2017 FORRESTER REPRODUCTION PROHIBITED WEBINAR Spatial Analytics New

WEBINAR Spatial Analytics: New Age Intelligence For Insights And Experiences James Mc. Cormick, Principal Analyst Emily Miller, Senior Research Associate December 12, 2017. Call in at 10: 55 a. m. Eastern time. © 2017 FORRESTER. REPRODUCTION PROHIBITED.

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

Why is spatial analytics important? © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4

The age of the customer… … brought on by digital disruption © 2017 REPRODUCTION Forrester Research, Inc. © 2017 FORRESTER. PROHIBITED. Reproduction Prohibited Image Source: Jeremy Segrott https: //www. flickr. com/photos/126337928@N 05/24545512250 5 5

Location’s relevance increases with digital disruption THE GOLDEN AGE OF WEB ENGAGEMENT 1993 to 1999 Web server logs Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited 6

Location’s relevance increases with digital disruption THE GOLDEN AGE OF WEB ENGAGEMENT 1993 to 1999 2000 to 2006 Web behavior Web server logs Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited 7

Location’s relevance increases with digital disruption THE GOLDEN AGE OF WEB ENGAGEMENT 1993 to 1999 2000 to 2006 2007 to 2010 Digital behavior Web server logs Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited 8

Location’s relevance increases with digital disruption THE GOLDEN AGE OF WEB ENGAGEMENT 1993 to 1999 2000 to 2006 2007 to 2010 2011 to 2014 Digital context Digital behavior Web server logs Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited 9

Location’s relevance increases with digital disruption THE GOLDEN AGE OF WEB ENGAGEMENT 1993 to 1999 2000 to 2006 2007 to 2010 2011 to 2014 onwards Big context Digital behavior Web server logs Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited 10

Location’s relevance increases with digital disruption THE GOLDEN AGE OF WEB ENGAGEMENT 1993 to 1999 2000 to 2006 2007 to 2010 2011 to 2014 onwards Big context Digital behavior Web server logs Increasing relevance of location Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited 11

Five imperatives for Age of the Customer success Source: Insights-Driven Businesses Set The Pace

Insights-driven businesses are faster and fleeter than most Global GDP will grow 3. 5% annually Insights driven businesses are intelligent with their digital customer interactions Source: Insights-Driven Businesses Set The Pace For Global Growth Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 13

Insights-driven businesses are digitally intelligent To intelligently engage via digital touch points insights-driven businesses integrate: 1. System of insight, with 2. System of engagement. Source: Optimize Digital Intelligence For Your Insights-Driven Business Forrester report and Digital Insights Are The New Currency Of Business Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 14

Consumers are ready for location LOCATION’S RELEVANCE TO INTELLIGENT CUSTOMER ENGAGEMENT HAS NEVER BEEN STRONGER Which statement best describes your awareness, interest, and usage of the following while shopping in a physical store? They are searching on location They are giving up location Source: Google Trends https: //www. google. co. uk/trends/explore#q=%22 find%20 the%20 nearest%22&cmpt=q&tz=Etc%2 FGMT Base: 4509 US online adults Sources: Forrester Data Consumer Technographics Online Benchmark and Recontacts, 2017 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 15

Spatial analytics is new for digital intelligence… …but promises to deliver significant value to customer digital interactions for: 1. Marketing 2. Attribution 3. Personalization 4. Optimization Source: Tech. Radar™: Digital Intelligence, Q 2 2016 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 16

Brands have elevated location analytics What are your firm's plans to use the following analytics technologies? * *Multiple responses accepted, some responses not shown. Base: 2, 106 global data and analytics technology decision-makers Source: Forrester Data Global Business Technographics® Data And Analytics Survey, 2017 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 17

Architecting for spatial analytics & customer experience © 2017 FORRESTER. REPRODUCTION PROHIBITED. 18

