Sample

Report

179%!
Lift vs. !
Control Pop.!

-4%!

Powered by
NinthDecimal

CONFIDENTIAL 2015

LCI: Leading Offline Attribution Solution

Precise measurement of incremental consumer
behavior at the point of purchase
Exposure

179%!

Physical World
Behavior

Measurement

Audience Visits
Store Location

LCITM Measures Incremental

Lift in Store Visits

Lift vs. !
Control Pop.!

-4%!

Audience Exposed
to Mobile Campaigns

CONFIDENTIAL 2015

Executive Summary
Advertiser X
179%!Campaign 1
Lift vs. !
Control Pop.!

-4%!

CONFIDENTIAL 2015

Campaign Recap
Campaign Objectives

Advertiser X
Campaign

Drive In-store Traffic

to Advertiser X Locations

Campaign 1

179%!

Flight dates

Lift vs. !
Control Pop.!

1/01/2015 3/31/2015
Budget

-4%!

$100,000

Campaign Summary
$100,000 spend

Location graph

20,000,0000 impressions

Parents

20 frequency

Competitive Shoppers

1,000,000 exposed unique devices

500 locations measured against

CONFIDENTIAL 2015

Overall Exposed Visit Behavior

Exposed visits vs.
general population

179%!

Total Exposed visits

35,000

75%

Projected Overall Visits

(post ad exposure)

Lift vs. ! Exposed Visit Rate

Control Pop.!

Exposed Audiences visited 75% more overall than the

unmatched & unexposed General Population during the
campaign timeframe

%!
-4
Total people exposed

Overall cost per visit

$2.00

1,000,000
Exposed Unique Devices

Cost Per Overall Visit

= Spend/Projected Store Visits (post ad exposure)

CONFIDENTIAL 2015

Incremental Visit Behavior

Location Conversion Index (LCITM)

Incremental visits
due to advertising

LCITM incremental visits

179%!

25%

12,500

Lift vs. ! 99% Confidence (+/- 2.5%)

Control Pop.!
LCITM Lift in store visits vs. Audience Matched
Control due to advertising

Projected Incremental Visits

= Projected Store Visits (post ad exposure)
x LCITM Lift %

-4%! of exposed devices

Number
used to calculate LCI

Cost per incremental visit

100,000

$8.00
Cost Per Incremental Visit

Exposed Devices 1:1 paired with Unexposed

Audience Matched Control for LCITM Calculation

CONFIDENTIAL 2015

= Spend/Projected Incremental Store Visits

Campaign Insights
Advertiser X
179%!Campaign 1
Lift vs. !
Control Pop.!

-4%!

CONFIDENTIAL 2015

Campaign LCI Lift

130.00

125.0

120.00

25%

179%! 110.00
LCI Index

Lift vs. !
100.00
Control Pop
.!

100.00

90.00
80.00

-4%!

50%

70.00

Exposed LCI
Lift vs. Control

20%

60.00
Campaign 1
Audience Matched Control
Exposed Audience LCI

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

CONFIDENTIAL 2015

LCI by Audience
140

130

130

179%!

120

LCI Index

Lift vs. ! 110

Control Pop.!
100

90

x%!

118

100

100

Parents

18%

Exposed LCI
Lift vs. Control

Competitive Store Visitors

80 %!
-4
70
60
Parents
Audience Matched Control

Competitive Shoppers

x%!

30%

Exposed LCI
Lift vs. Control

Exposed Audience LCI

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

CONFIDENTIAL 2015

LCI Projected Store Visits

Post Ad Expose

Projected
Overall Visits

Projected
Incremental Visits

35k

8.8k

Extrapolated from raw visit

count post ad exposure*

Projected Overall Visits

X LCITM Lift % =

Total Visits
Incremental Visits =

Cost Per
Incremental Visit

Average
Daily Visit

179%!
Lift vs. !
Control Pop.!

+/- 3.5K

+/- 220

Projected
Organic Visits

26.2k

-4%!
Cost Per
Total Visit

$2.86
Spend / Projected
Overall Visits =

$11.43
Spend / Projected
Incremental Visits =

389
Overall Visits / # Days of
Campaign =

Visit Projections based on DMA census population counts correlated against NinthDecimal device movements

CONFIDENTIAL 2015

10

LCI Projected Store Visits

Post Ad Expose

Per Vertical

Projected Overall Visits

179%!
Lift vs. !
Control Pop.!

