Sense Networks Introduces New Industry Standard for Measuring the Success of Mobile Ad Campaigns with mClick-to-Visit™ Analytics

Location Data Leader Reports which Mobile Users Clicked on a Mobile Ad and then Visited the Retail Location

NEW YORK--()--Sense Networks, the leader in delivering mobile ads based on mobile location and behavioral targeting data, today announced mClick-to-Visit Analytics, which reports when a mobile user who has clicked on a mobile ad consequently visits the same retailer. mClick-to-Visit Analytics will become the new standard for measuring the effectiveness of mobile advertising campaigns for brands and marketers.

According to a June 2012 Forrester Report, “Mobile Marketing Metrics Best Practices,” “Like with social media before it, marketers are struggling to demonstrate mobile's return on investment (ROI). Many brands are beginning to develop a mobile marketing strategy but their priorities and plans are largely uninformed by data or benchmarks.”

Since the advent of mobile advertising, marketers have been seeking a way to better prove ROI and measure the impact of mobile ad spend on retail purchases. Brands and agencies can now apply their Store Visit Rate (SVR) to mobile ad campaign metrics to evaluate the success of driving store visits. mClick-to-Visit Analytics is the industry’s first location-based measurement tool that accurately captures which mobile ad clicks convert to store shoppers.

Sense Networks Applies a Three-Pronged Approach to Accurately Measuring Consumers Store Visits:

1. Location Observation: Sense measures the users’ proximity to the store with geographic rings of varying radii and with polygons of the store footprint, to measure and predict in-store shopping.

2. Real-Time Mobile Shopping Surveys: Sense is working closely with Research Now Mobile to field real-time mobile shopper surveys to further validate consumer store visit assumptions. For example, surveys found that 25% of mobile users within 500 meters of a national sample of Wal-Mart stores were actually shoppers.

3. Science-based Machine Learned Modeling: Sense uses the observed location data, survey results and its location-based behavioral features to make machine-learned predictions of store visitors.

“While marketers and brands believe that mobile advertising is an effective way to reach the consumer, until now they have struggled to prove its ROI,” said David Petersen, CEO, Sense Networks. “While click-through-rates have been useful to show how many users are viewing an ad, they can’t prove that it has led the user to take action. mClick-to-Visit Analytics is changing how marketers think about and measure the effectiveness of a mobile ad campaign. This new approach to mobile ad reporting is going to change the mobile industry and will provide the missing link that will propel it forward.”

In pilot campaigns, 3.5% to 6% of users who clicked on a mobile ad generated by Sense Networks then visited the retailer. In comparison, according to 2012 coupon data reported by Inmar, FSI redemption rates are 0.51% and Internet print-at-home coupons were redeemed at 7.72%. The pilots measured store visits with location data over four weeks when the campaign was running, and identified users that had not previously been to the store. Sense then calculated visit rates by groups: those who didn’t receive an impression; those who received an impression, but didn’t click; and those who had clicked on the ad and then visited the store. Results showed that people who clicked on an ad were 18 times more likely to visit a store than those who did not receive an ad.

Sense obtains its data from its MacroSense® platform that receives streaming location data from mobile phones in real-time, processes the data in the context of billions of historical data points, and analyzes it to better understand human activity and apply the insights to mobile advertising. The platform powers mClick-to-Visit Analytics and currently processes 170 billion mobile user location points per month – more than any company other than Facebook and Google.

While providing valuable information to the marketer, Sense Networks values the privacy of consumers. While gathering insights, user data remains anonymous and is never matched to external data sources that would require knowing a user’s name, address, phone number or email. The location data is abstracted into consumer segments and the raw data is discarded after processing.

About Sense Networks

Sense Networks is the leader in applying mobile location and behavioral targeting data to connect brands with relevant mobile users, through mobile ads. Sense uses the most sophisticated location data processing platform available in mobile advertising, to deliver mobile audiences at scale and a four time lift in click-through rates (CTR), compared to typical context-targeting. The company builds user profiles allowing brands to reach mobile audiences based on historical and real-time location data, combined with 1,000 behavioral attributes. Sense’s Retail Retargeting™ solution can identify and reach shoppers and prospects of the top retailers with relevant mobile ads when they are near the retailer, such as at home or work. The company has over six years of experience working with mobile location Big Data, processing billions of location points per day. The company was founded by computer scientists from MIT and Columbia and is backed by Intel Capital, Javelin Venture Partners and investors from the hedge fund community. For more information about Sense Networks visit us at http://www.sensenetworks.com/. Follow us on Twitter at @Sense_Networks.

Contacts

PAN Communications
Kyla Ruane, 617-502-4300
sensenetworks@pancomm.com

Release Summary

Sense Networks introduces new mobile measurement industry standard - mClick-to-Visit Analytics, which reports when a mobile user who has clicked on a mobile ad consequently visits the same retailer.

Contacts

PAN Communications
Kyla Ruane, 617-502-4300
sensenetworks@pancomm.com