2016 Place Conf: Case Study - McDonald's Monopoly

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


Mobile Physical World

Brands Are Blind to the Place Where Consumers Spends Majority of Their Time?


What is NinthDecimal?The MOST COMPREHENSIVEunderstanding of people by connecting their digital & physical lives


McDonald’s Case Study: 2016 Monopoly


• 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?




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 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.

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Days after Ad Exposure

Key Takeaways


• 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.

2016 Place Conf: Case Study - McDonald's Monopoly

Marketing

Transcript of 2016 Place Conf: Case Study - McDonald's Monopoly