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precise audience intelligence
Mobile Drive-to-Retail
Case Study
CONFIDENTIAL © 2014 NinthDecimal 2
Most Comprehensive Understanding
of People by Connecting their
Digital & Physical Lives
+
Power of Mobile Audience Intelligence
CONFIDENTIAL © 2014 NinthDecimal 3
Achieved Unprecedented Success with Drive-to-Retail Mobile
Campaign by Leveraging Mobile Audience Intelligence
CONFIDENTIAL © 2014 NinthDecimal 4
• Build awareness of Microsoft retail stores & holiday promotions
• Promote Xbox One & Surface & encourage consumers to
experience firsthand at nearby locations
• Drive & measure incremental foot traffic & sales at 86 U.S.
locations
Challenge
Will audience targeted mobile advertising increase foot traffic
to Microsoft retail stores?
Campaign Objectives
Microsoft Store Holiday Drive-to-Retail
Mobile Campaign
CONFIDENTIAL © 2014 NinthDecimal 5
Strategy • AOR Swirl Integrated Marketing recommended a strategic mobile ad
campaign to engage qualified, active shoppers
• Swirl partnered with us for our unique mobile audience intelligence,
sophisticated targeting & accurate drive-to-retail ROI measurement
Tactics • Deployed an audience-driven, geo-targeted mobile ad campaign to
engage specific consumer segments when within 10 miles of a store
• Tech Enthusiasts
• Holiday Shoppers
• Competitive Shoppers
• Big Box Shoppers
Microsoft Store Holiday Drive-to-Retail
Mobile Campaign
CONFIDENTIAL © 2014 NinthDecimal 6
Location-Powered Audience Intelligence While custom audiences were the foundation of the targeting strategy,
once these were identified additional attributes were used to achieve goals
• Current location
• 10 miles of participating Microsoft Store locations
Result: audience-first approach drove significantly greater efficiency than
geo-fencing, since only relevant audiences were targeted within the radius
CONFIDENTIAL © 2014 NinthDecimal 7
Place Centric Approach In Shopping District
People Centric Approach In Shopping District,
In Armani, In Back of Store
Successful Drive-to-Retail Requires Precision
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Smartphone Ads Encouraged Consumers to Experience Xbox One &
Enabled Them to Find Directions to the Nearest Location
Mobile Campaign Ad Experience
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Tablet Ads Offered Similar Experience Encouraging
Consumers to Play Xbox One
Mobile Campaign Ad Experience
CONFIDENTIAL © 2014 NinthDecimal 10
Tablet Ads Offered Similar Experience Encouraging
Consumers to Play Xbox One
Mobile Campaign Ad Experience
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• Does audience intelligence targeting drive better engagement & ROI?
• Did consumers exposed to the ad go to a Microsoft Store?
• Were these incremental store visits driven by the campaign and did they lead to sales?
Exposed Group Control Group
Mobile ROI Measurement & Results
Location Conversion Index™ (LCI™) enabled Microsoft to
determine the increase in foot traffic & ROI of their campaign
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Accurately Measuring Mobile Effectiveness
“Location Conversion Index™ (LCI™) is the Industry’s 1st 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
CONFIDENTIAL © 2014 NinthDecimal 13
100 102
191
General Population LCI™
Audience Matched Control LCI™
Exposed Audience LCI™
91%
Lift vs General
Population
89%
Lift vs Control
Population
• 89% Incremental lift in store visits vs. the control group
• 91% life in store visits vs. the general population
• Microsoft reported significant increase in sales
2%
Control Group
Natural Visit
Rate
100
89% 91%
Drive-to-Retail ROI Success
Campaign delivered results that
exceeded Microsoft’s expectations
CONFIDENTIAL © 2014 NinthDecimal 14
• Mall environment requires a hyper targeted approach to attribute
visits only to users who step inside the walls of the store
• Holiday timeframe impacted the results of the control group vs.
general public since holiday store traffic is much higher than
normal
• The ability to target the right audiences at the right time drove
significant lift in traffic and in-store sales
Microsoft Store Holiday Drive-to-Retail
Key Insights Learnings
CONFIDENTIAL © 2014 NinthDecimal 15
Mobile Audience Intelligence
Kim Thom
Director, Sales West
415.637.6803
NinthDecimal.com