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Understanding consumer
behavior with location insights
Case Study
Derek Zabbia
VP, National Markets
YP
Courtney Hubbard
AV...
Results will varydependent upon individual campaigns, categories and geographies. Pastperformance is no guarantee offuture...
Campaign & media strategy effectiveness
Media strategy effectiveness over a 6-week period
15.7MM
Impressions CTR
0.53% Ban...
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are tr...
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are tr...
Questions?
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained he...
YPProprietaryInformation:©2016YP IntellectualPropertyLLC.All rightsreserved.YP, the YP logo and all otherYP markscontained...
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2016 Place Conf - Case Study: Understanding Customer Behavior with Location Insights

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YP and agency Ansira explain how a regional network of car dealerships gained new insights into customer behavior and changed its thinking about media and even operations, with a campaign that sought to drive oil change visits.

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2016 Place Conf - Case Study: Understanding Customer Behavior with Location Insights

  1. 1. Understanding consumer behavior with location insights Case Study Derek Zabbia VP, National Markets YP Courtney Hubbard AVP, Client Partnership Ansira YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
  2. 2. Results will varydependent upon individual campaigns, categories and geographies. Pastperformance is no guarantee offuture results. Under no circumstances may this data be used to project individual results, which will varydepending on factors like category and geography, as well as factors unique to each business and/or advertising campaign. YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners. Campaign objectives and strategy Objectives  Reach target audiences and drive verified store visits for service purchase  Agency to develop custom, call-to-action oriented landing pages for all Automotive Group dealerships in 6 DMAs  Measure campaign results at individual dealer level  Coupon downloads, emails  Find a location inquiry  Phone calls  Efficient In-store visits  Incremental Sales Lift Media Strategy  Custom polygons for all dealerships for media measurement and targeting  LeveragedYPSM’s proprietary search + location intent signals to inform & enhance targeting  Auto Service search intent  Conquesting  R/F – Dayparting, Freq. Capping  CustomAudience Segment Case Study KPIsMarketing Challenges  Drive sales and targeted transactions to a specific channel partner  Track digital impact on offline sales and transactions
  3. 3. Campaign & media strategy effectiveness Media strategy effectiveness over a 6-week period 15.7MM Impressions CTR 0.53% Banner0.52% Interstitial0.69% 2,767 Redeemed coupons 553 Scheduled appointments 503% ROI Client Results 20x lift in store visits Up to 1,351 store visitors $243 Avg ticket value* $672,381 Incremental revenue* Case Study *Client/AgencySourced 1.1M UVs 2.37x/week Frequency YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
  4. 4. YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners. Audience insights & YP Cartography Case Study 1 Demographic indexes: Provided more information on the demographics of auto owners visiting dealerships and how they were different from people in the local area and national averages The dealerships’ primary auto make/model audience targets over indexed consistently for locations but marketing messages drove over indexes in engagement behaviors (redemption, couponing, etc.) Automaker Target Ruled the Day Heat Maps: Showed locations where auto owners that visited dealerships for oil changes were seen - including their daytime and evening locations. 2 Interactive click maps: Expandable maps, which showed areas near dealerships where users that saw the ads were most engaged. 3 A21-day post-campaign “look-back” (no media running) still saw a 4.23x higher store visit lift rate than the control group (sustained media is the key to driving maximum impact) Halo Impact Heat mapping on customer store visits illustrated that >70% of visits were outside of the 10-mile radius dealerships thought majority of customers came from. True impact of understanding daily commute. Ten Miles?
  5. 5. YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners. Key business results Case Study  Hugely successful, net positive ROI  Individual store/dealer-level reporting/analytics  Improved OEM/Channel Partner relationship  “Myth Busting”Audience Insights Campaign wins  Upgraded dealership POS functionality  Heat maps exposed new targeting opportunities  Success fueled many more Shell & channel partners’initiatives Business impact
  6. 6. Questions? YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
  7. 7. YPProprietaryInformation:©2016YP IntellectualPropertyLLC.All rightsreserved.YP, the YP logo and all otherYP markscontainedherein are trademarksofYP Intellectual PropertyLLC and/orYP affiliated companies.All othermarkscontainedherein are the propertyof their respectiveowners. Through mobile, search and display, we help leading brands drive local results.

YP and agency Ansira explain how a regional network of car dealerships gained new insights into customer behavior and changed its thinking about media and even operations, with a campaign that sought to drive oil change visits.

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