Eastwind is launching heatmaps in a new version of AdTarget — our automated target marketing platform. With heatmaps, you can see where the customers interested in your product or service are. The service is designed not only for telecom operators (Eastwind's key customers) – it will be helpful for practically any business that is location-sensitive.

Heatmaps help businesses build their advertising strategies and plan their activities. Say, a hardware store can locate customers looking to redecorate their home, and place banners at just the right spots. An advertising agency can put its promoters in areas with high concentration of interested users. Banks, shops and government agencies can find hot spots in the city to smartly plant their offices.

The service uses two types of data – based on customer interests and geo-location. Interests are calculated using data on calls and search engine requests from subscribers. The embedded catalog of possible interests contains up to 2000 categories to match the needs of any advertiser.

Geographical distribution of the target audience allows you to map ‘work’, ‘favorite’ and ‘home’ cells. This is how heatmaps are created.

Carriers can use heatmaps as a service provided for third parties – various types of businesses. The service provider can monetize the data in three ways:

1. Through paid access to the service, which may be limited — e.g., analyzing particular geo-areas. This will suit retailer chains or customers with multiple offices.
2. Though creating targeted promos. A company which uses the service will have an edge over the competition in the area.
3. Through selling analytics to interested organizations.

All analytics are performed by EW Data Analytics – a component of the comprehensive CVM solution, Eastwind Mobile Marketing Platform (EW MMP). The data is updated daily, with the calculation periods being one month, seven days, or one day.