Data Days 2014 - Benedikt Blaß

BEACON-TECHNOLOGY – RISKS AND OPPORTUNITIES

Benedikt Blaß, Business Development Manager

They are interested in this car…

They need useful product

information, discounts and offers

„Research offline, purchase online“

Hasn´t been possible until now

Status Quo - Retail Business

» No user-centered data (offline

tracking)

» No direct interaction with the store

visitors

What are Beacons?

» iBeacon technology has been available from Apple since 2013 and is a

standard for navigation in predefined spaces

» Beacons are small transmitters which form a connection via BLE

(Bluetooth Low Energy) to mobile devices and in doing so determine

both the user and the location

What are Beacons?

Requirements

» Bluetooth has to be activated

» User needs an app

» iOS 7&8 and Android (min. 4.3)

Possible applications

Use of

Third Party Data

Integration into the Customer-Journey

Addressing users with Push-Notifications

Tracking and evaluation 1

2

3

4

Indoor Positioning

Individual customer approach

Vouchers Special mailings/ catalogues for visitors

Tracking of online and offline

channels

SEO

Display

SEA

TV

Direct Traffic

Print mail-outs

Beacons

Tele-phone

RTB Affiliate Marke-

ting News-letter

360° Tracking

Offline Tracking

Online Tracking

Beacons are not only interesting

for retailers

Applications for numerous

industries

MLB – Baseball stadium

Improvement of the fan experience:

• Targeted offers

• Discounts

• Seat locations

• Ticket management

Regent Street - London

• Targeted offers and discounts

• Introduction of new brands

Biggest European Beacon-Case at

the dmexco 2014

• Information about speakings • Fair announcements • Length of stay (visitors)

Challenges

» „German mentality“

» Privacy Policy

» Press

» Added values

» Battery Life

Advantages

» For the first time: Measurement of

the visitors & visitor behaviour

» Sending of individual and

attractive offers to the smartphone

of your customers

» Completion of the value chain

(Combination of the online and

offline world)

Advantages

» Improved customer loyalty

» Increased identification with the

brand and the products of your

company

» Low costs

» A variety of use cases

Thank you very much for your attention!

intelliAd Media GmbH

Benedikt Blaß

Business Development Manager

Sendlinger Str. 7

80331 München

T +49 (0) 89 / 15 90 490 - 73

E [email protected]

W www.intelliad.de

Twitter: @beneone