A Privacy Friendly Approach To 'Big Geo Data' Analysis

Duncan McCall (PlaceIQ)
Business & Strategy Yerba Buena Salon 9

What we do
Overview of our mission and value proposition, in terms of extracting audience and intent from large amounts of location data.

How we do it
Overview of our technology stack and pipeline. Some examples of data types we ingest. How we normalize and score data, examples of the types of analytics and machine learning we perform on the data, and how we extract actionable intelligence from this data.

Overview of why the PlaceIQ solution is considered ‘privacy friendly’ – due to our focus on creating profiles of locations, not users; because we don’t deal with any personally identifiable information, and finally because we because we don’t reach specific individuals – we reach aggregate user groups who are not individually identifiable in any way.

Application of our data – Customers, case studies, examples
Explain how we apply this data; core focus is optimization of mobile advertising, overview of why this is an effective market. Specific case studies and example of how our customers have used this data to drive both better targeting and higher performance in mobile campaigns.

Other examples of our data user, including online, out of home and also pilots in TV planning.

Where we see this going
We’re huge believers in a location aware future – increasingly touch points to the internet will be hyper local location aware – smart phone, tablets, personal computers, digital out of home, IP TV etc…

Quick overview of why we feel a privacy friendly ‘index of the physical world’ to help drive relevancy, intelligence and ultimately a better consumer experience – is an important piece of this hyper local future.

Photo of Duncan McCall

Duncan McCall


Duncan McCall is the CEO and Co-Founder of PlaceIQ. PlaceIQ is turning
‘location into context’. Extracting intelligence and meaning from the ever
increasing mass of location specific data being created, enabling an
understanding of a hyper local location like never before. Empowering
advertisers, marketers and more to connect the right message with the
right location, at the right time…

Duncan has a passion and background in geo focused startups spanning many
years. From time spent in RFID and universal positioning startups, through
to founding and leading a venture backed consumer Internet business with
the goal of enabling and empowering users of location aware devices. Duncan’s
experience in early stage businesses goes beyond this market, having lead
the operations of a successful retail organization, and also built and
led IS Solutions INC, a premier Silicon Valley based System Integrator.
Outside of the startup environment Duncan has also made an impact for one
of the world’s largest organizations in working for ExxonMobil, in the UK
and Asia.

  • Esri
  • AT&T Interactive
  • Google
  • Nokia, Location & Commerce
  • Facebook
  • Bing
  • Control Group
  • Localeze
  • MyCityWay
  • Socrata
  • Urban Airship
  • MapQuest

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