Before & After
Before running your foot traffic lift study, you need to capture these unique IDs which we will use in our paid media targeting.
Mobile Advertiser IDs (MAIDs)
Yes or No - client locations that are in a mall, or other brick and mortar environment, where there are multiple floors stacked on top of each other are a good fit for a foot traffic lift study. Please explain.
No. Freckle cannot decipher elevation of users, so stores in stacked malls should not be tracked due to high potential for inaccurate data.
We’re always cookin’ up goods in the Influential Lab, don’t be surprised if you see us hit the dab. We’re the best in the space and there are tons of reasons why, when running IFO campaigns we use this Facebook API.
FB offline events API
Assuming your client has sufficient budget and feasibility checks out, in which scenarios would we want to add IFO on to a campaign that is going to be running a lift study, regardless of if the lift study is for foot traffic, in-store sales, or TV tune-in?
All scenarios! We always want to add IFO on to campaigns that have a lift study because it will allow us to optimize our media towards in-store buyers/location visitors/people who’ve tuned-in.
Our single largest closed won notification came from this brand?
The Golden Arches
What is the one thing you need to do before running any type of lift or measurement study?
Determine feasibility
When IRI determines a product is feasible, it typically means they have confirmed the following two things.
They are tracking the product, and it has enough distribution or sales for measurement.
Running sales lift campaigns and showing off our technology, how would you describe IRI’s MMT methodology?
Test/Control market methodology...Test/Control methodology...just can’t have it include the word exposure, not exposed/unexposed
Your client loves that we have the ability to optimize our campaigns in-flight based on offline data (e.g. foot traffic, in-store sales, TV tune-in). Which variables are able to be optimized for in these IFO campaigns? (Must list at least 3)
The distribution outlet (@handle - brand/influencer/publisher), the creative (image/video), the media placement (FB in-feed vs IG in-feed), and messaging strategy (copy).
When did we announce our exclusive IRI IFO partnership?
CES/January 2020
Before we can run a campaign to determine if our media drove a lift in movie ticket sales, which partner do we need to confirm feasibility with?
Movio
What’s the difference between a Foot Traffic Lift Study and Foot Traffic Frequency Comparison?
Foot Traffic Lift Study measures the difference between exposed vs. control groups, while Foot Traffic Frequency Comparison measures the change in frequency of visits pre to post campaign.
Traffic, traffic, looking for my ChapStick, list the partner that would be able to show us if our auto campaign drove sales lift in Ford Mavericks.
Oracle (ODC). Oracle’s ‘Buy Through Rate (BTR) report’ is also acceptable. They have exclusive car ownership data via Polk.
Your QSR client is interested in running a foot traffic lift study. For targeting, they want to use the MAIDs of everyone who has gone to their locations in the past 30 days, then layer on age (female) and gender (18-34) to the paid media audience since that is who they feel is most often in their restaurants. What do you want to let them know about this approach and its impact on the lift study?
By layering on additional audience parameters to a foot traffic audience, Facebook anonymizes the total number of people within that audience, so we will not be able to understand the exact lift our campaign drove.
With which brand did we run our first foot traffic lift study campaign?
Wells Fargo - 2017
Before we can measure sales of a brand or product leveraging their 1st party data via Liveramp, what does the brand need to do?
They must be able to provide their 1st party CRM to Liveramp OR their data must already exist in Liveramp and the brand must be willing to grant us access.
What are two limitations of running a tune-in study on Samba?
Only avail on Twitter, requires $150K minimum spend, campaign must generate 3MM~ impressions on Twitter per episode being measured, the measured show must have a Nielsen rating of 0.2
My client’s really upping their game, they’re trying to be a contender. They want to map in-store sales from their 1st party data, so we’re going to use this vendor.
LiveRamp
You’re planning the week and have 3 client meetings lined up on Thursday to pitch lift studies for foot traffic, in-store sales, and tv tune-in. What is our minimum spend for each of these offerings?
Foot traffic: $150k
In-store sales: $250k
TV tune-in: $250k
With which vendor did we run our first IFO campaign?
Freckle
When pitching any client on our IFO capabilities, before you leave the room you should make sure they understand that the offering is used for _____ rather than for showing lift.
Optimization or any word/blurb that conveys optimization
If we ran an MMT for Dannon Light & Fit Greek Strawberry Yogurt, how would adding a Halo Study enhance our campaign results?
Adding a Halo Study would also measure the impact our campaign had on Dannon Light & Fit overall.
While running foot traffic campaigns might seem like fun, explain why doing so for a CPG brand sold in grocery stores would likely be one and done?
We won’t be able to determine if consumers saw the product we promoted, since there are tons of other products they could have been shopping for in the grocery stores.
You know that your brand client is very familiar with IRI and in a recent meeting with them, they called out that in particular they are very close with IRI measurement teams. They want to run an influencer campaign with an IRI MMT study. What implication might their relationship with IRIs measurement team have on how we would build a proposal and media plan?
Brands who have direct relationships with IRI measurement teams may have visibility into what an MMT costs, so we might want to change our pricing accordingly to not give away any information about our margins.
What is CP’s 1 rep max on bench press?
425