Ernest Aberson - Rocket Fuel - eFashion2014

285 views
220 views

Published on

Published in: Retail, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
285
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Ernest Aberson - Rocket Fuel - eFashion2014

  1. 1. Mandy  Smithson   Rocket  Fuel   msmithson@rocke2uel.com  
  2. 2. Introduc2e  Rocket  Fuel     De  conversie  theorie   Boost  online  sales   Succes  voorbeelden  
  3. 3. ROCKET FUEL = AI + BIG DATA + SERVICE WHAT  MAKES  ROCKET  FUEL   DIFFERENT?  
  4. 4. 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  
  5. 5. ONLINE MARKETING FUNNEL  MEER  PROSPECTS   OM  SALES  TE   BOOSTEN  
  6. 6. THE EVOLUTION OF DIGITAL ADVERTISING AGE OF DELIVERY AGE OF TARGETING AGE OF OPTIMISATION Ad  EffecIveness  
  7. 7. IN THE AGE OF TARGETING…OPTIMISATION… Demo A Behavioural Segment B Content Category C
  8. 8. 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  
  9. 9. 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
  10. 10. 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,-­‐  
  11. 11. BEFORE AdverIsing  that  runs   TM  AFTER AdverIsing  That  Learns  
  12. 12. SUCCES VOORBEELDEN
  13. 13. 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%  
  14. 14. 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%  
  15. 15. A TRUSTED PARTNER FOR FASHION, RETAIL& A-BRANDS
  16. 16. Mandy  Smithson   Rocket  Fuel   msmithson@rocke2uelinc.com  

×