Sample
Report
179%!
Lift vs. !
Control Pop.!
-4%!
Powered by
NinthDecimal
CONFIDENTIAL 2015
LCI: Leading Offline Attribution Solution
Precise measurement of incremental consumer
behavior at the point of purchase
Exposure
179%!
Physical World
Behavior
Measurement
Audience Visits
Store Location
LCITM Measures Incremental
Lift in Store Visits
Lift vs. !
Control Pop.!
-4%!
Audience Exposed
to Mobile Campaigns
CONFIDENTIAL 2015
Executive Summary
Advertiser X
179%!Campaign 1
Lift vs. !
Control Pop.!
-4%!
CONFIDENTIAL 2015
Campaign Recap
Campaign Objectives
Advertiser X
Campaign
Drive In-store Traffic
to Advertiser X Locations
Campaign 1
179%!
Flight dates
Lift vs. !
Control Pop.!
1/01/2015 3/31/2015
Budget
-4%!
$100,000
Campaign Summary
$100,000 spend
Location graph
20,000,0000 impressions
Parents
20 frequency
Competitive Shoppers
1,000,000 exposed unique devices
500 locations measured against
CONFIDENTIAL 2015
Overall Exposed Visit Behavior
Exposed visits vs.
general population
179%!
Total Exposed visits
35,000
75%
Projected Overall Visits
(post ad exposure)
Lift vs. ! Exposed Visit Rate
Control Pop.!
Exposed Audiences visited 75% more overall than the
unmatched & unexposed General Population during the
campaign timeframe
%!
-4
Total people exposed
Overall cost per visit
$2.00
1,000,000
Exposed Unique Devices
Cost Per Overall Visit
= Spend/Projected Store Visits (post ad exposure)
CONFIDENTIAL 2015
Incremental Visit Behavior
Location Conversion Index (LCITM)
Incremental visits
due to advertising
LCITM incremental visits
179%!
25%
12,500
Lift vs. ! 99% Confidence (+/- 2.5%)
Control Pop.!
LCITM Lift in store visits vs. Audience Matched
Control due to advertising
Projected Incremental Visits
= Projected Store Visits (post ad exposure)
x LCITM Lift %
-4%! of exposed devices
Number
used to calculate LCI
Cost per incremental visit
100,000
$8.00
Cost Per Incremental Visit
Exposed Devices 1:1 paired with Unexposed
Audience Matched Control for LCITM Calculation
CONFIDENTIAL 2015
= Spend/Projected Incremental Store Visits
Campaign Insights
Advertiser X
179%!Campaign 1
Lift vs. !
Control Pop.!
-4%!
CONFIDENTIAL 2015
Campaign LCI Lift
130.00
125.0
120.00
25%
179%! 110.00
LCI Index
Lift vs. !
100.00
Control Pop
.!
100.00
90.00
80.00
-4%!
50%
70.00
Exposed LCI
Lift vs. Control
20%
60.00
Campaign 1
Audience Matched Control
Exposed Audience LCI
Overall, Audience targeted with Advertiser X messaging visited stores 25% more than the unexposed Audience Matched
Control, when comparing visits in the 2 weeks before & after ad exposure for both groups
CONFIDENTIAL 2015
LCI by Audience
140
130
130
179%!
120
LCI Index
Lift vs. ! 110
Control Pop.!
100
90
x%!
118
100
100
Parents
18%
Exposed LCI
Lift vs. Control
Competitive Store Visitors
80 %!
-4
70
60
Parents
Audience Matched Control
Competitive Shoppers
x%!
30%
Exposed LCI
Lift vs. Control
Exposed Audience LCI
Competitive Store Shopper audiences were reached most effectively, visiting Advertiser X locations 30% more post ad exposure vs. the
Audience Matched Control
Parents audiences also saw strong positive LCI Lift, visiting Advertiser X locations 18% more post ad exposure
CONFIDENTIAL 2015
LCI Projected Store Visits
Post Ad Expose
Projected
Overall Visits
Projected
Incremental Visits
35k
8.8k
Extrapolated from raw visit
count post ad exposure*
Projected Overall Visits
X LCITM Lift % =
Total Visits
Incremental Visits =
Cost Per
Incremental Visit
Average
Daily Visit
179%!
Lift vs. !
Control Pop.!
+/- 3.5K
+/- 220
Projected
Organic Visits
26.2k
-4%!
