lsa15: new uses of location for audience targeting & offline attribution

1CONFIDENTIAL © 2015 NinthDecimal

David Staas, President

4/20/15

New Uses of Location

LSA | 15


Mobile is now the dominant form of how we access digital

Today’s brand challenge

50%

Mobile has

remained a SiloMore time spent on

internet via mobile vs. PC

Marketers relearning

the consumer


What is NinthDecimal?

The MOST

COMPREHENSIVE

understanding of people

by connecting their digital

& physical lives


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


Understanding the Real World Consumer

3 visits to Sears

(11/15, 11/19, 12/2)

Bricktown Mall

Home Depot

BaseballField at Park

Five Guys Beauty Supply

Lee Nails

31 More

Opportunities to

Reach Them

CONFIDENTIAL © 2015 NinthDecimal 6

1 Billion Devices

1 Trillion Data Points

200 Billion Data Points/Month

100sof Audience Segments

Reach Your Audience at Scale


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 than150’ away

Less than100’ away

Less than50’ away


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


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


1st PARTY DATAClient CRM and other 1st

party marketing databases

WHERE YOU GORetail, work, home & other physical locations

PUBLIC DATAReadily available data such as census, car registrations, etc.

DEVICES YOU USEHandset make, device

type & OS platform

CONTENT YOU CONSUME

Apps, app categories &other digital content

WHAT YOU BUYPurchases from loyalty programs& credit card transactions

Audiences Built from the Signals that Matter


Conquest

HEALTHY PARENTS WHO BUY CEREAL BARS

Engage Any Audience

Loyalist

FREQUENT

CUSTOMERS

Lifestyle

AVID & CASUAL MALE GOLFERS


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


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


Measure Mobile Beyond the Click


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


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


Driving Lift Across Verticals

Drive Tech Enthusiasts to Store

Drive Auto Intenders to Dealership

Drive Diners to Restaurant


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?


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 AudienceBrand Exposed Visitors Profile:

Top Index vs. General Audience

Audience Profile Analysis


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


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



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

Pro

xim

ity to N

eare

st

Reta

iler

X

Exposed Visitor Impressions All Impressions

How Far Away Were Consumers

When They Were Exposed & Engaged?


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

97100

105

117 119

104 102 10498

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 Day10

Day11

Day12

Day13

Day14

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


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

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


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


USE CASE:

Mobile Powering TV

• Mom

• HHI $100k

• Macy’s Shopper

• BofA Customer

• Healthy Lifestyle

• Owns Ford Fusion

• Buys Oatmeal

• Bravo TV Viewer



• 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


USE CASE:

Mobile Powering OOH



• Behavioral/ pyschographics

1 Mobile Measures OOH Exposure

2 TV Data and Mobile Data Connected

3 TV Tune-In Measurement


LCI™ PARTNERSHIP

OVERVIEW


Measurement Dashboard


Measurement is now an Enterprise Platform

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

precise audience intelligence

[email protected]

650.862.4610

DAVID STAASPresident

http://www.ninthdecimal.com/