lsa16: attribution revolution - the new location analytics

Measuring Store Visits:Closing the Loop

Jason UechiDirector of EngineeringYP Mobile Labs

YP Proprietary Information: 2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Its the classic problem: Attribution

YP Proprietary Information: 2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Your Customers

All Local Consumers

MAR

KETI

NG

Cross MediaCross Channel

YP Proprietary Information: 2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.]

Data Rich Mobile Marketing Always-on smartphone engagement generates large amounts of data

Big Box ShopperMusic FanWords With FriendsTravels ~20m daily

Leisure TravelerLikes Jamba Juice

Casual DinerBig Box ShopperSearch: Contractor

LowesCVS

WendysYahtzeeTextNow

Location data powers profiles for targeting by audience segments + location/proximity.Running a campaign will also generate a tremendous amount of useful data.

Mobile Campaign Data Flow


Location Based + 1st Party Profiles power mobile targeting:

Define Audience

TargetCampaign

Was my campaign successful?

Campaign Reporting

Is mobile advertising increasing my revenue?

Location Data to the Rescue!

Measuring Store Visits: How its done


Define the boundaries of the store Deploy Location Targeted Campaign Identify Store Visitors

Methodology: Analyze GPS data from campaign Track sample of users (background) Surveys Check-ins (explicit or modeled)

SCALE

Measuring Store Visits: How it works


Compare each visitor to our campaign data: Were they in our profile target? If so, did they receive an ad impression? And if so, did they click on the ad?

0.05% 0.15%

0.50%3x

10x

Control Impression Imp/Click

Measuring Store Visits: Results


Store Visit Reports proves correlation between marketing spend and ad interaction to a customer visit to a retail location.

as high as 12X lift, upscale dining; 15X lift in auto maintenance

ROI can be calculated using customer visit rate, in-store conversion rate, average spend per customer.

Halo Effect report measure the impact of advertising on store visits after the campaign has ended.

Data Transparency: This is just the start


Transparency: Mobile data heretofore focused on building audiences and targeting, but isolated from the advertiser, is used to power meaningful business insights.

Campaign-as-Data Source: The once incidental output of data is a source of rich business analytics.

Close ALL The Loops: With better attribution comes the opportunity to improve targeting and prediction.

March, 2016

o2o

We check our phones 150 times per day

Source: http://www.kpcb.com/blog/2013-internet-trends

147Minutes

The media landscapeis changing

113Minutes 108

Minutes 50Minutes

Smartphone TV Laptop Tablet

Source: Millward Brown Ad Reaction Study 2014 Daily Screen Usage

1

The new battle ground

47%

In HomeOut of Home

The number of location-aware apps will triple by 2019

Source: Juniper Research, "Mobile Context & Location Services: Navigation, Tracking, Social & Local Search 2014-2019" as cited in press release, Aug 13, 2014

Volume of Apps

+62.7%

2014 2019

2.8 Billion 7.5 Billion

LOCATION AWARE APPS ON THE RISE

Confidential and Proprietary | Do Not Distribute | 2014 xAd, Inc.

At the Office

At the Gym

At home

At Lunch

The Internet of Places

The digitization of people and places brings the

online and offline worlds together

At School


Location is the new cookie

Source: US Department of Commerce, May 2014

90% of commerce

happens offline

77% offline

20%online

3% other

3 out of 4 mobile users

convert offline

Source: xAd/Telmetrics Mobile Path to Purchase Study, 2014


The biggest opportunity we have is winning the intersection between physical and digital retail around the world.

- Mike Duke (President & CEO, Walmart)

Sports Fan

BuffaloWild Wings

Dicks Sporting Goods

Sports Stadium

Late Night Dennys

PEOPLE

Audiences defined by physical behaviors

Mom

Lunch Dennys

Babies R Us

Stop & Shop

Target Your Consumers More Accurately



1. LOCATION DATA & INTELLIGENCE

http://footprints.xad.com/loginhttp://footprints.xad.com/login


Objective

Identify and engage in-market, Hispanic auto shoppers and drive foot traffic to regional Dealer Group Xlocations

Auto Case Study

SOLUTION

Utilize geo-precise technology to serve targeted mobile ads in close proximity to dealers lots across western region of the US

Implement bilingual creative messaging to better resonate messaging with Hispanic audience

In Market Auto Intender

Client Dealership

Competitive

Dealership

Auto Mall

Auto Case Study


Auto Case Study



Results

Dealer Group X saw lift in store visitation and the campaign significantly over-indexed in reaching their target demographic:

9.62% lift in store visits for consumers exposed to the ad versus those who were not

Hispanic audience indexed 335 across targeted users

Estimated cost per store visit: $5.72

Auto Case Study

9.65% lift in store visits

Control Exposed

Thank YouConfidential and Proprietary | Do Not Distribute | 2016 xAd, Inc.

1 Billion Monthly VisitsWE RECEIVE OVER 1 BILLION MONTHLY VERIFIED LOCATION SIGNALS

0M

250M

500M

750M

1000M

Mar2009

Jan2010

Jan2011

Jan2012

Jan2013

Jan2014

Jan2015

MO

BIL

E D

ATA

PO

INTS

/ M

ON

TH

+5% +4% +3%

+10% +7% +12%

Super Bowl 2016 Winners

Real-world conversion measurement for mediapowered by the most accurate location data and the largest first-party audience in the space.

Go to a Best Buy in the next 7 days

Went to Best BuySaw Ad

1.1% visit n7d

Exposed Control

Didnt See Best Buy Ad

10% lift

1.1% visit n7d

Incremental lift = true ad effectiveness

1.0% visit n7d

How we deliver scale

2x

Data From Real People

1,300,000

A first-party audience setbigger than nearest panel

Always On Representative (Age, Gender, DMA) Non-Incentivized

0%

0%

1%

1%

2%

2%Exposed Visit Rate (Daily) Control Visit Rate (Daily)

Measuring incremental lift in real timeVi

sit R

ate

visit success did users actually visit my location?

incremental visit success

what was the impact of my marketing on behaviors?

ROAS did we see a lift in actual sales?

new vs lapsed people whove never been vs people who have visited within 30/60/90

path-to-purchase where did they come from?

places visited after where are they going after?

categorical behavior are they a frequent flier, gym goer, or student?

competitive insights which of my competitors do they have affinity for and how do we compare?

Powerful optimization and profound insights

Measuring Store Visits:Closing the LoopIts the classic problem: AttributionData Rich Mobile Marketing Mobile Campaign Data Flow Measuring Store Visits: How its doneMeasuring Store Visits: How it works Measuring Store Visits: ResultsData Transparency: This is just the starto2oSlide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 201. LOCATION DATA & INTELLIGENCESlide Number 22Slide Number 23Slide Number 24Slide Number 25Thank YouSlide Number 27Slide Number 28Super Bowl 2016 WinnersSlide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34How we deliver scaleMeasuring incremental lift in real timeSlide Number 37