lci sample report
DESCRIPTION
Cambridge English Grammar in Use (Intermediate Incl Answers)TRANSCRIPT
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Sample Report Powered by NinthDecimal
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Audience Exposed to Mobile Campaigns
LCITM Measures Incremental Lift in Store Visits
Audience Visits Store Location
LCI™: Leading Offline Attribution Solution
Exposure Measurement Physical World Behavior
Precise measurement of incremental consumer behavior at the point of purchase
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Executive Summary Advertiser X Campaign 1
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Campaign Recap
Advertiser X Campaign
Campaign 1
Flight dates 1/01/2015 – 3/31/2015
Budget $100,000
Campaign Objectives
Drive In-store Traffic to Advertiser X Locations
Location graph™
Parents
Competitive Shoppers
Campaign Summary $100,000 spend
20,000,0000 impressions
20 frequency
1,000,000 exposed unique devices
500 locations measured against
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Overall Exposed Visit Behavior
Exposed Audiences visited 75% more overall than the unmatched & unexposed General Population during the campaign timeframe
$2.00 Cost Per Overall Visit = Spend/Projected Store Visits (post ad exposure)
35,000 Projected Overall Visits (post ad exposure)
Total Exposed visits
75% Exposed Visit Rate
Exposed visits vs. general population
1,000,000 Exposed Unique Devices
Total people exposed Overall cost per visit
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Incremental Visit Behavior Location Conversion Index (LCITM)
Exposed Devices 1:1 paired with Unexposed Audience Matched Control for LCITM Calculation
25% 99% Confidence (+/- 2.5%) LCITM Lift in store visits vs. Audience Matched Control due to advertising
12,500
Incremental visits due to advertising
100,000 Number of exposed devices used to calculate LCI™
$8.00 Cost Per Incremental Visit = Spend/Projected Incremental Store Visits
Projected Incremental Visits = Projected Store Visits (post ad exposure) x LCITM Lift %
Cost per incremental visit
LCITM incremental visits
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Campaign Insights Advertiser X Campaign 1
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Campaign LCI™ Lift
20% 50%
• 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
100.00
125.0
60.00
70.00
80.00
90.00
100.00
110.00
120.00
130.00
Campaign 1
LCI™
Ind
ex
Audience Matched Control Exposed Audience LCI™
25% Exposed LCI™ Lift vs. Control
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!
x%!x%!
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LCI™ by Audience
• 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
100 100
118
130
60
70
80
90
100
110
120
130
140
Parents Competitive Shoppers
LCI™
Ind
ex
Audience Matched Control Exposed Audience LCI™
18%
30%
Exposed LCI™ Lift vs. Control
Parents
Competitive Store Visitors
Exposed LCI™ Lift vs. Control
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LCI™ Projected Store Visits Post Ad Expose
Visit Projections based on DMA census population counts correlated against NinthDecimal device movements
$2.86 Cost Per
Total Visit
Projected Organic Visits
26.2k Projected
Overall Visits
35k +/- 3.5K
389 Average
Daily Visit
Projected Incremental Visits
$11.43 Cost Per
Incremental Visit
8.8k +/- 220
Projected Overall Visits X LCITM Lift % =
Total Visits – Incremental Visits =
Spend / Projected Overall Visits =
Spend / Projected Incremental Visits =
Overall Visits / # Days of Campaign =
Extrapolated from raw visit count post ad exposure*
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Per Vertical Parents
Competitive shoppers
Projected Overall Visits 20k +/- 2k Visits
15k +/- 1.5 Visits
Projected Incremental Visits 6k +/- 180 Visits
2.75k +/- 55 Visits
Organic Visits 14k 12.25k
Cost Per Total Visit $2.75 $3.00 Cost Per Incremental Visit $9.17 $16.36 Average Daily Visit 222 434
LCI™ Projected Store Visits Post Ad Expose
Visit Projections based on DMA census population counts correlated against NinthDecimal device movements
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Exposed Visit Rate
• 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
75% Exposed Visit Rate
100
175
0
20
40
60
80
100
120
140
160
180
200
Campaign 1
Exp
osed
Vis
it R
ate
Inde
x
General Population Exposed Visit Rate Index
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Advertiser X Audience Insights Time Period:1/01/2015-3/31/2015
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Audience Profile Analysis Exposed vs. Visitor
Exposed Audience Profile: Exposed Visitor Profile:
• 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
985
456
447
345
295
284
249
231
210
208
100 300 500 700 900 1100
Moms
Females
Health Enthusiast
Pet Owner
Sports Enthusiast
