On a monthly basis, our Data Management Platform grabs and analyses more than 1 billion URLs, scanning these pages for unique semantic characteristics. We then tie the actual content of these pages to the users, creating very granular semantic profiles with more than 3.000 unique characteristics of each user we meet.

The semantic user profiles enabled us to create a positive sample of McDonald’s five segments online, and we are thereby through programmatic buying able to buy directly against the segments real-time.

This means that we now buy segments across relevant digital platforms instead of impressions on a given site.

We have succeeded in taking data from an offline segmentation study and replicating and applying it directly in our digital planning and buying tools with great results:

- Doubled the Digital ROI to 5.8

- Cut the cost for bringing a guest into the restaurants from Digital activities with more than 80%

- The lowest cost amongst all media groups for bringing a guest into the restaurants

- 3 times higher sales uplift from Digital activities

- Digital is now generating close to 20% of the total media driven sales.

We no longer think Mass McDonald’s, but practise My McDonald’s!