GEOPULSE AUDIENCES GUIDEBOOK

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GEOPULSE AUDIENCES GUIDEBOOK

TABLE OF CONTENTSGeopulse Audience: Your Solution for Quality Audience Targeting. 5Build Your Own Custom Geopulse Audiences. 6Select from Ready-to-Use Geopulse Audiences. 8Geopulse Audiences: Categories & Subcategories. 10Geopulse Audiences: Sample Segments & Use Cases By Vertical .Retail .12QSR & Restaurant . 16Auto . 20Geopulse Audiences: List of All Segments .24How To Get Started.36The Location Strategy Team.38The Factual Advantage. 40Have questions? We have answers. Email us at strategy@factual.com3

YOUR SOLUTION FORQUALITY AUDIENCETARGETINGThe way people behave in the real world can reveal more about their needsand desires than online browsing behavior alone.Factual’s Geopulse Audience lets you target based on people’s real world behavior using the best dataavailable in mobile marketing — so you reach the right consumers with the right message, every time.DESIGN YOUR OWN HIGHLY-CUSTOMIZEDAUDIENCESBuild your own audiences based on nuancedbehaviors, including recency, frequency, andpatterns (like drives to work) using Factual’sself-service Geopulse Audience Designer. Orreach out to our Location Strategy Team forassistance at no additional cost.– or –SELECT FROM READY-TO-USEGEOPULSE AUDIENCESSelect from Factual’s Geopulse Audiences —a collection of over 600 audiences designedby our location experts—available in yourfavorite DSP, DMP, or ad buying platform.View our partners.Have questions? We have answers. Email us at strategy@factual.com5

GEOPULSECUSTOM AUDIENCESUse Factual’s self-service Geopulse Audience Designer to create your ownhighly-customized audiences based on mobile users’ real world behavior.Layer place-based audiences with Factual’s geographic, demographic,behavioral, and brand affinity segments to create the perfect audience foryour needs.GEOPULSE AUDIENCE DESIGNERCreate custom segments across a comprehensive set of observed real world behaviors. Target place based behavior including visitation to specific places, merchants, and chains. Specify desired frequency and/or recency of place visitation. Narrow targeting to specific times or days.LET OUR LOCATION EXPERTS HELPFactual’s Location Strategy Team helps with planning, targetingrecommendations, and custom segment creation at no additional cost.Reach out to strategy@factual.com any time.Have questions? We have answers. Email us at strategy@factual.com7

READY-TO-USEGEOPULSE AUDIENCESFactual’s Geopulse Audiences are a collection of over 600 ready-touse audiences designed by our location experts. Target users basedon specific places they visit, or select behavioral segments thatdescribe who they are based on their place visitation and behavioralpatterns over time.Factual’s Geopulse Audiences are available in your favorite DSP, DMP, orad buying platform. View our partners.GEOPULSE AUDIENCES: TOP-LEVEL CATEGORIESWHAT THEY DO:BRAND SHOPPERSPLACE CATEGORY VISITORSBrand Shopper segments describe mobile deviceusers based on real-world visits to specific, brandedlocations.Place Category Visitor segments describe mobiledevice users based on the types of places they visit.These segments describe users’ real-world visits tocategories of businesses and points of interest.WHO THEY ARE:BEHAVIORAL SEGMENTSBehavioral segments describe mobile device usersbased on their real-world behavioral patterns.DEMOGRAPHIC SEGMENTSDemographic segments describe mobile deviceusers based on their age, gender, parental status,race, and household income.Have questions? We have answers. Email us at strategy@factual.com9

GEOPULSE AUDIENCESTOP-LEVEL CATEGORIES & SUBCATEGORIESWHAT THEY DO:BRAND SHOPPERSWHO THEY ARE:PLACE CATEGORY VISITORSBEHAVIORAL SEGMENTSAUTOMOTIVEeg: Car Dealers and LeasingDEMOGRAPHIC SEGMENTSAUTOeg: In-Market Auto Intenders Eco-Friendly CarsAGEeg: Age 18-24FOOD & BEVERAGEeg: Coffee and Tea EnthusiastsGENDEReg: FemaleLANDMARKSeg: Urban ParksRETAILeg: Department StoresSOCIALeg: Sports BarsSPORTS & RECREATIONeg: Yoga and PilatesTRANSPORTATIONeg: Gas StationsTRAVELeg: Bed and BreakfastsSUBCATEGORIESOVER 120 BRANDSSUBCATEGORIESCOMMUNITY & GOVERNMENTeg: LibrariesRETAILeg: Fast Fashion ShoppersSUBCATEGORIESBUSINESSES & SERVICESeg: Beauty Salons and BarbersPARENTING (CHILDREN IN HH)eg: MomSOCIAL (LIFESTYLE & LIFESTAGE)eg: MillennialsHH INCOMEeg: Income 100-150kTRAVEL & TRANSPORTATIONeg: Public TransportationCommutersRACEeg: HispanicHave questions? We have answers. Email us at strategy@factual.com11

