Mobile Conquesting

New Enhancement to Mobile Conquesting: Announcing Audience DNA


The mark of a truly great digital ad campaign is the ability to learn from the results you a see and apply what you learned to future campaigns, allowing the campaign to sharpen over time.  Now you can learn about your audience as you’re marketing to them through Mobile Conquesting’s Audience DNA.


During a Mobile Conquesting campaign, our algorithms seek to better define the people who either click on your ads (Click Through Rate/CTR) or visit your location (Visit Rate/VR).  From there we break down the top 10 attributes that make up the people engaging with your ad campaign. If you’re not measuring visits to your location, we pull click DNA, or the top 10 attributes of people who click on your ad.   You receive a breakout like the one below:



Patterns in Audience DNA can be found as early as the first 10 days of a campaign, but we recommend using data of a campaign that has been live for 2 months.


Utilize this information to help your campaign increase in both performance and conversions.  Once you learn more about the behaviors of people clicking on your ads and visiting your location, we can create another line item within your campaign to target people with those exact attributes.  We also recommend threading the Audience DNA through your ad campaign by incorporating images or videos that directly speak to your audiences’ interest to make your ad campaign stand out.

The Latest and Greatest in Mobile Marketing

Mobile Marketing is a hot commodity among advertisers around the country, as consumers spend more and more time on their mobile devices daily. Our Mobile Conquesting products have many advanced features, including geo-fencing, behavioral/location/brand targeting, dynamically updated ads, weather triggered ads, geo-retargeting, geo-lookalike targeting, and also the ability to track in-store visits. The most amazing thing about digital marketing is evolution and innovation, and even in the last three months we’ve rolled out incredible developments in mobile technology, including:

Extended Visitation Data
A major key performance indicator (KPI) that sets our Mobile Conquesting apart is being able to track if someone saw an ad and physically walked into a store, as long as their GPS is enabled. Typically, this data is tracked throughout the duration of the campaign, but we’ve found visits continue to across days after a campaign has ended. To make sure we are capturing all information relevant to a campaign, we’ve extended all visit data to be tracked up to 14 days after a campaign as ended, so marketers can continue gathering data without the ad spend.

Visit Data Location Breakout
In the past it was difficult for mobile marketers to look at individual store impact when it came to visit data. For instance, let’s say you were marketing your store and you have 10 locations around the area to track visit data. As an ad buyer, you could see the visit data to all 10 stores combined, but breaking out individual store visits was extremely tricky, mainly because they are all lumped into one line item of buying. Advancements in visitation technology has now allowed us to not only run one campaign to as many locations as you want within one campaign, but also break down individual store visitation data so you can see which stores had the greatest impact with the marketing campaign.  We’ve already rolled out breaking out location data by zipcode (so if your store is in different zips- by location) and will roll out breaking out two stores in the same zips by the end of the year.


Breaking Down Geo-Location Data
Geo-Fencing, or targeting every mobile device within a fence regardless of the demographic or behavior of the individual (also called geo-farming), is a common technique utilized in a majority of our mobile campaigns. Let’s say you wanted to target users who have been to every Home Depot in an area, or every high school – there are broad categories that you can run to target anyone who has walked into these locations. In the past, our data has been very high-level, meaning you had a broad category of those geo-fenced in a Home Depot, but without that knowledge of which specific Home Depot you are targeting. We have enhanced our data, so we can now get visibility into geo-fenced location category building, so you can see a list of every address of every Home Depot we are targeting, adding greater transparency to our ad buying.