This session was presented at the 2018 Place Conference in New York City on September 13, 2018.

1. Jennifer Pelino, SVP, Omni-Channel Media, IRI
Duncan McCall, CEO and Co-Founder, PlaceIQ
September 2018
GO THE DISTANCE
WITH INTEGRATED
LOCATION INSIGHTS
Place Conference 2018, NYC

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Duncan McCall
CEO and
Co-Founder
Today’s Presenters
Jennifer Pelino
SVP,
Omni-Channel
Media

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Consumer Smartphone Use
Mobile is more than 50% of time spent online
Gen Y & Millennials spend more time on smartphones
with higher level of engagement
75% of U.S. adults have smartphones in 2017
76% of CPG shopping trips begin online
Mobile in-app spending to exceed $44B by 2020

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The Consumer Path to Purchase Can Appear Daunting
Specialty
Stations
Social/
Digital
Location
Data
QSR/
LSR
Delivery
E-comm
Click
Pick Up
1:1
Personalization

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IRI Closes the Loop Between What Consumers
are Exposed to and What They Do in the Store
350M Loyalty Cards
100M HHs
15+ Retailers
Grocery, Club, Drug,
C-Store

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The Ability to Connect Online and Offline
Behavior Clarifies the Consumer Journey

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This Data Enables Brands to Connect with Consumer Groups
Based on In-Store Behavior Across All Media Channels
Loves Your Brand
Gluten Free
She Buys Spicy Flavors
Shops Weekly
Majority of Her
Online Browsing
Occurs On Mobile
New!
Gluten Free
Spicy
Snack Chips
Learn more

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Personalization Challenges
Right Level of
Personalization
Right Point in Purchase
Cycle
Right
Context

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Timing is Everything

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IRI Data
350M+ loyalty cards
brand purchasing from
15+ major retailers +
IRI’s National
Consumer Panel
PlaceIQ
Location-based insights
collected from 190M
anonymous devices
connected to related HH
data
Purchase Impact
Identification of the
consumers geo-location to:
assess path to purchase,
serve ads at the right time
and close the loop to in-
store sales
+ =

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Heads Home
CRM Segments
Grabs Dinner
& Drinks
Goes ShoppingDrives to WorkWorks Out
Location Uncovers the Hidden Parts of the Journey
Lifestyle:
Gym Visitor
Lifestyle:
Health Conscious
Commute Path:
Commuter
Job:
Finance
Dining:
QSR Restaurant
Lifestyle:
Bar Goer
Demographic:
Hispanic
HH Income:
$100k+
Shopping:
Fashionista
Purchase Data
CRM Segments

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We are Creatures of Habit
The average American
spends each day within
10 miles
of their home
10 80
80% of all items
on shopping list
are consistent from
week to week

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Existing
Affinities &
Demos
Online
Behaviors +
Research
Purchase
Propensity
Store Visitation Purchase
We Market to “Make the Cash Register Ring”:
Location Data is a Leading Indicator of Purchase

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Join the Journey
Preferences
Self-proclaimed
information
Consumer
Information
Name, Physical Address,
Email, Phone
Social Media Alias
(ex. Twitter
Handle)
Program
Activities/Status
Website visits,
clicks, actions
Email opens, clicks
Code entry, reward redemption
Coupon print, sweepstakes
Social media activities
(likes, re-tweets,
pins)
where
are they
now
where are
they likely to
go
where has
your consumer
been

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A Relevant, Personalized, and Optimized Journey Can be at Your Fingertips
• Digital & Offline Data
• Digital & Offline Attribution
• Digital & Offline Platforms
• Digital & Offline Behaviors
Analyze
Target
Measure
Understand
360º
Understanding
Offline + Online
Identity & Behavior
• Physical Context
• Physical Attribution
• Location Analytics
• Physical Behaviors
Physical World
Identity & Behavior
Link Identity
& Behavior
Exposure Data + Location Lift + Sales Lift = True Marketing ROI

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Use Case: Client Quantifies Impact of Event Sponsorship on Subsequent Purchase
Objective – Identify Behaviors & Impact Among Those Exposed to Brand’s Sponsorship at Sporting Events
Match PIQ event
visitors to IRI
Households
2x $/HH lift
attendees vs. control
IRI assessed their
subsequent in-store
purchase behavior
PlaceIQ identified who
was at the event