GEOPULSE AUDIENCESSAMPLE OF SEGMENTS FOR RETAILHere’s a sample of some segments that might be relevant to your retailcampaign. View the full list of over 600 Geopulse Audiences.WHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDRETAILFactual Geopulse Audience Brand ShoppersAce HardwareAmerican Eagle OutfittersAutozoneBarnes & NobleBed Bath & BeyondBest BuyBig LotsCostcoDick’s Sporting GoodsFamily Dollar StoreFamous FootwearFoot LockerGameStopJo-Ann Fabric and Craft StoresKmartKohl’sLane fice DepotOld NavySearsSephoraFactual Geopulse Audience Place Category Visitors Retail Arts and CraftsBeauty ProductsBicyclesBookstoresChildrenComputers and ElectronicsCostumesDance and MusicDepartment StoresDiscount StoresFashionFood & BeverageParty SuppliesPetsShopping Centers and MallsBEHAVIORAL SEGMENTSSOCIALRETAILFactual Geopulse Audience Behavioral Retail Factual Geopulse Audience Behavioral Social Activewear ShoppersBig Box ShoppersEco-Friendly Shoppers (Green Shopper)Electronics Shoppers (Electronics Buyer)Fast Fashion ShoppersHoliday ShoppersHome Improvement ShoppersLuxury Fashion ShoppersLuxury Goods Shoppers (Affluent Consumer)Mobile Phone ShoppersPet Owners and Pet Store ShoppersPharmacy ShoppersValue Conscious ShoppersVideo Game ShoppersCollege StudentsDisney EnthusiastsExpecting ParentsFamily Fun Lifestyle (Family Fun Activities)GolfersGym and Fitness LifestyleLuxury LifestyleMen’s LifestyleMillennialsNew Home OwnersNewlywedsYoung ProfessionalsSPORTS AND RECREATIONFactual Geopulse Audience Place Category Visitors Sports and Recreation GolfWater Sports BoatingYoga and PilatesHave questions? We have answers. Email us at strategy@factual.com13

EXAMPLE USE CASE: RETAILSCENARIO: A big box electronics retailer planning an upcomingholiday campaign promoting phones for moms on the go.TARGET AUDIENCE: Families.WHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDRETAILRETAILFactual Geopulse Audience Place Category Visitors Retail Computers and ElectronicsConsumers that have recently visited a place in the ComputersFactual Geopulse Audience Behavioral Retail Electronics Shoppers(Electronics Buyer)Consumers that frequentlyshop for products such asvideo games, mobile phones,connected televisions, andother electronics and techproducts.Factual Geopulse Audience Brand Shoppers Best BuyConsumers that have recently been to Best Buy.Factual Geopulse Audience Brand Shoppers AT&T StoreConsumers that have recently been to an AT&T Store.Factual Geopulse Audience Brand Shoppers TargetConsumers that have recently been to a Target location.Factual Geopulse Audience Place Category Visitors Retail Computers and Electronics Mobile PhonesConsumers that have recently visited a place in the MobilePhones category.BEHAVIORAL SEGMENTSSOCIAL(LIFESTYLE &LIFESTAGE)Factual Geopulse Audience Behavioral Social Family Fun Lifestyle(Family Fun Activities)Consumers that attendvenues like amusementparks, zoos, andaquariums.DEMOGRAPHIC SEGMENTSPARENTINGFactual Geopulse Audience Demographic Parenting - MomAGEFactual Geopulse Audience Demographic Age 35-44Factual Geopulse Audience Demographic Parenting - DadFactual Geopulse Audience Behavioral Retail Holiday ShoppersConsumers that are seenshopping during the holidays.Have questions? We have answers. Email us at strategy@factual.com15