Competitive shoppers

20k

15k

+/- 2k Visits

+/- 1.5 Visits

6k

2.75k

+/- 180 Visits

+/- 55 Visits

14k

12.25k

Cost Per Total Visit

$2.75

$3.00

Cost Per Incremental Visit

$9.17

$16.36

222

434

Projected Incremental Visits

-4%!

Parents

Organic Visits

Average Daily Visit

Visit Projections based on DMA census population counts correlated against NinthDecimal device movements

CONFIDENTIAL 2015

11

Exposed Visit Rate

200

175

180

Exposed Visit Rate Index

179%!

160

75%

140

Lift vs. !
Control Pop.!120

100

100
80

Exposed Visit Rate

60

-4%!

40
20
0

Campaign 1
General Population

Exposed Visit Rate Index

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

CONFIDENTIAL 2015

12

Advertiser X
Audience Insights
179%!Time Period:1/01/2015-3/31/2015
Lift vs. !
Control Pop.!

-4%!

CONFIDENTIAL 2015

13

Audience Profile Analysis

Exposed vs. Visitor
Exposed Audience Profile:

Exposed Visitor Profile:

Moms

179%!
Lift vs. !
Control Pop.!

Females

456

Health Enthusiast

447

Pet Owner

295

Entertainment Enthusiast

284

New / Expectant Mom

-4%!

Females
Age 25 - 34

Age 25 - 34

231

Tech Enthusiasts
Parent of Schoolchildren
100

357

Parent of Schoolchildren

249

290

Green Consumer

283

Fine Dining

277

Tech Enthusiasts

274

HHI: $100 - $150K

242

DIY

232

208

Shopper / Big Box

210

500

700

900

100

1100

All Exposed ND Audience Profile Index

-4%!

325

New / Expectant Mom

210

300

600

1100

Exposed Visitor ND Audience Profile Index

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

CONFIDENTIAL 2015

14

1521

650

Health Enthusiast

345

Sports Enthusiast

Lift vs. !
Control
Pop.!
959

Moms

985

1600

Impression Index by State

Exposed vs. Visitor
Exposed Audience: Top 10 States

Exposed Visitors: Top 10 States

179%!
California
Texas

179%!

Florida

537
394

New York
Illinois

Lift vs. ! 1756

Control Pop.!
968

Texas

771

Florida

Lift vs. !
Control Pop.!

California

985

170

924

Arizona

138

New York

120
105

Pennsylvania

145

Nevada

Michigan

139

Washington

87

New Jersey

136

Illinois

72

Georgia

127

North Carolina

62

North Carolina

125

Utah

58

-4%!

200

400

600

800

1000

1200

500

1000

1500

2000

Exposed Visitor Impression Index (Average = 100)

Exposed Audiience Impression Index (Average = 100)

Exposed Visitor impressions were delivered

overwhelmingly in California, Texas & Florida

Advertiser X reached audiences most in California, Texas &

Florida

CONFIDENTIAL 2015

-4%!

15

Impression Index by DMA

Exposed vs. Visitor
Exposed Visitors: Top 10 DMAs

Exposed Audience: Top 10 DMAs

Los Angeles

1362

New York

179%!

Dallas-Fort Worth

Lift vs. !
Control Pop.!

Los Angeles

911

404

Houston

392

Dallas-Fort
Worth

852

Houston

560
390

Orlando

297

Chicago

944

Miami

647

Miami

2457

San Diego

273

Philadelphia

-4%!

258

Phoenix

248

Orlando

242

San Francisco

243

Tampa

232

Tampa

235

Washington

226

Sacramento

218

500

1000

1500

1000

1500

2000

2500

3000

Exposed Visitors were most likely to be reached in Los

Angeles, Miami & Dallas. New York was not among top
indexing DMAs by impression delivery

Advertiser X reached audiences most in Los Angeles, New

York & Dallas-Fort Worth DMAs

CONFIDENTIAL 2015

500

Exposed Visitor Impression Index (Average = 100)

Exposed Audience Impression Index (Average = 100)

16

Impressions by Proximity

Impresison Proximity to Visited Store

Exposed Visitor

179%!

