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Millennial Media Mines Data to Gauge Mobile Impact on Retail Traffic and Spend

  |  September 26, 2013   |  Comments

Millennial Media is partnering with Neustar and Placed to help advertisers gauge the impact of mobile marketing on foot traffic and spend at retail outlets.

Millennial Media is partnering with Neustar and Placed to help advertisers gauge the impact of mobile marketing on foot traffic and spend at retail outlets.

Following the Jumptap acquisition last month and the launch of a mobile ad exchange with AppNexus last week, the mobile ad network wants to improve campaign measurement by integrating new third party credit card and location data.

"The next layer of growth in the sector we feel will be driven by measurement, real proof points that there's a return on spend, and that's the rationale behind omni measurement," says Seamus McAteer, senior vice president of insights and analytics at Millennial Media.

"The premise is that mobile impacts the path to purchase or the path to engagement in a variety of ways. It can impact upper funnel behavior that will impact or have a subsequent impact," McAteer tells ClickZ.

"A lot of mobile advertising is about driving response in the physical world and driving response at retailers, and otherwise driving response directly on the device. There are multiple ways where marketing on mobile will have a downstream impact. Just relying on last-click attribution for direct response or relying on other models that we are using today with brand lift metrics give a very one-dimensional view of the impact of mobile," he adds. 

The company's omni measurement solution includes measurement rates for door opens, register rings and brand lift. Millennial Media, and its advertisers by extension, will gain access to purchasing data from the credit card information held by Neustar and in-store location data from Placed.

Door open rate will measure the amount of foot traffic to a specific retail location generated by a mobile campaign. Register ring rate will measure total credit card spend, including the number of transactions and total basket size per customer, at a retail location due to a mobile campaign. And finally, brand lift rate will measure a mobile campaign's impact on awareness, intent, consideration and recall.

Omni measurement is the beginning of a platform-based initiative underway at Millennial aimed at solving the problem of full form attribution and understanding the role of mobile marketing in the physical world, says McAteer.

"We'll be able to give you a holistic view of the impact of mobile marketing on multiple touch points with your brand as an advertiser," he adds.

The data from Placed and Neustar is not exclusive to Millennial Media, but McAteer says the partnership with the latter makes it the first company to track spend lift via credit card data.

"There's no magic bullet here… We won't be the only company to work with these partners, but given our reach and unique position in the market, we're better placed than most to synchronize identity between these very substantial data sets in a manner that protects consumer privacy while delivering rich data on lift," McAteer says.

"Given that we've got bigger scale, we get a higher absolute match rate with these third parties," McAteer continues. "That gives us a bigger sample set for statistical modeling, and at the end of the day, media measurement is statistical modeling. So that's our leg up, that's our unique advantage. Also we're not building a business on one approach to measurement. We are saying that these are several partners we're coming to market to today and there will be more to follow."


Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

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