IDEASBRIGHT

FOR 2019

Presented by

How top brands are using today’s data to solve omni-channel marketing challenges

OVERVIEWReal use cases that shine

REAL INSIGHTSRevolve around the customer

• Data Linking

• Personas

• Customer Journey Mapping

• TV Planning

• Promotion Planning

IDEAL AUDIENCESReach them anywhere in the marketing universe

• Competitors’ Customers

• Event Goers

• TV Viewers

• Out-Of-Homers

• Omni-Channel Shoppers

• Store Visitors

ROI MEASUREMENTEnsure a big bang for your buck

• Cross-Media Attribution

• TV-to-Store

• Web-to-Store

• Sales Lift

• Omni-Channel Program

This lookbook will shed light on key use cases and best practices across three core focus areas:

The omni-channel shopper has created a complex and competitive landscape for marketers to navigate. The hurdles are high and wide, but those that are using data to learn about their customers, effectively reach them across channels, and accurately measure the results of their marketing efforts are shooting ahead of the pack.

In light of the New Year, we’ve highlighted innovative new ways top brands are leveraging today’s data and technology to achieve omni-channel marketing success. We hope these use cases are illuminating and help you shoot your marketing program to the stars this upcoming year!

BRIGHT IDEASFOR INSIGHTSWhile omni-channel consumers create many challenges for brands, the savviest marketers are capitalizing on one massive asset they bring to the table: Data. By harnessing intelligence from digital devices, CRM interactions, and third-party data sources, marketers are gaining the most comprehensive view of today’s consumers and their path to purchase.

REAL INSIGHTSRevolve around the customer

LifestyleMajority of brand A

customers are parents living in Georgia, New

York and Texas

Shopping56% of brand A

visitors also visited brand B

Travel45% are currently

enrolled in frequent flyer programs

Loyalty 42% are enrolled in

loyalty/rewards programs

Hobbies & InterestsThe top activities for brand A visitors are shopping (59.5%),

fine dining (49.8%), and visiting a spa (19.1%)

PreferencesBrand A customers are 29%

more likely to be receptive of mobile advertising if they receive something of value in exchange

Imagine the marketing possibilities with unique access to customer data-driven insights, such as brand and product affinities or shopping behavior with competitors. Understanding how customers live, work, shop, eat, and play opens a whole new world of marketing opportunities.

Understand how customers behave online and in the physical world

Plan intelligentomni-channel campaignsUse data-driven insights to enhance your own customer data, strengthen competitive strategy, and inform campaign planning across channels (mobile, display, TV, email, out-of-home, etc.)

DATA LINKINGRetail use case

Combine data for a full view Aggregate data into robust customer profiles for insights, analysis and campaign planning!

Location-based insights are most valuable and powerful for marketers when linked to other forms of customer data. By linking anonymous devices to household addresses, marketers can then use household as the common denominator to associate device users to offline demographic data, CRM data, loyalty program information, and more.

Use CaseMajor retailer wanted to expand its loyal customer base by 50% as a key financial success driver for the brand.

Solution• Leveraged location data to identify people that shopped at the brand’s

physical stores.

• Integrated those individuals into CRM database and targeted audience with omni-channel campaign promoting loyalty program enrollment.

Spotlight on: Link digital data and offline data tied to household

Devices HouseholdYour customer

ObjectiveMajor Consumer Electronics brand wanted to harness location data to form a deeper understanding of its core audience.

Key Location-Based Attributes• Tech Junkie: Lives with her phone and always has the newest device.

• Cost-Conscious Fashionista: Likes to keep up with the latest fashion and is often the first among her friends to try new styles.

• Movie Enthusiast: Loves to watch video on her phone via Netflix, Hulu, Amazon, YouTube & HBO Go, and equally enjoys the experience of going to the movie theater.

* Best practice: The recommended next step is to deliver those target audience members relevant mobile video and TV ads!

PERSONASConsumer Electronics use case

Years old

Occupation:Payroll

Specialist

27

Resides:New York,

NY

Quick Tip: Personas help you identify and understand ideal customers

Meet Samantha

ObjectiveLeading beverage brand wanted to understand where and how its customers shop (by distribution channel) and drive them to buy its product.

Solution• Leveraged location data to gain insight into the customers that visit the

stores where the brand’s product is sold.

• Mapped visitation behavior prior to each purchase opportunity to understand the full customer journey.

• Built actionable audiences based on customer journey insights for omni-channel marketing campaigns promoting its product.