Lift vs. !
Control Pop.!

less than 500 ft

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%

0.32%

500 ft to 1 mile

13.01%

1 to 5 miles

37.34%

5 to 10 miles

20.99%

-4%!

10 to 25 miles

18.40%

25 miles or more

9.94%
0%

10%

20%

30%

40%

% of Impressions

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.

CONFIDENTIAL 2015

17

Top Advertiser X Visited Heat Map

Exposed Visitor

179%!
Lift vs. !
Control Pop.!

-4%!

The heat map above highlights the Advertiser X Locations nationwide that received the most visits over the campaign
time period.

CONFIDENTIAL 2015

18

Top Advertiser X Visited Heat Map

Exposed Visitor

179%!
Lift vs. !
Control Pop.!

-4%!

The heat map above highlights the Advertiser X Locations nationwide that received the most visits over the
campaign time period.

CONFIDENTIAL 2015

19

Visits by Top State & Top DMA

Exposed Visitor
Exposed Visitors: Top 10 States

CA

179%!

Exposed Visitors: Top 10 DMAs

Los Angeles

2075

Miami

953

FL
TX

968

Dallas-Fort Worth

699

Lift vs. ! NV
Control Pop.!

2311

701

San Francisco

154

587

AZ

112

Sacramento

491

NY

110

Orlando

476

WA

95

Houston

328

PA
-4%!71

Las Vegas

290

IL

63

San Diego

273

CO

61

Tampa

244

500

1000

1500

2000

2500

1000

1500

2000

2500

Exposed Visitor Visit Index (Average = 100)

Exposed Visitor Visit Index (Average = 100)

By State, Advertiser X locations in California, Florida & Texas

saw above high average visits during the campaign

CONFIDENTIAL 2015

500

By DMA, Advertiser X locations in major West Coast,

Southwest, Florida cities saw the greatest volume of visits

20

Top 20 Advertiser X Visited:

Exposed Visitor
Address

State

Zip

Exposed Visit Index

(Average Visits =100)

Overall Visit Index

(Average Visits =100)

1234 Drive

IL

10001

291

170

1235 Drive

CA

10002

265

168

1236 Drive
1237 Drive
1238 Drive
1239 Drive
1240 Drive
1241 Drive
1242 Drive

FL
GA
MD
MA
AZ
NJ
NY

10003
10004
10005
10006
10007
10008
10009

217
214
200
193
185
176
170

128
142
170
143
120
145
104

1243 Drive

NY

10010

167

104

Los Angeles
Houston
Denver
Nashville

1244 Drive
1245 Drive
1246 Drive
1247 Drive
1248 Drive

NY
CA
TX
CO
TN

10011
10012
10013
10014
10015

163
160
159
156
147

111
165
95
104
87

Philadelphia

1249 Drive

PA

10016

137

102

Minneapolis
Portland
Seattle
San Diego

1250 Drive
1251 Drive
1252 Drive
1253 Drive

MS
OR
WA
CA

10017
10018
10019
10020

136
135
135
127

109
95
313
84

City
Chicago
San
Francisco
Miami
Atlanta
Lift vs. !
Baltimore
Control Pop.! Boston
Phoenix
Secaucus
Bronx

179%!

%!
Brooklyn
-4
Queens

CONFIDENTIAL 2015

21

Visits by Days After Ad Exposure

Exposed Visitor
# of Visits by Days after 1st Ad Exposure
Average Time to Visit First Visit:

5.83 Days

160
138

179%!

Daily Visit Index (Average = 100)

140

Lift vs. !
Control Pop.!

120

117

120
112
98

100

97

92

92

89

80

83

82

78

72
64

65

60

Day After
Exposure

Daily Visit
Index

Same Day

138

Day 7

92

Day 14

65

-4%!
40
20
Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day
0
1
2
3
4
5
6
7
8
9
10 11 12 13 14
Days after 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.

CONFIDENTIAL 2015

22

Visits by Day of Week

Exposed Visitor

Day of Week High:

Friday
112

179%!

Daily Visit Index (Average = 100)

120

Lift vs. !
Control Pop.!

