Case Study
11%
Roqad’s Identity Graph was able to connect 11% of the targeted audience with McDonald’s App users, enabling the analysis of media performance with regard to offline events
28%
Performance increase for media campaigns
The Challenge
- Identify the best converting online placement, campaign, channel and strategy
- Move from experience-based budget allocation to data-driven attribution supported by cross-device insights
Our Approach
- Analyze effects of online channels on in-store conversions
- Track actual performance per media channel
- Create budget recommendations for ongoing and future campaigns
How We Did It
1
Campaigns run on different online channels (Facebook, TikTok, programmatic, etc.)
2
Collected cookies from media campaigns are matched with MAIDs from Roqad Identity Graph
3
Mobile advertising IDs provided by Roqad are matched with McDonald’s App IDs via Annalect’s attributions software
4
Offline conversions are tracked on McDonald’s App
5
Recommendation engine generates data driven insights to continuously optimize the performance of online campaigns
Client Bios
Annalect
- Annalect is the Omnicom Group’s (NYSE: OMC) data and analytics division
- Annalect helps the world’s most successful brands democratize data insights and apply them to media and creative executions
Flashtalking
- Flashtalking is a global ad server and analytics technology company using data to personalize advertising in real-time for global brands
- It was acquired by Mediaocean for 500M USD
McDonald's
McDonald’s is a leading global food service retailer. There are 1,500 restaurants across Germany, and it is the market leader in the German gastronomy sector.
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