Methods, systems and apparatus to generate market segmentation data with anonymous location data
Methods and apparatus are disclosed to determine a consumer classification segment. A disclosed example method involves generating, with a processor, a list of consumer classification segments based on geographic indicators associated with a mobile device, associating, with the processor, the mobile device with a first consumer classification segment of the list of consumer classification segments if the geographic indicators were retrieved while a first application was executed, and associating, with the processor, the mobile device with a second consumer classification segment of the list of consumer classification segments if the geographic indicators were retrieved while a second application was executed.
1. An apparatus to provide tailored advertisements to a mobile device, the apparatus comprising:
a data analyzer to:
analyze first geographic indicators associated with a mobile device during a first time period of day to identify a first location associated with the mobile device, the first location identified based on a threshold number of repeated occurrences of the mobile device located at the first location during the first time period of day; and
analyze second geographic indicators associated with the mobile device during a second time period of day to identify a second location associated with the mobile device;
a segmentation application interface to associate the mobile device with a consumer classification segment associated with the first location based on the first geographic indicators; and
a segmentation manager to select an advertisement for presentation at the mobile device located in the second location based on the consumer classification segment associated with the first location.
2. The apparatus of claim 1 , wherein the data analyzer is to identify repeated occurrences of travel between the first location and the second location as at least one of a travel route between a home and a place of work, a travel route between a home and a place of business, or a travel route between a home and a school.
3. The apparatus of claim 1 , further including a privacy manager to associate the mobile device with an anonymous identifier to protect privacy of a user of the mobile device.
4. The apparatus of claim 3 , wherein the privacy manager is to apply a one-way hash to an identifier to form the anonymous identifier.
5. The apparatus of claim 1 , further including an application monitor to identify an application of the mobile device associated with at least one of the first geographic indicators, or the second geographic indicators.
6. The apparatus of claim 5 , wherein the data analyzer is further to identify the first location or the second location as a work location, a home location, a travel route location, a leisure activity location, or a vacation location based on respective ones of the first geographic indicators or the second geographic indicators and the application of the mobile device associated with at least one of the first geographic indicators or the second geographic indicators.
7. The apparatus of claim 1 , wherein the data analyzer is to determine the first location is a home location when the first geographic indicators are associated with a residential location.
8. A computer-implemented method to provide tailored advertisements to a mobile device, the method comprising:
analyzing, by executing instructions with a processor, first geographic indicators associated with a mobile device during a first time period of day to identify a first location associated with the mobile device, the first location identified based on a threshold number of repeated occurrences of the mobile device located at the first location during the first time period of day;
analyzing, by executing instructions with the processor, second geographic indicators associated with the mobile device during a second time period of day to identify a second location associated with the mobile device;
associating, by executing instructions with the processor, the mobile device with a consumer classification segment associated with the first location based on the first geographic indicators; and
selecting, by executing instructions with the processor, an advertisement for presentation at the mobile device located at the second location based on the consumer classification segment associated with the first location.
9. The computer-implemented method as defined in claim 8 , further including identifying the repeated occurrences of travel between the first location and the second location as at least one of a travel route between a home and a place of work, a travel route between a home and a place of business, or a travel route between a home and a school.
10. The computer-implemented method as defined in claim 8 , further including associating the mobile device with an anonymous identifier to protect privacy of a user of the mobile device.
11. The computer-implemented method as defined in claim 10 , further including applying a one-way hash to an identifier to form the anonymous identifier.
12. The computer-implemented method as defined in claim 8 , further including identifying an application of the mobile device associated with at least one of the first geographic indicators, or the second geographic indicators.
13. The computer-implemented method as defined in claim 12 , further including identifying the first location or the second location as a work location, a home location, a travel route location, a leisure activity location, or a vacation location based on respective ones of the first geographic indicators or the second geographic indicators and the application of the mobile device associated with at least one of the first geographic indicators or the second geographic indicators.
14. The computer-implemented method as defined in claim 8 , wherein the first location is determined to be a home location when the first geographic indicators are associated with a residential location.
15. A tangible computer readable medium comprising computer readable instructions that, when executed, cause at least one processor to, at least:
analyze first geographic indicators associated with a mobile device during a first time period of day to identify a first location associated with the mobile device, the first location identified based on a threshold number of repeated occurrences of the mobile device located at the first location during the first time period of day;
analyze second geographic indicators associated with the mobile device during a second time period of day to identify a second location associated with the mobile device;
associate the mobile device with a consumer classification segment associated with the first location based on the first geographic indicators; and
select an advertisement for presentation at the mobile device located at the second location based on the consumer classification segment associated with the first location.
16. The tangible computer readable medium as defined in claim 15 , wherein the instructions, when executed, cause the at least one processor to identify the repeated occurrences of travel between the first and second locations as at least one of a travel route between a home and a place of work, a travel route between a home and a place of business, or a travel route between a home and a school.
17. The tangible computer readable medium of claim 15 , wherein the instructions, when executed, further cause the at least one processor to identify an application of the mobile device associated with at least one of the first geographic indicators or the second geographic indicators.
18. The tangible computer readable medium of claim 17 , wherein the instructions, when executed, further cause the at least one processor to identify the first location or the second location as a work location, a home location, a travel route location, a leisure activity location, or a vacation location based on respective ones of the first geographic indicators or the second geographic indicators and the application of the mobile device associated with at least one of the first geographic indicators or the second geographic indicators.
19. The tangible computer readable medium of claim 15 , wherein the instructions, when executed, further cause the at least one processor to associate the mobile device with an anonymous identifier to protect privacy of a user of the mobile device.
20. The tangible computer readable medium of claim 19 , wherein the instructions, when executed, further cause the at least one processor to apply a one-way hash to an identifier to form the anonymous identifier.