CACI Optimised Campaign: Chocolate Brand Sales Tracking

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

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

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

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

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

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

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

Methodology

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 2006-2016

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

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

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

Results

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

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

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

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