Audience intelligence data from NinthDecimal led to a 47% of increase in the number of store visitors for RaceTrac
NinthDecimal announced in a study that the audience intelligence solution from its Location Graph™ platform has driven a quantifiable raise in store visitors for RaceTrac, and operator and owner of over 450 convenience stores. The month old ‘drive-to-store’ mobile ad campaign has benefited from the physical-world behavioural data from NinthDecimal as the campaign has eventually generated a 47% increase in additional convenience store visits as revealed by the Location Conversion Index™.
Jamie Rodgers, brand director of RaceTrac, commented, “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.”
Drivers nearby are invited for a ‘cup of Joe’
The dynamic and engaging “drive-to-store” mobile ad unit had set RaceTrac to associate with the full-service digital agency Vert, design firm R/GA and NinthDecimal. The ad and its message were designed to guide mobile users to the nearest RaceTrac convenience store using their current location. A profile of consumers likely to respond to the ad based on their previous visits to the RaceTrac stores was created by NinthDecimal. The data also included details of visitors to competing convenient stores. The entire profile was created by using NinthDecimal’s audience intelligence from Location Graph™. It presented the ad to qualified users when they were within 10 miles of a RaceTrac convenience store.
The mobile ad campaign contributed to a 47% increase in footfalls at RaceTrac stores. It establishes the ability of RaceTrac to optimize marketing expenditure and drive qualified traffic to participating stores using audience intelligence from NinthDecimal.
“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. 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.” said David Staas, President of NinthDecimal.