Tail-wagging results for Nestlé Purina with AllPings™ and Stretch™

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Purina, the pet food subsidiary of Nestlé, wanted to reach and promote its Pro Plan range of science-based nutrition products to dog and cat owners in the UAE. To achieve this, it called on MEmob+ to identify and gather data about pet owners first before engaging with this most relevant audience with precision.

Collecting and mining the data

Using its AllPings™ proprietary location-based technology, MEmob+ set up geo-fences around pet shops and veterinary clinics. They allowed it to capture the details of people spending between 30 minutes and four hours in these relevant locations. This made sure they were clients rather than employees. More than 1 million pet owners’ device IDs were collected.

In a second phase, this data was refined further with pet owners’ answers to short surveys from the MEmob+ research team. They determined the type, age and nutritional needs of their pets. Respondents were also probed on their pet food brand preferences and shopping habits. This helped Purina better assess its market share and its competitors’.

Activating the data

Using these insights, the MEmob+ team built key audience segments based on the type of pets owned and created a fully addressable and personalised advertising campaign. They used Dynamic Creative Optimisation (DCO) to tailor the messaging and format for each impression in real time. Four distinct variants ran (dog, cat, puppy and kitten), each designed to reach and stimulate engagement from their clearly identified audience segment.

Updated continuously, these key audience segments provide additional customer demographic and interest data to inform marketing and creative decisions.

Monetising the data

The multichannel campaign was served through the MEmob+ Stretch™ DMP on display and social media sites. It eliminated any kind of audience duplication, optimised the budget by 56% and delivered a great ROI.

The campaign, with all its variants, performed strongly. At 8.98%, the overall engagement rate beat the category benchmark. The clickthrough rate (1.68%) was also over three times higher than the average, peaking at 1.95% at the end of the campaign.

More importantly, this led to higher traffic in Purina Pro Plan points of sale, both retailers and e-tailers, and a 50% increase in new customer acquisition.

With a regular feed of segmented device ID data and custom audience segments, Purina’s data-driven approach is now always-on. It will be able to deliver tailored messages at the right time and place, convert and upsell consumers, and boost Pro Plan’s market share further.

“MEmob+ has developed an effective customer-first, data-driven digital strategy for us that allowed for precise and personalized customer targeting. Most importantly, it has translated into real engagement with our customers, increased awareness for our Pro Plan range, stimulated new customer acquisition and generated measurable business outcomes,” says Daria Myskina, brand manager at Nestlé Purina Middle East.

“We always try to minimize the huge spill over of media campaigns for Purina, as it’s almost impossible to target only pet owners. With MEmob’s data-driven approach, we’ve enhanced the performance of our media campaigns. The Purina campaign with MEmob+ points to an exciting future in the way we communicate with pet owners, understanding and responding to their needs where and when they need us. We can now really tailor at scale in a relevant and engaging manner, with an impressive and positive impact on our ROI,” says Wassim Barbara, head of media at Nestlé MENA.

IhabTail-wagging results for Nestlé Purina with AllPings™ and Stretch™
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Mean more to new mums with the personal touch

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Marketing to new mothers goes much further than using obvious touchpoints like parenting sites or e-commerce platforms. This is a blunt approach when you require a delicate touch.

The challenge

Baby products come in several versions, according to size, like nappies, or formulation, like food products, to suit different ages. To promote relevant options to specific audiences rather than relying on a less efficient catch-all message, brands need a lot more granularity and precision in their targeting. Using the baby’s date of birth as a critical starting point, they need to have a clearer picture of the various segments and how they evolve as babies grow. Creating tailored audience segments is the first step to run highly-effective advertising campaigns.

The solution

MeMob+ has secured exclusive access to data about new mothers in all public and private hospitals in Saudi Arabia, the UAE, and Egypt. The data set already includes more than 500,000 records, with some 20,000 being added every month. Updated weekly, it provides an accurate gauge of babies’ age.

Anonymised and used in a GDPR-compliant way, the mothers’ device IDs have been matched with MeMob+’ database and its billions of records to better define the attributes, interests and behaviours of this valuable target audience. This results in a sharp understanding of human movement, revealing new mothers’ offline behaviour, particularly in shopping and leisure environments.

The result

With this exclusive and precise data, MeMob+ makes reaching new mothers with the contextually correct message and timing eminently possible. Advertisers can select targets with babies of a specific age, preserving budgets and increasing campaign ROI. By tracking their movements online and out of home, advertisers can develop higher levels of recall and footfall attribution. Understanding the differences in interests and behaviours between the various baby age groups will also provide valuable insights to inject in both strategy and planning. It will also help brands serve tailored messages and creatives to specific audience segments more effectively.

This deterministic methodremoves the guesswork and approximation of previous broad-brush approaches. Through its access to over 8 billion devices in 41 countries in real-time and its layering of media, location, interest and behavioural data,MeMob+ offers advertisers unparalleled levels of accuracy and performance. With this data, MeMob+ will help them stay relevant as babies grow and create the highest level of brand loyalty.

