LSA15: New Uses of Location for Audience Targeting & Offline Attribution
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Presentation from the 2015 Local Search Association (LSA) Conference in LA, April 20-22.
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LSA15: New Uses of Location for Audience Targeting & Offline Attribution
- 1. 1CONFIDENTIAL © 2015 NinthDecimal David Staas, President 4/20/15 New Uses of Location LSA | 15
- 2. 2CONFIDENTIAL © 2015 NinthDecimal Mobile is now the dominant form of how we access digital Today’s brand challenge 50% Mobile has remained a Silo More time spent on internet via mobile vs. PC Marketers relearning the consumer
- 3. 3CONFIDENTIAL © 2015 NinthDecimal What is NinthDecimal? The MOST COMPREHENSIVE understanding of people by connecting their digital & physical lives
- 4. 4CONFIDENTIAL © 2015 NinthDecimal Location is the Real World Cookie Search = Keywords Social = Sharing Mobile = Location Where you spend your time and money in the real world is the best indicator of who you are
- 5. 5CONFIDENTIAL © 2015 NinthDecimal Understanding the Real World Consumer 3 visits to Sears (11/15, 11/19, 12/2) Bricktown Mall Home Depot Baseball Field at Park Five Guys Beauty Supply Lee Nails 31 More Opportunities to Reach Them
- 6. CONFIDENTIAL © 2015 NinthDecimal 6 1 Billion Devices 1 Trillion Data Points 200 Billion Data Points/Month 100s of Audience Segments Reach Your Audience at Scale
- 7. 7CONFIDENTIAL © 2015 NinthDecimal NinthDecimal measures consumer location signals at a precision of 4 feet or less, uniquely enabling brands to measure physical presence in their specific stores Precision Matters OR Eating at Wendy’s? At a Little League Park? OR Drinking at a Bar during Lunch? At a Chinese Restaurant for Lunch? OR In the Hospital? Driving by a Hospital? 100’ AWAY Less than 150’ away Less than 100’ away Less than 50’ away
- 8. 8CONFIDENTIAL © 2015 NinthDecimal Getting to the PRECISION of 4 feet Know the consumer is where the app thinks they are! • Verify Publisher partners • 5 Filters VERIFY CUSTOMERS LOCATION Know where the store is vs. where a standard database thinks it is! • Team to validate all locations • Multi-geo-coding process VERIFY THE CONTEXT OF THE LOCATION A Platform designed for precision within 4 feet allows people-centric targeting, not place-centric HAVE THE TECHNOLOGY TO MAKE IT ACTIONABLE! Who other than my target customer is in the radius How can I target them outside the radius? OTHER PLACE-CENTRIC APPROACHES LEAVE YOU ASKING x
- 9. 9CONFIDENTIAL © 2015 NinthDecimal Build a Platform Designed for Precise Data from the Start Precision is Essential for an Audience Platform Place Centric Approach People Centric Approach In Shopping District, in the Back of the J.Crew Store In Shopping District
- 10. 10CONFIDENTIAL © 2015 NinthDecimal 1st PARTY DATA Client CRM and other 1st party marketing databases WHERE YOU GO Retail, work, home & other physical locations PUBLIC DATA Readily available data such as census, car registrations, etc. DEVICES YOU USE Handset make, device type & OS platform CONTENT YOU CONSUME Apps, app categories & other digital content WHAT YOU BUY Purchases from loyalty programs & credit card transactions Audiences Built from the Signals that Matter
- 11. 11CONFIDENTIAL © 2015 NinthDecimal Conquest HEALTHY PARENTS WHO BUY CEREAL BARS Engage Any Audience Loyalist FREQUENT CUSTOMERS Lifestyle AVID & CASUAL MALE GOLFERS
- 12. 12CONFIDENTIAL © 2015 NinthDecimal Cross-Device Targeting & Attribution 1 NinthDecimal Mobile Audience Segments 2 Target Mobile Users to Build Awareness 3 Extend reach to those users on desktop & track their signups SEGMENT 2SEGMENT 1 High Net Worth Individuals Small Business Owners
- 13. 13CONFIDENTIAL © 2015 NinthDecimal First 1-to-1 Mobile Audience Solution Available for Programmatic Programmatic Mobile Audience Segments PROGRAMMATIC PARTNERS Age, Gender, Income DEMOGRAPHIC Business Traveler, College Student LIFESTYLE Fine Dining, Golf Enthusiast, DIY ENTHUSIAST Auto Intenders, New Parents IN-MARKET