Cost Per
Total Visit
$2.86
Spend / Projected
Overall Visits =
$11.43
Spend / Projected
Incremental Visits =
389
Overall Visits / # Days of
Campaign =
Visit Projections based on DMA census population counts correlated against NinthDecimal device movements
CONFIDENTIAL 2015
10
LCI Projected Store Visits
Post Ad Expose
Per Vertical
Projected Overall Visits
179%!
Lift vs. !
Control Pop.!
Competitive shoppers
20k
15k
+/- 2k Visits
+/- 1.5 Visits
6k
2.75k
+/- 180 Visits
+/- 55 Visits
14k
12.25k
Cost Per Total Visit
$2.75
$3.00
Cost Per Incremental Visit
$9.17
$16.36
222
434
Projected Incremental Visits
-4%!
Parents
Organic Visits
Average Daily Visit
Visit Projections based on DMA census population counts correlated against NinthDecimal device movements
CONFIDENTIAL 2015
11
Exposed Visit Rate
200
175
180
Exposed Visit Rate Index
179%!
160
75%
140
Lift vs. !
Control Pop.!120
100
100
80
Exposed Visit Rate
60
-4%!
40
20
0
Campaign 1
General Population
Exposed Visit Rate Index
Exposed Visit Rate measures the Visit Rate Ratio for the Exposed Audience vs. General Population during the campaign flight
Exposed users went into the Advertiser X locations 75% more than the general population overall
CONFIDENTIAL 2015
12
Advertiser X
Audience Insights
179%!Time Period:1/01/2015-3/31/2015
Lift vs. !
Control Pop.!
-4%!
CONFIDENTIAL 2015
13
Audience Profile Analysis
Exposed vs. Visitor
Exposed Audience Profile:
Exposed Visitor Profile:
Moms
179%!
Lift vs. !
Control Pop.!
Females
456
Health Enthusiast
447
Pet Owner
295
Entertainment Enthusiast
284
New / Expectant Mom
-4%!
Females
Age 25 - 34
Age 25 - 34
231
Tech Enthusiasts
Parent of Schoolchildren
100
357
Parent of Schoolchildren
249
290
Green Consumer
283
Fine Dining
277
Tech Enthusiasts
274
HHI: $100 - $150K
242
DIY
232
208
Shopper / Big Box
210
500
700
900
100
1100
All Exposed ND Audience Profile Index
-4%!
325
New / Expectant Mom
210
300
600
1100
Exposed Visitor ND Audience Profile Index
Exposed Audiences over indexed on family & parent related profiles, as well as profiles reflecting Sports,
Entertainment & Tech Enthusiast
Exposed Visitors were likely to be relatively affluent, young or new Moms, health conscious & environmentally focused
CONFIDENTIAL 2015
14
1521
650
Health Enthusiast
345
Sports Enthusiast
Lift vs. !
Control
Pop.!
959
Moms
985
1600
Impression Index by State
Exposed vs. Visitor
Exposed Audience: Top 10 States
Exposed Visitors: Top 10 States
179%!
California
Texas
179%!
Florida
537
394
New York
Illinois
Lift vs. ! 1756
Control Pop.!
968
Texas
771
Florida
Lift vs. !
Control Pop.!
California
985
170
924
Arizona
138
New York
120
105
Pennsylvania
145
Nevada
Michigan
139
Washington
87
New Jersey
136
Illinois
72
Georgia
127
North Carolina
62
North Carolina
125
Utah
58
-4%!
200
400
600
800
1000
1200
500
1000
1500
2000
Exposed Visitor Impression Index (Average = 100)
Exposed Audiience Impression Index (Average = 100)
Exposed Visitor impressions were delivered
overwhelmingly in California, Texas & Florida
Advertiser X reached audiences most in California, Texas &
Florida
CONFIDENTIAL 2015
-4%!
15
Impression Index by DMA
Exposed vs. Visitor
Exposed Visitors: Top 10 DMAs
Exposed Audience: Top 10 DMAs
Los Angeles
1362
New York
179%!
Dallas-Fort Worth
Lift vs. !
Control Pop.!
Los Angeles
911
404
Houston
392
Dallas-Fort
Worth
852
Houston
560
390
Orlando
297
Chicago
944
Miami
647
Miami
2457
San Diego
273
Philadelphia
-4%!
258
Phoenix
248
Orlando
242
San Francisco
243
Tampa
232
Tampa
235
Washington
226
Sacramento
218
500
1000
1500
1000
1500
2000
2500
3000
Exposed Visitors were most likely to be reached in Los
Angeles, Miami & Dallas. New York was not among top
indexing DMAs by impression delivery
Advertiser X reached audiences most in Los Angeles, New
York & Dallas-Fort Worth DMAs
CONFIDENTIAL 2015
500
Exposed Visitor Impression Index (Average = 100)
Exposed Audience Impression Index (Average = 100)
16
Impressions by Proximity
Impresison Proximity to Visited Store
Exposed Visitor
179%!