Spatial’s destiny is at the heart of the DI stack Customer & business context Digital touchpoints Optimization Behavioral targeting Online testing Recommendations Analytics Application analytics Cross-channel attribution Spatial analytics Interaction analytics Io. T analytics Predictive analytics Social analytics Digital performance management Voice of the customer Web analytics Data CPM Data warehousing CRM CDP Tag management DMP Source: Tech. Radar™: Digital Intelligence, Q 2 2016 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 19

Spatial’s destiny is at the heart of the DI stack Customer & business context Digital systems of engagement Digital touchpoints Optimization Behavioral targeting Online testing Recommendations Analytics Digital systems of insight Application analytics Cross-channel attribution Spatial analytics Interaction analytics Io. T analytics Predictive analytics Social analytics Digital performance management Voice of the customer Web analytics Data CPM Data warehousing CRM CDP Tag management DMP Source: Tech. Radar™: Digital Intelligence, Q 2 2016 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 20

Spatial’s destiny is at the heart of the DI stack Customer & business context Digital systems of engagement Digital touchpoints Optimization Behavioral targeting Online testing Recommendations Analytics Digital systems of insight Application analytics Cross-channel attribution Spatial analytics Interaction analytics Io. T analytics Predictive analytics Social analytics Digital performance management Voice of the customer Web analytics Data CPM Data warehousing CRM CDP Tag management DMP Source: Tech. Radar™: Digital Intelligence, Q 2 2016 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 21

The evolution of the location intelligence stack WHERE DIGITAL INTELLIGENCE & SPATIAL TECHNOLOGIES INTERSECT Optimization Analytics Data Source: Drive Intelligent Customer Interactions With Spatial Analytics Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 22

The evolution of the location intelligence stack WHERE DIGITAL INTELLIGENCE & SPATIAL TECHNOLOGIES INTERSECT Optimization Analytics Data 3 rd party Source: Drive Intelligent Customer Interactions With Spatial Analytics Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 23

What value can spatial analytics provide? © 2017 FORRESTER. REPRODUCTION PROHIBITED. 24

Spatial analytics in the age of the customer ACT ON SPATIAL INSIGHTS AT EVERY

Use spatial analytics to target specific audiences within a defined location © 2017 FORRESTER.

Improve customer engagement and CX as they move within stores © 2017 FORRESTER. REPRODUCTION

Analyze spatial behaviors and push in-store offers to increase basket size at check-out This

Understand where customers are and how they behave when using a product or service

Optimize relative locations of customers and the required support service when needed © 2017

Integrate spatial analytics in customer apps to help identify when existing customers are close to new products or services This Photo by Unknown Author is licensed under CC BY-SA © 2017 FORRESTER. REPRODUCTION PROHIBITED. 31

Spatial analytics strategic considerations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 32

Spatial investment accelerates as DI budgets shift ENGAGE DISCOVER ASK EXPLORE USE © 2017

Spatial investment accelerates as DI budgets shift High value Huge value ENGAGE DISCOVER ASK

Spatial & location overlaps with digital intelligence Source: Vendor Landscape: Spatial Analysis And Location

Take aways & what to do next? © 2017 FORRESTER. REPRODUCTION PROHIBITED. 36

Key takeaways • Spatial insights provide the context for better customer understanding and experiences. • Spatial data can be used to optimize each step of the customer lifecycle • Expansive tool and service categories meet every location intelligence business need © 2017 FORRESTER. REPRODUCTION PROHIBITED. 37

Key takeaways • Spatial insights provide the context for better customer understanding and experiences. • Spatial data can be used to optimize each step of the customer lifecycle. • Expansive tool and service categories meet every location intelligence business need © 2017 FORRESTER. REPRODUCTION PROHIBITED. 38

Key takeaways • Spatial insights provide the context for better customer understanding and experiences. • Spatial data can be used to optimize each step of the customer lifecycle. • Expansive tool and service categories meet every location intelligence business need. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 39