GEOPULSE AUDIENCESSAMPLE OF SEGMENTS FOR RESTAURANTSWHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDSOCIALFactual Geopulse Audience Brand ShoppersApplebee’sArby’sBuffalo Wild WingsBurger KingChick-Fil-AChipotle Mexican GrillDairy QueenDomino’s PizzaDunkin’ DonutsFirehouse SubsIHOPJack In The BoxJamba JuiceJimmy John’sKFCLittle Caesars PizzaLonghorn SteakhouseMoe’s Southwest GrillOlive GardenOutback SteakhousePanera BreadPapa John’s PizzaPizza HutPopeyes Louisiana KitchenRed LobsterRed Robin Gourmet BurgersStarbucksHere’s a sample of some segments that might be relevant to your Restaurant,QSR, or Fast Food campaign. View the full list of 600 Geopulse Audiences.BEHAVIORAL SEGMENTSFactual Geopulse Audience Place Category Visitors Social Food and Dining Factual Geopulse Audience Behavioral Food andBeverage Bagels and DonutsBakeriesBreweriesCafes, Coffee and Tea HousesDessertIce Cream ParlorsJuice Bars and SmoothiesCandy and Sweets EnthusiastsCoffee and Tea EnthusiastsFast Casual DinersFast Food and QSR Diners (Quick Serve Restaurant Diner)SOCIAL RESTAURANTSFactual Geopulse Audience Place Category Visitors Social Food and Dining RestaurantsSOCIALFOOD AND BEVERAGETRAVEL AND TRANSPORTATIONFactual Geopulse Audience Behavioral Travel andTransportation Factual Geopulse Audience Behavioral Social College StudentsDating Lifestyle (Date Nighter)Family Fun Lifestyle (Family Fun Activities)Gym and Fitness LifestyleLuxury LifestyleLive Music Fans and Concert-goersLive Sports FansMen’s LifestyleMillennialsMoviegoersYoung ProfessionalsCar Commuters (Daily Commuter)Public Transportation Commuters (Daily Commuter)Business ast FoodFood TrucksItalianKoreanVegan and VegetarianHave questions? We have answers. Email us at strategy@factual.com17

EXAMPLE USE CASE: QSRSCENARIO: A leading fast-food chain promoting late night meal deals.TARGET AUDIENCE: Male, millennial consumers and college students.WHAT THEY DO:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDSOCIAL FOOD AND DININGFactual Geopulse Audience Brand Shoppers Jack-In-The-BoxConsumers that have recently visited a Jack-In-The-Box.Factual Geopulse Audience Brand Shoppers Burger KingConsumers that have recently visited a Burger King location.Factual Geopulse Audience Brand Shoppers McDonald’sConsumers that have recently visited a McDonald’s location.Factual Geopulse Audience Brand Shoppers Taco BellConsumers that have recently visited a Taco Bell location.Factual Geopulse Audience Place Category Visitors Social Food and Dining Restaurants BurgersConsumers that have recently visited a place in the BurgerRestaurants category.Factual Geopulse Audience Place Category Visitors Social Food and Dining Restaurants Fast FoodConsumers that have recently visited a place in the Fast Foodcategory.Factual Geopulse Audience Place Category Visitors Social BarsConsumers that have recently visited a Bar.WHO THEY ARE:BEHAVIORAL SEGMENTSFOOD ANDBEVERAGEFactual Geopulse Audience Behavioral Food andBeverage Fast Food and QSR Diners(Quick Serve RestaurantDiner)Consumers with locationhistory patterns that includefrequent visits to quick serverestaurants.DEMOGRAPHIC SEGMENTSSOCIAL(LIFESTYLE &LIFESTAGE)Factual Geopulse Audience Behavioral Social MillennialsConsumers whose agequalifies them as being amember of “Generation Y.”Factual Geopulse Audience Behavioral Social College StudentsCollege or graduatestudents that spend timeon campus.AGEFactual Geopulse Audience Demographic Age 18-24GENDERFactual Geopulse Audience Demographic Gender -MaleFactual Geopulse Audience Demographic Age 25-34Factual Geopulse Audience Behavioral Social Nightlife EnthusiastsHave questions? We have answers. Email us at strategy@factual.com19