Lift vs. !
Control Pop.!
less than 500 ft
Proximity to Visited Store
% of Impressions
0-500ft
0.32%
500ft to 1 mile
13.01%
1 to 5 miles
37.34%
5 to 10 miles
20.99%
10 to 25 miles
18.40%
25 miles or more
9.94%
0.32%
500 ft to 1 mile
13.01%
1 to 5 miles
37.34%
5 to 10 miles
20.99%
-4%!
10 to 25 miles
18.40%
25 miles or more
9.94%
0%
10%
20%
30%
40%
% of Impressions
Exposed Visitors were reached primarily 1-5 Miles away (37% of all impressions served).
Over 47% of impressions were delivered to Visitors more than 10 miles away locations they eventually visited, indicating the value in
reaching audiences beyond tight store geo-fences.
CONFIDENTIAL 2015
17
Top Advertiser X Visited Heat Map
Exposed Visitor
179%!
Lift vs. !
Control Pop.!
-4%!
The heat map above highlights the Advertiser X Locations nationwide that received the most visits over the campaign
time period.
CONFIDENTIAL 2015
18
Top Advertiser X Visited Heat Map
Exposed Visitor
179%!
Lift vs. !
Control Pop.!
-4%!
The heat map above highlights the Advertiser X Locations nationwide that received the most visits over the
campaign time period.
CONFIDENTIAL 2015
19
Visits by Top State & Top DMA
Exposed Visitor
Exposed Visitors: Top 10 States
CA
179%!
Exposed Visitors: Top 10 DMAs
Los Angeles
2075
Miami
953
FL
TX
968
Dallas-Fort Worth
699
Lift vs. ! NV
Control Pop.!
2311
701
San Francisco
154
587
AZ
112
Sacramento
491
NY
110
Orlando
476
WA
95
Houston
328
PA
-4%!71
Las Vegas
290
IL
63
San Diego
273
CO
61
Tampa
244
500
1000
1500
2000
2500
1000
1500
2000
2500
Exposed Visitor Visit Index (Average = 100)
Exposed Visitor Visit Index (Average = 100)
By State, Advertiser X locations in California, Florida & Texas
saw above high average visits during the campaign
CONFIDENTIAL 2015
500
By DMA, Advertiser X locations in major West Coast,
Southwest, Florida cities saw the greatest volume of visits
20
Top 20 Advertiser X Visited:
Exposed Visitor
Address
State
Zip
Exposed Visit Index
(Average Visits =100)
Overall Visit Index
(Average Visits =100)
1234 Drive
IL
10001
291
170
1235 Drive
CA
10002
265
168
1236 Drive
1237 Drive
1238 Drive
1239 Drive
1240 Drive
1241 Drive
1242 Drive
FL
GA
MD
MA
AZ
NJ
NY
10003
10004
10005
10006
10007
10008
10009
217
214
200
193
185
176
170
128
142
170
143
120
145
104
1243 Drive
NY
10010
167
104
Los Angeles
Houston
Denver
Nashville
1244 Drive
1245 Drive
1246 Drive
1247 Drive
1248 Drive
NY
CA
TX
CO
TN
10011
10012
10013
10014
10015
163
160
159
156
147
111
165
95
104
87
Philadelphia
1249 Drive
PA
10016
137
102
Minneapolis
Portland
Seattle
San Diego
1250 Drive
1251 Drive
1252 Drive
1253 Drive
MS
OR
WA
CA
10017
10018
10019
10020
136
135
135
127
109
95
313
84
City
Chicago
San
Francisco
Miami
Atlanta
Lift vs. !
Baltimore
Control Pop.! Boston
Phoenix
Secaucus
Bronx
179%!
%!
Brooklyn
-4
Queens
CONFIDENTIAL 2015
21
Visits by Days After Ad Exposure
Exposed Visitor
# of Visits by Days after 1st Ad Exposure
Average Time to Visit First Visit:
5.83 Days
160
138
179%!
Daily Visit Index (Average = 100)
140
Lift vs. !
Control Pop.!
120
117
120
112
98
100
97
92
92
89
80
83
82
78
72
64
65
60
Day After
Exposure
Daily Visit
Index
Same Day
138
Day 7
92
Day 14
65
-4%!
40
20
Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day
0
1
2
3
4
5
6
7
8
9
10 11 12 13 14
Days after Ad Exposure
During the campaign flight, exposed audiences were most likely to visit a Advertiser X locations 1 day after seeing a mobile ad.
