This sessionwas presented at the LSA17 event in San Diego, February 27 - March 1, 2017.

1. 1 CONFIDENTIAL ©2017 NinthDecimal
NinthDecimal & Ansira
Location Data in Action
Todd Rose
NinthDecimal
SVP, Business Development
Shaun Parnell
Ansira
VP, Media

2. 2 CONFIDENTIAL ©2017 NinthDecimal
Mobile Location completes a comprehensive profile of your
customer & provides the lynchpin to a unified identity across
screens
3rd Party
Social, Search,
etc Physical World
DataWebsite
CRM
Transaction,
Email, Beacon
“Single Identity”
Persistent Key for
Media, Data &
Measurement

3. 3 CONFIDENTIAL ©2017 NinthDecimal
Case Study: Global QSR Brand
GOAL
Drive in-store traffic to brand locations LCI™ Incremental Lift
33.62%
Exposed LCI™ Lift vs. Control
RESULTS
STRATEGY
• Loyalist targeting: Targeted brand loyalists (based on
historical location behavior) with defined age and HHI
attributes within a 2-mile geofence of client locations
• Competitive conquesting: Targeted customers of competitive
QSRs (based on historical location behavior) with defined age
and HHI attributes within a 2 mile-radius of client locations

4. 4 CONFIDENTIAL ©2017 NinthDecimal
LCI™ Results
Additional visits due to
advertising
873K
Competitive Shoppers
Projected overall visits
(post ad exposure)
294K $3.22
TOTAL EXPOSED
VISITS
INCREMENTAL
VISITS
COST PER
INCREMENTAL VISIT
LCI™ CPIV

5. 5 CONFIDENTIAL ©2017 NinthDecimal
Insights: Who is this Brand’s Audience
213
223
225
234
236
237
238
261
276
289
0 50 100 150 200 250 300 350
Health Enthusiast
Cost Conscious Shopper
Foodie
Leisure Traveler
Pet Owners
Big Box Shopper
Casual Diner
Movie Enthusiast
DIY Enthusiast
Fast Food Diner
Saw The Ad
Saw The Ad
306
312
317
325
339
395
416
424
511
523
0 100 200 300 400 500 600
Business Traveler
Entertainment Enthusiast
Cost Conscious Shopper
Fast Food Diner
Big Box Shopper
Casual Diner
Pet Owners
Leisure Traveler
Movie Enthusiast
DIY Enthusiast
Saw The Ad & Visited
Saw The Ad & Visited
Key Findings
• DIY Enthusiast, Movie Enthusiast, and Leisure Traveler were among the audiences that visited most

6. 6 CONFIDENTIAL ©2017 NinthDecimal
Insights: Who is this Brand’s Audience
143
99
Age 18-24
Age 25-34
0 20 40 60 80 100 120 140 160
113
69
Male
Female
0 20 40 60 80 100 120
99
102
HHI $0-$50k
HHI $50k-$100k
0 50 100 150
147
99
Age 18-24
Age 25-34
0 20 40 60 80 100 120 140 160
119
55
Male
Female
0 50 100 150
98
103
HHI $0-$50k
HHI $50k-$100k
0 50 100 150
Saw The Ad Saw The Ad & Visited
Key Findings
• Young consumers over-indexed as exposed visitors

7. 7 CONFIDENTIAL ©2017 NinthDecimal
Insights: How Far Will Exposed Visitors Travel
Visits by Proximity to Home – Exposed Visitors
16.51%
5.08%
2.92%
4.70%
8.16%
15.77%
21.62%
13.65%
11.47%
0.13%
50 miles or more25 to 50 miles20 to 25 miles15 to 20 miles10 to 15 miles5 to 10 miles2 to 5 miles1 to 2 miles500 ft to 1 mileless than 500 ft
0%
5%
10%
15%
20%
25%
%ofVisits
Proximity of Home to Visited Store
Key Findings
• 47% of exposed visitors traveled less than 5 miles

8. 8 CONFIDENTIAL ©2017 NinthDecimal
Insights: Visits by Days After 1st Ad Exposure
220
144
122
102
91 90
97
89 87
81
75 80
71 71
78
Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12 Day 13 Day 14
20
70
120
170
220
270
DailyVisitIndex(Average=100)
Days after Ad Exposure
Key Findings
• Visit rates peaked in the first 3 days after ad exposure

9. 9 CONFIDENTIAL ©2017 NinthDecimal
Insights: Share of Foot Traffic (SOFT)
Key Findings
• Brand 1 & 2 accounted for the largest SOFT, 59% of total
• Exposed Visitors were seen most at top competitors
Brand 1
31%
Brand 2
28%
Brand 3
15%
Brand 4
12%
Brand 5
9%
Brand 6
4%
Brand 7
2%
SOFT COMPETITOR OVERLAP:
EXPOSED VISITORS

10. 10 CONFIDENTIAL ©2017 NinthDecimal
NinthDecimal & Ansira
Location Data in Action
Todd Rose
NinthDecimal
SVP, Business Development
Shaun Parnell
Ansira
VP, Media