GEOPULSE AUDIENCESSAMPLE OF SEGMENTS FOR AUTOMOTIVEHere’s a sample of some segments that might be relevant to your Autocampaign. View full list of over 600 Geopulse Audiences.WHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDAUTOMOTIVEFactual Geopulse Audience Brand ShoppersAcura DealerARCO Gas StationsAutozoneChevrolet DealerDodge DealerFiat DealerFord DealerHertz Rent A CarHonda DealerHyundai DealerInfiniti DealerJaguar DealerJeep DealerJiffy LubeKia DealerLands’ EndLand Rover DealerLexus DealerMazda DealerMercedes DealerMINI DealerMitsubishi DealerNissan DealerSubaru DealerToyota DealerVolkswagen DealerVolvo DealerFactual Geopulse Audience Place Category Visitors Automotive Car Dealers and LeasingCar Dealers and Leasing Used CarsCar Parts and AccessoriesCar Wash and DetailMaintenance and RepairMaintenance and Repair Oil and LubeMaintenance and Repair TiresMaintenance and Repair TransmissionsMotorcycles, Mopeds and ScootersMotorcycles, Mopeds and Scooters RepairMotorcycles, Mopeds and Scooters SalesRVs and Motor HomesTowingBEHAVIORAL SEGMENTSSOCIALAUTOFactual Geopulse Audience Behavioral AutoFactual Geopulse Audience Behavioral Social In-Market Auto Intenders - All CarsIn-Market Auto Intenders - Eco-Friendly CarsIn-Market Auto Intenders - Luxury CarsIn-Market Auto Intenders - SUVs and CrossoversIn-Market Auto Intenders - TrucksRecent Auto Repair CustomersAdventure Seekers (Thrill Seeker)College StudentsExpecting ParentsFamily Fun Lifestyle (Family Fun Activities)Live Sports FansLuxury LifestyleMen’s LifestyleMillennialsNew Home OwnersNewlywedsNFL Enthusiasts (Pro Football Fan)Outdoor EnthusiastsYoung ProfessionalsTRAVEL AND TRANSPORTATIONFactual Geopulse Audience Behavioral Travel andTransportation Car Commuters (Daily Commuter)Public Transportation Commuters (Daily Commuter)TRANSPORTATIONFactual Geopulse Audience Place Category Visitors TransportationGas StationsPublic Transportation ServicesTaxi and Car ServicesTaxi and Car Services Car and Truck RentalsHave questions? We have answers. Email us at strategy@factual.com21

EXAMPLE USE CASE: AUTOSCENARIO: A Tier One auto brand is launching a new campaignpromoting a SUV model that features low gas mileage. The brand has alarge NFL sponsorship and would like to reinforce this across all channels.TARGET AUDIENCE: Male working professionals that commute duringthe work week, but enjoy golfing and outdoor activities on weekends.WHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDAUTOMOTIVEFactual Geopulse Audience Jeep DealerConsumers that have recently been to Jeep Dealer.Factual Geopulse Audience Ford DealerConsumers that have recently been to Ford Dealer.Factual Geopulse Audience Chevrolet DealerConsumers that have recently been to Chevrolet Dealer.Factual Geopulse Audience Subaru DealerConsumers that have recently been to a Subaru Dealer.Factual Geopulse Audience Place Category Visitors Automotive Car Dealers and LeasingConsumers that have recently visited a place in the Car Dealersand Leasing category.SPORTS AND RECREATIONFactual Geopulse Audience Place Category Visitors Sports and Recreation GolfConsumers that have recently visited a place in the Golfcategory.Factual Geopulse Audience Place Category Visitors Sports and Recreation OutdoorsBEHAVIORAL SEGMENTSAUTOFactual GeopulseAudience Behavioral Auto In-Market Auto Intenders SUVs and CrossoversConsumers that are likely tobe interested in purchasing orleasing an SUV or Crossover.Factual GeopulseAudience Behavioral Auto In-Market Auto Intenders- TrucksConsumers that are likely tobe interested in purchasing orleasing a truck.DEMOGRAPHIC SEGMENTSSOCIAL(LIFESTYLE &LIFESTAGE)Factual Geopulse Audience Behavioral Social Young ProfessionalsConsumers between theages of 18-34 who arefrequently seen at officesand major businessdistricts throughout theworkweek.Factual Geopulse Audience Behavioral Social NFL Enthusiasts (ProFootball Fan)Consumers who attendlive NFL football gamesand shop for NFLmerchandise.INCOMEFactual Geopulse Audience Demographic Income 75-100kGENDERFactual Geopulse Audience Demographic Gender -MaleFactual Geopulse Audience Demographic Income 100-125kFactual Geopulse Audience Demographic Income 125-150kHave questions? We have answers. Email us at strategy@factual.com23

GEOPULSE AUDIENCES:BEHAVIORAL SEGMENTSSubcategorySegmentSubcategorySegmentHave questions? We have answers. Email us at strategy@factual.com25

GEOPULSE AUDIENCES:DEMOGRAPHIC SEGMENTSCategorySegmentGEOPULSE AUDIENCES:BRAND SHOPPERSCategorySegmentHave questions? We have answers. Email us at strategy@factual.com27

GEOPULSE AUDIENCES:BRAND SHOPPERS (continued)CategorySegmentCategorySegmentHave questions? We have answers. Email us at strategy@factual.com29

GEOPULSE AUDIENCES:BRAND SHOPPERS (continued)CategorySegmentCategorySegmentHave questions? We have answers. Email us at strategy@factual.com31

