Using Location Data to Create Engaging, Measurable Experiences … · 2017. 4. 5. · Starcom- TR...
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Using Location Data to Create Engaging, Measurable Experiences
Transcript of Using Location Data to Create Engaging, Measurable Experiences … · 2017. 4. 5. · Starcom- TR...
Using Location Data to Create Engaging, Measurable Experiences
Whitney JonesSVP, Data & Analysis
Mike DeSantiAssociate Director,Experience Design
Location Data for
Experience
Location Data for Insight
Case 1Tribeca Film Festival
+ 600%Local Engagement Rate
vs. Benchmark
Case 2Austin City Limits
Design – pls see if you can find a higher res image for
ACL 2016
8
9
10xCTR vs. Benchmark
Case 3Location Data for Insights
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In Store Mobile Digital Social TV & Video
Reviews
The journey is complex…
Etc…
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Audience is exposed to an ad
campaign
Audience visits store location
LCI™ measures incremental lift in
store visits…
Location Conversion Index (LCI™)
Attributes life in visitation to media & uncovers insights about responders
Human Insights
Movie & Entertainment Lovers
Do It Yourself Techies
8.5x 5.5x 3.8x
+1.8x
Media Insights
Digital only
TV + Digital
Control / Exposed Lift
Targeting Insights
higher lift than non-geo targeted
6.7x
Behavioral Insights
Visits peaked on Fridays
Mon Fri
65% of shoppers traveled less than 10 miles from home
Q&A
