Ernest Aberson - Rocket Fuel - eFashion2014
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description
Transcript of Ernest Aberson - Rocket Fuel - eFashion2014
Mandy Smithson Rocket Fuel [email protected]
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 [email protected]