* Bonus: Attributed foot traffic and sales lift to each campaign to analyze how marketing impacted shopping behavior for each distribution channel.

CUSTOMER JOURNEY MAPPINGCPG use case

Spotlight on: Understanding the customer journey by distribution channel

Audience A• Working mom• Fast food eater• Walmart shopper• Movie goer

Audience B• Suburban mom• Healthy living • DIYer• Target shopper

Audience C• Recent college grad• New job • Concert goer• Green shopper

Channel A

Channel B

Channel C

VISITATION

BEHAVIOR

Location-based insights can be used to plan campaigns in every channel, including TV. Here’s how one major brand leveraged location data to enhance Linear TV Planning.

ObjectiveMajor QSR brand wanted to know what shows and networks its diners and competitors’ diners most prefer.

Solution• Leveraged location data to identify heavy visitors to QSR brand’s

locations and competitor locations.

• Analyzed audience members’ TV viewing behavior and ranked the top over-indexing shows and networks.

Best Practice: Buy the Ad spots your competitors’ customers watch!

TV PLANNING QSR use case

The Carmichael Show (NBC)

The Amazing Race (CBC)

Family Guy (FOX)

Mike & Molly (CBS)

Law & Order: Special Victims Unit (NBC)

Once Upon a Time (ABC)

Chicago P.D. (NBC)

Chicago Med (NBC)

Criminal Minds (CBS)

The Family (ABC)

TOP PRIMETIME NETWORK SHOWS

VS.QSR BRAND COMPETITOR

ObjectiveMajor Alcohol brand wanted a constant view of the locations its customers visit to inform promotion planning.

Solution• Worked with NinthDecimal to plot its retail locations on a heat map

and applied location data to visualize customer visitation over time.

• Identified areas with low visitation volume.

• Realigned sponsorships and promotions around low coverage areas to improve marketing efficiency.

* Bonus: Location data can help inform other major business decisions, such as opening or closing stores based on traffic volume.

Low coverage

area revealed!

Spotlight on: Heat map visualization exposes spikes & dips in visitation

* Data and insights provided by NinthDecimal are LDA compliant

PROMOTION PLANNING Alcohol brand use case

BRIGHT IDEASFOR AUDIENCES

Effective people-based marketing requires rich behavioral data that is actionable across channels. That’s why its important for brands to take advantage of today’s powerful and portable data-driven audiences to target based on in-market and competitive shopping, proximity, TV viewing behavior, and more. The following are top examples of how marketers are identifying and activating ideal people-based audiences for omni-channel marketing campaigns.

IDEAL AUDIENCESReach target customers anywhere

One of the most valuable insights into customer behavior is the physical visitation to a brand’s own locations and other competing businesses in the same or surrounding areas.

Marketers use this data to build ideal audiences for conquestingcampaigns with the goal of winning over competitors’ customers and converting their own casual shoppers into loyal brand enthusiasts.

Want to win more customers?Precise boundary mapping allows you to identify people that have physically entered your competitors’ stores versus the neighboring stores or sidewalks, even in highly concentrated cities!

Your Location

Best Practice: Target in-store shoppers with cutting-edge precision

Competitor Identify your casual shoppers who also visit

competitors, and engage them with ads that take into account other location-based

insights like hobbies & interests

ObjectiveMajor car dealership wanted to target high value customers and prospects with compelling ads when they were at nearby competitor lots.

Solution• Leveraged location data to build an audience of people who had

visited its dealership and competitors’ lots over time.

• Used geo-fence targeting and high-impact HD video to drive audience members from surrounding competitors to its own lots.

* Best Practice: Layer in CRM data to enhance the audience and target high-value customer segments with special promotions and offers!

Your Location

Best practice: Mobile Video

.

Click-to-map functionality is

key to successful drive-to-store

campaigns

A recent NinthDecimal study revealed

that custom creative drives the greatest lift in foot

traffic!

COMPETITORSAuto use case

Best practice: Seamless omni-channel campaigns resonate!ObjectiveMajor Financial Services company wanted to capitalize on its event sponsorships for the year, starting with the US Open.

Solution• Leveraged location data to identify people who physically attended

the two-week-long event.

• Onboarded CRM data to segment out non-card members from card members seen at the event.

• Engaged non-card members with mobile campaign to drive new customer acquisition while the brand was top-of-mind.

