Drive new customers to the shopping and entertainment mall Kapitoliy via online advertising; measure "online to offline" customer cost.
New segments creation by NPO Analytics : Kapitoliy frequent offline visitors, "look-alike" audience, regular consumers of neighborhood shopping centers near Kapitoliy. Showing advertising to these 3 segments.
Creation of geotargeting and interest-based audience groups.
RESULT Transparency of the customer cost "online to offline"; those who were exposed to online advertising spent 26% more time at the mall compared to the average; NPO Analytics segments were 30% more efficient than others.