1. CACI Optimised Campaign: Chocolate Brand
Sales Tracking

2. The Media Plan June July Media Activity 6th 13th 20th 27th 4th 11th
CTN 6’sheets
Tesco SmartScreen's
Sainsbury
Morrison
48 Sheets

3. Introducing CACI – The data behind the test
Key data behind activation planning
WHAT IS CACI?
Defining the top 32,000
Convenience Zones
Utilising survey, debit / credit card and mobile data

4. Introducing CACI – The data behind the test
Across 31 FMCG Categories
Key data behind activation planning
WHAT IS CACI?
Defining the top 32,000
Convenience Zones
Utilising survey, debit / credit card and mobile data

5. Introducing CACI – The data behind the test
OPTIMISING ACTIVATION USING CATEGORY SPEND DATA
32,000 Convenience Zones across the UK

6. Introducing CACI – The data behind the test
OPTIMISING ACTIVATION USING CATEGORY SPEND DATA
Convenience Zones optimised on Beer spend

7. Introducing CACI – The data behind the test
OPTIMISING ACTIVATION USING CATEGORY SPEND DATA
Convenience Zones optimised on Chocolate & Sweets spend

8. 2. CACI Convenience Zones 3. Category Specific CACI Convenience Zones
What Are We Testing
1. Proximity
Proximity Panels Effect on Sales
Panels in Max 500m proximity to Tesco Expresses or Metros Vs Control Stores
2. CACI Convenience Zones
Panels in CACI zones Effect on Sales
Panels in CACI zones with a Tesco Express or Metro also in these zones Vs Control Stores
3. Category Specific CACI Convenience Zones
Panels in over indexing category sales CACI zones effect on Sales
Panels in CACI zones which over index in the category sales of sweets and chocolate with a Tesco Express or Metro also in these zones Vs Control Stores

9. Methodology

10. Overall Methodology Measure sales in the campaign period
Uplift can be confidently attributed to advertising
(effects of different methods of planning can be observed)
16 Weeks of pre data across all
the London Express & Metro stores
3x Test vs Control
Store Match 3 1 2 4
Source: JCDecaux EPOS Research

11. Methodology behind each test
1. Proximity
Control
Test
No Panel within 500m of store
Panel within 500m of store
15 Stores
15 Stores

12. Methodology behind each test
2. CACI Convenience Zone
Control
Test
No Panel within CACI Zone or proximity
Panel within CACI Zone
10 Stores
10 Stores

13. Methodology behind each test
3. Chocolate & Sweets Optimised CACI Zones
Control
Test
Peckham CZ
Almost 4x higher spend on Chocolate/Sweets than average
Panel within Category Optimised CACI Zone
No Panel within CACI Convenience Zone or proximity
10 Stores
10 Stores

14. Results

15. Test 1. Proximity Vs Control
Chocolate Snack (3 SKUs)
Pre
During
+7%

16. Chocolate Snack (3 SKUs)
Test 2. CACI Vs Control
Chocolate Snack (3 SKUs)
During
Pre
+18%

17. Test 3. Chocolate & Sweets Optimised CACI Zones Vs Control
Chocolate Snack (3 SKUs)
During
Pre
+29%

18. Results +29% +18% +7% 1 2 3 CACI VS Control
CACI Chocolate & Sweets Vs Control
Proximity VS Control