EVENT GOERSFinancial Services use case

1 2 3

Target prospectscost effectivelyBy suppressing a customer file from your ad targeting, you can reach only prospects with acquisition messaging during and after a sponsored event!

Tap into TV viewership data to target people

who didn’t attend but viewed the

event

Extend across display and social

to optimize engagement and

ROI

Make sure the creative

relates to the event with a

clear CTA

f

TV VIEWERSRetail use case

Device-to-Household matching opens the door to all forms of TV advertising. With insight into consumer devices and associated households, advertisers can retarget people exposed to Linear, Connected/Over-The-Top (OTT), and Addressable TV ads with digital campaigns.

ObjectiveMajor Retailer wanted to drive people exposed to TV advertising to make a purchase in store or online.

Solution• Linear TV: Retargeted consumers after commercial exposure.

• Connected/OTT: Identified targeted IP Addresses/Device IDs and reached those consumers with ads on-the-go.

• Addressable TV: Identified exposed households and served ads to the associated devices in those households with drive-to-store messaging.

Make sure your campaign creative and copy remain consistent

across channels –a fragmented

experience could cost you sales!

Best practice: Deliver a consistent brand experience across channels

Best practice: Cross-device optimization drives engagement!ObjectiveMajor alcohol brand wanted to reinforce its brand message to individuals exposed to Out-Of-Home (OOH) media with highly resonant digital ads.

Solution• Used location data to identify people who physically passed by the

brand’s billboards.

• Served the audience LDA compliant digital video ads on desktop, mobile, and tablet.

ResultsThe campaign was highly effective, especially when deployed across devices, which almost doubled Video Completion Rate (VCR).

OUT-OF-HOMERSAlcohol brand use case

YOUR BILLBOARD

VCR when cross-device strategy is

implemented

2x

* Data and insights provided by NinthDecimal are LDA compliant

ObjectiveTop shoe retailer wanted to retarget recent store visitors and website visitors with digital ads.

Solution• Leveraged location data to identify people who visited a store over a

60-day period.

• Created audience of website visitors via pixel/cookies.

• Dynamically targeted combined audience with custom mobile, display and banner ad creative promoting shopped items and special offers.

* Bonus: Onboard CRM data to suppress website and store visitors who purchased and only target non purchasers.

OMNI-CHANNEL SHOPPERS Retail use case

YOUR BRAND

Combine online and physical shopping

data to deliver relevant product

recommendations via digital ads and

website content!

Quick Tip: Don’t manage your website and stores in silos. Connect them!

STORE VISITORSRetail use case

With omni-channel shopping and the Amazon effect creating massive pressure for marketers to get customers in the door, why pay for anything else? The following is a prime example of how leading brands are taking advantage of Cost-Per-Visit (CPV) pricing models to optimize ad spend dollars and ensure their top KPIs are hit.

ObjectiveA retail brand wanted to ensure an increase in foot traffic during the ever-important holiday season.

SolutionWorked with NinthDecimal to target men’s casual shoppers, married women aged 25-50, and competitive shoppers on a CPV basis.

Performance Delivery

10K $15 100%visits

generated per visit at $150K total

spend

of contracted spend fulfilled

Get more in the doorCPV pricing allows you to optimize toward your target number of store visitors - there’s never been a better, more cost effective way to ensure you hit your goals!

BRIGHT IDEASFOR MEASUREMENT

Many marketers have fully embraced omni-channel campaign management on the execution end, but only the smartest are striving to measure campaign effectiveness across digital, TV, online video, websites, search, and other channels. The following examples showcase key new ways marketers are leveraging sophisticated measurement and attribution tools to analyze and optimize marketing performance across channels.

A people-firstunderstandingBy resolving multiple device IDs to a single user, you can attribute at the person level across online and offline channels.

ROI MEASUREMENTEnsure a big bang for your buck

$

True marketing ROI measurement goes beyond traditional metrics like ad engagement and click-through-rates. However, physical-world behavior, like store visitation, is often a gaping blind spot for marketers.

Location data fills the gap and savvy marketers are taking full advantage of this asset to incorporate offline attribution into their campaign strategy. By understanding how marketing efforts across channels influence store visits (in addition to sales and other metrics), marketers are able to optimize future decisions based on a full view of customer behavior and the path to conversion.

Spotlight on: Tie physical-world behavior to omni-channel campaigns

Audience exposed to campaign

Audience visits store location

Measure incremental lift in store visits

Attribution to media

ObjectiveRetail brand wanted to measure foot traffic and sales driven by digital, OOH, and print media during its Mother’s Day campaign.

