Mandy  Smithson  Rocket  Fuel  msmithson@rocke2uel.com  

Introduc2e  Rocket  Fuel    

De  conversie  theorie  

Boost  online  sales  

Succes  voorbeelden  

ROCKET FUEL = AI + BIG DATA + SERVICE

WHAT  MAKES  ROCKET  FUEL  DIFFERENT?  

CUSTOMER FUNNEL

Conversion  Certainty  

Loyalists  

New  Buyers  

Switchers  CompeIIve  Loyalists  

Very  difficult  to  convert  

Compe22ve  Ba@leground  

Minimal  adver2sing  effort  

Likely  to  be  most  efficient  Return  on  Investment  

High  

Low  

*Some  scenarios  may  differ  

Low  

ONLINE MARKETING FUNNEL

 MEER  PROSPECTS  

OM  SALES  TE  BOOSTEN  

THE EVOLUTION OF DIGITAL ADVERTISING

AGE OF DELIVERY

AGE OF TARGETING

AGE OF OPTIMISATION

Ad  Eff

ecIven

ess  

IN THE AGE OF TARGETING… OPTIMISATION…

Demo A

Behavioural Segment B

Content Category C

In-­‐market  for  a  new  dress  

11:00-­‐  14:00  

SMALL  BUSINESS  OWNER  

GARDENING  CONTENT  

55  YEARS  OLD  

MALE  

9:00-­‐11:00  

STYLIST  

FASHION  CONTENT  

25  YEARS  OLD  

FEMALE  

Age/Gender  

OccupaIon  

Income  Ethnicity  

Purchase  Intent  

Online  Purchases  

Offline  Purchases  

Browsing  Behavior  

Site  AcIons  

Zip  Code  City/DMA  

Search  Sites  

Search  Categories  

Recency  

Search  Keywords  

Web  Site/Page  

Referral  URL  

Site  Category  

Bizographics  

Social  

Interests   Lifestyle  

ROCKET FUEL

x  +  

-­‐  

-­‐7  

+17  

X  

-­‐2  

+8  

+14  

X  

-­‐9  

-­‐13  

-­‐12  

X  

+19  

+13  

X  

+11  

X  

X  X  

+25  

+6  

X  

-­‐7   +17  

-­‐2  

+28  

X  

+11  

X  

X  

-­‐9  

+14  

+17   +19  

+8   +11  

X  

X  

+17  

-­‐23  

+6  

X  

+17  

-­‐7  

X  

-­‐2  

-­‐13  

-­‐12  

X  

+13  

+6  

X  

X  

X  -­‐9   X  

+17  

X  

+19  

+8  

+14  

+18  

-­‐23  

+17  

-­‐12  

+11  

-­‐9  

+8   +14  X  

+11  

-­‐13  

-­‐12  +11  

X  

X  

-­‐7  

+17   +8  

+18  X  

+11  X   -­‐12  -­‐10  

+6  

+14  

X  

+8  

+11  -­‐10  +13  

+28   +6  

+13  +19  

X  

+11  

-­‐10  

+13  

-­‐12  

+17  

X  

-­‐7  

+8  

X  

60  

Posi2ve  LiZ  

Marginal  LiZ  

Nega2ve  LiZ  

+8  +13  +11  -­‐9  +11  

AUTOMATED SELF-LEARNING Bereken kans op succes: de voorspellende score

BOOST SALES Door te focussen op New Buyers & Switchers

Not  all  prospects  are  created  equal.  Acquiring  incremental  customers  progressively  increases  cost  per  acquisiIon  efficiency      

€75,-­‐  

€15,-­‐  

€50,-­‐  

BEFORE AdverIsing  that  runs  

TM  AFTER AdverIsing  That  Learns  

SUCCES VOORBEELDEN

SUCCESS SNAPSHOT:

ROCKET  FUEL  WAS  THE    TOP  PERFORMER  ON  THE  PLAN,  

AHEAD  OF  GOOGLE  AD  EXCHANGE  

OBJECTIVE:  » Drive  online  sales  

RESULTS:  » Rocket  Fuel  ranked  first  in  terms  of  Post  Click  Sales  Conversion  against  seven  other  partners,  including  Google  Ad  Exchange  

» Post-­‐view  sales  ahead  of  client  goal  by  502%  

OBJECTIVE:  » Drive  online  sales  among  the  following  audiences:  

RESULTS: » Beat  the  client’s  CPO  goal  by  78%  » Rocket  Fuel  drove  356%  more  orders  than  projected  through  display  and  FBX  channels  

FASHION SUCCESS SNAPSHOT: FRONTLINESHOP

LEADING  ONLINE  STREET-­‐FASHION  STORES  IN  GERMAN-­‐SPEAKING  

COUNTRIES  

more  conversions  

356%  

A TRUSTED PARTNER

FOR FASHION, RETAIL&

A-BRANDS

Mandy  Smithson  Rocket  Fuel  msmithson@rocke2uelinc.com