Location Conversion Index™ Reveals 47 Percent Incremental Increase in Visitors
SAN FRANCISCO — June 12, 2017 — NinthDecimal, the marketing platform powered by location data, today released a study that directly links audience intelligence from its proprietary Location Graph™ platform to a quantifiable incremental lift in visitors for RaceTrac, operator and owner of more than 450 convenience stores in the south. Using physical-world behavioral data from NinthDecimal, RaceTrac’s month-long ‘drive-to-store’ mobile ad campaign generated a 47 percent increase in incremental convenience store visits.
“By using NinthDecimal’s physical-world data, we were able to successfully reach not only our loyal guests but also our competitors’ audiences, and drive these individuals into our locations in a measurable way,” said Jamie Rodgers, brand director of RaceTrac.
Drive-to-store mobile ad campaign invites nearby drivers for a ‘cup of Joe’
Heading into the holiday season, RaceTrac worked with the full-service digital agency Vert, design firm R/GA and NinthDecimal to create a dynamic, engaging “drive-to-store” mobile ad unit. The rich media ad was designed to guide mobile users to the nearest RaceTrac convenience store using their current location. NinthDecimal then built a profile of consumers who were most likely to respond to the ad based on past visits to RaceTrac locations and to competing convenience stores using NinthDecimal’s audience intelligence from Location Graph™, and served the ad to qualified users when they were within 10 miles of a RaceTrac convenience store.
The 47 percent lift in visits to RaceTrac locations directly attributable to the mobile ad campaign, demonstrate RaceTrac’s ability to optimize marketing spend and drive qualified traffic to participating stores.
“In the era of data-driven marketing, it’s incredibly valuable for brands to understand the effectiveness of their ad spend down to the last cent,” said David Staas, president of NinthDecimal. “The RaceTrac marketing campaign shows how brands can leverage mobile location data to reach new and existing customers as well as deliver real-world business results through digital advertising.”
Read the full RaceTrac case study here.
NinthDecimal is the marketing platform powered by location data. It harnesses this data to build a precise understanding of consumers’ physical world behavior. Fortune 500 companies and marquee brands activate this customer intelligence through audience targeting, measurement, insights and data licensing solutions. By filling the massive gap in understanding how consumers spend the majority of their time, NinthDecimal provides marketers a new model of the customer journey for impactful engagement.
NinthDecimal processes trillions of data points from over 135 million unique devices every month to power its product suite. Location Graph™ is the most precise audience intelligence technology in the market. Location Conversion Index™ (LCI™) is the leading offline attribution solution with over 200 integrated media and advertising partners. NinthDecimal’s unique household to device matching capability bridges online and offline data, powering omnichannel offerings that include partnerships with leading companies.
NinthDecimal has been recognized by Inc. Magazine and Frost & Sullivan as one of the fastest growing and most innovative companies. Follow NinthDecimal on Twitter (@NinthDecimal) and like us on Facebook. Learn more at NinthDecimal.com.