Ground Game for the Incident Command System

by Stefan Safranek on November 19, 2014

Geologists estimate that the Pacific Northwest Coast has a 37% chance to be struck within the next 50 years by one of the most devastating earthquakes ever recorded. The question is not a matter of if this will happen but when, and whether or not we will be adequately prepared for it. Unfortunately there is no way for us to predict the precise timing of a natural disaster, however we can take steps to prepare and put systems in place to help mitigate the impact. The advent of Web 2.0, mobile devices, and Big Data technologies present a unique opportunity to prepare for and respond to these events.

During the aftermath of the 2010 Haitian Earthquake, Volunteered Geographic Information (VGI) and crowdsourcing played a fundamental role in the disaster response effort. Relief workers were able to use information provided by the local and global communities to deliver resources such as food, water,and medical supplies to impacted areas. For most of the natural disasters that have occurred in the past couple of years, the VGI was collected after the disaster took place but what would a relief effort look like if the VGI was also collected prior to the event? This is where Moonshadow Mobile’s Ground Game technology comes into play.

Before a natural disaster takes place, Ground Game can be set up and used to collect medical data and other valuable information about individuals through a VGI system. This would allow citizens in the community to log in, create a profile and voluntarily report their medical conditions, resources, living situation, etc. As data is collected it would be matched and used to enhance an extensive database of more than 220 million adult records across the United States, providing further demographic and economic information such as location, phone number, dwelling type (apartment vs single family house) etc. This information would be readily available to emergency responders and medical technicians in case of a Mass Casualty Incident (MCI) and to help prepare for these situations.

Once an MCI takes place and the Unified Incident Command System has been implemented, the Incident Commander (IC) and Section Chiefs (Operations, Logistics, & Planning) will be able to use Ground Game to analyze and cross-reference the volunteered data and the commercial data sets. With each person in the community pinned on a map, leaders can use this information to draw conclusions about which areas need the most help. Perhaps individuals with higher income levels typically have more food and water than others, a certain demographic group needs a specific type of medication or a vulnerable population is located near an incident site. With the data collected through Ground Game these questions and many others could be answered in seconds with a few mouse clicks and a glance at the map. Using the information at hand, the Incident Commander can assign areas to the response teams and alert them as to what individuals are in the area and what pre-existing medical conditions they may have. This gives response teams the information they need to properly prepare and supply themselves for the task at hand.

Once in the field, response teams can use Ground Game to collect further information using customizable surveys about an individual’s conditions, triage status and needs. As this field data is collected it can be instantly pushed and made available to the Incident Commander and their Section Chiefs.  The Incident Commander can then make decisions based on the real-time field intelligence as to where to send additional resources and personnel. This dynamic exchange of information can provide a clear birds-eye view of the situation at hand and help the incident commander make better informed decisions. The information gathered through and utilized by Ground Game will not only help us to deal with the issue at hand but also leave us more prepared for the future.

Microtargeting for D2D Sales with Ground Game 2

by Stefan Safranek on November 18, 2014

Utilizing big data to identify potential customers can be a challenge for any small business. With over 200 fields to search by, Ground Game allows you to easily identify, locate and analyze the customers within your target market using our extensive customer database containing over 200 million customer records. These fields can be combined into specialized filters to create targeted walking lists for your market segment. All information collected by your sales reps will automatically be uploaded back into the system, further enhancing your database.

As an example, let’s assume that we’re selling sporting goods in Riverside County, California. The first thing we’re going to see is a map showing all of the people within that area, and a side-panel to the right. Our interface informs us that we are currently selecting 1,191,388 people. This number includes all adults in Riverside County, California that we have in our commercial database.

To narrow down our selection we’re going to open the age filter in the side panel, and change the filter to only include people between the ages of 19 and 55. Next, we’re going to filter our selections further to include only males. At this point we have 365,830 people and 299,225 addresses selected. In other words, it’s taken less than a minute to filter out more than 800,000 people.

