User Motivation: Refining Customer Segments with Location

In the world of advertising, personas have been developed by marketers to divide their customer base in order to better understand and serve them. Historically, marketers have relied on a top-down approach: pre-determined demographic buckets, dividing customers into segments and personas based on a limited set of attributes — standalone characteristics like age, gender or income.

In this talk, we will discuss how Thinknear has combined audience intelligence and location-based data with machine learning capabilities to reveal a never-before-seen and hyper-granular view into customers’ lives — who they are, their motivations, behaviors, and values to create our GeoTypes segments. By pairing location data with demographic and psychographic attributes, marketers get more nuanced, actionable audience insights that help them identify new customer groups and deliver more personalized messaging that drives engagement from those same groups. We will dive into some details regarding the challenges in creating features in this model and the potential limitation when working with mobile location data.

Speaker Annie Flippo works as the Head of Data Science & Analytics at Thinknear by Telenav, a GPS navigation software, connected car and mobile advertising company. She is a data science expert focusing on the application of machine learning techniques to extract insights in the areas of marketing, media and consumer behavior. Her focus is to build the capabilities of the data analytics team and lead the development of new innovative data products. She holds a B.S. in Math and Economics and a M.A. in Economics from the University of Alberta, Canada.

Dinner and drinks will be provided by GumGum.

Parking:

Santa Monica Library Parking Garage. An underground parking structure can be accessed from 7th Street between Santa Monica Blvd. and Arizona Ave. The first thirty minutes are free. Rates are $1 per hour for the first two hours and thirty minutes. After that, the rate is $1 per thirty minutes. Weekdays the daily maximum is $10. Weekends the daily maximum is $5. Parking on level P1 is restricted to stays of three hours or less. Parking spaces for those displaying disabled placards or plates are on P1. Visitors parking for three hours or longer should park on levels P2 or P3. The Library and GumGum do not provide validation for parking.

Street-level parking lot. A limited number of metered one-hour parking spaces are available. Entry to the lot is from 7th Street.

Meters. Located on 7th street outside our office.