K8 - Facebook Measurement from Rob Creekmore of Facebook

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Presentation from Rob Creekmore, Attribution Lead at Facebook, on Facebook measurement as delivered at Kenshoo's K8 Summit on September 9th, 2013.

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K8 - Facebook Measurement from Rob Creekmore of Facebook

  1. 1. FACEBOOK MEASUREMENT Rob Creekmore Ecosystem Measurement August 2013
  2. 2. US e-commerce sales are on the rise 0 50 100 150 200 250 300 350 400 450 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 $79B $434B Source: 2004 – 2008 data: eMarketer Ecommerce report, 2009. 2009 data: eMarketer Ecommerce report, 2010. 2010 data: eMarketer Ecommerce report, 2011. 2011 data: eMarketer Ecommerce report, 2012. 2012-2017 data: eMarketer Ecommerce report, 2013.
  3. 3. Shoes in the US (in millions, Q4-2012) Mobile phones globally (in millions, Q4-2012) 115 Searches* 784 Purchased** 90 Searches* 472 Purchased*** Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) – Nate Herman, Vice President, American Apparel & Footwear Association, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012” Search represents a fraction of purchase intent
  4. 4. How do you capture time and attention in addition to search?
  5. 5. More time spent on FB than anywhere else online 0 2 4 6 8 10 12 14 AverageDailyMinutes Desktop Time Spent Source: comScore Key Measure, US Desktop, April 2013
  6. 6. Facebook and Search working together Source: Quantifying the Impact of Multi-touch Attribution across hundreds of millions of clicks, Retail and FinServ verticals Kenshoo Research, August 2013 12% to 30% using Last Click Facebook undervalued by Last Ad measurement undervalued Facebook advertising by 12-30% relative to each of the five alternate attribution models.
  7. 7. A rich and natively visual canvas
  8. 8. How we can help
  9. 9. Reach your best customers The men’s private-sale site uses Facebook Ads and targeting to acquire more than 1/5 of its members. Using Custom Audiences 6x return on advertising spend Source: Facebook case study
  10. 10. Reach your next customers Using Facebook Lookalikes Fab.com scaled its Facebook activity to Europe and achieved a 10-fold increase in people’s purchase intent. 14 million people use Fab’s website and mobile apps worldwide Source: Facebook case study Facebook page post ad 50%Greater LTV for customers acquired using Lookalike Audiences compared to standard targeting
  11. 11. Ensure loyalty Using Facebook retargeting on FBX Source: Quantifying the Impact of Multi-touch Attribution Across 1 billion impressions on Facebook Exchange, Includes Retail, FinServ, and Lead-Gen Verticals Kenshoo Research, August 2013 8.1XReturn on advertising spend using FBX, 1.8X higher with dynamic vs. static creative
  12. 12. How can you measure growth across the purchase funnel?
  13. 13. Measure the impact of Search + Facebook Group A Group B Control The test Facebook Marketplace Search FBX ›
  14. 14. Determine the optimal media mix Metrics: • Avg. return on ad spend • Avg. cost per acquisition • Avg. time to convert Search No Search Facebook No Facebook
  15. 15. Measure in-store sales with retail MMM feed 1. Use Facebook’s MMM feed for retail 2. MMM vendor analysis 3. See in-store ROI by channel Regress Transform › ›
  16. 16. Next steps: 1. Scale Facebook media. Measure using MTA and MMM. 2. Leverage Facebook best practices (Custom Audiences, Lookalikes, FBX) 3. Join the Search + Facebook research we’re conducting right now! Drive results with Search + Facebook
  17. 17. THANK YOU

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