credit union-automotive consumer insights 2015
TRANSCRIPT
Rocket Fuel Campaign Insights
National Credit Union Association/Luxury Auto Partnership
November 2014 – January 2015
CAMPAIGN SUMMARY
DISPLAYFLIGHT: 11/14/2014 – 1/5/2014
BUDGET: $70,000
IMPRESSIONS: 15,428,695
CONVERSION GOAL: 2,200
CONVERSIONS: 4,130
CPA GOAL: $50 CPA
ROCKET FUEL CPA: $16.97 CPA
ROCKET FUEL EXCEEDED THE CPA GOAL BY 194% AND EXCEEDED THE TOTAL CONVERSION GOAL BY 87%!!
CONVERSIONS & CPA
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
-
50
100
150
200
250
300
Conversions
$-
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
CPA ($)
Conversion pixels became active on 11/18/14. The
days with zero conversions are Thanksgiving and
Christmas.
Campaign CPA ($) started around our $50 goal and stayed low, finishing at
$17.
PERFORMANCE BY AGE
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
-60
-40
-20
0
20
40
60
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
Conversion Lift (%)
For “Luxury Brand” we would expect to have better than average
performance in middle and older demographics. People in these
groups tend to be more established in careers and have greater
financial stability.
-18.5%
6.0%5.3%
16.0%-27.9%
-4.5%16.3%
Under $20k
$20k -$40k
$40k -$50k
$50k -$75k
$75k -$100k
$100k -$150k
$150k+
CONVERSION LIFT (%)
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
Top range HHI ($150K+) performance aligns with individuals who would be considered a part of the overall “Luxury Brand” target audience. The positive performance in the lower HHI
levels could be attributed to other brands or younger individuals looking into their first
“Luxury Brand”.
CALENDAR
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
PERFORMANCE TIME OF DAY & DAY OF WEEK
The highest conversion lift occurred between 9:00am and Noon at 32.4%,
however it only accounted for 16.9% of total conversions. The Noon to 3:00pmtime slot had the largest share of
total conversions with 26.1%, and had the 3rd largest conversion lift at
20.4%.
AM
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
+9.33% -8.43%-8.46%-10.51%-3.18% +11.78% +11.06%
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Conversion Lift (%)
Top performing content categories reflect a strong automotive
connection for shoppers and enthusiasts.
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Conversion Lift (%) Interests show a strong
correlation to seasonality and a connection with the ideal “Luxury Brand” customer. Golf is generally
associated with wealthier individuals and is often combined
with holiday travel.
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
Dallas: 128.4%
Tampa: 21.3%
Kansas City: 47.4%
Chicago: 18.8%
Detroit: 9.3% New York: 2.4%
Washington: -14.2%Denver: -34.3%
Los Angeles: -55.4%
Dayton: -14.9%
As expected, the top performing DMAs aligned with the known top performers entering the campaign.
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
-30
-20
-10
0
10
20
30
40
50
300x250 160x600 728x90
Conversion Lift (%)
CAMPAIGN SUMMARY
MOBILE FLIGHT: 11/14/2014 –1/5/2014
BUDGET: $57,500
IMPRESSIONS: 16,175,216
CLICKS: 164,110
CPC GOAL: $1.28 CPC
ROCKET FUEL CPC: $0.35 CPC
ROCKET FUEL EXCEEDED THE CPC GOAL BY 265%!!
CLICKS & CPC
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
01,0002,0003,0004,0005,0006,0007,0008,000
Clicks
$- $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60
CPC ($)
Rise in total click activity
can be attributed to a rise in
total delivery.
The spike in CPC can be associated with the
ramping up of our model following the
pacing change.
PERFORMANCE BY AGE
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
-20
-15
-10
-5
0
5
10
15
20
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
CTR Lift (%)
CTR performance shows come correlation to the desktop age
performance in key demographics. The high CTR lift among younger visitors could be explained as
high interest in the opportunity of a discount.
-11.4%
8.7%4.0%
3.5%-9.2%
0.1%
3.7%
Under $20k
$20k -$40k
$40k -$50k
$50k -$75k
$75k -$100k
$100k -$150k
$150k+
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
Performance was above average for the higher income brackets for the campaign which fits
well with the overall “Luxury Brand” audience. The high performance from the $40k-$50k bracket could be attributed to first
time “Luxury Brand” buyers and people who are interested in multiple brands.
CTR LIFT (%)
CALENDAR
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
The highest CTR lift occurred between6:00 and 9:00am at 10.0%, however it only accounted for 7.4% of total
clicks. The 9:00pm to Midnight time slot had the largest share of total
clicks with 20.1% and was in the middle of the pack with CTR lift at 0.4%.
AM
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
+3.65% -23.08%+17.10%+19.41%-20.97% -12.49% +19.56%
PERFORMANCE TIME OF DAY & DAY OF WEEK
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
0
20
40
60
80
100
120
140
160
180
CTR Lift (%)
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
0
5
10
15
20
25
30
35
40
45
50
CTR Lift (%)
As with the desktop portion of the campaign, audience
interests look to be strongly influenced by
seasonal factors.
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
Dallas: 14.8%
Tampa: 6.8%
Kansas City: -21.2%
Chicago: -14.9%
Detroit: -24.3% New York: 14.2%
Washington: -14.2%Dayton: -14.9%
Denver: -39.3%
Los Angeles: -2.1%
Overall click activity, and CTR was mostly driven by delivery to New York and Dallas. These two
DMAs accounted for 47.8% of total clicks.
* Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average
• Consider full national delivery:• The campaign performed very well across the selected
DMAs. To build on this success we could look into additional DMAs or full national delivery in future campaigns.
• The full family of brands:• We saw good success with this campaign with creative
driving to potential “Luxury Brand” customers. We may want to consider adding creative for future campaigns to drive activity for the other brands.
• We do see a popularity of credit unions associated with universities, like the Credit Union, and bringing in the other brands may help generate interest in the purchase or lease of a vehicle once completing college.
• Make is social:• Consider adding Facebook, especially if the goal
continues to be generating conversion activity. We have seen very good results utilizing Facebook for conversion campaigns.