Entertainment Enthusiast
New / Expectant Mom
Age 25 - 34
Tech Enthusiasts
Parent of Schoolchildren
All Exposed ND Audience Profile Index
1521
959
650
357
325
290
283
277
274
242
232
210
100 600 1100 1600
Moms
Females
Age 25 - 34
Health Enthusiast
Parent of Schoolchildren
New / Expectant Mom
Green Consumer
Fine Dining
Tech Enthusiasts
HHI: $100 - $150K
DIY
Shopper / Big Box
Exposed Visitor ND Audience Profile Index
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Impression Index by State Exposed vs. Visitor
Exposed Audience: Top 10 States Exposed Visitors: Top 10 States
985
771
537
394
170
145
139
136
127
125
California
Texas
Florida
New York
Illinois
Pennsylvania
Michigan
New Jersey
Georgia
North Carolina
0 200 400 600 800 1000 1200
Exposed Audiience Impression Index (Average = 100)
• Advertiser X reached audiences most in California, Texas & Florida
• Exposed Visitor impressions were delivered overwhelmingly in California, Texas & Florida
1756
968
924
138
120
105
87
72
62
58
California
Texas
Florida
Arizona
New York
Nevada
Washington
Illinois
North Carolina
Utah
0 500 1000 1500 2000
Exposed Visitor Impression Index (Average = 100)
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Impression Index by DMA Exposed vs. Visitor
Exposed Audience: Top 10 DMA’s Exposed Visitors: Top 10 DMA’s
1362
911
647
404
392
297
258
242
232
226
Los Angeles
New York
Dallas-Fort Worth
Miami
Houston
Chicago
Philadelphia
Orlando
Tampa
Washington
0 500 1000 1500
Exposed Audience Impression Index (Average = 100)
2457
944
852
560
390
273
248
243
235
218
Los Angeles
Miami
Dallas-Fort Worth
Houston
Orlando
San Diego
Phoenix
San Francisco
Tampa
Sacramento
0 500 1000 1500 2000 2500 3000 Exposed Visitor Impression Index (Average = 100)
• Advertiser X reached audiences most in Los Angeles, New York & Dallas-Fort Worth DMA’s
• Exposed Visitors were most likely to be reached in Los Angeles, Miami & Dallas. New York was not among top indexing DMA’s by impression delivery
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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%
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.
9.94%
18.40%
20.99%
37.34%
13.01%
0.32%
0% 10% 20% 30% 40%
25 miles or more
10 to 25 miles
5 to 10 miles
1 to 5 miles
500 ft to 1 mile
less than 500 ft
% of Impressions
Impr
esis
on P
roxi
mity
to V
isite
d S
tore
Impressions by Proximity Exposed Visitor
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Top Advertiser X Visited Heat Map Exposed Visitor
The heat map above highlights the Advertiser X Locations nationwide that received the most visits over the campaign time period.
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The heat map above highlights the Advertiser X Locations nationwide that received the most visits over the campaign time period.
Top Advertiser X Visited Heat Map Exposed Visitor
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Visits by Top State & Top DMA Exposed Visitor
• By State, Advertiser X locations in California, Florida & Texas saw above high average visits during the campaign
• By DMA, Advertiser X locations in major West Coast, Southwest, Florida cities saw the greatest volume of visits
2075
953
699
154
112
110
95
71
63
61
CA
FL
TX
NV
AZ
NY
WA
PA
IL
CO
0 500 1000 1500 2000 2500
Exposed Visitor Visit Index (Average = 100)
2311
968
701
587
491
476
328
290
273
244
Los Angeles
Miami
Dallas-Fort Worth
San Francisco
Sacramento
Orlando
Houston
Las Vegas
San Diego
Tampa
0 500 1000 1500 2000 2500
Exposed Visitor Visit Index (Average = 100)
Exposed Visitors: Top 10 States Exposed Visitors: Top 10 DMAs
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Top 20 Advertiser X Visited: Exposed Visitor
City Address State Zip
Exposed Visit Index
(Average Visits =100)
Overall Visit Index (Average Visits =100)
Chicago 1234 Drive IL 10001 291 170 San
Francisco 1235 Drive CA 10002 265 168
Miami 1236 Drive FL 10003 217 128 Atlanta 1237 Drive GA 10004 214 142
Baltimore 1238 Drive MD 10005 200 170 Boston 1239 Drive MA 10006 193 143 Phoenix 1240 Drive AZ 10007 185 120
Secaucus 1241 Drive NJ 10008 176 145 Bronx 1242 Drive NY 10009 170 104
Brooklyn 1243 Drive NY 10010 167 104
Queens 1244 Drive NY 10011 163 111 Los Angeles 1245 Drive CA 10012 160 165
Houston 1246 Drive TX 10013 159 95 Denver 1247 Drive CO 10014 156 104
Nashville 1248 Drive TN 10015 147 87
Philadelphia 1249 Drive PA 10016 137 102
Minneapolis 1250 Drive MS 10017 136 109 Portland 1251 Drive OR 10018 135 95 Seattle 1252 Drive WA 10019 135 313
San Diego 1253 Drive CA 10020 127 84
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Visits by Days After Ad Exposure Exposed Visitor
Day After Exposure
Daily Visit Index
Same Day
138
Day 7
92
Day 14
65
Average Time to Visit First Visit: # of Visits by Days after 1st 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.
