In this presentation, I and 3 fellow Carnegie Mellon graduate students present our findings on Foursquare mayorships, and their diversity in location and venue type. Using this data, we develop an efficient market model for mobile advertising on Foursquare and perhaps other platforms.

1. Diversity of Foursquare Mayorships: Venue Types and Venue Locations Troy Effner Haris Krijestorac Alan Pan Vishal Patel

7. Measuring Location Diversity

10. Location Diversity Data Users hold mayorships over pretty diverse locations! Metric Value (in miles) Mean Distance from centroid 0.58 St. Dev. Distance from centroid 0.57 Range of distances from centroid [0.002, 1.875]

11. Measuring Venue Type Diversity

12. Venue Type Diversity Metrics Note that there are venue categories and venue subcategories … We just use categories Venue Category Arts Food Nightlife Venue Subcategory Museum Ice Cream Lounge

15. Venue Type Diversity Data Users hold mayorships in diverse types of venues! But users are pretty similar in their level of diversity. Metric Value Avg. Venue Diversity 0.72 St. Dev. Venue Diversity 0.24

16. Interesting Findings

20. Acknowledging our Challenges

23. Multiple Centroids ?

30. Q&A