytics views correspond to the MOCA console

25. ANALYZE
We provide Wi-Fi hotspots deployments and web pages to offer real-time analytics on tourist
mobility and activity
Wi-Fi is one of the most demanded services by tourists and residents of tourist destinations. In addition, it produces important benefits for the
development of online marketing for the companies that use MOCA’s technology.

26. BENIDORM
Bluetooth beacons were installed in strategic points of the
urban and natural environment of Benidorm, such as Serra
Gelada, the old town and the beaches. In this way, according
to the profile of the tourist (age, gender, visited places,
country, language, etc.) and their location, information
about culture, nature, beaches, history, sports, events
and leisure are shown.
As many travelers arrive to the city and do not
have an Internet connection, the experiences
are delivered offline ensuring the delivery
of content.
Below you can find interesting data captured during this
timeand displayed on the MOCA console:

27. ZUTPHEN
A network of Bluetooth beacons was installed through the
Zutphen city. The project was aimed to help people to
minimize inconveniences, guide traffic properly and
inform people about events and activities of the city. It
provides citizens and tourists a new way to experience the
city, making it smarter and interactive.
Some benefits for Zutphen citizens:
• Current overview of events and activities in Zutphen.
• Direct insight into road closures and diversion routes.
• Notifications for the fastest routes, activities and traffic jams.
• Clear overview of available parking locations with the number of free places (if this
information is available).
• Direct navigation to the desired parking space.
We show you some key metrics for the Zutphen City:

28. TEQUILA MAGIC
TOWNS
To transform Tequila town into a Smart destination, BLE
beacons and WiFi devices were installed throughout the city.
Thanks to MOCA, The Tequila visitors receive useful
information about touristic places, cultural heritages
and transportation at the moment they need it the most.
The platform gathers information and enables the analysis of
visitor behavior in real-time throughWi-Fi devices,
geolocation and beacons.
Moreover, the tequila visitors are able to receive personalized mobile
recommendations based on their specific needs and preferences
about restaurants and hotels.
The numbers below show how many people visit Tequila Magic Town
monthly on average, technology adoption and engagement among mobile
visitors.

29. Contact us!
CEO:
María Fernanda González
mafe@mocaplatform.com