Rocket Fuel Campaign InsightsState Credit Union Association
May – November 2014
CAMPAIGN PERFORMANCEDISPLAY, FBX & VIDEO
CAMPAIGN SUMMARY
DISPLAY, FBX & VIDEO
FLIGHT: 5/12/2014 – 11/24/2014
BUDGET: $98,900
IMPRESSIONS: 30,542,480
CONVERSIONS: 2,333
CPA GOAL: $5.00
ROCKET FUEL CPA: $42.44
COMPLETIONS: 1,263,601
CVR GOAL: 75%
ROCKET FUEL CVR: 80%
ROCKET FUEL EXCEEDED THE CVR GOAL BY 7%!!
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
-
50
100
150
200
250
300
350
400
450
500
May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14
CPA
($
)
CO
NV
ERSI
ON
S
Conversions CPA per Month Overall CPA
PERFORMANCE OVERVIEW
The decrease in CPA beginning in August can in part be attributed to adding Facebook back
to the campaign.
CONVERSIONS
$49.30
$42.44
$27.92
73
74
75
76
77
78
79
80
81
82
83
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
May-14 Jun-14 Jul-14 Aug-14 Sep-14
CV
R (
%)
CO
MP
LETI
ON
S
Completions CVR per Month Overall CVR
PERFORMANCE OVERVIEWCOMPLETIONS
76.1%
79.8%
AUDIENCE INSIGHTS
-50
-40
-30
-20
-10
0
10
20
30
40
50
60
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
% L
IFT/
CO
NTR
IBU
TIO
N
CTR Lift % Conv Contribution
PERFORMANCE BY AGE
Interestingly, the age groups with the highest contribution percentage had the
lowest conversion lift percentages.
+35.7%CONVERSION
CONTRIBUTION
+64.3%CONVERSION
CONTRIBUTION
PERFORMANCE BY GENDER
Women were 65% more likely to complete a conversion activity than
men during the campaign. We hypothesize this could be a result of the specific messaging that was used
during the campaign.
The 9:00am to Noon time range was the best overall performer during the campaign with the highest conversion contribution, 22.9% and the highest
conversion rate lift, 23.8%. The 9:00pm to Midnightrange was the overall 2nd best performer. We would generally expect to have strong performance at the
beginning and end of the week as people start and finish their week.
AM
CONVERSION CONTRIBUTION (%)
PERFORMANCE BY TIME & DAY
-60
-40
-20
0
20
40
60
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
% L
IFT/
CO
NTR
IBU
TIO
N
Conv Rate Lift % Conv Contribution
PERFORMANCE BY INTERESTS
-20
-10
0
10
20
30
40
50
60
70
80
% C
ON
TRIB
UTI
ON
/LIF
T
Conv Contribution Min CTR Lift %
As expected, the performance is strong across a varied range of interests. This could
indicate the messaging resonated with a diverse audience.
PERFORMANCE BY CONTENT
1.2%
-50
0
50
100
150
200
250
300
0
2
4
6
8
10
12
14
16
18
20
CO
NV
ERSI
ON
LIF
T (%
)
CO
NV
ERSI
ON
CO
NTR
IBU
TIO
N (
%)
Conv Contribution Conv Rate Lift %
PERFORMANCE BY STATE
Lansing: 6.2%
Traverse City: 1.6%
Flint: 10.1%
Marquette: 0.4%
Detroit: 71.7%
CONVERSION CONTRIBUTION (%)
Grand Rapids: 10.1%
The Detroit and Flint DMAs were be strongest performers as each
out performed against it’s share of state population.
CAMPAIGN PERFORMANCEMOBILE
CAMPAIGN SUMMARY
FLIGHT: 5/12/2014 – 11/24/2014
BUDGET: $39,200
IMPRESSIONS: 12,780,752
CLICKS: 59,355
CTR GOAL: 0.40%
ROCKET FUEL CTR: 0.46%
ROCKET FUEL EXCEEDED THE CTR GOAL BY 15%!!