100

92

97

103

109

94

93

80
60

12%

Above
Average

Day of Week Low:

Monday

40

-4%!
20
0
Monday

Tuesday Wednesday Thursday

Friday

Saturday

Sunday

8%

Day of Week

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

CONFIDENTIAL 2015

23

Below
Average

Visits by Time of Day

Exposed Visitor
Visits by Hour of Day

Peak Visit
Time Per Hour:

12 - 1 PM

179%!

Hourly Visit Index (Average = 100)

160

Lift vs. !
Control Pop.!

140

31%

120
100
80

Low Visit
Time Per Hour:

-4%!
60

8 9 AM

40
20
0

8 AM

Above
Average

9 AM 10 AM 11 AM 12 PM 1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

Hour of Day

9 PM

39%

Below
Average

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).

CONFIDENTIAL 2015

24

Locations Visited Prior

Exposed Visitor
Top Locations Visited:
2 hours before

Wells Fargo
Bank, 129

Top Location Category

Visited: 2 hours before
Automobile Repairs &
Services, 152
Pawn Shops
& Discount
Stores, 154

Walmart, 496

Target, 129
179%!

Lift vs. !
Chevron, 131
Control Pop.!

Automobile Parts &

Accessories,
154

Starbucks
Coffee, 340

Bank of
America, 153

Clothing &
Accessories,
720

Convenience
Stores &
Service
Stations, 477

Shoes & Shoe

Repairs, 190

CVS
Pharmacy, 163

-4%!

Walgreens,
183

Pharmacies,
294

7-Eleven, 301

Shopping
Malls &
Centers, 330

Shell Station,
257

Banks &
Credit Unions,
403

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

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

CONFIDENTIAL 2015

Hotels,
Motels, &
Lodging, 444

25

Visits to Other Locations

Exposed Audience
Top Competitor Stores Visited

Competitor 1

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

206

Competitor 2

179%!

Top 20 Other Businesses Visited

158

Competitor 3

132

Lift vs. ! Competitor 4

Competitor
5
Control Pop
.!

105
86

Competitor 6

79
67

Competitor 7

-4%!

Competitor 8

66

Competitor 9

64

Competitor 10

37
0

50

100

150

200

250

593

349
299
280
240
228
189
174
168
153
149
149
141
136
133
129
127
118
0

100

200

300

400

500

600

700

All Exposed Visit Index (Average = 100)

All Exposed Visit Index (Average = 100)

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
CONFIDENTIAL 2015

519
483

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

26

Appendix
179%!
Lift vs. !
Control Pop.!

-4%!

CONFIDENTIAL 2015

27

LCI Methodology

179%!
Lift vs. !
Control Pop.!

-4%!

CONFIDENTIAL 2015

28

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

179%!

Frequency:

LiftLCI
vs.Pixel
! Fires Unique Devices Exposed
General
Control
PopPopulation:
.!

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

-4%!

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)

CONFIDENTIAL 2015

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 nonexposed 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

29

Projected Visits Standard Deviation:

Variances (2) 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 () of the LCI Lift measure
Confidence Interval:
Confidence of the measure per statistics fundamentals;
assuming normal probability distribution, >95%+
constitutes a valid measure

Calculations Definitions
!

Local Conversion Index (LCI) !

Incremental Projected Store Visits = !

Exposed Visit Rate =!

Exposed Device Visit Rate = Exposed
Visits Exposed Unique Devices
General Population Visit Rate

179%!

Overall Projected
Store Visits * LCI Lift

Where General Population Visit Rate = General

Population Visits General Population Devices

Local Conversion Index (LCI) !

Organic Projected Store Visits = !

Lift vs. !
Control PopLocation
.!
Conversion Index (LCI) Lift =
(Exposed Audience Lift Audience Matched
Control Lift) (Exposed Visits + Control Visits) *
100

Overall Projected Store Visits

Incremental Projected Store Visits

Cost Per Overall Store Visit = !

Spend Overall
Projected Store Visits

-4%!

Local Conversion Index (LCI) !

Overall Projected Store Visits =

Cost Per Incremental Store Visit =

Exposed Device Visits * ND

Device DMA Size Ratio

CONFIDENTIAL 2015

Spend Incremental
Projected Store Visits!

30