Geo Web - Going Real Time - Know Your Customers Location

GeoWeb 2010Going Real Time

“Know Your Customerʼs Location”& Attract Her with Valuable Information

Thursday, July 29

Bill Smith, Principal

Claraview, a division of Teradata

38.946521 -77.340359

[email protected]

7/23/10 11:04 PMGeoWeb 2010 Conference – Going Real Time

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Be Connected

To really take advantage of the GeoWeb, we might look back to the origins of Personal Computing & the Web to understand the distinct design objectives of the inventors.

Mother of All DemosAugmenting Human Intellect

3

Mouse Patent # 3,541,541 issued 11/17/70 for X-Y Position Indicator for A Display

System.

Douglas Engelbart's patent for the mouse is only a representation of his pioneering work in the design of modern interactive

computer environments.

1968

40 years later I-net technology offers information to

“augment our intellect”

4

7/21/10 12:41 PMDid Steve Jobs Steal The iPad? Genius Inventor Alan Kay Reveals All

Page 1 of 8http://www.tomshardware.com/news/alan-kay-steve-jobs-ipad-iphone,10209.html

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Tom's Hardware : News alan-kay steve-jobs ipad iphone

Apple proclaims that the iPad is magical. Steve Jobs himself said that it would be one of the most

important works of his life. But is there a story to the iPad that the public doesn't know? We take

you 38 years into the past, when the iPad was invented.

Did Steve Jobs Steal the iPad?

The industry tends to get too consumed by excitement for Apple’s latest products. So much, in fact, that we

forget to ask questions we usually would like to ask. There is the general perception that Steve Jobs is one

of the greatest inventors of our time. Be prepared for the wrath of Apple’s fan base if you criticize Apple and

especially Jobs. Think about the iPhone and what it has done for the status of Jobs. Or the iPad, which Jobs

reportedly described as the most important device he has ever launched. But is it possible that Steve Jobs is

really the origin of all those captivating ideas?

Before you crucify me, yes, this article’s headline carries a bit of sensationalism, and depending on your

perception of Apple, you have answered that question for yourself already. I don’t want to change what you

already believe, but I would like to give you some food for thought. I will take you along a fascinating

journey that took me back four decades in time to the origins of personal computing. There is a side of the

iPad I am sure you don’t know.

A day or so before the iPad went on sale, I was researching material for my final iPad launch article over at

ConceivablyTech.com and came across a slideshow that was mentioned by Business Insider that included

some of the iPad’s predecessors. The first device was particularly interesting -- it was one of those sketchy

drawings we usually see in patent drawings. The similarity to the iPad and previous Webpads was amazing.

What struck me was how the article noted that the device called Dynabook dates back to 1968.

Like the author of the Business Insider article, I had never heard of the Dynabook. Google quickly revealed

the source of the article, a 1972 research paper published by a Xerox PARC scientist. I have been an IT

writer for the entire span of my 15-year career, so PARC was no secret to me and you perhaps know as well

that this famed research center was the origin of many technologies we take for granted today, such as the

Tom's Hardware > News > Special > Miscellaneous > Did Steve Jobs Steal The iPad? Genius Inventor Alan Kay Reveals All

Did Steve Jobs Steal The iPad? Genius Inventor Alan Kay RevealsAll6:20 PM - April 17, 2010 by Wolfgang Gruener - source: Tom's Hardware US

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7/21/10 12:41 PMDid Steve Jobs Steal The iPad? Genius Inventor Alan Kay Reveals All

Page 2 of 8http://www.tomshardware.com/news/alan-kay-steve-jobs-ipad-iphone,10209.html

laser printer, the computer mouse, and the Ethernet. It turned out the Dynabook is at least as significant as

those technologies.

As you read the paper entitled "A Personal Computer for Children of All Ages," you get the impression that

the author had a clear vision of a device like the iPad. Remember, this was 38 years ago in a time when the

phrase "personal computer" did not exist, when there was no Microsoft and computers were not popular

enough to have convinced a publisher to design and create a magazine for it. I'll spare you the details of the

paper and you can read the text or download the PDF of the article to learn about a part of computer history

you don’t hear about that often.

It so happens that the author of this paper is Alan Kay, one of the key people who have shaped the way we

are using computers today. You may not have heard of Kay, as he is part of the research community and

does not stand on stages like Steve Jobs or Bill Gates does. Kay is widely recognized and best known as the

key scientist behind the graphical user interface and one of the inventors of object-oriented programming.

