Reaching the Connected Consumer: Winning Strategies for Retail and eCommerce on

Facebook

James Carr

74%of people

have more than 1 cookie

15%of people have

10 or more cookies

Source: “Atlas Insight Series: How often do multiple cookies represent one person,” March 2014

So what’s the answer?

People Based Measurement

Before Now

Massive reach once meant mass message

AudienceYour ad

Achieve massive reach while delivering relevant messages to segmented

audiences

Current customers

Website visitors

High LTV custome

rs

Lapsed customers

Marketing has changed

425k Mothers in Ireland

89% of people access on mobile device

2.5m Irish people on Facebook

1m men who like sports

Mobile is not a technologyIt is a consumer behavior

14 timesopportunities

14 timesopportunities

The path-to-purchase is complex

start shopping on one device and

continue on another

67%

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

…and which device was it finished on?

62%

18%

20%

15%

25%

60%

Consumer journey across devices

Which device was the activity started on…?

Source: GFK, Multi- Device Usage Study, January 2014

Introducing Cross Device Reporting

39,676 conversions on Desktopas a result of an ad on iPhone

2,935 Conversion in App1,762 Conversion in Webon iPhoneas a result of an ad on iPad

68% more conversions attributed using

Optimized for conversion vs. CPC

Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test.

20% lower cost per installwhen using CPA vs.

CPC

Optimised for conversion

9.8%

lift in online sales

of the sign-ups driven by FacebookDetected by last-click attribution

model

Online Conversion Measurement

Graze.com Success Story

72%

Lift impact last +2 weeks post campaign!

The newsfeed is a merchandising engine

Where people discover products that matter to them

The power of Facebook Targeting

CoreAudiences

Lookalike Audiences

Custom Audiences

Sophisticated targeting with unsurpassed accuracy

Reach the people youalready know

Find more people like your best customers

Personalization At ScaleAmazon Success Story

Personalization At ScaleRefinery29 Success Story

Increased overall view-through by 87% and Increased subscriptions by 56%

…and follow-up with the people who viewed your video with a benefit-driven message

Video remarketing allows brands to share a story over time

Begin your story with a purpose-driven message…

Adding a call-to-action enables brands to drive consideration and affinity after capturing attention