MOBILE
-
0.10
0.20
0.30
0.40
0.50
0.60
-
2,000
4,000
6,000
8,000
10,000
12,000
May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14
CTR
(%
)
CLI
CK
S
Clicks CTR per Month Overall CTR
PERFORMANCE OVERVIEWOverall CTR performance was
consistent during the campaign, with August being
the only month with a significant decrease.
0.41%
0.46%
AUDIENCE INSIGHTS
PERFORMANCE BY AGE
-80
-60
-40
-20
0
20
40
60
80
100
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
% L
IFT/
CO
NTR
IBU
TIO
N
Min CTR Lift % Click Contribution
Compared to the Display, FBX and Video portion of the campaign,
performance on mobile was strong across a wider range of age groups.
+50.7%CLICK
CONTRIBUTION
+49.3%CLICK
CONTRIBUTION
PERFORMANCE BY GENDER
Stronger performance from men on mobile could be an indicator that
men are more comfortable with the idea and process of mobile banking.
The Midnight to 3:00am time range was the best overall performer during the campaign with the 2nd highest click contribution, 13.9% and 2nd highest CTR lift at 23.7%. The shows some correlation with the high performance from
the 18-24 demographic as they are more likely to be active at those times.
AM
CLICK CONTRIBUTION (%)
PERFORMANCE BY TIME & DAY
-20
-15
-10
-5
0
5
10
15
20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
% L
IFT/
CO
NTR
IBU
TIO
N
CTR Lift % Click Contribution
PERFORMANCE BY INTERESTS
-60
-40
-20
0
20
40
60
80
100
% C
ON
TRIB
UTI
ON
/LIF
T
Click Contribution CTR Lift %
As with the other portion of the campaign, we expected to see strong performance from a wide range of interests. Current
events played a role in the interest performance as the campaign was live during election season.
PERFORMANCE BY CONTENT
1.2%
-150
-100
-50
0
50
100
150
200
250
300
350
% C
ON
TRIB
UTI
ON
/LIF
T
Click Contribution CTR Lift %
PERFORMANCE BY STATE
Lansing: 4.5%
Traverse City: 6.0%
Flint: 14.5%
Marquette: 1.2%
Detroit: 54.8%
Grand Rapids: 16.5%
CLICK CONTRIBUTION (%)
Southeast MI: 1.2%Southwest MI: 1.1%
Alpena: 14.5%
Duluth: 0.1%
In comparison to the other portion of the campaign, we saw more stronger performance
across a larger percentage of the state.
RECOMMENDATIONS
RECOMMENDATIONS
• Campaign Purpose: • How does this campaign fit with the overall marketing communications strategy?• What is the goal the campaign is trying to achieve?
• If the campaign goal is awareness, we can take steps to ensure our model is working as efficiently as possible to drive high quality traffic to the site.
• If the campaign goal is to drive toward completed actions, focus on which actions are most important to accomplishing strategic goals.
• Pixel Placement:• For our model to as effective as possible it is important that Rocket Fuel is able to have pixels placed in key
positions throughout the site. Getting these pixels placed in a timely manner will allow our model to gather as much data as possible to begin optimizing delivery to achieve performance goals.• For a campaign where the goal is conversions, we generally would want to have the conversion action
pixels placed a few weeks ahead of time to have a better understanding of the organic traffic to the site and give our model time to learn about the audience.
• In a situation where you are looking to drive awareness, pixel placement can provide extra information to our model and help provide you with the most actionable consumer insights.
• Media & Channel Choices:• Certain channels and mediums are better for achieving some goals better than others. We can help you make
sure your choices best align with your overall strategic goals.• Generally video is a great tool for driving awareness and can be useful for view-through conversion activity.• Facebook has shown the ability to be a driver of quality conversion activity. People are more likely to try a
product or convert on an action if they see their friends and family interested as well.
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