GEOPULSE AUDIENCES:BRAND SHOPPERS (continued)CategorySegmentGEOPULSE AUDIENCES:PLACE CATEGORY VISITORSCategorySubcategories/SegmentsHave questions? We have answers. Email us at strategy@factual.com33

GEOPULSE AUDIENCES:PLACE CATEGORY VISITORS ubcategories/SegmentsHave questions? We have answers. Email us at strategy@factual.com35

GEOPULSE AUDIENCES:PLACE CATEGORY VISITORS ubcategories/SegmentsHave questions? We have answers. Email us at strategy@factual.com37

GET STARTEDDSPsLOOK FOR GEOPULSE AUDIENCESIN YOUR PREFERRED AD BUYING PLATFORM.Factual is a neutral data company. We don’t sellmedia. We focus on making high quality dataeasily accessible.Brands can access Factual data via their preferreddata and adtech platforms, in order to create highly-customized audiences.We’re integrated with all leading DMPs and DSPs, and many top-tierpublishers. View the full list of our integrated partners here.PublishersOver 600 ready-to-use Geopulse Audiences are available on a self-servicebasis via all major DMPs — as well as many of our DSPs and publisherpartners. Look for ready-to-use Geopulse Audiences within your preferredbuying platform’s UI.Here are some of our integrated partners:Data PlatformsView the full list of our integrated ad partners here.Don’t see your preferred platform? Contact us at strategy@factual.com.Have questions? We have answers. Email us at strategy@factual.com39

HAVE QUESTIONS?LET OUR EXPERTS HELP.MEET THE FACTUAL LOCATION STRATEGY TEAM:Factual’s Location Strategy Team isalways ready to help with planningand targeting recommendations at noadditional cost.What is the Location Strategy Team?The Location Strategy Team is a valueadded resource for you. It’s a team ofneutral, location experts whose job is toprovide ideas and services to help youmeet your goals. all at no extra cost!How does this work?Easily. Just shoot us a note!Our common services include: Strategic guidance for specificverticals, brands, or target audiences. Targeting recommendations tailoredto specific campaigns and KPIs. Custom audience design anddeployment.Reach out tostrategy@factual.comany time.Have questions? We have answers. Email us at strategy@factual.com41

THEADVANTAGEQuality DataTargeting is only as good the data it’s basedon. If you rely on poor quality data, you riskwasting dollars by sending ads to the wrongpeople. Factual offers real-world location datayou can trust—built from first party, mobilefirst data and proprietary technology—so youcan reach the right consumers with the rightmessage, every time.NeutralityFactual is a neutral data company. We don’tsell media — we focus on delivering thehighest quality data to publishers and adplatforms globally. With Factual, your locationstrategy doesn’t have to be siloed to onepartner. Factual provides a neutral data layerthat enables location-based targeting acrossan entire media buy - DSPs, networks, andpremium pubs alike.FlexibilityFactual allows you to tailor your audiencetargeting to specific campaign needs andKPIs. Build your own high-customizedaudiences based on nuanced behaviors, orselect from ready-to-use audiences in yourfavorite DSP, DMP, or ad buying platform.White Glove ServiceFactual offers a location strategy andmanaged services team to aid in creating theright target audience to meet your campaignneeds at no additional cost. Our locationstrategy and managed services teams arealways ready to help with planning, targetingrecommendations, RFP response, customsegment creation, and execution at no cost.Contact us at strategy@factual.comFACTUAL’S SOLUTIONSFOR QUALITY LOCATIONTARGETINGGeopulse Audience is powered by Factual’s first party data and proprietarytechnology, including:LAT / LONG DATA QUALITYPLACES DATA QUALITYFactual’s Location Validation Stackcontinually validates mobile location dataagainst rigorous criteria.Factual’s Global Places data provides thecontext needed to to turn location data intohigh-performing audience segments.OBSERVATION GRAPHPLACE ATTACHMENTObservation Graph combines location dataand sensor data from mobile devices with Factual’sdigital understanding of the world to create discrete“observations” on mobile users.Place Attachment considers inputs likeaggregate user behavior and location historyto locate users at a specific place.Have questions? We have answers. Email us at strategy@factual.com43

Have questions?We have answers.Email us atstrategy@factual.com

Buffalo Wild Wings Burger King Chick-Fil-A Chipotle Mexican Grill Dairy Queen . Acura Dealer ARCO Gas Stations Autozone Chevrolet Dealer Dodge Dealer Fiat Dealer Ford Dealer Hertz Rent A Car Honda Dealer Hyundai Dealer Infiniti Dealer Jaguar Dealer Jeep Dealer Jiffy Lube Kia Dealer Lands’ End Land Rover Dealer Lexus

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