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Closing the Online-to-Offline Data Loop: An Award Winning Campaign with Shell

Location data plays a key role in bridging the online and offline worlds, and savvy brands are unlocking its power, leveraging location to measure the real-world impact and ROI of their digital campaigns. We recently partnered with Shell and Mediacom on an award-winning campaign  that highlights the crucial role data plays not only in media planning and execution, but also in measurement and attribution.

The energy retailing market is highly competitive, saturated with short-term promotions. Wanting to stand out from the rest and quantify the success of their own promotions, Shell developed a  campaign that incorporated their own first-party data with data from high-quality providers to efficiently target their desired audiences. They then used Factual’s location data to measure the campaign’s effectiveness. The result? Increased foot traffic, increased transaction count, increased loyalty card sign-ups, and more.

Location data enabled Shell and MediaCom to attribute thousands of store visits to their digital promotion and nail down the cost per visit, all of which had previously been impossible given the nature of Shell’s brick-and-mortar business. The success of this campaign has been recognized across the globe, having won the “Most Effective Use of Data” at The Drum Digital Trading Awards APAC and having been shortlisted for the Effective Mobile Marketing Awards.

We’re proud to have played a part in showcasing all that location data can do for marketing. To find out how location data can help connect your campaign to the real world, contact our team today.

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