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2013 Holiday Retail Insights

1
About NetElixir
NetElixir offers search marketing services and technology to retailers like
Lenovo, Oneida and K-Swiss. We...
About NetElixir University
NetElixir University was launched in 2012 with a vision of “democratizing the
digital marketing...
About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer at:
• John...
Table of Contents
 NetElixir Holiday Calendar: Forecast vs. Actuals.
 Tracking Y/Y CPC Inflation on Google and Bing.
 M...
Data Sources
• NetElixir Retail Intelligence Research: Since August 2008, we have been
tracking key search engine marketin...
NetElixir Holiday Calendar 2013
Sun

Mon

Tue

Wed

Thu

Fri

Sat

11/24

11/25

11/26

11/27

11/28

11/29

11/30

12/1

...
Sun

Mon

Tue

Wed

Thu

Fri

Sat

11/24

11/25

11/26

11/27

11/28

11/29

11/30

12/1

12/2

12/3

12/4

12/5

12/6

12...
Actual Y/Y CPC Inflation
Sun

Mon

Tue

Wed

Thu

Fri

Sat

11/24

11/25

11/26

11/27

11/28
(21%)

11/29
(46%)

11/30
(3...
Sun

Mon

Tue

Wed

Thu

Fri

Sat

11/24

11/25

11/26

11/27

11/28
(21%)

11/29
(46%)

11/30
(30%)

12/1
(29%)

12/2
(61...
Key Takeaways
 Cyber week (12/2) has been the strongest ecommerce week ever,
however, the bid inflation has not been in t...
Kansas City Steaks: A Holiday Case Study

Strategic Holiday Planning & Real Time Execution
Drive Exponential Growth
12
Holiday SEM Revenue Goal
 Premium Steaks and Fine Foods Company established in 1932.
 Holiday Revenue Growth Goal: 50%.
...
Building the Holiday Plan
 Detailed Execution Plan built around Holiday Calendar.
 The Plan was finalized on September 1...
Executing the Plan
 Proprietary Real Time Bid Optimization (RTBO) platform identified Revenue
Maximization opportunities ...
RESULTS
Y/Y SEM Revenue Growth (Thanksgiving to Dec.14)= 89%

Source: AdGooroo PPC Share of Voice Report
16
Conclusion
 An ability to monitor, analyze and manage bids around-the-clock through a
combination of real time bid optimi...
Thank you!
To request more information about NetElixir’s Search Marketing
services and technology, email marinn@netelixir....
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Holiday 2013 - PPC Results, Trends & Insights

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With 6 less days between Thanksgiving and Christmas, the 2013 holiday season was expected to be brutally competitive and more difficult than any other. And, what a season it has been!

This 30 minute webinar is hosted by NetElixir CEO, Udayan Bose. Udayan shares key search and Ecommerce trends & insights for the 2013 holiday season and pinpoints unique keyword bidding trends that were observed and analyzed by our research team.

What you can expect from this webinar:

•Tracking actual Ecommerce results vs. forecasts.
•Detailed, day-part wise CPC trends from Black Friday till December 14th.
•Live Holiday Case Study -- How advanced bidding tactics enabled Kansas City Steaks to maximize profitable revenues and gain market share.

Visit us at www.NetElixir.com

Published in: Marketing, Business, Technology
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Transcript of "Holiday 2013 - PPC Results, Trends & Insights"

