LSA17: Location Data in Action (NinthDecimal, Ansira)
0 likes452 views
This document discusses how location data from Ansira can be used by NinthDecimal to target mobile ads and analyze their effectiveness for driving foot traffic to physical store locations. A case study showed that targeting brand loyalists and competitive shoppers within 2 miles of a QSR brand's stores led to a 33.62% increase in visits. Insights from the campaign indicated that young consumers, DIY enthusiasts, and leisure travelers were most likely to visit after seeing ads. Nearly half of exposed visitors traveled less than 5 miles to a store, and visit rates peaked in the first 3 days after ad exposure.
LSA17: Location Data in Action (NinthDecimal, Ansira)
- 1. 1 CONFIDENTIAL ©2017 NinthDecimal NinthDecimal & Ansira Location Data in Action Todd Rose NinthDecimal SVP, Business Development Shaun Parnell Ansira VP, Media
- 2. 2 CONFIDENTIAL ©2017 NinthDecimal Mobile Location completes a comprehensive profile of your customer & provides the lynchpin to a unified identity across screens 3rd Party Social, Search, etc Physical World DataWebsite CRM Transaction, Email, Beacon “Single Identity” Persistent Key for Media, Data & Measurement
- 3. 3 CONFIDENTIAL ©2017 NinthDecimal Case Study: Global QSR Brand GOAL Drive in-store traffic to brand locations LCI™ Incremental Lift 33.62% Exposed LCI™ Lift vs. Control RESULTS STRATEGY • Loyalist targeting: Targeted brand loyalists (based on historical location behavior) with defined age and HHI attributes within a 2-mile geofence of client locations • Competitive conquesting: Targeted customers of competitive QSRs (based on historical location behavior) with defined age and HHI attributes within a 2 mile-radius of client locations
- 4. 4 CONFIDENTIAL ©2017 NinthDecimal LCI™ Results Additional visits due to advertising 873K Competitive Shoppers Projected overall visits (post ad exposure) 294K $3.22 TOTAL EXPOSED VISITS INCREMENTAL VISITS COST PER INCREMENTAL VISIT LCI™ CPIV
- 5. 5 CONFIDENTIAL ©2017 NinthDecimal Insights: Who is this Brand’s Audience 213 223 225 234 236 237 238 261 276 289 0 50 100 150 200 250 300 350 Health Enthusiast Cost Conscious Shopper Foodie Leisure Traveler Pet Owners Big Box Shopper Casual Diner Movie Enthusiast DIY Enthusiast Fast Food Diner Saw The Ad Saw The Ad 306 312 317 325 339 395 416 424 511 523 0 100 200 300 400 500 600 Business Traveler Entertainment Enthusiast Cost Conscious Shopper Fast Food Diner Big Box Shopper Casual Diner Pet Owners Leisure Traveler Movie Enthusiast DIY Enthusiast Saw The Ad & Visited Saw The Ad & Visited Key Findings • DIY Enthusiast, Movie Enthusiast, and Leisure Traveler were among the audiences that visited most
- 6. 6 CONFIDENTIAL ©2017 NinthDecimal Insights: Who is this Brand’s Audience 143 99 Age 18-24 Age 25-34 0 20 40 60 80 100 120 140 160 113 69 Male Female 0 20 40 60 80 100 120 99 102 HHI $0-$50k HHI $50k-$100k 0 50 100 150 147 99 Age 18-24 Age 25-34 0 20 40 60 80 100 120 140 160 119 55 Male Female 0 50 100 150 98 103 HHI $0-$50k HHI $50k-$100k 0 50 100 150 Saw The Ad Saw The Ad & Visited Key Findings • Young consumers over-indexed as exposed visitors
- 7. 7 CONFIDENTIAL ©2017 NinthDecimal Insights: How Far Will Exposed Visitors Travel Visits by Proximity to Home – Exposed Visitors 16.51% 5.08% 2.92% 4.70% 8.16% 15.77% 21.62% 13.65% 11.47% 0.13% 50 miles or more25 to 50 miles20 to 25 miles15 to 20 miles10 to 15 miles5 to 10 miles2 to 5 miles1 to 2 miles500 ft to 1 mileless than 500 ft 0% 5% 10% 15% 20% 25% %ofVisits Proximity of Home to Visited Store Key Findings • 47% of exposed visitors traveled less than 5 miles
- 8. 8 CONFIDENTIAL ©2017 NinthDecimal Insights: Visits by Days After 1st Ad Exposure 220 144 122 102 91 90 97 89 87 81 75 80 71 71 78 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 20 70 120 170 220 270 DailyVisitIndex(Average=100) Days after Ad Exposure Key Findings • Visit rates peaked in the first 3 days after ad exposure
- 9. 9 CONFIDENTIAL ©2017 NinthDecimal Insights: Share of Foot Traffic (SOFT) Key Findings • Brand 1 & 2 accounted for the largest SOFT, 59% of total • Exposed Visitors were seen most at top competitors Brand 1 31% Brand 2 28% Brand 3 15% Brand 4 12% Brand 5 9% Brand 6 4% Brand 7 2% SOFT COMPETITOR OVERLAP: EXPOSED VISITORS
- 10. 10 CONFIDENTIAL ©2017 NinthDecimal NinthDecimal & Ansira Location Data in Action Todd Rose NinthDecimal SVP, Business Development Shaun Parnell Ansira VP, Media