117
138
120 112
98 97 92 92 89
83 82 78 72
64 65
20
40
60
80
100
120
140
160
Day 0
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Day 8
Day 9
Day 10
Day 11
Day 12
Day 13
Day 14
Dai
ly V
isit
Inde
x (A
vera
ge =
100
)
Days after Ad Exposure
5.83 Days
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Visits by Day of Week Exposed Visitor
Day of Week High: Friday
12% Day of Week Low: Monday
8%
• 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
92 97 94
103 112 109
93
0
20
40
60
80
100
120
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Dai
ly V
isit
Inde
x (A
vera
ge =
100
)
Day of Week
Below Average
Above Average
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Visits by Time of Day Exposed Visitor
Peak Visit Time Per Hour:
12 - 1 PM
31% Low Visit Time Per Hour:
8 – 9 AM
39%
Visits by Hour of Day
• 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).
0
20
40
60
80
100
120
140
160
8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM
Hou
rly V
isit
Inde
x (A
vera
ge =
100
)
Hour of Day
Below Average
Above Average
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Locations Visited Prior Exposed Visitor
• 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
• 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
Top Locations Visited: 2 hours before
Top Location Category Visited: 2 hours before
Walmart, 496
Starbucks Coffee, 340
7-Eleven, 301
Shell Station, 257
Walgreens, 183
CVS Pharmacy, 163
Bank of America, 153
Chevron, 131
Target, 129
Wells Fargo Bank, 129
Clothing & Accessories,
720
Convenience Stores & Service
Stations, 477
Hotels, Motels, &
Lodging, 444
Banks & Credit Unions,
403 Shopping Malls &
Centers, 330
Pharmacies, 294
Shoes & Shoe Repairs, 190
Automobile - Parts &
Accessories, 154
Pawn Shops & Discount Stores, 154
Automobile - Repairs &
Services, 152
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Visits to Other Locations Exposed Audience
Top 20 Other Businesses Visited Top Competitor Stores Visited
• 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
• 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
593 519
483 349
299 280
240 228
189 174 168
153 149 149 141 136 133 129 127 118
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
0 100 200 300 400 500 600 700
All Exposed Visit Index (Average = 100)
206
158
132
105
86
79
67
66
64
37
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 6
Competitor 7
Competitor 8
Competitor 9
Competitor 10
0 50 100 150 200 250
All Exposed Visit Index (Average = 100)
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Appendix
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LCI™ Methodology
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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 Frequency: LCI™ Pixel Fires ÷ Unique Devices Exposed
General Population: 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
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)
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 non-exposed 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
Projected Visits Standard Deviation: Variances (σ2) 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 (σ) of the LCI™ Lift measure
Confidence Interval: Confidence of the measure per statistics fundamentals; assuming normal probability distribution, >95%+ constitutes a valid measure
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Calculations Definitions
!Exposed Visit Rate =!Exposed Device Visit Rate = Exposed Visits ÷ Exposed Unique Devices ÷ General Population Visit Rate Where General Population Visit Rate = General Population Visits ÷ General Population Devices
Location Conversion Index (LCI™) Lift = (Exposed Audience Lift – Audience Matched Control Lift) ÷ (Exposed Visits + Control Visits) * 100
Local Conversion Index (LCI™) !Overall Projected Store Visits = Exposed Device Visits * ND Device ÷ DMA Size Ratio
!Local Conversion Index (LCI™) !Incremental Projected Store Visits = !Overall Projected Store Visits * LCI Lift
Local Conversion Index (LCI™) !Organic Projected Store Visits = !Overall Projected Store Visits – Incremental Projected Store Visits
Cost Per Overall Store Visit = !Spend ÷ Overall Projected Store Visits Cost Per Incremental Store Visit = Spend ÷ Incremental Projected Store Visits!