We can follow this up by using our Mosaic Zip4 filters, located within our Commercial Data branch, to select individuals who have consumer behavior consistent with purchasing sporting goods. The Mosaic Zip4 selections we are going to use are listed below:

  • Sports Utility Families
  • Unspoiled Splendor
  • Destination Recreation
  • Stockcars and State Parks
  • Rural Escape
  • Booming and Consuming
  • Red White and Bluegrass
  • True Grit Americans
  • Work Hard, Play Hard

This will narrow down our currently selected people to 14,372. From here we will create a universe to save this selection, and purchase our selected records. For further information about the Mosaic Zip4 groups:

Lastly, we will use our array of turf cutting tools to divide our segment into a manageable number of walking lists based on areas such as zip codes or census tracts. Using the Ground Game 2 mobile app, our D2D sales reps will be able to download these lists onto their devices and bring them into the field, except this time all of the odds will be tipped in their favor.

Learn more about Ground Game for D2D sales.

Income Levels in Manhattan

by Eimar Boesjes on October 27, 2014

The images below show income levels in Manhattan overlaid on aerial photo’s.  The income levels are shown from yellow for the lower incomes to red for the highest incomes.  Click on the images to zoom in.

Income in Manhattan Income in Manhattan projected over Aerial Photos

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Psychographic Analysis of Consumers

by Eimar Boesjes on October 9, 2014

Moonshadow has created Consumermapping, a tool to perform detailed demographic and psychographic analysis of consumers.  Consumermapping works with customer databases with millions of records but it can also be used for clients with smaller databases.  The technology can be used to analyze customers for businesses, membership for non-profits, subscribers for newspapers and much more. 

Moonshadow shows the address of millions of customers on the map. 3.4 million ACME Customers shown on 1.9 million addresses in the US


We will use Acme, an hypothetical company with 3.4 million customers in the US to show what you can do with Consumermapping.  The screenshot above shows the address for each of Acme’s customers and you can see that Acme has the largest number of customers on the East Coast.  Consumermapping has hundreds of demographic and psychographic attributes for each consumer.  The panel on the right allows you to open each attribute and instantly see the distribution of the customers for a specific attribute.  In the image above you can see that 51% of Acme’s customer are male and that Acme is most widely used by customers in the age groups of 40-49 (34.1%) and 50-59 (26.7%) by people who are likely to be married (90.8%).  The Occupation Group section shows that Acme has customers across all occupations.

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Data Density Maps for Registered Voters

by Eimar Boesjes on September 25, 2014

Moonshadow Mobile has added a new visualization feature to its Ephemeris technology: Data Density Maps.  With Data Density Maps Ephemeris visualizes both the density of an attribute and the values of an attribute at the same time over a map.  The images on this page show both the population density as well as the Political Party registration.

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Shrinking Big Data

June 27, 2014

If you manage ‘Big Data’ then you’ve probably run into this problem: your Big Data is getting too big. Before you know it you are moving around files that take 20 or 30 hours to transfer and many hours to compress, decompress or even to back up. Six months after installing a new batch of [...]

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Ground Game Web for Phone Banking

June 5, 2014

As you probably know Ground Game with VoterMapping is the most technologically advanced suite of tools for online voter data analysis and door-to-door canvassing with iOS (iPads and iPhones) and Android (tablets and phones) mobile devices. We’ve also added a new desktop web-browser interface to enable phone banking. Your canvassing volunteers can login from their [...]

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Finding Customers for Residential Solar Installation

June 4, 2014

Residential Solar Installation is a new and emerging market. Like in all markets it takes a large amount of time and financial resources for businesses to find and connect with potential customers. Ground Game can help streamline your sales process by providing a steady flow of information and a set of organizational tools vital for [...]

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Track Your Field Teams

May 22, 2014

Ground Game adds sophisticated tracking tools With Ground Game you always know where your field teams are.  Ground Game is an easy-to-use mobile app with a customizable questionnaire for your sales reps to qualify leads on iPads and Android Tablets.

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New Route Planning Features – Ground Game

May 22, 2014

Ground Game with VoterMapping has a new new route planning tool that makes it easy for field managers to define specific routes for their walking lists for mobile canvassing. Simply zoom in on the map (using either road or satellite view) in the VoterMapping management interface and mouse over the address markers to define a [...]

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