Retail: Location Attribution

Objectives:

Drive target households to the auto services retailer’s store locations

Targeting:

HHs who have purchased automotive accessories, parts, services, or vehicle care

Execution:
  • Identified HHs who have purchased automotive parts or services in the past
  • Target segment identified within DIRECTV subscribers
  • Addressable campaign created
  • Campaign flight: 13 weeks
  • Control/exposed methodology
  • General population vs. target comparison
  • Location attribution
Result:
  • The auto services retailer gained valuable insights on both sales lifts and visitation rates during their Addressable campaign
  • Addressable drove strong results including higher sales rates (72%), greater penetration in the market (79%), and more dollars per transaction (3%)
  • Target HHs visited the +140% more than the general population

+72% Lift

+79% Lift

+3% Lift

*Case study result may vary and are based on individual campaign factors. AT&T AdWorks makes no performance warranties.
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