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Repeated Exposure to Events Greatly Increases Sales Lift
% $ Lift by Number of Event Visits / Client Brand
13.1% 12.8%
4.6%
31.7%
Total Lift 1 Event 2 Events 3+ Events
Visitors who attend
multiple events show
a stronger Sales Lift
Source: PlaceIQ | IRI multi-outlet retailer loyalty card panel

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Client Assesses the Path to Event to Uncover Field Marketing Opportunities

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Largest Opportunity to Target Consumers Around QSRs, Casual Dining and Hotels
1.9% -
360 HHs
11.0% - 614 HHs
Hilton, Marriott
14.4% - 803 HHs
Target, Sunoco
Places Visited by
5,572 People
17.6% - 980 HHs
Hooters,
Subway,
McDonald’s
Baltimore
24 Hours Prior to Event

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Additional Use Cases for Purchase and Location Data
Path to Purchase
Assessment
Understand the true
path to purchase
for insights into
conversion rates /
trends and share
of stomach
Events and
Sponsorships
Analyze loyalty and
cross-channel
marketing attribution,
including out-of-
home sponsorships
Store or Pop-Up
Placement
Place stores, in-store
demos, and pop-up
events for
convenience based
on consumers
dynamic daily
movements
Household
Profiling
Better understand
your core consumers
based on their path
to purchase and
location preferences
of individuals within
the household

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Above All… Add Value

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Quality Purchase and Location Data Begins at the Source
Purchase Data Location Data
How is the data collected? How is the data collected?
What is the data source? Is your data cleansed?
How many unique verified
purchasing households?
How many unique
devices are observed?
What % of your audiences
are verified buyers?
How is a place identified?
How often is purchase
data refreshed?
How often is purchase
data refreshed?

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Traditional Good Better Best
Demographic
Life-stage data
collected by the
census
Contextual
Online behavior
data (clicks, views)
collected by
cookies
Behavioral
Purchase-Based
with Location
Purchase
propensity data
collected by
surveys, search
history, etc.
Loyalty Card data
combined with
consumers’ point-
in-time location
Household-level
transaction data
collected passively
through loyalty
cards
Purchase Based
Targeting
4x
ROAS
Be Relevant
Purchase Behavior and Location Combined Lead to 4X ROAS

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Align Your Audience With Your Objective
Acquire consumers by reaching
verified medium and heavy
known category buyers and
lapsed brand buyers.
ACQUIRE
Reach verified light and
medium buyers of your brand
to increase loyalty.
BUILD LOYALTY
Reach lapsed brand buyers and heavy
category switchers to drive consumers
back to your brand.
WIN BACK
Reach high propensity buyers
of your retailer of choice to
reach consumers most likely
to shop at that store.
WIN AT RETAIL
Reach high propensity buyers of your
competitors to increase penetration
and grow share.
GROW SHARE
Increase trial for your new product by
reaching category buyers and verified
brand buyers.
DRIVE TRIAL

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Audiences built by understanding daily
routines, store locations, and their
interactions in a market.
Smart market area audiences
S M A AU D I E N C E S I N C L U D E D E V I C E S
T H AT …
LIVE BY
live near a
brand’s physical
location
DR IVE BY
commute past a
brand’s physical
location
regularly
W O RK BY
work near a
brand’s physical
location
Fit in with your consumers habits

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Be There When it Matters
New Home
New HabitNew Pet
New JobCollege
New Diet

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Advertising Possibilities are Endless as Shoppers
Traverse Between the Digital and Physical World

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Key Take-Aways
Think Cross Platform
Location and CPG data can uncover
completely new measurement & ROI
opportunities
Purchase Data + Location Data
Provides new opportunity holistic
targeting and marketing ROI
Personalization only goes so
far if it isn’t delivered at the
right time in the right context
Timing is Everything
We are Creatures of Habit
When it comes to using location
data, it’s okay to think about
behavior at a macro level

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Questions?

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© 2018 Information Resources Inc. (IRI).
Confidential and Proprietary. 30
THANK
YOU!
Jennifer Pelino
SVP, Omni-Channel Media
IRI
Duncan McCall
CEO and Co-Founder
PlaceIQ