MiQ uses Kinsa Insights' hyper-local illness data to increase in-store sales for a national drug retailer
How real-time, geo-targeted illness signals delivered $3.25 ROAS and outperformed every benchmark.
$3.25
Campaign ROAS per $1 spent
8.3%
Sales lift in featured products
7.5%
Sales lift in halo products
The Challenge
Existing illness data used in media targeting is delayed, costly, and limited in geographic accuracy. For retailers targeting ad campaigns to areas of rising illness, this results in inefficient spend and low ROI. Retailers need a unique way to promote products directly impacted by illness.
The Solution
Kinsa Insights delivers real-time, hyper-local, aggregated illness data to pinpoint precisely where and when illness is spreading. MiQ leverages this to target retail store locations where community illness is on the rise, updating campaign spend and audience targeting in real-time via API.
Real-Time Geo-Targeting
Illness signals update campaign targeting in real-time
Buy 1 Get 1
Cold, Cough & Flu (CCF) Illness Levels
Map reflects simulated real-time shifts in illness levels. MiQ's DSP receives these signals via Kinsa's API to automatically redirect spend.
How It Works
From symptom signal to in-store sales lift
Illness Detected
Kinsa's network of millions of smart thermometers detects rising illness signals at the hyperlocal level, weeks before CDC data.
API Signal Sent
Real-time illness data is delivered to MiQ's DSP via Kinsa's API, triggering campaign adjustments automatically.
Spend Redirected
Campaign budgets shift to retail store locations in areas where illness is rising, ensuring ads reach the right people.
Sales Lift Delivered
$3.25 ROAS with 8.3% lift in featured products and 7.5% lift in halo products, exceeding all benchmarks.
Performance Results
Incremental sales lift vs industry benchmarks
Sales Lift by Category
No Lift
0-2%
Good
2-5%
Great
5%+
$3.25
ROAS per $1 spent
Kinsa Insights targeting outperformed benchmarks across all categories, delivering measurable in-store impact.
Why Kinsa
The data advantage behind this success story
Real-time API integration with MiQ's DSP for automated campaign optimization
Hyper-local targeting at the retail store level, not just DMA or zip code
Campaign spend dynamically optimized around live illness signals
All benchmarks exceeded across featured and halo product categories
Data collected weeks earlier than CDC ILINet, at the moment of symptom onset
All data aggregated and anonymized, with no personally identifiable information