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2016 Place Conf: Case Study - McDonald's Monopoly

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Learn how McDonalds was able to build awareness and drive loyalists into store to play Monopoly. Discover how McDonalds identified high-value audience segments using location and behavioral data and successfully got them to return to the store.

Published in: Marketing
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2016 Place Conf: Case Study - McDonald's Monopoly

  1. 1. McDonalds Case Study: Transforming Digital Strategy with Real World Data Brian Kilmer, VP Sales, NinthDecimal Erin Kienast, Digital Group Account Director, OMD
  2. 2. McDonalds Case Study • Questions to Answer: • Did Mobile Messaging Drive Visits or Just Downloads? • What Audiences Responded Best to Monopoly Messaging? • Who is the McDonalds Audience? • What’s the Shopping Journey of the McDonald’s Consumer • How Can McDonald’s Reach These Users Throughout Their Day? CONFIDENTIAL © 2015 NinthDecimal
  3. 3. 3 CONFIDENTIAL © 2015 NinthDecimal Power of Mobile Unified Customer View Mass of New Data Today‘s Brand Challenge
  4. 4. The Blind Spot 4 CONFIDENTIAL © 2015 NinthDecimal Mobile Physical World Brands Are Blind to the Place Where Consumers Spends Majority of Their Time?
  5. 5. 5 CONFIDENTIAL © 2015 NinthDecimal What is NinthDecimal? The MOST COMPREHENSIVE understanding of people by connecting their digital & physical lives
  6. 6. 6 CONFIDENTIAL © 2015 NinthDecimal McDonald’s Case Study: 2016 Monopoly
  7. 7. McDonalds Case Study • Questions to Answer: • Did Mobile Messaging Drive Visits or Just Downloads? • What Audiences Responded Best to Monopoly Messaging? • Who is the McDonalds Audience? • What’s the Shopping Journey of the McDonald’s Consumer • How Can McDonald’s Reach These Users Throughout Their Day? CONFIDENTIAL © 2015 NinthDecimal
  8. 8. McDonalds Case Study CONFIDENTIAL © 2015 NinthDecimal LCI™Index Audience Matched Control Exposed Audience LCI™ McDonalds was successful in driving advertising-driven visits to store during the Monopoly promotion. • The lift in visits came from audiences generated based on off-line activity and not from demo-based targeting.
  9. 9. McDonalds Case Study CONFIDENTIAL © 2015 NinthDecimal McDonalds was successful in driving advertising-driven visits to store during the Monopoly promotion. • The lift in visits came from audiences generated based on off-line activity and not from demo-based targeting. 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 DailyVisitIndex(Average=100) Days after Ad Exposure
  10. 10. Key Takeaways CONFIDENTIAL © 2015 NinthDecimal • Monopoly was a great use case to not only test to see if digital/mobile ads drove in-store traffic, but also delivered key insights into who the key McDonalds consumers are, but also what their shopping journey entailed. • Location data is a key data point to understand the McDonalds consumer. • The true value of location data is not just for mobile media, but rather for strategic planning, audience building and ad effectiveness.

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