tips/best practice - iab...measure mobile effectiveness “location conversion index™ (lci™) is...

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CONFIDENTIAL © 2014 NinthDecimal 18

precise audience intelligence

Measuring Mobile ROI Using

Real World Data Signals


The Most Comprehensive

Understanding of People by

Connecting their Digital & Physical Lives

+

What is NinthDecimal?

NinthDecimal uses real-world behavior captured from mobile devices for

targeting and measurement purposes


A Platform Built For The Signals That Matter

Public Data

Readily available data such as

census, car registrations, etc.

What You Buy Purchases from loyalty programs

and credit card transactions

Where You Go Retail, work, home and other

physical locations

Devices You Use Handset make, device type and

OS platform

Content You Consume Apps, app categories and other

digital content

1st Party Data Client CRM and other 1st party

marketing databases

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=GPprShzXFl14OM&tbnid=PI4kMe61Awz0BM:&ved=0CAcQjRw&url=http://architectpartners.com/ma_alert/tivo-acquires-tra/&ei=EDoyVO-cKqah8QG6uYG4DQ&psig=AFQjCNF7AIGkjkxTaK6iot5EUgSExr0mtw&ust=1412663967997206


Today’s Consumer is “Mobile-First”

Mobile is the dominant form of how we access digital

25%

More time spent

on internet via

mobile vs. PC

89%

Of time spent on

smartphones is

Mobile Apps

72%

Of free apps use

location data in

some form

Source: Nielsen, Appthority 2014


Location: A real-world cookie used for

targeting & measurement

Sephora

Safeway

Ann Taylor

McDonald’s

Home

Wells Fargo


Measuring Mobile Effectiveness

Real World Challenge Your mobile campaign reaches your target audience.

Your target audience will likely visit your location anyway.

Marketer’s want an accurate metric for effectively

measuring the ROI of your mobile ad spend

How do you know your campaign drove an

actual INCREASE in store visits?

?


Measure Mobile Effectiveness

“Location Conversion Index™ (LCI™) is the Industry’s first 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


Measure Mobile Beyond the Click


Toyota LCI™ Results Campaign Goals • Reach Auto Intenders In Market for Mid-size Vehicles

• Educate in market buyers about monthly Toyota offerings

• Increase ROI by utilizing mobile rich media & display media to drive leads &

foot traffic into dealerships


Measure Mobile Beyond the Click


Microsoft Store LCI™ Results Campaign Goals • Build awareness around Microsoft Store and the various product launches

including Xbox One & Surface

• Reach specific audience segments within 10mi. of a store across multiple markets

• Drive incremental consumer foot traffic & sales at all U.S. Microsoft Store locations


During/Post-Campaign Measurement

LCI™ Report Detail

Campaign LCI™

Campaign Name

Brand 1

Q3 Conquest NA

LCI™σ

Confidence

Locations

Impressions

+ 31%± 7%

+ 95%

142

14,332,457Start Date 4/1/2014End Date 5/1/2014

!60!!

!80!!

!100!!

!120!!

!140!!

!160!!

!180!!

Campaign! Exposed!!(Impression)!

Engaged!!(Clicked)!

General!Popula?on!

Audience!Matched!Control!

Exposed!Audience!LCI™!

Location DetailVisit Detail Audience Detail HeatmapLCI™

Brand

LCI™ by CreativeLCI™ by Audience

LCI™ by Channel

!60!!

!80!!

!100!!

!120!!

!140!!

!160!!

!180!!

!200!!

!220!!

Campaign! Professional!Women! College!Women! High!School!Women! Other!Women!

General!Popula?on!



!60!!

!80!!

!100!!

!120!!

!140!!

!160!!

!180!!

!200!!

Campaign! Video!Pre5Roll! Sta: c!Display! Rich5media!A! Rich5media!B!

General!Popula: on!



!60!!

!80!!

!100!!

!120!!

!140!!

!160!!

!180!!

Overall! IO!Line!1! IO!Line!2! IO!Line!3! IO!Line!4! IO!Line!5!

General!Popula9on!



!60!!

!80!!

!100!!

!120!!

!140!!

!160!!

!180!!

Campaign!Overall! Channel!!Partner!1!

Channel!!Partner!2!

Channel!!Partner!3!

Channel!!Partner!4!

Channel!!Partner!5!

General!Popula<on!



LCI™ by IO Line


Knowing The Exact Store Matters Place Centric Approach

In Shopping District

A Platform Designed for Precise Data from the Start

People Centric Approach In Shopping District, In Armani,

In Back of Store


Why Precision Accuracy Matters Verify customers location

Know the consumer is where the app

thinks they are

Verify Publisher partners 5 Proactive Filters

Verify the context of the location Know where the store is vs. where a standard

database thinks it is

Have the Technology to make it

actionable

A Platform designed for precision

within 4 feet allows people-centric

targeting, not place-centric

Other Place-centric approaches

leave you asking Who other than my target customer is in this

square?

How can I target them outside of this square?

Team to validate

all locations Multi-geo-coding

process


Precise Audience Intelligence

Scale & Reach

Performance & ROI

One Audience, One Platform


Mobile Audience Intelligence

Questions?

Kevin Ching, VP, Product

[email protected]

415.519.2902

NinthDecimal.com

@NinthDecimal

34 © 2014, Conversant, Inc. All rights reserved.

