Spend:
Campaign Budget as reported by Agency and/or Brand
LCI™ Pixel Fires:
Number of LCI™ Pixels fired during a campaign; should match within 10% of campaign impressions
Impressions:
Total number of ad impressions delivered for the campaign
Advertiser Locations:
Client-specified locations against which LCI™ measurement is being conducted
Unique Devices Exposed:
Total unique devices exposed during a campaign
Frequency:
LCI™ Pixel Fires ÷ Unique Devices Exposed
General Population:
Total NinthDecimal population (US Only) of smartphone devices across the NinthDecimal Location Graph™ and LCI™ Measurement Platform; equates to 13 months of location data for 1B devices or 110M uniques across 110+ locations including residential, retail, government and commercial locations
Exposed Devices Used in LCI™ Calculation:
Unique Devices Exposed which match an Audience Matched Control group; conducted based on visits across same locations with employees removed and 1:1 audience dimension matching (Age, Gender, Ethnicity, HHI, Presence of Children, Education Level, Travel Profile, Technology Usage)
Audience Matched Control Group used in LCI™ Calculation:
Count of control group devices that match the targeted exposed audience that were not exposed to an ad; the audience matched control is selected based on visits across same locations as the exposed with employees removed and 1:1 audience dimensions (Age, Gender, Ethnicity, HHI, Presence of Children, Education Level, Travel Profile, Technology Usage)
Exposed Visit Rate:
Visits of Exposed Audience versus the Visits of the General Population
Exposed Audience Lift:
Weighted average difference in visits 2 weeks post ad exposure vs. 2 weeks prior to ad exposure for exposed devices normalized to combined visit counts for exposed and control audience; lift is provided versus the control group
Audience Matched Control Lift:
Weighted average difference in visits 2 weeks post ad exposure vs. 2 weeks prior to ad exposure for non-exposed devices that match 1:1 the exposed; lift is normalized to combined visit counts for exposed and control audience and provided versus the general population
LCI™ Lift Incremental Visits:
The overall change in the number of customers that walked into your store after seeing your campaign, calculated & averaged for each day in the campaign.
LCI™ Lift:
(Exposed Audience Lift – Matched Control Lift) ÷ Visits *100
LCI™ Lift vs. Control Population:
Lift of the exposed group against the lift of the unexposed audience matched control group
Projected Exposed Overall Visits:
Exposed Organic Visits + Projected Exposed Incremental Visits
Projected Exposed Incremental Visits:
Number of Incremental Visits attributable to the campaign advertising
Projected Exposed Organic Visits:
Number of Visits not attributable to advertising, e.g. visits that happen naturally across measured locations irrespective of media exposure
Projected Visits Standard Deviation:
Variances (σ²) of the actuals measurement; ± range is provided as the LCI™ Projected Visits calculation, through regression analysis, combines rate-up factor of population data versus mobile device data across DMAs reached per campaign targeting/fulfillment
Average Daily Visits:
Average number of daily visits seen across all measured locations
Cost Per Incremental Visit:
Cost to drive incremental visits; = Campaign Budget ÷ Incremental Visits
Cost per Store Visit:
Cost to drive all visits; = Campaign Budget ÷ Total Visits
LCI™ Error:
Standard error (σ) of the LCI™ Lift measure
Confidence Level:
Confidence of the measure per statistics fundamentals; assuming normal probability distribution, >95%+ constitutes a valid measure