- 14. 14CONFIDENTIAL © 2015 NinthDecimal Measure Mobile Beyond the Click
- 15. 15CONFIDENTIAL © 2015 NinthDecimal Audience Exposed to Mobile Campaigns LCITM Measures Incremental Lift in Store Visits Audience Visits Store Location LCI™: The Leading Offline Attribution Solution EXPOSURE MEASUREMENTPHYSICAL WORLD BEHAVIOR Precise measurement of incremental consumer behavior at the point of purchase
- 16. 16CONFIDENTIAL © 2015 NinthDecimal EXPOSED AUDIENCE GENERAL POPULATION CONTROL GROUP 191102100 CAMPAIGN OBJECTIVES 89% Lift vs Control Audience 91% Lift vs General Population • Reach custom, location- derived audiences within 10 mi. radius of Microsoft Stores in 41 DMAs • Increase brand awareness & consideration during holiday gift- giving season • Custom audience included - tech enthusiasts, holiday shoppers, competitive store shoppers & big box shoppers LCI™ Case Study: Microsoft Store
- 17. 17CONFIDENTIAL © 2015 NinthDecimal Driving Lift Across Verticals Drive Tech Enthusiasts to Store Drive Auto Intenders to Dealership Drive Diners to Restaurant
- 18. 18CONFIDENTIAL © 2015 NinthDecimal Drink Canada Dry Ginger Ale Eat at Chipotle Involved with Book Clubs Shop at Nordstrom Shop at Crate & Barrel Own a Foreign Luxury Car Audience Intelligence: A TV Audience What Does This TV Network Audience Do in the Physical World?
- 19. 19CONFIDENTIAL © 2015 NinthDecimal 168 177 191 202 202 228 233 237 241 250 256 286 311 100 200 300 400 Shopper / Department Stores Entertainment Enthusiast Casual Diner Shopper / Clothing Shopper / Big Box Auto Intender Pet Owner Shopper / Luxury HHI: $100 - $150K African Americans Dads HHI: $150 - $250K Moms 319 314 295 236 224 206 205 182 173 144 141 140 129 121 119 0 100 200 300 400 Dads Moms HHI: $100 - $150K Shopper / Big Box Auto Intender Casual Diner Shopper / Luxury Shopper / Department Stores Shopper / Clothing Tech Enthusiasts DIY Fine Dining Golf Enthusiast Entertainment Enthusiast Health Enthusiast Who is Brand Audience? Brand Exposed Audience* Profile: Top Index vs. General Audience Brand Exposed Visitors Profile: Top Index vs. General Audience Audience Profile Analysis
- 20. 20CONFIDENTIAL © 2015 NinthDecimal Top Locations 154 147 143 139 134 129 120 117 113 106 Jimmy John's Starbucks Coffee Subway Potbelly Sandwich Shop Baskin-Robbins Bank of America McDonald's Walgreens Cottman Transmission Centers American Red Cross Prospect Brand's Audience Top Visited Locations 142 123 110 109 109 105 103 102 97 92 M&T Bank PetSmart Kinko's Target Johnny Rockets Goodwill True Value Cost Cutters Zales Jewelers Hooters Competitor 1's Audience Top Visited Locations 167 159 155 127 124 113 107 101 91 88 Panda Express Quiznos Lane Bryant Dickey's Barbecue Pit Bath & Body Works Cold Stone Creamery Domino's Pizza Ricky's Gap Popeyes Famous Fried Chicken Competitor 2's Audience Top Visited Locations 149 115 114 113 101 100 100 100 97 91 LensCrafters Long John Silver's Seafood BNY Mellon SunTrust Bank Au Bon Pain Walmart Schlotzsky's The Vitamin Shoppe Supercuts DollarTree Competitor 3's Audience Top Visited Locations
- 21. 21CONFIDENTIAL © 2015 NinthDecimal Compared to impressions prior to visit, impressions delivered to the target audiences within 1-5 miles of Retailer X retail locations proved to be the most effective, accounting for 60% of overall visitor Impressions. Exposed Impressions by Proximity: Overall Audience & Retailer X Visitors Proximity % of Impressions 0-500ft 1% 500ft to 1 mile 9% 1-5 Miles 60% 5-10 Miles 20% 10-25 Miles 6% 25 Miles or More 4% % of Impressions Delivered by Proximity: Retailer X Visitors 0% 20% 40% 60% 80% 25 miles or more 10 to 25 miles 5 to 10 miles 1 to 5 miles 500 ft to 1 mile % of Impressions Served ProximitytoNearestRetailerX Exposed Visitor Impressions All Impressions How Far Away Were Consumers When They Were Exposed & Engaged?
