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![YPProprietary Information:©2016 YPLLC. All rights reserved. YP, theYP logo and all other YPmarkscontained herein are trademarks of YPLLC and/or YP affiliatedcompanies. All other markscontained herein are the property of their respective owners. *YP follows industry-standard
privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.]
Data Rich Mobile Marketing
Always-on smartphone engagement generates large amounts of data
Big Box Shopper
Music Fan
Words With Friends
Travels ~20m daily
Leisure Traveler
Likes Jamba Juice
Casual Diner
Big Box Shopper
Search: Contractor
Lowes
CVS
Wendy’s
Yahtzee
TextNow
Locationdatapowersprofilesfortargetingbyaudiencesegments+location/proximity.
Runningacampaignwillalsogenerateatremendousamountofusefuldata.](https://image.slidesharecdn.com/lsa16wedattributionrevolution-160315152622/85/LSA16-Attribution-Revolution-The-New-Location-Analytics-3-320.jpg)
![Mobile Campaign Data Flow
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
Location Based + 1st Party Profiles power mobile targeting:
Define
Audience
Target
Campaign
Wasmycampaign
successful?
Campaign Reporting
Ismobileadvertising
increasingmyrevenue?
Location Data to the Rescue!](https://image.slidesharecdn.com/lsa16wedattributionrevolution-160315152622/85/LSA16-Attribution-Revolution-The-New-Location-Analytics-4-320.jpg)
![Measuring Store Visits: How it’s done
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
• Define the boundaries of the store
• Deploy Location Targeted Campaign
• Identify Store Visitors
• Methodology:
• Analyze GPS data from campaign
• Track sample of users (background)
• Surveys
• Check-ins (explicit or modeled)
SCALE](https://image.slidesharecdn.com/lsa16wedattributionrevolution-160315152622/85/LSA16-Attribution-Revolution-The-New-Location-Analytics-5-320.jpg)
![Measuring Store Visits: How it works
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
Compare each visitor to our campaign data:
• Were they in our profile target?
• If so, did they receive an ad impression?
• And if so, did they click on the ad?
0.05%
0.15%
0.50%3x
10x
Control Impression Imp/Click](https://image.slidesharecdn.com/lsa16wedattributionrevolution-160315152622/85/LSA16-Attribution-Revolution-The-New-Location-Analytics-6-320.jpg)
![Measuring Store Visits: Results
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
• Store Visit Reports proves correlation between
marketing spend and ad interaction to a customer
visit to a retail location.
• as high as 12X lift, upscale dining; 15X lift in auto
maintenance
• ROI can be calculated using customer visit rate,
in-store conversion rate, average spend per customer.
• “Halo Effect” report measure the impact of advertising
on store visits after the campaign has ended.](https://image.slidesharecdn.com/lsa16wedattributionrevolution-160315152622/85/LSA16-Attribution-Revolution-The-New-Location-Analytics-7-320.jpg)
![Data Transparency: This is just the start
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
• Transparency: Mobile data heretofore
focused on building audiences and
targeting, but isolated from the advertiser,
is used to power meaningful business
insights.
• Campaign-as-Data Source: The once
incidental output of data is a source of rich
business analytics.
• Close ALL The Loops: With better
attribution comes the opportunity to
improve targeting and prediction.](https://image.slidesharecdn.com/lsa16wedattributionrevolution-160315152622/85/LSA16-Attribution-Revolution-The-New-Location-Analytics-8-320.jpg)
Uploaded byLocalogy
LSA16: Attribution Revolution - The New Location Analytics
The document discusses methods for measuring store visits through mobile advertising and location data, emphasizing the importance of defining target audiences and analyzing campaign data to correlate marketing spend with customer visits. It details methodologies such as GPS tracking and surveys to assess campaign effectiveness, as well as the 'halo effect' of advertising that continues to influence store visits post-campaign. Key findings include significant ROI from targeted campaigns and the rising importance of location-aware apps in driving consumer behavior.
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LSA16: Attribution Revolution - The New Location Analytics
- 1. Measuring Store Visits: Closingthe Loop Jason Uechi Director of Engineering YP Mobile Labs 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. It’s the classicproblem: Attribution 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. YourCustomers All LocalConsumers MARKETING CrossMedia CrossChannel
- 3. YPProprietary Information:©2016 YPLLC.All rights reserved. YP, theYP logo and all other YPmarkscontained herein are trademarks of YPLLC and/or YP affiliatedcompanies. All other markscontained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.] Data Rich Mobile Marketing Always-on smartphone engagement generates large amounts of data Big Box Shopper Music Fan Words With Friends Travels ~20m daily Leisure Traveler Likes Jamba Juice Casual Diner Big Box Shopper Search: Contractor Lowes CVS Wendy’s Yahtzee TextNow Locationdatapowersprofilesfortargetingbyaudiencesegments+location/proximity. Runningacampaignwillalsogenerateatremendousamountofusefuldata.
- 4. Mobile Campaign DataFlow YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.] Location Based + 1st Party Profiles power mobile targeting: Define Audience Target Campaign Wasmycampaign successful? Campaign Reporting Ismobileadvertising increasingmyrevenue? Location Data to the Rescue!
