Factual

Seeking to defend market share in a competitive region, Shell APAC created a promotional campaign targeting “brand switchers” using five different data providers.

Shell needed to measure the digital campaign’s effectiveness in driving real-world results as well as the relative efficiency of each data provider.

Through Google’s Campaign Manager and Factual Measurement Data, Shell was able to accurately attribute online views to offline visits.

Factual data is based on directly-measured, real-world user visits, not probabilistic modeling or incentivized panels. It’s Proprietary Location Validation Stack ensures that only actual devices are included in its pool. The company’s Observation Graph covers more than 120 million devices in the US and 300 million worldwide.

Factual Measurement showed over 7.8K store visits at a conversion rate of 0.07% from online to offline. Real-time optimizations led to an overall decrease in Cost Per Visit– overall campaign at $5.24 CPV, and Shell experienced a 21% increase in transaction count compared to previous quarters.