K8 - Facebook Measurement from Rob Creekmore of Facebook
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Transcript of K8 - Facebook Measurement from Rob Creekmore of Facebook
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FACEBOOK MEASUREMENTRob Creekmore
Ecosystem MeasurementAugust 2013
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US e-commerce sales are on the rise
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 20170
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$79B
$434B
Source: 2004 – 2008 data: eMarketer Ecommerce report, 2009. 2009 data: eMarketer Ecommerce report, 2010. 2010 data: eMarketer Ecommerce report, 2011. 2011 data: eMarketer Ecommerce report, 2012. 2012-2017 data: eMarketer Ecommerce report, 2013.
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Shoes in the US (in millions, Q4-2012)
Mobile phones globally (in millions, Q4-2012)
115 Searches*
784 Purchased**
90 Searches*
472 Purchased***
Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) – Nate Herman, Vice President, American Apparel & Footwear Association, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012”
Search represents a fraction of purchase intent
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How do you capture time and attentionin addition to search?
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More time spent on FB than anywhere else online
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Desktop Time Spent
Avera
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aily M
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Source: comScore Key Measure, US Desktop, April 2013
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Facebook and Search working together
Source: Quantifying the Impact of Multi-touch Attributionacross hundreds of millions of clicks, Retail and FinServ verticalsKenshoo Research, August 2013
12% to 30%using Last Click
Facebook undervalued by
Last Ad measurement undervalued Facebook advertising by 12-30% relative to each of the five alternate attribution models.
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A rich and natively visual canvas
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How we can help
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Reach your best customers
The men’s private-sale site uses Facebook Ads and targeting to acquire more than 1/5 of its members.
Using Custom Audiences
6xreturn on
advertisingspend
Source: Facebook case study
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Reach your next customers
Using Facebook Lookalikes
Fab.com scaled its Facebook activity to Europe and achieved a 10-fold increase in people’s purchase intent. 14 million people use Fab’s website and mobile apps worldwide
Source: Facebook case study
Facebook pagepost ad
50%Greater LTV for
customers acquired using Lookalike
Audiences compared to standard targeting
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Ensure loyalty
Using Facebook retargeting on FBX
Source: Quantifying the Impact of Multi-touch AttributionAcross 1 billion impressions on Facebook Exchange, Includes Retail, FinServ, and Lead-Gen VerticalsKenshoo Research, August 2013
8.1XReturn on advertising spend using FBX, 1.8X higher with dynamic
vs. static creative
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How can you measure growth across the purchase funnel?
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Measure the impact of Search + Facebook
Group A Group B Control
The test
FacebookMarketplace
Search
FBX
›
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Determine the optimal media mix
Metrics:• Avg. return on ad spend• Avg. cost per acquisition• Avg. time to convert
Search No Search
No Facebook
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Measure in-store sales with retail MMM feed
1. Use Facebook’sMMM feed for retail
2. MMM vendor analysis
3. See in-store ROI by channel
Regress
Transform› ›
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Next steps:
1. Scale Facebook media. Measure using MTA and MMM.
2. Leverage Facebook best practices (Custom Audiences, Lookalikes, FBX)
3. Join the Search + Facebook research we’re conducting right now!
Drive results
with Search + Facebook
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THANK YOU
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