The McDonald's case study evaluates the effectiveness of mobile messaging during the 2016 Monopoly promotion, focusing on audience response and shopping journeys. It concludes that the promotion successfully drove in-store visits through offline audience targeting rather than demographic-based strategies. Key insights highlight the importance of location data for understanding consumer behavior and improving advertising effectiveness.

1. McDonalds Case Study:
Transforming Digital Strategy with Real World Data
Brian Kilmer, VP Sales, NinthDecimal
Erin Kienast, Digital Group Account Director, OMD

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 CONFIDENTIAL © 2015 NinthDecimal
Power of Mobile
Unified Customer View
Mass of New Data
Today‘s Brand Challenge

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 CONFIDENTIAL © 2015 NinthDecimal
What is
NinthDecimal?
The MOST
COMPREHENSIVE
understanding of people
by connecting their digital
& physical lives

6. 6 CONFIDENTIAL © 2015 NinthDecimal
McDonald’s Case Study:
2016 Monopoly

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. 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. 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.
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DailyVisitIndex(Average=100)
Days after Ad Exposure

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.