The Dynabook is still remembered as a vision of what computers could eventually become. Kay described a

plasma screen with a contrast ratio approaching that of a book; a keyboard with no moving parts; a network

connection with the ability to purchase, transfer, and download “instantiate” files; global information

connectivity, such as libraries; media connectivity; and a target price of $500.

After reading the paper, it was natural to ask the question: Did Steve Jobs read this paper as well and did he

just try to build the Dynabook? I was lucky enough to catch up with Alan Kay and ask him what he thought.

Needless to say, I also tried to contact Apple’s PR department and Steve Jobs himself, but I did not get a

reply.

After a week of exchanging delightful emails with Alan Kay, I have learned quite a bit about the origins of

personal computing and the Dynabook, but I have to admit that answering the question whether the iPad

was Jobs’ idea or not is nearly impossible.

Kay told me that back in 1972 he “wasn't trying to predict the iPad” and that “the desiderata for the

Dynabook should be judged on their own merits.” In fact, the Dynabook was not so much a prediction, but a

vision for a personal computer and what it could be. That vision not only included hardware, but software as

well that would allow anyone, especially children, to use the computer as a medium of expression, much like

reading and writing are amplified by the printing press, as Kay describes it.

Kay believes that computers can be much more powerful than most people can imagine today. A significant

component of the Dynabook’s usage model was that its users would be able to easily develop simple

applications. For example, even children could use simple yet effective graphics-based script languages to

understand and translate experiments as well as to modify and write their own scripts and eventually entire

programs such as games.

There is a clear difference between the Dynabook concept and what the iPad is today. If you look at the iPad

and the Dynabook, the usage models could not be any different. You could even claim that the iPad is

geared for passive computing, while the Dynabook represented an idea of active computing. The last thing

you would want to do on an iPad is write your own software. You have the App Store, so why would you

program anything? However, there is a much deeper connection between Kay and Apple.

Kay agreed that Steve Jobs has known about the Dynabook idea and the interim-Dynabook (called the PARC

Ads

Dr. Alan Kay’s 1972 Dynabook

Steve Job’s 2010 version of Dynabook

“When the Mac first came out, Newsweek asked me what I [thought] of it. I said: Well, it’s the first personal computer worth criticizing.

So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world.”

Alan Kay

Contents

• Introduction - Augmenting human intellect

• GPS in every pocket

• Augmenting human intellect with Location Based Services (LBS)

• Gaining competitive advantages with “Private” LBS

• Approach for building Private LBS

• Consumer pay back for augmenting their intellect

• Analysis of consumer information

• Closing thoughts - The ROI for providing all that intellectual augmentation

5

• “Everything  is  related  to  everything  else,  but  near  things  are  more  related  than  distant  things.’’  (1st  Law  of  Geography,  Waldo  Tobler  1970)

• “The  power  of  loca/on  comes  not  from  loca/on  itself,  but  from  the  linkages  or  rela/onships  that  it  establishes  —  from  rela/ve  posi/ons  rather  than  absolute  ones.”  (Geospa/al  Analysis  -­‐  a  comprehensive  guide.  3rd  edi/on  

©  2006-­‐2009  de  Smith,  Goodchild,  Longley  )

•6

Importance of Knowing What’s Near

A GPS is Every Pocket• Dr.s Engelbart & Kay saw it all except

consumer GPS

• With increasing numbers of consumers using GPS enabled mobile devices, Retailers are finding the need to offer Location-based services (LBS)

• Retailers are publishing coordinates for stores just like they have postal address & Web sites

• Consumers are using mobile devices to find not only:

‣ where to go but

‣ what they want as well

7

Google Places

• Began offering low cost "geocoding" for businesses ~three years ago

• It enables Retailers to be found with mobile devices on Google Maps

• Google now has a database of millions of business locations

• Google's "Near me now" & U-Locate's "Where" both match retailer’s coordinates to GPS-enabled devices

8

7/23/10 10:13 PMGoogle Local Business Center Becomes “Google Places”

Page 2 of 9http://searchengineland.com/google-local-business-center-becomes-google-places-40307

There are some additional things being announced with the name change:

Service areas (previously announced)Enhanced listings ($25 per month) renamed “Tags.” Adding to its initial markets, Houston and SanJose (CA), Google is adding Chicago, San Diego, Seattle, Boulder and San Francisco.Business Photos: free interior photography of the business.Customized QR codes that are unique to an individual business and “can be placed on business cardsor other marketing materials, and customers can scan them with certain smartphones to be takendirectly to the mobile version of the Place Page for that business.”Favorite Places (round 2)

Google is also emphasizing the ability to add coupons and “real-time updates” to Place Pages. Google isalso touting a newly created “Help Center” (not live as of this posting).

