Reid Spice - Facebook Marketing KPIs

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Avoiding Social kpi overload 28 June 2011

A few Social KPI’s Kenshoo: Proprietary & Confidential Information | 2 Uniques ROI Revenue Clicks Purchases Follows Social Impressions Churn Cost CPF Video Views Connections Downloads CPL Likes Conv Rate Mentions CPM Shares AOV Tweets Retweets Fans CTR Share of Voice CPC Impressions CPA RSVPs Revenue/Click Leads

Kenshoo: Proprietary & Confidential Information | 3 Social KPI’s & Context CTR & CPC Volume & Performance Attribution

Kenshoo: Proprietary & Confidential Information | 4 CTR & CPC

Facebook has plenty of impressions Kenshoo: Proprietary & Confidential Information | 5 Source: Comscore May 2011

The Impression Issue Kenshoo: Proprietary & Confidential Information | 6 Marketplace Ads drive lots of impressions! You can’t track view-through conversions with Marketplace Ads

Clicks are hard to come by Kenshoo: Proprietary & Confidential Information | 7 Average Display CTR 0.10 % Average Facebook CTR 0.05 % Source: Webtrends Feb 2011

CTR correlates directly to CPC Kenshoo: Proprietary & Confidential Information | 8 Source: Kenshoo Social May 2011

Kenshoo: Proprietary & Confidential Information | 9 Targeting volume & performance

U.S. Population Distribution by Age Kenshoo: Proprietary & Confidential Information | 10

Facebook Population Distribution by Age Kenshoo: Proprietary & Confidential Information | 11 Source: Facebook API June 2011

FB Fans of “Justin Bieber” Age Distribution Kenshoo: Proprietary & Confidential Information | 12 Source: Facebook API June 2011

FB Fans of “Opera” Age Distribution Kenshoo: Proprietary & Confidential Information | 13 Source: Facebook API June 2011

Kenshoo: Proprietary & Confidential Information | 14 So Facebook’s audience skews young… who cares?

U.S. Income by Age Kenshoo: Proprietary & Confidential Information | 15 Source: U.S. Census 2010

Average Facebook CPC by Age Kenshoo: Proprietary & Confidential Information | 16 Source: Facebook API June 2011

Kenshoo: Proprietary & Confidential Information | 17 Test different combinations of targets to maximize volume and ROAS

Kenshoo: Proprietary & Confidential Information | 18 Attribution & facebook performance

(Last Click) Set an attribution model to reflect the true value of each engagement Blue T-Shirt Great Prices T-shirt.com Red T-Shirt XL Size Available T-shirt.com Green T-Shirt Great Prices T-shirt.com Keyword 1 Keyword 2 Keyword 3 40% 25% 10% 5% 10% 10% 40% 25% 25% 25% 0% 0% 0% 100% 60% 25% Most Advertising Tracking Systems report and act on only the last click prior to purchase 19

Kenshoo: Proprietary & Confidential Information | 20 Attribution Model Comparison * Percentage increase in Revenue using different attribution models: Apparel client, Fall 2010

Kenshoo: Proprietary & Confidential Information | 21 If you’re using Last Touch, you’re under-reporting FB Performance

Kenshoo: Proprietary & Confidential Information | 22 Thank You Reid Spice, Director of Product Strategy reid.spice@kenshoo.com www.Kenshoo.com/Social

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Reid Spice - Facebook Marketing KPIs

1. Avoiding Social kpi overload 28 June 2011

2. A few Social KPI’s Kenshoo: Proprietary & Confidential Information | 2 Uniques ROI Revenue Clicks Purchases Follows Social Impressions Churn Cost CPF Video Views Connections Downloads CPL Likes Conv Rate Mentions CPM Shares AOV Tweets Retweets Fans CTR Share of Voice CPC Impressions CPA RSVPs Revenue/Click Leads

3. Kenshoo: Proprietary & Confidential Information | 3 Social KPI’s & Context CTR & CPC Volume & Performance Attribution

4. Kenshoo: Proprietary & Confidential Information | 4 CTR & CPC

5. Facebook has plenty of impressions Kenshoo: Proprietary & Confidential Information | 5 Source: Comscore May 2011

6. The Impression Issue Kenshoo: Proprietary & Confidential Information | 6 Marketplace Ads drive lots of impressions! You can’t track view-through conversions with Marketplace Ads

7. Clicks are hard to come by Kenshoo: Proprietary & Confidential Information | 7 Average Display CTR 0.10 % Average Facebook CTR 0.05 % Source: Webtrends Feb 2011

8. CTR correlates directly to CPC Kenshoo: Proprietary & Confidential Information | 8 Source: Kenshoo Social May 2011

9. Kenshoo: Proprietary & Confidential Information | 9 Targeting volume & performance

10. U.S. Population Distribution by Age Kenshoo: Proprietary & Confidential Information | 10

11. Facebook Population Distribution by Age Kenshoo: Proprietary & Confidential Information | 11 Source: Facebook API June 2011

12. FB Fans of “Justin Bieber” Age Distribution Kenshoo: Proprietary & Confidential Information | 12 Source: Facebook API June 2011

13. FB Fans of “Opera” Age Distribution Kenshoo: Proprietary & Confidential Information | 13 Source: Facebook API June 2011

14. Kenshoo: Proprietary & Confidential Information | 14 So Facebook’s audience skews young… who cares?

15. U.S. Income by Age Kenshoo: Proprietary & Confidential Information | 15 Source: U.S. Census 2010

16. Average Facebook CPC by Age Kenshoo: Proprietary & Confidential Information | 16 Source: Facebook API June 2011

17. Kenshoo: Proprietary & Confidential Information | 17 Test different combinations of targets to maximize volume and ROAS

18. Kenshoo: Proprietary & Confidential Information | 18 Attribution & facebook performance

19. (Last Click) Set an attribution model to reflect the true value of each engagement Blue T-Shirt Great Prices T-shirt.com Red T-Shirt XL Size Available T-shirt.com Green T-Shirt Great Prices T-shirt.com Keyword 1 Keyword 2 Keyword 3 40% 25% 10% 5% 10% 10% 40% 25% 25% 25% 0% 0% 0% 100% 60% 25% Most Advertising Tracking Systems report and act on only the last click prior to purchase 19

20. Kenshoo: Proprietary & Confidential Information | 20 Attribution Model Comparison * Percentage increase in Revenue using different attribution models: Apparel client, Fall 2010

21. Kenshoo: Proprietary & Confidential Information | 21 If you’re using Last Touch, you’re under-reporting FB Performance

22. Kenshoo: Proprietary & Confidential Information | 22 Thank You Reid Spice, Director of Product Strategy reid.spice@kenshoo.com www.Kenshoo.com/Social

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