Store visits and Advanced Retail Intelligence. Place Conference October 2013

Transcription

1 Store visits and Advanced Retail Intelligence Place Conference October 2013

2 What is PlaceIQ? recreator Analyze and extract the data to 3 The Audiences student tourist tech worker foodie define, reach and message audiences based on where they are and where they ve been shopper Ingest large amounts of location 2 The Intelligence data and gather intelligence for each of the billion+ individual 100x100 meter tiles Take the physical world and overlay it 1 The Grid with 100x100 meter grid structure

3 Why Mobile Advertising? Because our phones are always near, always on, and location-aware

4 Measuring Store Visits through Mobile Advertising? Place Visit Rate (PVR ) 3:12pm 3:12pm 1:55pm Compe&tor 2:54pm 3:12pm 3:12pm 3:38pm 4:17pm

5 Place Visit Rate Big Box Retailer Case Study

6 Big Box Retailer Case Study Problem : Customer felt CTR for mobile not a meaningful metric for real world retail. Strategy: Deploy our proprietary Place Visit Rate metric to actually measure in-store visits. Reach Reach 10 million consumers in targeted audiences, including Tech Shoppers, Holiday Shoppers and Errands Shoppers. Measure Use PVR to determine how many people were actually driven instore. Learn Develop key insights about consumer behavior as a result of viewing the mobile advertisement.

7 Big Box Retailer: How it worked measured users by that served consumers with a PlaceIQ polygons hand PlaceIQ Mobile draws IP devices allows make us tomultiple deeply ad visited the Big Box Retailer after rich media experience tailored around keythroughout places of interest, understand requests the places, the day. to seeing aaconsumer Electronics what they were doing and such as Big Box Retailer. This behaviors, consumption, where ad for one of their products. they were the or noise where theycan had minimizes that demographics, and habits that been in the past. result from inferior technologies, exist in space and time. PlaceIQ specifically served such as geofencing or targeting impressions to mobile devices consumers by zip code. based on our consumer Based upon this location-based electronics audience targeting index of attributes, we defined technology, which includes consumer electronics audiences current or past locations. and mapped them to a set of times and city-block sized locations.

8 PVR Explained: PVR is the ratio of unique devices that were served an impression and were later observed in a retail store, over the total number of unique devices that were served an impression.

9 Place Visit Rate Campaign Results: Total PVR: > 0.8% Mean Impressions Per Visit > 10 Click PVR: > 1.1% Median Impressions Per Visit > 1 Over a time period of three months we reached approximately 10 million devices, of which we were able to measure 47%. PVR Breakdown Distance Traveled Unique Measureable Devices: +4 million Mean Distance Traveled: > 10 km Later Observed in BBR Store: +35,000 Median Distance Traveled: < 10 km 47% of total impressions could be matched to a device Measured between last impression and visit Competitor 1 PVR PVR for Competitor 1 Visitation: < 0.5% % of devices exposed to Big Box Retailer ad who visited Competitor 1 Store

10 Big Box Retailer: PVR A/B Test PlaceIQ By monitoring measured ad requests, users that visited PlaceIQ the also Big identified Box Retailer users after who seeing were not a consumer served an electronics ad for the ad. Big Ads Box were Retailer. served to the targeted audiences. PlaceIQ also measured measured whether users or that not these did not users visit visited the Big the Box Big Retailer. Box Retailer as well. Rich Media Impression Served Control Group

11 Observed retail visits among the group of devices that were shown advertisements were ~50% higher than those that were not shown the ad. ~50 % higher

12 Place Visit Rate Summary PVR Lift: ~50% Mean Impressions Per Visit > 10 PVR Breakdown Exposed Control Unique Measureable Devices > 4 Million > 4 Million Devices Visited BBR Location > 35K > 20K PVR > 0.8% > 0.5% *The Control group was randomly selected over the same period to be the same size and composition as the Exposed group.

13 Analytics, Insights & Learning

14 Visits by Time Between Last Impression and Visit # of Visits Visits Days Since Last Impression Days

15 Big Box Retailer Shoppers: Hispanic Families & Young Professionals, and SUV & Used Car Owners Demographics Auto Ownership Young Professional Used Suburbanite SUV Post College Life New Hispanic Families Minivan Aging Boomers Luxury Affluent Lifestyle Entry Level

16 Out-of-Home Big Box Retail Shoppers: Casual Diner and Quick Service Restaurants, Errand and Electronics Shopping Dining Shopping QSR Sports General Home Improvement Fashion Formal Diner* Errands Foodie* Electronics, Media, and Appliances Casual Diner Automotive

17 What about understanding consumer behavior before they visit the store or destination?

18 Introducing Pre-Visit

19 Pre-Visit Insight: Analyzing the most likely pre-visit by activity for PVR Most Likely Previous Visit % 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% QSR Dining 9% Casual Dining 8% Clothing Shopping 7% 7% Home Goods Shopping Grocery Shopping

20 Pre-Visit Insight: Analyzing the most likely pre-visit by activity for PVR by retail brand: Dick's Sam's Club Petsmart Lowes Sports Authority 371 Petsmart 149 Bed Bath & Beyond 358 Kohls 149 Old Navy 185 AT&T

21 Comparing Retail Audiences: Demographics of Visitors vs. Dwelling Household Size Multi Unit Single Unit McDonald's Apple Store McDonald's Apple Store

22 Comparing Retail Audiences: Demographics of Visitors vs. Family Type Married w/kids Single parent Single < Single > Spouses Roommates McDonald's Apple Store

23 Comparing Retail Audiences: Demographics of Visitors vs. Income <$25K $25K-$49K $50K-$74K $75K-$99K $100K-$200K >$200K McDonald's Apple Store

24 How Does This Impact Indoor Marketing?

25 Mapping the Consumer Journey Data Watching TV at Home Awareness Data Retail Purchase History Consideration Data Data Browsing Computer at Work Data Mobile Circular nearby store Point of Purchase Indoor Marketing Visitation to Store

26 What if you could REALLY understand the consumer journey What a consumer was doing before they visited? What ads they had been exposed to? What products they had digitally engaged with? What products they normally buy? and pass this intelligence to the final step indoor marketing?

27 Thank you.