In this case study, Microsoft enlisted the help of NinthDecimal and Swirl Integrated Marketing to build an audience-targeted mobile advertising campaign to drive consumer foot traffic and sales during the holiday season at its first retail stores. Here are the results.

1. NinthDecimal.com
sales@ninthdecimal.com
415.821.8600
PRECISEAUDIENCEINTELLIGENCE
Overview
In 2009, Microsoft launched its first retail stores with the goal of showcasing Microsoft technology and
providing consumers with a hands-on product experience. Microsoft enlisted the help of NinthDecimal
and Swirl Integrated Marketing to build an audience-targeted mobile advertising campaign to drive
consumer foot traffic and sales during the holiday season.
Our Approach
Together, Swirl and NinthDecimal deployed an audience-driven mobile ad campaign to engage
specific consumers when they were located within 10 miles of a Microsoft store.
Leveraging NinthDecimal’s unique audience intelligence platform, historical, behavioral, demographic,
and location data were pulled to create 4 custom audience segments:
• Tech Enthusiasts
• Holiday Shoppers
• Competitive Store Shoppers
• Big Box Shoppers
Unlike traditional geo-fencing approaches that reach any
consumer located near a store, NinthDecimal employed its
precise “audience-first” approach to determine only relevant
consumers in the market for Microsoft products to receive
the campaign.
Control groups identical to the custom segments above
were also created, but were not shown the ad. By comparing
campaign performance against these groups enabled Swirl and
NinthDecimal to identify the lift that resulted directly from
their campaign.
The campaign was run for approximately two months over the
holiday season and received 57,717,864 impressions.
Microsoft’s Drive-to-Retail Holiday
Mobile Ad Campaign

2. NinthDecimal.com
sales@ninthdecimal.com
415.821.8600
LCI Results
Microsoft Stores
• Reach Tech Enthusiasts, Holiday Shoppers, Parents, Big Box Shoppers & Competitor Shoppers
withing 10 miles of Microsoft stores
• Increase brand awareness and consideration during holiday gift giving season
91%
100
General
Population
LCITM
Audience
Matched Control
LCITM
Exposed
Audience
LCITM
102
191
89%
89%
91%
100
2%
Lift vs General
Population
Lift vs Control
Population
Control Group
Natural Visit
Rate
Microsoft’s Drive-to-Retail Holiday
Mobile Ad Campaign
Results
Swirl employed NinthDecimal’s Location Conversion Index™ (LCI™) to determine whether the mobile
ad campaign increased foot traffic and campaign ROI.
For each consumer exposed to the campaign, NinthDecimal calculated his/her prior average visits to a
Microsoft store, as well as his/her visits after seeing the mobile ad campaign.
The campaign delivered results that exceeded expectations – the group exposed to the holiday mobile
campaign showed an 89% incremental lift in store visits versus the unexposed control group.