- 5. Measuring Store Visits:How it’s done YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.] • Define the boundaries of the store • Deploy Location Targeted Campaign • Identify Store Visitors • Methodology: • Analyze GPS data from campaign • Track sample of users (background) • Surveys • Check-ins (explicit or modeled) SCALE
- 6. Measuring Store Visits:How it works YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.] Compare each visitor to our campaign data: • Were they in our profile target? • If so, did they receive an ad impression? • And if so, did they click on the ad? 0.05% 0.15% 0.50%3x 10x Control Impression Imp/Click
- 7. Measuring Store Visits:Results YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.] • Store Visit Reports proves correlation between marketing spend and ad interaction to a customer visit to a retail location. • as high as 12X lift, upscale dining; 15X lift in auto maintenance • ROI can be calculated using customer visit rate, in-store conversion rate, average spend per customer. • “Halo Effect” report measure the impact of advertising on store visits after the campaign has ended.
- 8. Data Transparency: Thisis just the start YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.] • Transparency: Mobile data heretofore focused on building audiences and targeting, but isolated from the advertiser, is used to power meaningful business insights. • Campaign-as-Data Source: The once incidental output of data is a source of rich business analytics. • Close ALL The Loops: With better attribution comes the opportunity to improve targeting and prediction.
- 9.
- 10. We check ourphones 150 times per day Source: http://www.kpcb.com/blog/2013-internet-trends
- 11. 147 Minutes The media landscape ischanging 113 Minutes 108 Minutes 50 Minutes Smartphone TV Laptop Tablet Source: Millward Brown Ad Reaction Study 2014 – Daily Screen Usage
- 12.
- 13.
- 14. The number oflocation-aware apps will triple by 2019 Source: Juniper Research, "Mobile Context & Location Services: Navigation, Tracking, Social & Local Search 2014-2019" as cited in press release, Aug 13, 2014 Volume of Apps +62.7% 2014 2019 2.8 Billion 7.5 Billion LOCATION AWARE APPS ON THE RISE
- 15. Confidential and Proprietary| Do Not Distribute | © 2014 xAd, Inc. At the Office At the Gym At home At Lunch The Internet of Places The digitization of people and places brings the online and offline worlds together At School
- 16. Confidential and Proprietary| Do Not Distribute | © 2014 xAd, Inc. Location is the new cookie
- 17. Source: US Departmentof Commerce, May 2014 90% of commerce happens offline
- 18. 77% offline 20% online 3% other 3 out of4 mobile users convert offline Source: xAd/Telmetrics Mobile Path to Purchase Study, 2014
- 19. Confidential and Proprietary| Do Not Distribute | © 2014 xAd, Inc. “The biggest opportunity we have is winning the intersection between physical and digital retail around the world.” - Mike Duke (President & CEO, Walmart)
- 20. Sports Fan Buffalo Wild Wings Dick’s Sporting Goods Sports Stadium LateNight Denny’s PEOPLE Audiences defined by physical behaviors Mom Lunch Denny’s Babie s ‘R Us Stop & Shop Target Your Consumers More Accurately Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.
- 21. Confidential and Proprietary| Do Not Distribute | © 2014 xAd, Inc. 1. LOCATION DATA & INTELLIGENCE
- 22. Confidential and Proprietary| Do Not Distribute | © 2014 xAd, Inc. Objective Identify and engage in-market, Hispanic auto shoppers and drive foot traffic to regional Dealer Group X locations Auto Case Study
- 23. SOLUTION • Utilize geo-precisetechnology to serve targeted mobile ads in close proximity to dealer’s lots across western region of the US • Implement bilingual creative messaging to better resonate messaging with Hispanic audience In Market Auto Intender Client Dealership Competitiv e Dealership Auto Mall Auto Case Study Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.
- 24. Auto Case Study Confidentialand Proprietary | Do Not Distribute | © 2016 xAd, Inc.
- 25. Confidential and Proprietary| Do Not Distribute | © 2014 xAd, Inc. Results Dealer Group X saw lift in store visitation and the campaign significantly over-indexed in reaching their target demographic: • 9.62% lift in store visits for consumers exposed to the ad versus those who were not • Hispanic audience indexed 335 across targeted users • Estimated cost per store visit: $5.72 Auto Case Study 9.65% lift in store visits Control Exposed
- 26. Thank You Confidential andProprietary | Do Not Distribute | © 2016 xAd, Inc.
- 28. 1 Billion MonthlyVisits WE RECEIVE OVER 1 BILLION MONTHLY VERIFIED LOCATION SIGNALS 0M 250M 500M 750M 1000M Mar 2009 Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 MOBILEDATAPOINTS/MONTH
- 29. +5% +4% +3% +10%+7% +12% Super Bowl 2016 Winners
- 30. Real-world conversion measurement formedia powered by the most accurate location data and the largest first-party audience in the space.
- 32. Go to aBest Buy in the next 7 days
- 33. Went to BestBuySaw Ad 1.1% visit n7d
- 34. Exposed Control Didn’t SeeBest Buy Ad 10% lift 1.1% visit n7d Incremental lift = true ad effectiveness 1.0% visit n7d
- 35. How we deliverscale 2x Data From Real People 1,300,000 A first-party audience set bigger than nearest panel • Always On • Representative (Age, Gender, DMA) • Non-Incentivized
- 36. 0% 0% 1% 1% 2% 2% Exposed Visit Rate(Daily) Control Visit Rate (Daily) Measuring incremental lift in real timeVisitRate
- 37. visit success didusers actually visit my location? incremental visit success what was the impact of my marketing on behaviors? ROAS did we see a lift in actual sales? new vs lapsed people who’ve never been vs people who have visited within 30/60/90 path-to-purchase where did they come from? places visited after where are they going after? categorical behavior are they a frequent flier, gym goer, or student? competitive insights which of my competitors do they have affinity for and how do we compare? Powerful optimization and profound insights