The company is also doing an introductory webinar for businesses unfamiliar with Google’s promotionaltools and Place Pages. There are also a number of “case study” SMB videos on YouTube.

Many of these features had been previously exposed or announced. However the interior Business Photoshad been discussed but not formally announced until today. The QR code functionality had been part of theFavorite Places decals but that has now been expanded and turned over to the individual businesses.

This should be seen as the opening of a new push by Google into the local market bringing closer togetherits SMB promotional and consumer assets and cementing a local “brand” around “Places.” As an addedbonus Google throws in some statistics, a few of which we haven’t seen before:

More than 4 million business listings on Google claimed by business owners (using the LocalBusiness Center, now Google Places)Nearly 2 million listings have been claimed in the United States20% of searches on Google are related to locationThere are 50 million Place PagesPlace Pages are viewed millions of times each dayWe have mailed out Favorite Places window decals to around 200,000 businesses around the United

Augmenting Intellect with LBS

• LBS is becoming more than location itself. It is becoming “relative positions rather than absolute ones”. Answering not just:‣ Where am I, but also

‣ Where can I find what I want?

• Google’s database is limited to publicly available data like addresses & general descriptive information about the business

• Does not contain private retail information like

‣ "in-stock", ‣ sales,

9

Private vs Public Information

• Private information can be critical for attracting consumers to one retailer rather than another & competitive advantage

• Private information can distinguish one retailer from another

• “Where” & “Near Me Now” are essentially Geospatial Yellow Pages that use public information like addresses

• They find all retailers that are near but display all retailers, as well. No distinctions

• It’s become a competitive necessity to be in “Where” and “Near Me Now” but...

• Not a competitive advantage

10

Private Apps

• Retailers’ Database Management Systems can now store coordinates for retail locations along with all of retailer’s Private information

• They can provide locations that are “relative” to information only a retailer knows and a consumer wants to know

• Private applications can provide location information, just like Google’s & Ulocate’s, but also retailer’s Private information

• Private information (e.g. sales, in-stocks, etc.) are designed to get mobile consumers into one retailer’s store rather than another.

11

Geospatial Web Offers Competitive Advantages

12

13

Approach for Delivering Private Information

AppGPS or

Geo Locate

Geo Locate Stores by Geocodes

MobileCustomer

Find Closest Stores

GeocodeREST URL

7/21/10 2:06 PMhttp://cgi.ebay.com/ws/eBayISAPI.dll?VISuperSize&item=280514986092

Page 1 of 1

iOS

Web Service

Stores XML

14

Approach for Delivering Private Information

AppGPS or

Geo Locate

Geo Locate Stores by Geocodes

In-stockby

Store

MobileCustomer

Find Closest Stores

Getin-Stock

Inventory/Sales

in-StocksXML

Sales by store

7/21/10 2:06 PMhttp://cgi.ebay.com/ws/eBayISAPI.dll?VISuperSize&item=280514986092

Page 1 of 1

iOS

Web Service

Store ID Street Address City State Zip code Location Product in-stockInteger Char Char Char Char ST_Geometry Char Integer38327 8 Main St LA CA 2931 Point (40.773, -74.955) Chairs 30039234 123 Cody St Mesa AZ 92440 Point (33.405, -111.80) Tables 150

CRM Application Development POC for the Apple iPad using the Siebel REST API

Page 6 4/23/2010

The catalog functionality in the current version of the POC is rendered through static HTML leveraging the Safari webkit. The use of Webservices against the product catalog and real time decisions engine for real time offers is planned for subsequent iterations of this POC either directly or via a middle tier server. This capability when implemented will allow dynamic targeting of products, up-sells, cross-sells and offers matched to a customer’s attributes and buying profile, i.e. the ability to quickly identify and offer products the customer is most likely to purchase.

The diagram below graphically shows the two integration scenarios. Scenario 1 shows the REST API calls returning the XML response directly from the server for processing and rendering into the UI using Objective-C. In Scenario 2 the embedded Safari browser first retrieves html from the server which contains embedded JavaScript Ajax calls. These calls are then executed on page load. The resulting REST response XML is then formatted according to the XSLT file and then rendered inline within the embedded Safari browser.

Item CatalogREST URL

GeocodeREST URL

Stores XML

Geo Web Apps Augment Retailer’s Intellect

15

Immediate Interactions is One Value of Mobile Interactions

• If you know WHERE a customer is when she comes to your Website, you can immediately decide how to interact with her.

• Customize Website content, language, currency, products and promotions—making sure your site is relevant to each customer based on customer’s location.

