Ernest Aberson - Rocket Fuel - eFashion2014
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Ernest Aberson - Rocket Fuel - eFashion2014

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    Ernest Aberson - Rocket Fuel - eFashion2014 Ernest Aberson - Rocket Fuel - eFashion2014 Presentation Transcript

    • Mandy  Smithson   Rocket  Fuel   msmithson@rocke2uel.com  
    • Introduc2e  Rocket  Fuel     De  conversie  theorie   Boost  online  sales   Succes  voorbeelden  
    • ROCKET FUEL = AI + BIG DATA + SERVICE WHAT  MAKES  ROCKET  FUEL   DIFFERENT?  
    • CUSTOMER FUNNEL Conversion  Certainty   Loyalists   New  Buyers   Switchers   CompeIIve  Loyalists   Very  difficult   to  convert   Compe22ve   Ba@leground  Minimal  adver2sing   effort   Likely  to  be  most   efficient  Return   on  Investment   High   Low   *Some  scenarios  may  differ   Low  
    • ONLINE MARKETING FUNNEL  MEER  PROSPECTS   OM  SALES  TE   BOOSTEN  
    • THE EVOLUTION OF DIGITAL ADVERTISING AGE OF DELIVERY AGE OF TARGETING AGE OF OPTIMISATION Ad  EffecIveness  
    • IN THE AGE OF TARGETING…OPTIMISATION… Demo A Behavioural Segment B Content Category C
    • In-­‐market  for  a  new  dress   11:00-­‐   14:00   SMALL  BUSINESS   OWNER   GARDENING   CONTENT   55  YEARS   OLD   MALE   9:00-­‐11:00   STYLIST   FASHION   CONTENT   25  YEARS   OLD   FEMALE  
    • Age/Gender   OccupaIon   Income  Ethnicity   Purchase  Intent   Online   Purchases   Offline   Purchases   Browsing   Behavior   Site  AcIons   Zip  Code  City/DMA   Search   Sites   Search   Categories   Recency   Search   Keywords   Web  Site/Page   Referral  URL   Site   Category   Bizographics   Social   Interests   Lifestyle   ROCKET FUEL x   +   -­‐   -­‐7   +17   X   -­‐2   +8   +14   X   -­‐9   -­‐13   -­‐12   X   +19   +13   X   +11   X   X   X   +25   +6   X   -­‐7   +17   -­‐2   +28   X   +11   X   X   -­‐9   +14   +17   +19   +8   +11   X   X   +17   -­‐23   +6   X   +17   -­‐7   X   -­‐2   -­‐13   -­‐12   X   +13   +6   X   X   X   -­‐9   X   +17   X   +19   +8   +14   +18   -­‐23   +17   -­‐12   +11   -­‐9   +8   +14   X   +11   -­‐13   -­‐12   +11   X   X   -­‐7   +17   +8   +18  X   +11   X   -­‐12  -­‐10   +6   +14   X   +8   +11   -­‐10  +13   +28   +6   +13   +19   X   +11   -­‐10   +13   -­‐12   +17   X   -­‐7   +8   X   60   Posi2ve  LiZ   Marginal  LiZ   Nega2ve  LiZ   +8  +13  +11  -­‐9  +11   AUTOMATED SELF-LEARNING Bereken kans op succes: de voorspellende score
    • BOOST SALES Door te focussen op New Buyers & Switchers Not  all  prospects  are  created  equal.  Acquiring  incremental  customers  progressively   increases  cost  per  acquisiIon  efficiency       €75,-­‐   €15,-­‐   €50,-­‐  
    • BEFORE AdverIsing  that  runs   TM  AFTER AdverIsing  That  Learns  
    • SUCCES VOORBEELDEN
    • SUCCESS SNAPSHOT: ROCKET  FUEL  WAS  THE    TOP  PERFORMER  ON  THE  PLAN,   AHEAD  OF  GOOGLE  AD  EXCHANGE   OBJECTIVE:   » Drive  online  sales   RESULTS:   » Rocket  Fuel  ranked  first  in  terms   of  Post  Click  Sales  Conversion   against  seven  other  partners,   including  Google  Ad  Exchange   » Post-­‐view  sales  ahead  of  client   goal  by  502%  
    • OBJECTIVE:   » Drive  online  sales  among  the   following  audiences:   RESULTS: » Beat  the  client’s  CPO  goal  by  78%   » Rocket  Fuel  drove  356%  more   orders  than  projected  through   display  and  FBX  channels   FASHION SUCCESS SNAPSHOT: FRONTLINESHOP LEADING  ONLINE  STREET-­‐FASHION   STORES  IN  GERMAN-­‐SPEAKING   COUNTRIES   more   conversions   356%  
    • A TRUSTED PARTNER FOR FASHION, RETAIL& A-BRANDS
    • Mandy  Smithson   Rocket  Fuel   msmithson@rocke2uelinc.com