  1. 1. 2013 Holiday Retail Insights 1
  2. 2. About NetElixir NetElixir offers search marketing services and technology to retailers like Lenovo, Oneida and K-Swiss. We are headquartered in Princeton, NJ and have global offices in London and Hyderabad (India). The 70+ member NetElixir team consists of a multitude of search marketing engineers, data scientists, technologists, and global operations managers, all of whom are constantly ideating, innovating, and implementing unique practices that drive towards our vision of empowering global search advertisers. Follow us @NetElixir www.NetElixir.com 2
  3. 3. About NetElixir University NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” Our goal is to share best practices in retail + digital marketing with 10,000 businesses, worldwide, by 2015. NetElixir University 3
  4. 4. About Udayan Bose • Founder & CEO, NetElixir,Inc. • Founded PartyBingo.com (PartyGaming, Plc). • Guest Lecturer at: • Johnson School of Management, Cornell University. • City University of New York, Baruch. • Indian School of Business. • Quoted in New York Times, Forbes and Time. 4
  5. 5. Table of Contents  NetElixir Holiday Calendar: Forecast vs. Actuals.  Tracking Y/Y CPC Inflation on Google and Bing.  Mapping CPC Inflation against Ecommerce Revenue Growth.  Key Takeaways.  How NetElixir Helped Kansas City Steaks tap incremental SEM revenue opportunities and grow Y/Y Revenue 5
  6. 6. Data Sources • NetElixir Retail Intelligence Research: Since August 2008, we have been tracking key search engine marketing metrics for 32 mid size and large US online retailers. During holidays, this data is captured on an hourly basis. • comScore Holiday eCommerce Trends through Green Monday. (Dated: Dec 13, 2013). 6
  7. 7. NetElixir Holiday Calendar 2013 Sun Mon Tue Wed Thu Fri Sat 11/24 11/25 11/26 11/27 11/28 11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 Forecasted Y/Y CPC increase: + 50% + 30% 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 + 25% Note: Our 2013 Holiday Calendar was released in August 2013. 7
  8. 8. Sun Mon Tue Wed Thu Fri Sat 11/24 11/25 11/26 11/27 11/28 11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 Was a $1 B+ Ecommerce Day The weekends have been surprisingly strong. 8
  9. 9. Actual Y/Y CPC Inflation Sun Mon Tue Wed Thu Fri Sat 11/24 11/25 11/26 11/27 11/28 (21%) 11/29 (46%) 11/30 (30%) 12/1 (29%) 12/2 (61%) 12/3 (33%) 12/4 (30%) 12/5 (40%) 12/6 (15%) 12/7 (19%) 12/8 (40%) 12/9 (23%) 12/10 (45%) 12/11 (30%) 12/12 (61%) 12/13 (53%) 12/14 (48%) 9
  10. 10. Sun Mon Tue Wed Thu Fri Sat 11/24 11/25 11/26 11/27 11/28 (21%) 11/29 (46%) 11/30 (30%) 12/1 (29%) 12/2 (61%) 12/3 (33%) 12/4 (30%) 12/5 (40%) 12/6 (15%) 12/7 (19%) 12/8 (40%) 12/9 (23%) 12/10 (45%) 12/11 (30%) 12/12 (61%) 12/13 (53%) 12/14 (48%) 10
  11. 11. Key Takeaways  Cyber week (12/2) has been the strongest ecommerce week ever, however, the bid inflation has not been in total alignment.  The holiday weekends have been stronger than in previous years.  Both of the above trends presented opportunities that could have been tapped through real time opportunity tracking and quick execution. 11
  12. 12. Kansas City Steaks: A Holiday Case Study Strategic Holiday Planning & Real Time Execution Drive Exponential Growth 12
  13. 13. Holiday SEM Revenue Goal  Premium Steaks and Fine Foods Company established in 1932.  Holiday Revenue Growth Goal: 50%.  Grab PPC Share of Voice for Competition. 13
  14. 14. Building the Holiday Plan  Detailed Execution Plan built around Holiday Calendar.  The Plan was finalized on September 19 after an intense Executive Meeting that lasted for 4+ hours. 14
  15. 15. Executing the Plan  Proprietary Real Time Bid Optimization (RTBO) platform identified Revenue Maximization opportunities and executed strategic bid changes.  Account Management team worked around the clock, in 3 shifts, analyzing competitive landscape, identifying incremental opportunities and making campaign changes.  We had a Plan B in place just in case Plan A did not work. 15
  16. 16. RESULTS Y/Y SEM Revenue Growth (Thanksgiving to Dec.14)= 89% Source: AdGooroo PPC Share of Voice Report 16
  17. 17. Conclusion  An ability to monitor, analyze and manage bids around-the-clock through a combination of real time bid optimization technology and expert management can have a substantial impact on revenues and ROI.  A holiday plan, however detailed it may be, needs to have adequate flexibility for adaptation and change. Real time decisoning can trigger Plan B at an appropriate time, thereby gaining significant advantage over competition.  We believe, this holiday season will go down in ecommerce history as a landmark season where better prepared and sophisticated retailers won.. at others’ expense. 17
  18. 18. Thank you! To request more information about NetElixir’s Search Marketing services and technology, email marinn@netelixir.com. Spread the love! Tweet about our webinar! #NetElixirU 18
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