GeoM, part two

2nd session at GeoMThis blog post covers the second of three panel/sessions at GeoM, held at MIT’s NERD Center on Monday. It was hosted by Mike Schneider, SVP Director, Digital Incubator for agency Allen & Gerritsen. For highlights of the 1st panel, click here. Also, these highlight blog posts may be a bit jumpy, because they are comprised of the tweets I made during the sessions.

Session 2: Data and Loyalty
Moderator: Sean Corcoran, analyst at Forrester (@SeanCor)
Panelists: Aaron Strout, CMO, Powered.com (@AaronStrout)
Anne Mai Bertelsen, loyalty and integrated marketing strategy consultant, Mai Strategies (@AnneMai)
Matt Galligan, SimpleGeo Co-founder and CEO (@mg)

Sean Corcoan, Moderator: “Forrester Research shows that Geolocation hasn’t hit huge mass adoption yet, but the growth rate is extremely fast.”

Anne Mai Bertelsen: “Loyalty programs have been around for quite a number of years, so there is precedent for the type of data the geolocation provides. Location data, sentiment data, and spend data can be married to provide new relevant insights for businesses and offers for consumers.”

Matt Galligan: “Police monitor mentions of the word ‘party’ at night on twitter to determine where to station officers; that’s an instance of location data being helpful.”

Aaron Strout: “My experience with some of the companies that are entering into geolocation marketing strategies is that they are not going far enough, fast enough with some of their offers and programs.”

Matt Galligan: “The technology in your pocket is far more advanced than the technology that is checking you out at the store.”

Anne Mai Bertelsen: “For big companies that understand loyalty, social media/geolocation resides in a different department, apart from the rest of the marketing management, which is an impediment to fully realizing the possibilities that geolocation offers.”

Aaron Strout then discusses Augmented Reality, i.e. Yelp’s Monacle feature.

Sean Corcoran, Moderator: “What if Facebook makes a mistake with privacy (and it’s been know to make a few mistakes in privacy) with Facebook Places, will that set geolocation back?”

Anne Mai Bertelsen: “The best traditional loyalty programs require registration and opt-in. Legislators have been watching these loyalty programs for years. People use grocery loyalty because they get value. The expectation in geolocation loyalty programs would be the same to the consumer (i.e. what value am I getting in exchange for checking-in?), although offering up one’s location seems scarier to most consumers.”

Aaron Strout: “Smart companies will set things up so they would get a ping to know when loyal shoppers are in the store. Also, people forget that you can check-in without making it public.”

Anne Mai Bertelsen: “Marketing people don’t mine data well, they just don’t. They aren’t working with good, smart models of loyalty, behavior, and how that translates into sales.”

Matt Galligan: “The geolocation space is already so fragmented, it’s hard for companies to know where to start. At the same time, the geolocation space is starting to get really exciting.”

Earlier in the session, Aaron Strout referenced a case-study of Whole Foods and Trader Joe consumers’ shopping behaviors, and later that link was tweeted. It lives here: Hyper-local traffic measurement and analysis

Me and AaronAfter this session wrapped, it was great to reconnect with Aaron Strout who I met only once in Boston before he relocated to Austin.

Highlights of the 1st panel. Highlights of the 3rd panel. Also, Eric Leist of host A & G has a recap that includes highlights and the blog posts that came out of GeoM.

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4 Responses to “GeoM, part two”

  1. Aaron Strout Says:

    Thanks man. I love the soundbites. And again, great to see you.

    Best,
    Aaron | @aaronstrout

  2. walterelly Says:

    Thanks for the posts! I couldn’t make #geom so this was very helpful to catchup!

  3. GeoM, part three « EverythingCU.com World 2.0 Adventure Says:

    […] Gerritsen. For highlights of the 1st panel, click here. For highlights of the 2nd panel, click here. Also, these highlight blog posts may be a bit jumpy, because they are comprised of the tweets I […]

  4. GeoM, part one « EverythingCU.com World 2.0 Adventure Says:

    […] of branding, marketing & technology « Geolocation and Personal Safety GeoM, part two […]

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