mobile drive-to-retail case study...• promote xbox one & surface & encourage consumers to...

precise audience intelligence

Mobile Drive-to-Retail

Case Study

CONFIDENTIAL © 2014 NinthDecimal 2

Most Comprehensive Understanding

of People by Connecting their

Digital & Physical Lives

+

Power of Mobile Audience Intelligence


Achieved Unprecedented Success with Drive-to-Retail Mobile

Campaign by Leveraging Mobile Audience Intelligence


• Build awareness of Microsoft retail stores & holiday promotions

• Promote Xbox One & Surface & encourage consumers to

experience firsthand at nearby locations

• Drive & measure incremental foot traffic & sales at 86 U.S.

locations

Challenge

Will audience targeted mobile advertising increase foot traffic

to Microsoft retail stores?

Campaign Objectives

Microsoft Store Holiday Drive-to-Retail

Mobile Campaign


Strategy • AOR Swirl Integrated Marketing recommended a strategic mobile ad

campaign to engage qualified, active shoppers

• Swirl partnered with us for our unique mobile audience intelligence,

sophisticated targeting & accurate drive-to-retail ROI measurement

Tactics • Deployed an audience-driven, geo-targeted mobile ad campaign to

engage specific consumer segments when within 10 miles of a store

• Tech Enthusiasts

• Holiday Shoppers

• Competitive Shoppers

• Big Box Shoppers


Mobile Campaign


Location-Powered Audience Intelligence While custom audiences were the foundation of the targeting strategy,

once these were identified additional attributes were used to achieve goals

• Current location

• 10 miles of participating Microsoft Store locations

Result: audience-first approach drove significantly greater efficiency than

geo-fencing, since only relevant audiences were targeted within the radius


Place Centric Approach In Shopping District

People Centric Approach In Shopping District,

In Armani, In Back of Store

Successful Drive-to-Retail Requires Precision


Smartphone Ads Encouraged Consumers to Experience Xbox One &

Enabled Them to Find Directions to the Nearest Location

Mobile Campaign Ad Experience


Tablet Ads Offered Similar Experience Encouraging

Consumers to Play Xbox One



• Does audience intelligence targeting drive better engagement & ROI?

• Did consumers exposed to the ad go to a Microsoft Store?

• Were these incremental store visits driven by the campaign and did they lead to sales?

Exposed Group Control Group

Mobile ROI Measurement & Results

Location Conversion Index™ (LCI™) enabled Microsoft to

determine the increase in foot traffic & ROI of their campaign


Accurately Measuring Mobile Effectiveness

“Location Conversion Index™ (LCI™) is the Industry’s 1st mobile ROI metric that

measures actual increase of in-store visits. LCI™ helps Marketers understand

how their mobile ad spend influences consumer behavior on the go.”

Normal Visit

Campaign Driven

Incremental Visit What NinthDecimal

measures:

Increase

in Visits


100 102

191

General Population LCI™

Audience Matched Control LCI™

Exposed Audience LCI™

91%

Lift vs General

Population

89%

Lift vs Control

Population

• 89% Incremental lift in store visits vs. the control group

• 91% life in store visits vs. the general population

• Microsoft reported significant increase in sales

2%

Control Group

Natural Visit

Rate

100

89% 91%

Drive-to-Retail ROI Success

Campaign delivered results that

exceeded Microsoft’s expectations


• Mall environment requires a hyper targeted approach to attribute

visits only to users who step inside the walls of the store

• Holiday timeframe impacted the results of the control group vs.

general public since holiday store traffic is much higher than

normal

• The ability to target the right audiences at the right time drove

significant lift in traffic and in-store sales


Key Insights Learnings


Mobile Audience Intelligence

Kim Thom

Director, Sales West

[email protected]

415.637.6803

NinthDecimal.com

mobile drive-to-retail case study...• promote xbox one & surface & encourage consumers to...

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