DECODING THE CONSUMER BEHAVIORAL GENOME VIA MOBILE DATA
BRAND INNOVATORS SUMMIT 2019 Audiences | Intelligence | Onboarding
Domino's· MARRIOTT
BONV.Q.Y
™
£airbnb
Methodology: 345MM+
3BN
3 core mobile signals
validated + privacy compliant
450+ apps
Warming up: what can we learn about consumers based on the state that their devices geographically reside in?
CALIFORNIA Disneyland
25x Bird
23x Weedmaps
21x
Postmates
19x
CALIFORNIA
KANSAS
Disneyland
25x
Dillons
Bird
23x
Sonic Drive-In
Weedmaps
21x
Trucker Path
Postmates
15x
19x
183x 18x 19x
Texas Roadhouse Mobile
CALIFORNIA
KANSAS
Disneyland
25x
Dillons
Bird
23x
Sonic Drive-In
Weedmaps
21x
Trucker Path
Postmates
15x
19x
183x 18x 19x
Texas Roadhouse Mobile
MISSISSIPPI Walmart Grocery
25x
Trucker Path
24x
King James Bible
24x
Dollar General
23x
CALIFORNIA Disneyland
KANSAS
NEW YORK
Dillons
183x
Shoprite App
Bird
23x
Sonic Drive-In
18x
Dunkin’ Donuts
Weedmaps
21x
Trucker Path
Slice Pizza Delivery
Postmates
Texas Roadhouse Mobile
Transit
25x
19x
19x
15x
44x 23x
21x 21x MISSISSIPPI
Walmart Grocery
25x
Trucker Path
24x
King James Bible
24x
Dollar General
23x
Let’s now break some bread and explore the data
App Ownership vs. Demographic by QSR Brand
Age Range
What about app owners vs. in-store visitors? Age Range
Panera
App Owners vs. casual dining
Burger King
App Owners vs. QSRs
*Compared to the US Population
*Compared to the US Population
And where do hotel loyalists like to eat?
For a sit-down meal:
For fresh & delivered:
For fast food:
*Likelihood of app ownership compared to the US Population
Marriott/Bonvoy App Owners
We know what they eat ‌ what about the language they speak?
Airbnb
App Owners
Hotels.com App Owners
Likelihood of device language setting* *US data only
I want to leave you with one closing quiz regarding the munchies ...
Guess which QSR brand indexes highest for Weedmaps?
*Compared to the US Population
Guess which QSR brand indexes highest for Weedmaps?
*Compared to the US Population
Guess which QSR brand indexes highest for Weedmaps?
*Compared to the US Population
Guess which QSR brand indexes highest for Weedmaps?
*Compared to the US Population
Guess which QSR brand indexes highest for Weedmaps?
*Compared to the US Population
How do you make data like this actionable omnichannel?
Acquire
Target high-indexing customer attributes or conquest
Retain
Maintain share of wallet of customers that do business with
Grow
Grow share of wallet by onboarding your CRM to Mobile IDs
competitors
your competitors
so you analyze and target customers better
Thank You!
Audiences | Intelligence | Onboarding