Visits remained above average 3 days post ad exposure before tailing off 4 Days after seeing ads.
CONFIDENTIAL 2015
22
Visits by Day of Week
Exposed Visitor
Day of Week High:
Friday
112
179%!
Daily Visit Index (Average = 100)
120
Lift vs. !
Control Pop.!
100
92
97
103
109
94
93
80
60
12%
Above
Average
Day of Week Low:
Monday
40
-4%!
20
0
Monday
Tuesday Wednesday Thursday
Friday
Saturday
Sunday
8%
Day of Week
Exposed visits to Advertiser X locations tended to be higher going into the weekend, peaking on Friday
Visits were fairly flat & slightly below average Sunday through Wednesday
CONFIDENTIAL 2015
23
Below
Average
Visits by Time of Day
Exposed Visitor
Visits by Hour of Day
Peak Visit
Time Per Hour:
12 - 1 PM
179%!
Hourly Visit Index (Average = 100)
160
Lift vs. !
Control Pop.!
140
31%
120
100
80
Low Visit
Time Per Hour:
-4%!
60
8 9 AM
40
20
0
8 AM
Above
Average
9 AM 10 AM 11 AM 12 PM 1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
Hour of Day
9 PM
39%
Below
Average
Exposed visits to Advertiser X locations peaked at 12-1 PM, and then increased again in the afternoon to another high
around 6-7 PM.
Visits were lowest in the early morning (8-9 AM) and at the end of the night (8-9 PM).
CONFIDENTIAL 2015
24
Locations Visited Prior
Exposed Visitor
Top Locations Visited:
2 hours before
Wells Fargo
Bank, 129
Top Location Category
Visited: 2 hours before
Automobile Repairs &
Services, 152
Pawn Shops
& Discount
Stores, 154
Walmart, 496
Target, 129
179%!
Lift vs. !
Chevron, 131
Control Pop.!
Automobile Parts &
Accessories,
154
Starbucks
Coffee, 340
Bank of
America, 153
Clothing &
Accessories,
720
Convenience
Stores &
Service
Stations, 477
Shoes & Shoe
Repairs, 190
CVS
Pharmacy, 163
-4%!
Walgreens,
183
Pharmacies,
294
7-Eleven, 301
Shopping
Malls &
Centers, 330
Shell Station,
257
Banks &
Credit Unions,
403
Exposed Visitors were seen at Restaurants, Clothing & Retail
Stores, Convenience Stores, Grocery Stores and Banks in the 2
HRs prior to going into Advertiser X locations
Exposed Visitors were seen at Wal-Mart, grabbing food & coffee at
Starbucks & McDonalds, running errands at 7-11 & Walgreens, getting
gas at Shell in the 2 HRs before stopping by Advertiser X locations
CONFIDENTIAL 2015
Hotels,
Motels, &
Lodging, 444
25
Visits to Other Locations
Exposed Audience
Top Competitor Stores Visited
Competitor 1
Walmart
Subway
McDonald's
Starbucks Coffee
7-Eleven
Shell Station
CVS Pharmacy
Walgreens
Bank of America
Burger King
Target
Dunkin' Donuts
Wendy's
T-Mobile
Wells Fargo Bank
Taco Bell
Family Dollar
Boost Mobile
Sam's Club
AT&T
206
Competitor 2
179%!
Top 20 Other Businesses Visited
158
Competitor 3
132
Lift vs. ! Competitor 4
Competitor
5
Control Pop
.!
105
86
Competitor 6
79
67
Competitor 7
-4%!
Competitor 8
66
Competitor 9
64
Competitor 10
37
0
50
100
150
200
250
593
349
299
280
240
228
189
174
168
153
149
149
141
136
133
129
127
118
0
100
200
300
400
500
600
700
All Exposed Visit Index (Average = 100)
All Exposed Visit Index (Average = 100)
Competitor 1 was the most visited Advertiser X competitor
during the campaign by Exposed Audiences. Competitor 2 &
3 also saw average visits relative to other competitor
locations
CONFIDENTIAL 2015
519
483
Major big box retailors, fast food & coffee chains, pharmacy
& gas station chains were among the top other businesses
visited by Exposed Audiences during the campaign
26
Appendix
179%!
Lift vs. !
Control Pop.!
-4%!
CONFIDENTIAL 2015
27
LCI Methodology
179%!
Lift vs. !
Control Pop.!
-4%!
