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McDonalds Case Study:Transforming Digital Strategy with Real World Data
Brian Kilmer, VP Sales, NinthDecimalErin Kienast, Digital Group Account Director, OMD
McDonalds Case Study
• Questions to Answer:• Did Mobile Messaging Drive Visits or Just Downloads?• What Audiences Responded Best to Monopoly
Messaging?• Who is the McDonalds Audience? • What’s the Shopping Journey of the McDonald’s
Consumer• How Can McDonald’s Reach These Users Throughout
Their Day?
CONFIDENTIAL © 2015 NinthDecimal
3 CONFIDENTIAL © 2015 NinthDecimal
Power of Mobile
Unified Customer View
Mass of New Data
Today‘s Brand Challenge
The Blind Spot
4 CONFIDENTIAL © 2015 NinthDecimal
Mobile Physical World
Brands Are Blind to the Place Where Consumers Spends Majority of Their Time?
5 CONFIDENTIAL © 2015 NinthDecimal
What is NinthDecimal?The MOST COMPREHENSIVEunderstanding of people by connecting their digital & physical lives
McDonalds Case Study
• Questions to Answer:• Did Mobile Messaging Drive Visits or Just Downloads?• What Audiences Responded Best to Monopoly
Messaging?• Who is the McDonalds Audience? • What’s the Shopping Journey of the McDonald’s
Consumer• How Can McDonald’s Reach These Users Throughout
Their Day?
CONFIDENTIAL © 2015 NinthDecimal
McDonalds Case Study
CONFIDENTIAL © 2015 NinthDecimal
LCI™
Ind
ex
Audience Matched Control Exposed Audience LCI™
McDonalds was successful in driving advertising-driven visits to store during the Monopoly promotion.• The lift in visits came from audiences generated based on off-line activity
and not from demo-based targeting.
McDonalds Case Study
CONFIDENTIAL © 2015 NinthDecimal
McDonalds was successful in driving advertising-driven visits to store during the Monopoly promotion.• The lift in visits came from audiences generated based on off-line activity
and not from demo-based targeting.
Day0
Day1
Day2
Day3
Day4
Day5
Day6
Day7
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Day9
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Dai
ly V
isit
Inde
x (A
vera
ge =
100
)
Days after Ad Exposure
Key Takeaways
CONFIDENTIAL © 2015 NinthDecimal
• Monopoly was a great use case to not only test to see if digital/mobile ads drove in-store traffic, but also delivered key insights into who the key McDonalds consumers are, but also what their shopping journey entailed.
• Location data is a key data point to understand the McDonalds consumer.
• The true value of location data is not just for mobile media, but rather for strategic planning, audience building and ad effectiveness.