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ZO And NinthDecimal To Fully Measure Omnichannel By Year’s End

The new partners have started with mobile-only and cross-channel.

David Staas, President, NinthDecimal
NinthDecimal’s David Staas

Last month’s exclusive agreement between Publicis Groupe media planning and analytics unit ZenithOptimedia and mobile data provider NinthDecimal promises to usher in “a new standard of omnichannel measurement and audience insights” for the Publicis Groupe agency’s clients.

The deal is also a validation of NinthDecimal’s focus on positioning itself as a programmatic support system for geo-data based mobile campaigns.

Now that the ink has dried on the partnership papers, GeoMarketing reached out Yale Cohen, ZO’s SVP for Activation Standards, and David Staas, president at NinthDecimal, to discuss the impact their analytics program had on 19 campaigns tested over the past quarter.

Cohen and Staas crafted a collective response to questions about the partnership, suggesting how they’ll be able to provide greater clarity about what sort of advertising is effective — and what doesn’t work — when it comes to online-to-offline marketing.

GeoMarketing: How did this deal between ZenithOptimedia and NinthDecimal come about?

Yale Cohen/David Staas: The partnership grew organically out of an existing relationship. Clients, as well as ZenithOptimedia, recognized that in order to achieve a greater push into the mobile space, new standards of campaign metrics beyond CTR and post click engagement were needed to prove performance.

Early on, NinthDecimal was testing location-based measurement solutions to prove out in-store attribution; this led to subsequent conversations with ZenithOptimedia about solving a major market challenge — one, standard measurement solution for cross-channel campaigns.

ZenithOptimedia, as “the ROI agency,” felt that the technology provided live insights into offline metrics to better inform media decisions. ZenithOptimedia worked with NinthDecimal in the design phase to align with ZenithOptimedia’s vision to provide a better attribution metric to compare campaigns, across media, and build a singular measurement solution.

Brands will use the measurement solution, as well as the unique audience and campaign insights to accurately measure and optimize their cross-channel campaigns for the highest ROI. In addition, they can leverage this new, invaluable data to optimize their overall holistic marketing strategy.

More specifically, via ZenithOptimedia, brands will now be able to precisely measure in-store lift resulting from their mobile and cross-device campaigns [between Q4 2014 and Q2 2015] and omnichannel campaigns by year’s end.

What is the LCI platform and what sort of data does it gather and analyze?

The real question is, “What is the difference between this solution and other methods?”

The proprietary physical world behavior, location data (audience intelligence), and patent-pending technology that power the offline attribution platform, LCI, provide unique insights that ZenithOptimedia will be providing their clients.

Overall, the partnership integrates two innovative technologies and the methodology behind LCI enables ZenithOptimedia to provide precise, accurate lift in store visits that deliver offline campaign attribution ROI and unique insights not otherwise available in the market.

Other methods currently measure mobile only, and those that use [a] probabilistic panel-based approach are more limited than [those using an] impression-based deterministic approach. The brand new cross-device LCI solution leverages highly precise location-powered data from over 1 billion devices providing 1 trillion data points, with 200 billion new data points monthly. LCI will be the only programmatic solution that brands can [use to] weigh the value of the media property and give optimization insights on all placements and even on creative.

Is it solely based on the data from the 75 partners that NinthDecimal has in its network? And are those partners primarily brands, publishers, or retail outlets — or some combination of all three?

The location data, precision, and scale of this data, and the offline attribution measurement data, come from NinthDecimal’s LCI platform, which identifies incremental lift in location visits driven by an ad campaign. Partner data provides campaign exposure data to create exposed and control groups.

Over 75 media partners including publishers and ad networks have or are in the process of integrating NinthDecimal’s LCI measurement pixel/tag for campaign wide measurement. The certification happens through NinthDecimal’s LCI Verified Partner program. The pixel provides data that enables ZenithOptimedia to offer their clients accurate campaign measurement, and have an apples-to-apples comparison across all media partner campaigns.

Do you think that metrics such as In-Store Visitation Lift and Secondary-Action Rate (SAR) can meet marketers’ demand for clear mobile attribution?

Basic measurement through clickthrough rates or SAR are considered the minimums for helping provide clients with optimization and media recommendations.

With clients already skeptical about how “fat fingers” and other factors affect insights, adding in-store attribution serves to complement these metrics. ZenithOptimedia is now able to correlate click behavior with real life in-store attribution. Having a larger picture of consumer actions along the pathway to conversion helps [NinthDecimal] become smarter marketers; mobile location data is the glue that will help tie that back.

What are the terms of the exclusivity of this arrangement?

ZenithOptimedia clients will have exclusivity for a period of time to the cross-device LCI attribution. In addition, ZenithOptimedia will have access to a pre-planning dashboard to take advantage of live location and audience insights to inform clients’ strategies, even before media buys are placed.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.