- 22. 22CONFIDENTIAL © 2015 NinthDecimal Audiences were much more likely visit a Retailer X with in the same day of being exposed to a Retailer X ad. Visits related to a mobile campaign increasingly decreased as time passed from ad exposure. Day After Exposure Daily Visit Index Same Day 131 Day 7 102 Day 14 76 131 97 100 105 117 119 104 102 104 98 78 96 77 86 76 20 40 60 80 100 120 140 Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12 Day 13 Day 14 Index Average Time to Visit First Visit: 6.4 Days How Many Days to Visit Store? Visits by Day Following Ad Exposure # of Visits by Days after 1st Ad Exposure
- 23. 23CONFIDENTIAL © 2015 NinthDecimal Consumer behaviors prior to visiting a Brand (0-2 hours) include: eating out, shopping & running errands, indicating the value in reaching audiences on-the-go to drive store visits 325 Subway 259 Starbucks Coffee 231 McDonald’s Top Location Visits: 2 Hours Before Visit Top Location Categories Visited: 2 Hours Before Visit Visit Index (vs. Average) 292 Banks & Credit Unions 254 Shopping Malls & Centers 158 Shoes & Shoe Repairs 132 Convenience Stores & Service Stations 119 Pawn Shops & Discount Stores 114 Pharmacies 101 Housewares & Home Décor 339 Groceries 875 Restaurants 513 Clothing & Accessories Visit Index (vs. Average) Where Were Exposed Audiences Prior to Visiting Brand? 141 GameStop 129 Chase Bank 124 Bank of America 109 7 Eleven 104 Walgreens 104 Dunkin Donuts 101 Payless Shoe Source
- 24. 24CONFIDENTIAL © 2015 NinthDecimal24 Powering Omni-Channel Marketing Cross-Channel Data-Rich Audience Profiles Connecting Physical & Digital World Data with Mobile Delivering Omni-Channel Marketing • Demo • Behavioral • Locations • Purchases • Carrier • Device Usage • Work • Loyalty • Competitors • Ad Engagement
- 25. 25CONFIDENTIAL © 2015 NinthDecimal
- 26. 26CONFIDENTIAL © 2015 NinthDecimal USE CASE: Mobile Powering Direct Mail • Mom • HHI $100k • Macy’s Shopper • BofA Customer • Healthy Lifestyle • Owns Ford Fusion • Buys Oatmeal • Bravo TV Viewer • Customer targeting • Competitor Conquesting • Behavioral/ psychographics • Direct Mail Only • Mobile Only • Direct Mail and Mobile combined 1 Data Organized at a Household Level 2 Direct Mail 3 Foot Traffic Measurement
- 27. 27CONFIDENTIAL © 2015 NinthDecimal USE CASE: Mobile Powering TV • Mom • HHI $100k • Macy’s Shopper • BofA Customer • Healthy Lifestyle • Owns Ford Fusion • Buys Oatmeal • Bravo TV Viewer • Customer targeting • Competitor Conquesting • Behavioral/ pyschographics • TV Only • Mobile • TV & Mobile combined 1 Data Organized at a Household Level 2 Data integration with TV Set Top Providers 3 Foot Traffic Measurement
- 28. 28CONFIDENTIAL © 2015 NinthDecimal USE CASE: Mobile Powering OOH • Customer targeting • Competitor Conquesting • Behavioral/ pyschographics 1 Mobile Measures OOH Exposure 2 TV Data and Mobile Data Connected 3 TV Tune-In Measurement
- 29. 29CONFIDENTIAL © 2015 NinthDecimal LCI™ PARTNERSHIP OVERVIEW
- 30. 30CONFIDENTIAL © 2015 NinthDecimal Measurement Dashboard
- 31. 31CONFIDENTIAL © 2015 NinthDecimal Measurement Dashboard
- 32. 32CONFIDENTIAL © 2015 NinthDecimal Measurement is now an Enterprise Platform
- 33. CONFIDENTIAL © 2015 NinthDecimal 33 Establishing Foot Traffic as a Standard Metric • 75 channel partners across ecosystem • Campaign wide measurement • Optimize campaigns in real-time • Media mix modeling • Digital and offline Why this Partnership is Important to Industry
- 34. precise audience intelligence dstaas@ninthdecimal.com 650.862.4610 DAVID STAAS President http://www.ninthdecimal.com/