CONFIDENTIAL 2015
28
Glossary of Terms
Spend:
Campaign Budget as reported by Agency and/or Brand
LCI Pixel Fires:
Number of LCI Pixels fired during a campaign;
should match within 10% of campaign impressions
Impressions:
Total number of ad impressions delivered for the
campaign
Advertiser Locations:
Client-specified locations against which LCI
measurement is being conducted
Unique Devices Exposed:
Total unique devices exposed during a campaign
179%!
Frequency:
LiftLCI
vs.Pixel
! Fires Unique Devices Exposed
General
Control
PopPopulation:
.!
Total NinthDecimal population (US Only) of
smartphone devices across the NinthDecimal Location
Graph and LCI Measurement Platform; equates to
13 months of location data for 1B devices or 110M
uniques across 110+ locations including residential,
retail, government and commercial locations
-4%!
Exposed Devices Used in LCI Calculation:
Unique Devices Exposed which match an Audience
Matched Control group; conducted based on visits
across same locations with employees removed and
1:1 audience dimension matching (Age, Gender,
Ethnicity, HHI, Presence of Children, Education Level,
Travel Profile, Technology Usage)
Audience Matched Control
Group used in LCI Calculation:
Count of control group devices that match the targeted
exposed audience that were not exposed to an ad; the
audience matched control is selected based on visits
across same locations as the exposed with employees
removed and 1:1 audience dimensions (Age, Gender,
Ethnicity, HHI, Presence of Children, Education Level,
Travel Profile, Technology Usage)
CONFIDENTIAL 2015
Exposed Visit Rate:
Visits of Exposed Audience versus the Visits of the
General Population
Spend:
Campaign Budget as reported by Agency and/
Exposed Audience Lift:
Weighted average difference in visits 2 weeks post ad
exposure vs. 2 weeks prior to ad exposure for exposed
devices normalized to combined visit counts for
exposed and control audience; lift is provided versus
the control group
Audience Matched Control Lift:
Weighted average difference in visits 2 weeks post ad
exposure vs. 2 weeks prior to ad exposure for nonexposed devices that match 1:1 the exposed; lift is
normalized to combined visit counts for exposed and
control audience and provided versus the general
population
LCITM Lift Incremental Visits:
The overall change in the number of customers that
walked into your store after seeing your campaign,
calculated & averaged for each day in the campaign.
LCITM Lift:
(Exposed Audience Lift Matched Control Lift) Visits
*100
LCITM Lift vs. Control Population:
Lift of the exposed group against the lift of the
unexposed audience matched control group
Projected Exposed Overall Visits:
Exposed Organic Visits + Projected Exposed
Incremental Visits
Projected Exposed Incremental Visits:
Number of Incremental Visits attributable to the
campaign advertising
Projected Exposed Organic Visits:
Number of Visits not attributable to advertising, e.g.
visits that happen naturally across measured locations
irrespective of media exposure
29
Projected Visits Standard Deviation:
Variances (2) of the actuals measurement; range is
provided as the LCI Actuals calculation, through
regression analysis, combines rate-up factor of
population data versus mobile device data across
DMAs reached per campaign targeting/fulfillment
Average Daily Visits:
Average number of daily visits seen across all
measured locations
Cost Per Incremental Visit:
Cost to drive incremental visits; = Campaign Budget
Incremental Visits
Cost per Store Visit:
Cost to drive all visits; = Campaign Budget Total
Visits
LCITM Error:
Standard error () of the LCI Lift measure
Confidence Interval:
Confidence of the measure per statistics fundamentals;
assuming normal probability distribution, >95%+
constitutes a valid measure
Calculations Definitions
!
Local Conversion Index (LCI) !
Incremental Projected Store Visits = !
Exposed Visit Rate =!
Exposed Device Visit Rate = Exposed
Visits Exposed Unique Devices
General Population Visit Rate
179%!
Overall Projected
Store Visits * LCI Lift
Where General Population Visit Rate = General
Population Visits General Population Devices
Local Conversion Index (LCI) !
Organic Projected Store Visits = !
Lift vs. !
Control PopLocation
.!
Conversion Index (LCI) Lift =
(Exposed Audience Lift Audience Matched
Control Lift) (Exposed Visits + Control Visits) *
100
Overall Projected Store Visits
Incremental Projected Store Visits
Cost Per Overall Store Visit = !
Spend Overall
Projected Store Visits
-4%!
Local Conversion Index (LCI) !
Overall Projected Store Visits =
Cost Per Incremental Store Visit =
Exposed Device Visits * ND
Device DMA Size Ratio
CONFIDENTIAL 2015
Spend Incremental
Projected Store Visits!
30
