CASE STUDY
Annalect and Flashtalking Increase Media Campaign Performance for McDonald's
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
Analyse 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
A five step process combining media channel data, identity resolution and app level attribution to generate continuous optimisation insights.
- 1
Campaigns run on different online channels including Facebook, TikTok and programmatic.
- 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 attribution software.
- 4
Offline conversions are tracked on McDonald's App.
- 5
Recommendation engine generates data driven insights to continuously optimise the performance of online campaigns.
Annalect
Omnicom Group's data and analytics division, helping the world's most successful brands democratise data insights and apply them to media and creative executions.
Flashtalking
A global ad server and analytics technology company using data to personalise advertising in real-time for global brands. Acquired by Mediaocean for 500M USD.
McDonald's
A leading global food service retailer with 1,500 restaurants across Germany and the market leader in the German gastronomy sector.