RocketFuel - DDM Alliance Summit Marketing on Facebook
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Transcript of RocketFuel - DDM Alliance Summit Marketing on Facebook
ROCKET FUELON
FACEBOOK EXCHANGEAndy McNab
What Do We Do?
SOLVING THE KNOWLEDGE PARADOX
Data
Ability to Make
Decisions
Ideal
Actual
Opportunity
INTRODUCING A.I. TO THE MIX
=700k
queries per
second
12.1 million Analysts
(5,000 decisions per day)
Autonomous Learning: Unintuitive ResultsONE PIECE OF THE BRAIN: MODEL COEFFICIENTS FOR LUXURY CAR LEADS
AI LIBERATES AGENCIES &MARKETERS
SOCIAL INSIGHTS
Advertising That Learns®
… A Lot About Optimal Creative
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A
B
C
Green = Positive-lift message/prospect combinationRed = Negative-lift message/prospect combination
STRIKING THE RIGHT CHORD
BARGAIN-HUNTERS & ADVENTURE SEEKERS
The people most likely to convert as a result of exposure to ads on FBX are those who have expressed digital interests in either bargain or comparison shopping – Vouchers & Discounts, Product Reviews, Consumer Resources – or local adventuring, such as through Travel Guides, City Guides and Restaurants.
INCREASE THE FREQUENCY
The people most likely to convert as a result of exposure to ads on FBX are those who have expressed digital interests in either bargain or comparison shopping – Vouchers & Discounts, Product Reviews, Consumer Resources – or local adventuring, such as through Travel Guides, City Guides and Restaurants.
RIGHT PLACE, RIGHT TIME
The people most likely to convert as a result of exposure to ads on FBX are those who have expressed digital interests in either bargain or comparison shopping – Vouchers & Discounts, Product Reviews, Consumer Resources – or local adventuring, such as through Travel Guides, City Guides and Restaurants.
VERTICALS WITH BEST RESULTS
WHAT “WALLED GARDEN?”Bring first- and third-party into Facebook, with advanced predictive modeling
3rd-party data
1st-party data
Does it work?
HELL YEAH!!!
CAMPAIGN GOALS
» Drive online orders through the advertiser’s Web site
CAMPAIGN
» Campaign launched with only display with Boosted FBX added in the third week of the campaign to explore new social media channel
RESULTS
» Supplementing display with Boosted FBX, lead to a 49% decrease eCPA while also increasing the number of conversions by 372% -- thereby dramatically increasing performance at scale
SUCCESS STORY:FACEBOOK EXCHANGE (FBX)
372% increase in conversions
49% decrease in eCPA
FBX added to media mix
RESTAURANT CHAIN AND FRANCHISE
Inclusion of FBX lead to a
372% increase in conversions
with a 49% decrease in eCPA
CAMPAIGN GOALS» Drive cost-efficient orders with those in-market
for new handsets and contracts» Deliver against a targeted Cost Per Order (CPO)» Drive results as the first global Rocket Fuel
Facebook Exchange partner
CAMPAIGN» Campaign launched with only display» Boosted FBX added in second month of
campaign to increase performance in new social media channel
RESULTS» Supplementing display with Boosted FBX, led to a
39% decrease eCPA while also increasing the number of conversions by 67% -- thereby dramatically increasing performance at scale
SUCCESS STORY:CARPHONE WAREHOUSE ON FACEBOOK EXCHANGE (FBX)
67% increase in conversions
39% decrease in eCPA
FBX added to media mix
”
“ We were keen on launching FBX with Rocket Fuel. Since we went live, the results have been brilliant. We’ve seen a 41% reduction in CPO compared to the average CPO across all other DR placements. We can’t wait to see more!
Domitille MereuzeDigital Marketing Executive
Carphone Warehouse
Source: 1comScore, Mar 2012; 2Nielsen, "Ads with Friends", Mar 2012; 3Experian Hitwise, Dec 2010; 4comScore Inc. and Facebook, "The Power of Like 2” Jun 2012
FACEBOOK DRIVES ADVERTISING IMPACTCampaigns on Facebook drive real results & impact both online & offline sales
“ The Diageo brand saw a 20% lift in offline sales across the portfolio which resulted in a fivefold return on investment among those who viewed the Facebook ad.4
Nielsen NetEffect Case StudyFacebook & Diageo 2011
Fans of Target were 19% more likely to purchase at Target in the four weeks following.4
comScore Social Lift, February-March 2012
”
“
”
55%lift in ad recall2
2Xincrease in
message awareness2
4Xlift in
purchase intent3
3XROI
on 70% of campaigns3
AND INCREASES OFFLINE SALESA four week Facebook campaign increased purchase intent and in-store Starbucks purchases
*eMarketer, "Facebook Marketing: Reaching Consumers in a Changing Environment", August 17, 2012 based on data from comScore Inc. and Facebook, "The Power of Like 2: How Social Marketing Works,” June 12, 2012
“The practical conclusion is that we should turn many of our decisions, predictions, diagnoses, and judgments—both the trivial and the consequential—over to the algorithms. There’s just no controversy any more about whether doing so will give us better results.”
Andrew McAfeePrincipal Research Scientist, MIT SloanDecember, 2013
Big Data’s Biggest Challenge? Convincing People NOT to Trust Their Judgment
Further Suggested Reading
CLOSINGTHOUGHTS
• Thank you!!Andy McNabmcnab@[email protected] petersamcnab@rocket [email protected]