Duncan McCall, CEO of PlaceIQ, speaks at Data Driven NYC about how raw location data access has commodified, shifting differentiation to data cleaning and analytics.
“Access to data is actually almost commodified already, right? The idea of movement data and location data, those are data sets that exist out there.”
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More from Duncan McCall
AssertionNot checkable as stated
PlaceIQ tracks movement data from 165 million opted-in US consumers
“We basically ingest and build a large, very large amount of spatial data in the world, so we understand what's in the world, what does it mean to be in a certain place at a certain time, and then we intersect that with the movement of about a hundred and sixty…”
Duncan McCallMay 24, 2017▶ 0:49The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)
Insight
Mobile location data reflects human behavior across all media channels
“We think about these new types of data now that they're truly omnichannel, right? They're not data about a mobile device. They're data about a consumer that you can apply across social, video, display.”
Duncan McCallMay 24, 2017▶ 4:00The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)
AssertionNot publicly verifiable
Day before Christmas sees higher retail foot traffic than Black Friday
“The day before Christmas, which I didn't know, but is actually a busier foot traffic shopping day than Black Friday, which is traditionally one of the busiest days.”
Duncan McCallMay 24, 2017▶ 7:26The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)
AssertionSupported
Mobile devices are locationally inaccurate by up to forty meters
“These devices are inherently inaccurate up to 30 or 40 meters.”
Duncan McCallMay 24, 2017▶ 20:45The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)
Disclosure
PlaceIQ deliberately avoids collecting personally identifiable user information
“We made a conscious decision many years ago not to hold any PII, not to hold any personally identifiable information.”
Duncan McCallMay 24, 2017▶ 21:17The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)
AssertionNot checkable as stated
IHOP sees flat foot traffic during Panama City spring break
“Turns out IHOP is, is no longer hit with spring break people, right? It's just completely flat there.”
Duncan McCallMay 24, 2017▶ 16:43The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)
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