PRESENTED BY

November 4, 2014

IAB MAKING MOBILE WORK: MEASURING MOBILE SUCCESS FOR AGENCIES AND BRANDS

Kurt Hawks


WHY MOBILE MEASUREMENT IS SO DIFFERENT

Some Cookies

Usually OK Cookies/Device

Cookies

Problematic

~1

~12

Browser

Dominated

Persistent

Tracking

Session

Tracking Cookies/Device

App

Dominated


4 STEPS YOU CAN TAKE TO IMPROVE YOUR

APPROACH TO MOBILE MEASUREMENT NOW

Identify mobile-specific campaign objectives and metrics BEFORE you execute

Eliminate blind spots in your mobile tracking

Take a consumer centered approach to mobile measurement

Be smart about what you cannot measure

4


Identify mobile-specific campaign objectives

and metrics BEFORE you execute


MOST MOBILE CAMPAIGNS RUNNING WITHOUT CLEAR

GOALS AND METRICS

Percent of campaigns with

no clear target audience

communicated to

publishers

No clear campaign

objective communicated to

publishers at start of

campaign

No metric communicated to

publishers at start of

campaign

62%

54%

62%

PERCENT OF MOBILE CAMPAIGNS

Nielsen and Digiday: State of the Industry Q4 2013


PEOPLE WANT ROI MEASUREMENT BUT DON’T HAVE

THE TOOLS

Percentage of brands who say

calculating ROI is important Percentage of agencies calculating

ROI at end of campaigns

93%

38%

Nielsen and Digiday: State of the Industry Q4 2013


RECOGNIZE THE STRENGTHS OF EACH DEVICE AND

END-TO-END CONSUMER EXPERIENCE

• Data Entry/Transactions

• Branded Experience

• Content Creation

• Content Viewing

• Content Viewing

• Branded Experience

• Use During TV Viewing

• OK Data Entry

• Hyperportability

• Always at Hand

• Relevance at Retail

• Private and Personal


Eliminate blind spots in your mobile

tracking


MANY TOOLS HAVE MOBILE MEASUREMENT

SHORTCOMINGS

Most Can…

Most Can’t…

Track

Mobile Web

Events

Optimize

To

Clicks

iOS

And

Android

Connect

Digital and

Physical

Measure

Post-App

Actions

Report

In-App Actions


TRACKING IS AVAILABLE TO CONNECT MOBILE

PROGRAMS TO STORE VISITS


MEASURING IN-APP ACTIONS INCREASINGLY

ESSENTIAL

Percent of Mobile Time by Environment

Mobile Web 16%

In App 84%

59%

Percentage of Marketers

Delivering Programs In-App

Nielsen and Digiday: State of the Industry Q4 2013 Nielsen 2014


IN-APP MEASUREMENT TOOLS AVAILABLE

Tools that mitigate cookie challenges in mobile environments

Can measure a single vendor or multiple vendors

Modest cost/often can be negotiated for free from media vendors with a buy

Impressions Clicks Interactions Purchases Add to Cart Video Plays Downloads Impressions Clicks Interactions Purchases Add to Cart Video Plays Downloads


Take a consumer-centered approach

to mobile measurement


CROSS DEVICE PURCHASE BEHAVIOR NEARLY

UBIQUITOUS

67% OF US START

PURCHASE PROCESS ON

ONE DEVICE AND FINISH

ON ANOTHER

Google and Ipsos, 2013


WHAT WE REALLY NEED IS

CROSS-DEVICE MANAGEMENT

• Siloed measurement does not reflect consumer behavior

• No way to understand interplay between media

• Integrated cross-channel measurement

• Demonstrates both individual and siloed media effects


CROSS-DEVICE MEASUREMENT:

CABLE SUBSCRIPTIONS

CAMPAIGN OBJECTIVE

A leading cable company

wanted to increase the number

of subscriptions at a reduced

CPA

WHAT WE DID

DID IT WORK?

Measure Display

Only

Mobile

Only

Display +

Mobile

eCPO $249 $598 $132

Source: Conversant Analytics

Yes! eCPO for cross-device was lower than single device campaigns

Conversant conducted a side-

by-side test for display-only,

mobile-only and cross-device

campaigns


CROSS-DEVICE MEASUREMENT:

CABLE SUBSCRIPTIONS

CAMPAIGN OBJECTIVE

A leading mobile company

wanted to increase online

subscriptions

WHAT WE DID

DID IT WORK?

Yes! Cross-device campaign showed a 59% lift in sales over single devices

Side-by-side test comparing

mobile vs. cross-device Sales

One Device Cross-Device

59% Lift

Source: Conversant Analytics

Drive prospects to subscribe online

Side by side test – Mobile versus cross-device

Same spend – very different results


Be smart about what you can’t

measure


RIGHT QUESTIONS BETTER RESULTS

Good mobile programs require great inputs

You need to ask questions: - What types of data are used for targeting?

- Proxies and inferences or real action-based data?

- Where does the data come from?

- Do the answers intuitively make sense?

- Can the vendor actually reach my intended audience?

IN OUT


WHAT I

SHARE

MY BRAND

RELATIONSHIP WHAT I

BUY

WHO I

AM

WHAT I

CARE ABOUT

HOW I

CONNECT

DATA INPUTS: 6 SIDES OF A CONSUMER


4 STEPS YOU CAN TAKE TO IMPROVE YOUR

APPROACH TO MOBILE MEASUREMENT NOW

Identify mobile-specific campaign objectives and metrics BEFORE you execute

Eliminate blind spots in your mobile tracking

Take a consumer centered approach to mobile measurement

Be smart about what you cannot measure

!


Questions

•

•

http://www.iab.net/mobilecenter/makemobilework/webinars











mailto:[email protected]

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