Selectivv Academy is a course prepared for marketers, digital marketing specialists, marketing managers, advertising enthusiasts who want to better understand and use location data in their projects.

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During the online workshops, we talk about digital marketing and location data related to mobile advertising.

The main idea is linking offline data with users’ online activity. As a result, we can profile mobile users and create specific target segments. Based on information about demographics and behavior, we can target the message more precisely. Greater accuracy means better campaign performance and cost-efficiency. During the course, participants will gain the skills and knowledge necessary to use the currently available marketing tools which rely on location data. 

Basic benefits of participation in Selectivv Academy

Certificate

After completing the Selectivv Academy and passing the exam, you will receive a certificate confirming participation in the course and gaining competences in the field of mobile marketing, using location data in advertising activities, knowledge of useful tools and good practices in activities, and having other practical skills.,

Knowledge base

You will get access to unpublished materials – case study of implementation in the field of advertising for mobile devices, summary of the discussed material.

Mentoring

You will also be able to count on our support in your marketing activities in the future.

What is included in the Selectivv Academy course program?

Module I - 45 min

Marketing data. What is location data? Where is this data coming from? How can they be used?

Efficiency and reach

Rcarrying out campaigns targeted at users in any location: countries, regions, cities, shopping centers, etc.

Use of historical data

Campaigns for users who have visited selected POIs in the past (selected stores, fairs, conferences, etc.). Also with distinguishing the customers of the selected brand from the customers of its competitors.

Demographic and behavioral profiles

Profiling users of mobile devices based on their activity and location data. Precision based on 362 information about the user and reaching a specific audience.

Users of selected apps

Displaying the ad to people using the selected app, competing apps or apps from selected categories.

Personalized targeting

The use of several methods of targeting the ad to different groups of recipients. Does the use of all methods simultaneously maximize the effects? When and how to combine the available solutions?

Analyzing the potential for OOH / DOOH locating

Expanding outdoor campaigns to include the world of digital advertising. Planning or optimization of external campaigns based on the analysis of users who visit selected places and using SaaS.

Continuation of the outdoor campaign on mobile devices

Targeting the advertisement or its continuation at the smartphones of people who have been present in the vicinity of the billboard or LED screen.

Dynamic campaign on DOOH carriers

Campaign on LED carriers depends on the profile of people nearby. Digital content that changes in real time based on data about smartphone users.

Outdoor campaign measurement based on data from smartphones

Reporting of the outdoor campaign and its reach, based on tools and database. Characteristics of recipients – their demographics and behavioral profiles.

Measuring the campaign effectiveness

Who saw the ad banners and came to the store? Combining an ad display on a smartphone with a visit to a physical location based on mobile data and tools that use it.

Marketing campaigns targeting customers of selected locations

Using the example of a shopping center, we discuss the complexity of the possibilities resulting from the use of data and mobile solutions. How to reach people who have visited a shopping center, visited a store of a selected brand, or have just entered a shopping center, and have not visited the facility, but live/stay nearby.

Module II - 30 min

Discussion the completed campaigns examples in the following categories:
effectiveness and reach, the use of historical data, demographic and behavioral profiles, users of selected applications and personalization in targeting.

Module III - 30 min

Discussion the completed campaigns examples in the following categories:
analyzing of the outdoor localization potential (OOH / DOOH), continuation of the outdoor campaign on mobile devices, DOOH dynamic campaign, measuring the outdoor campaign based on data from smartphones, measuring the effectiveness of the campaign and marketing campaigns for customers of selected locations.

Module IV - 30 min

Summary