• Decide what ads to show them - “Dodger gear to — Angelenos” - improving click-through rates maximize information content based what is near.

• Customize content & promotions even more for return customers for whom you have collected historical information based on location and drive time analysis.

16

Valuable Data Provided byMobile Consumers is Another

• Geolocation technology instantly determines a Web visitor’s real-world location—including Latitude and Longitude

• No need to ask for further information or intrude with cookies.

• Data Services from “Quova” & “Google Analytics” gather data based on mobile device calls and locations

• Provide valuable data regarding location of interactions

17

Mobile Analytics for DataAbout Mobile Consumers

Roambi - Visualizer

Business Analyst Online (BAO)

SAP Business Objects Explorer

ArcGIS for iOS

MicroStrategy Mobile

You Can Also "Mine" the Data to Enable More Strategic Decisions

19

Zipcodes 92024

92009 92009

92024

Store

Regions 5 mile radius 15 mile radius *Deliver Zone

Identify driving radius

Display Customers

Customer segments All customers

Filter customers: >= $50 basket Profitability < 75

>= $50 basket Profitability >= 75

Powerful Feedback Loops

20

92009

92024

Store

•  Maps and customer data provide powerful feedback

•  Location-based insights into : >  Customer name >  Mailing address >  Market basket >  Last shopped >  Customer profile >  Customer loyalty data >  Purchase history >  Promotion response rate >  Profitability scores

Customer Loyalty ID

Last Name

First Name

Profitability Score

Promo Response History

Postal Address Location

38327 Lane Kate 0.75 0.83 233 Stage road Carlsbad, CA 92009

Point (33.08, -117.23)

38276 Hoyt James 0.83 0.80 23212 Hwy 101 Leucadia, CA 92021

Point (33.06 -117.29)

73652 Reyes Marla 0.89 0.95 257 Caliban ct Encinitas, CA 92024

Point (33.05 -117.25)

39234 Shepard Hurley 0.78 0.54 PO Box 2393 La Costa, CA 92009

Point (33.08 -117.27)

The combination of geospatial and customer data delivers actionable insight to drive better business decisions

Are Callers Closer to My Competitor?

21

Customer

My Store

Competitors

Distance

More "Relative" Location

22

Street, Alpharetta, GA 30022Street, Alpharetta, GA 30022

Sitewise Report

Sitewise Page 2

Street, Alpharetta, GA 30022Street, Alpharetta, GA 30022

Sitewise Report

Snapshot: Persons Street, Alpharetta, GA 30022 0-10min

%Total Population 87,951 %base

Population/square mile 1,964.6

Male 44,322 50%Female 43,629 50%

Median Age 32.7

Single race 86,064 98%White 68,953 78%Black 8,032 9%American Indian/Alaska Native 200 0%Asian 4,698 5%Hawaiian/Pacific Islander 21 0%Some Other Race 4,161 5%

Two or More Races 1,886 2%

Persons living in households 87,491 99%

Persons 15 years or older by Marital Status 68,359 %baseNot presently married 27,319 40%Now married 41,040 60%

Persons 3 years or older by school attendance 83,763 %baseIn preprimary, elementary or high school 18,354 22%In college (undergraduate, graduate or professional school) 4,225 5%Not enrolled in school 61,185 73%

Public school 17,294 21%Private school 5,284 6%

Persons 25 years and over by educational attainment 57,548 %baseLess than complete high school 4,308 7%High school graduate (includes equivalency) 7,991 14%Some college or college degree 45,249 79%

Population 16 yrs and over By Employment Status 67,274 %baseIn Armed Forces 38 0%Employed 49,922 74%Unemployed 1,799 3%

Civilian participation rate 76.9%Male civilian participation rate 86.0%

Sitewise Page 3

Source: 2000 US Census Bureau

Even More About"Relative" Location

23

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• It’s become very expensive for Big Box retailers to follow population growth beyond the suburbs

• 100k+ sq. ft. stores are expensive to build, maintain and stock

• Analyzing calls of mobile consumers can allow retailers, like Best Buy, to create alternatives to expanding big boxes while continuing to...

• Service increasingly mobile retailers

GeoWeb 2010Going Real Time

“Know Your Customerʼs Location”& Augment Her Intellect

Bill Smith

38.946521 -77.340359

[email protected]/23/10 11:04 PMGeoWeb 2010 Conference – Going Real Time

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Online Registration is ClosedGeoWeb 2010 Going Real Time is upon us! Online registration is no longer available but you’re can registeronsite Monday thru Friday.

To learn more about this year’s participation options please visit the Event Pricing page.

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