Brand Innovators Presentation

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