IhabMean more to new mums with the personal touch
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Advertising to Tourists Using MEmob

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The Economics of Tourism in UAE

Travel and Tourism have grown to be one of the UAE’s main economic drivers for the past decade. With Dubai Expo 2020 coming this October, the expectations, statistics, and opportunities in this sector are expected to double. The travel and tourism sector contributed to more than 20% of UAE’s overall GDP with more than 20 Million tourists, 15 Million in Dubai, cumulatively spending more than 110 Billion AED in the past year. While Indian nationals rank as the top UAE tourists in 2019, it is Saudi Arabian, United Kingdom, Chinese and Russian nationals who have been the biggest spenders in the country in travel, fashion and luxury goods.

The Dubai Expo is expected to bring 25 Million Tourists from 200 countries to UAE and boost the economy to 123 Billion AED. Apart from the Travel and Tourism sector, major beneficiaries of the Dubai Expo 2020 are the QSR, FMCG, Fashion and Health industries.

Timing is Everything

These tourists spend an average of 3.5 nights in the country and spend 2,000 AED per day. So while tourists provide a compelling economic opportunity for advertisers, the time window to target them is very small. Traditional methods of audience targeting employed by most DMPs/DSPs are not equipped to handle the nuances of the Tourist segment. It is widely known that most DMPs/DSPs typically update their segments on a biweekly or monthly basis. Users aggregated as Tourists need constant real-time updates to target them while they are traveling. Often the DMP’s and DSP’s data is stale by the time it is activated resulting in wastage of ad spend.

Tourists Segments in MEmob+

Memob+ enables you to identify tourists and access them with the contextually correct timing. Memob+ analyzes over 7 billion devices across 41 countries in real-time. This results in a quantitative understanding of human mobility, in turn, revealing tourists and their offline behavior.

How does Memob+ classify tourists?

Memob+ uses multiple data points to correctly a user as “Tourist”. MEmob+ understands home location, preferred language, carrier data, duration of stay in a country, places visited during that stay and much more. Below is an example.

Discovering Chinese Tourists in UAE

Users confirmed as tourists are then aggregated as “Outbound/Inbound” Audience Cards (updated real-time), ready to be used for added behavioral analysis and campaign activation.

Tourists Audience Cards include countries from the Middle East, Europe, America, Asia, and ANZ.

Targeting tourists in MEmob+

Since the window of opportunity to target tourists is limited, you will need campaign workflows that facilitate fast activation of campaigns and offer flexibility to adjust campaign delivery while it is live. Additionally, your campaigns need to be mobile-first as mobile is the advice of choice for most tourists since they have limited/no access to desktops. MEmob+ is built to launch campaigns faster and our support team will assist in monitoring the campaign.

Email us at cmt@memob.com to unlock the power of Tourists audience segments.

AdminAdvertising to Tourists Using MEmob
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MEmob’s Location Technology

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While mobile phones keep advancing and focusing on the biggest visual changes to their platforms, this time around, the operating systems’ engineers focused on expanding feature sets and improving workflows while adding a ton of new tools for developers to give their apps more abilities than ever before.Continuity.

The most impressive new enhancement methodologies revolve around adjusting security especially through the advance tracking blockers that are being set for users whereby the new updates for the OS, Android, and IOS are hammering the SDK business with a lot of restrictions on data sharing.

Previously, the applications would read your location whether you have them open or not and this allows companies to store your data and use them. Normally, most apps request device information that companies use to build marketing profiles for each individual who has the app.

Today, the software updates that mobile industries have focused on is limiting this accessibility for those major companies. Every new phone is openly exposing every app that is reading the user’s location and giving the option to the user to choose whether the app can read the location while using the app only or never or all the time. Obviously, the users started choosing ‘while using the app only’.

This change has disrupted the location technology suppliers as they heavily relay on the SDK location data to attribute footfall to stores and see user mobility in order to collect, manage, and segment the collected data. When people run errands or perform their normal daily activities, most of the time their mobile devices are not being used therefore location tracking is not active and footfall data is not collected.

Nowadays, gathering information and segmenting your audience has become more critical with the rise of competition and similar businesses. It has become very difficult to gain loyal customers. When you collect data, and to leverage it most effectively, organizations need to integrate this data with all other customer data or risk creating inconsistent and potentially irrelevant customer experiences due to incomplete insights especially with the rise of new OS updates that render the apps from collecting the needed data. Noting that mobile phones are the most used platforms, it has become more important than ever to unify your data as an organization to include the proper and correct audience for your business.

Having the wrong technology or trackers is costly, time-consuming, and useless. Here is where MEmob comes in place. MEmob’s location data is proprietary and doesn’t rely on an SDK to read the location. We simply rely on the signals from the mobile device through the hardware itself, no need for the user to open an app to read his location, we read the hashed device ID location to attribute footfall and audience mobility. These hashed IDs are unique identifiers that are also anonymous and play an instrumental role in all the stages of every user’s journey and experience. It exists on both Android and IOS. This will allow you to monitor and analyze footfall data without relying on SDKs and without waiting for users to open their mobile devices.

AdminMEmob’s Location Technology
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