Transcript

Rocket Fuel Campaign Insights

National Credit Union Association/Luxury Auto Partnership

November 2014 – January 2015

1CAMPAIGN PERFORMANCE

DISPLAY

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

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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.

AUDIENCE INSIGHTS

2

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.

+44.5%CONVERSIONLIFT -

50.8%CONVERSIONLIFT

PERFORMANCE BY GENDER

-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 (%)

3CAMPAIGN PERFORMANCE

MOBILE

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.

AUDIENCE INSIGHTS

4

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.

+0.1%CONVERSIONLIFT

-0.1%CONVERSIONLIFT

PERFORMANCE BY GENDER

-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

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80

100

120

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160

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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

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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.

5RECOMMENDATIONS

* 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.


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