Solution• Worked with NinthDecimal to compare visitation behavior of people

exposed to cross-media ads versus people that were not exposed.

• Compared the store visit metrics provided by NinthDecimal to the brand’s total sales data during the Mother’s Day period.

change.

Cross-Media AttributionLuxury retailer use case

Results

.25%

. .LCI® lift in visits

2.4xHigher than benchmark

2.2xLift for

combined Digital & OOH

Spotlight on: Digital & OOH media mix drove highest performance!

Insights gained from the attribution study

reaffirmed the assumption that the

brand’s strategic media mix drives more

people into stores

ObjectiveMajor QSR brand wanted to analyze the impact of its primary sponsorship of a major sporting event on foot traffic.

SolutionThe brand utilized NinthDecimal’s TV measurement solution to accurately prove that the TV ad exposure drove diners, optimize ad spend, and determine the right media mix for future campaigns.

TV-TO-STOREQSR use case

Key Takeaway: TV & mobile outperformed TV only and TV & display

Incremental lift in visits

15% 2.9%TV campaign

performed higher than 12.2% benchmark

Measure and compare the results

of your media in different channels to

identify the right media mix for future

campaigns!

Results

WEB-TO-STOREBridging a crucial gap for retailers

ChallengeDespite the massive effort that goes into developing and maintaining a brand’s website, most marketers are “blind” to the interplay between their website and physical locations. As retailers focus more on getting customers to interact both online and in-store, they need a way to quantify and optimize for that behavior.

SolutionIn response to this major industry challenge, NinthDecimal developed a first-to-market attribution solution, Website LCI®. Initial implementation generated fascinating insights for clients spanning three verticals (QSR, Auto, and Retail), allowing them to better understand the effect of their online presence on driving offline visits.

Key Takeaways

1 32Paid Searchdrove the highest website-to-store conversion rate (1.7x greater than direct site traffic)

Direct Site traffic drove the

highest lift in incremental store

visits

Mobilepage views drove higher incremental lift in store visits than tablet and

desktop

It’s time to connect the dots . . . between your online and offline assets, and retarget omni-channel shoppers with relevant advertising!

ObjectiveA major Retailer wanted to increase revenue from existing customers during its annual summer campaign by encouraging repeat purchases.

SolutionWorked with NinthDecimal to run an attribution study that compared visitation and purchase behavior of those exposed to ads vs. those not exposed throughout the campaign period.

change. Results

Key Takeaway: Combined insights revealed the true effect of advertising!

14%LCI® lift in

incremental visits

7%Lift in

purchase sizeLift in # of purchases

per shopper

25%

SALES LIFTRetail use case

Data-driven campaign optimizations

effectively influenced repeat visits and

purchases among the brand’s core customers

ObjectiveMajor Consumer Electronics brand wanted to measure and optimize the effectiveness of its largest-ever product launch.

Solution• Ran massive omni-channel ad campaign, spanning display, mobile, TV

and OOH media.

• Leveraged combined data to target loyalists, competitors’ customers and consumers with specific lifestyles and interests like college-aged gamers.

• Measured foot traffic lift across 9,000+ locations, covering its full product distribution footprint.

* Bonus: Visitation data can be leveraged to optimize campaigns and future decisions, such as increasing co-marketing budgets with highest performing distribution partners.

OMNI-CHANNEL PROGRAMConsumer Electronics use case

2 Billion digital

impressions over desktop

& mobile

Times Square

Takeover Channel A

Channel B

Channel C

FOOT

TRAFFIC

Spotlight on: Understand how omni-channel campaigns impact foot traffic & sales

NinthDecimal, the leading marketing platform powered by offline behavior, helps the world’s leading brands grow their customer base and revenues.

By connecting offline behavior, where we spend 80% of our time and make 90% of our purchases, to what marketers already know about their customers, NinthDecimal creates a complete view of the customer to fuel company growth.

Whether acquiring new customers, retaining existing customers, or getting them to visit more and buy more, the 9D Marketing platform powers customized brand growth strategies through Audience, Insights, Measurement, and Media solutions, deployed across all marketing channels.

ABOUT NINTHDECIMAL

Want to learn more?Interested in putting one or more of these ideas to action? Contact a NinthDecimal representative today to get started!

NinthDecimal.com

sales@ninthdecimal.com

415.821.8600