Do marketers really know where their mobile location data comes from? Do they understand how it is made? Savvy marketers are investing in location data to inform decisions that could make or break their businesses. Yet, while some in the industry push for location data transparency, if data buyers aren’t asking their data providers probing questions, they may be settling for a false sense of clarity. Gladys Kong, will evaluate mobile location measurement and attribution, and offer audience tips on breaking down key elements of location data and attribution reports.

1. Gladys Kongkathy@salientmg.com
CHIEF EXECUTIVE OFFICER,
UBERMEDIA
LOS ANGELES, CA ~ JUNE 13 - 14, 2018 | DIGIMARCONWEST.COM
#DigiMarConWest
Practical Advice on Location-
Based Measurement and
Attribution
KEYNOTE

2. Location Attribution: Measuring AD ROI
Customizable Break Out Parameters Across
Location Visitation Metrics
and Reports

3. Evaluating location data
measurement providers?
Here are 5 questions
you should always ask
1. How is location determined and why
is transparency important?
2. What systems are in place to
account for misleading data?
3. How are exposed visits calculated
and reported?
4. How are control groups built?
5. How will media placement affect
measurement?

4. How is location
defined?
The way in which “location” itself is
defined greatly affects whether devices
are seen as present in actual campaign
locations after seeing an ad, or merely as
being in the vicinity.
QUESTION #1

5. Point & Radius
Precise Boundaries

6. What systems are
in place to account
for fraudulent or
misleading data?
In order to ensure data accuracy, it’s wise
to ask vendors what systems they have in
place to account for fraudulent or
inaccurate data like faulty GPS
coordinates or unreliable
device patterns.
QUESTION #2

7. • Where does the data come from?
Mobile apps?
• What’s the precision on the data?
• Are data collected from GPS only?
• Are there filtering processes to
remove fraudulent data?
To better
understand
data collection

8. How are exposed
data visits calculated
and reported?
There are big distinctions between
reported numbers that reflect the “raw
value” of exposed visits and those
reporting “extrapolated exposed visits.”
QUESTION #3

9. Raw Visits vs.
Extrapolated Visits
Extrapolated Exposed Visits provide an
estimate of the physical foot traffic in a
location based on mobile device activity.
Using a mathematical model, mobile device
activity is extrapolated by factoring in things
like GPS usage, request frequency data
sampling, dwell time and other parameters to
reflect a more accurate estimate of the total
number of exposed visits seen in a
real-world location
Raw Value is the actual count of
devices exposed to an ad that have
been tracked in campaign locations

10. How are control
groups built?
• A control group represents the people
who were not exposed to advertising.
• The key to creating a valid control
group is ensuring apples-to-apples
comparisons between the
demographic and geographic audience
targets of the campaign and the
characteristics of the control, or non-
exposed, group.
QUESTION #4

11. Device Activity:
Because highly active devices are both more
likely to be served an ad impression and to be
seen in a location, the same mix of activity
levels should be present in the control and
exposed groups
Control Groups: The
Importance of Apples-to-Apples Comparisons
Demographic and Geographic Similarity:
A valid control group should match as closely
as possible to the demographic and
geographic audience targets of the campaign
For example, if an auto brand targets women in the Los Angeles DMA but the
control group incorporates men and women throughout the US who were
not exposed to ads, the control group is not similar enough to legitimately
compare to the exposed group. Also, this can skew the lift results, because
the lift percentage is derived from a far broader unexposed group who visited
a dealership.

12. How will media
planning and
placement affect
measurement?
• Marketers may not realize the impact
their media planning decisions can
have on location-based measurement.
• Things such as campaign duration,
audience targeting and media
placement each affect the ability to
measure campaigns precisely and
reliably.
QUESTION #5

13. Marketers hold the
reins, too
• Impression Volumes
• Campaign Duration
• Targeting
• Media placement
• Media-related decisions marketers
make have an inherent effect on the
precision and reliability of the
numbers in their campaign
measurement reports.

14. Media Choices and Measurement Data
Reliability
Targeting:
Simply put, the broader the target, the better the
chances of delivering an ad to someone who then visits
a location.
Media placement:
Simply put, the broader the target, the better the
chances of delivering an ad to someone who then visits
a location.
Impression Volumes:
Most measurement providers require marketers to
reach impression volume minimums to ensure that
there is enough data to provide statistically significant
results. However, simply meeting the impression
minimums does not guarantee good results.
Campaign Duration:
As a rule of thumb, the longer campaigns run, the
better when it comes to generating a substantial
amount of data to provide analysis.

16. Top Takeaways
• In the world of mobile location data,
there’s an acute need for more robust
education and understanding of
what’s behind the information that
marketers receive in measurement
and attribution reports
• In order to fully understand how your
campaigns are being measured, it’s
important to know the key ingredients
that go into the measurement:
1. Data
2. Location
3. Methodology
• Be practical in what you measure,
make sure decisions can be made
from results of your measurement
• Transparency is key to build trust
between advertisers and media
partners in order to achieve success
together.
• Don’t ask for it. Demand it!

17. Gladys Kong
CEO, UberMedia
Thank you,
Now get measuring!
Learn more with:
UberMedia’s Measurement Guide
www.UberMedia.com/measurement-guide