RocketFuel - DDM Alliance Summit Marketing on Facebook

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Solving the knowledge paradox - RocketFuel on the Facebook Exchange

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RocketFuel - DDM Alliance Summit Marketing on Facebook

  1. 1. ROCKET FUEL ON FACEBOOK EXCHANGE Andy McNab
  2. 2. What Do We Do?
  3. 3. SOLVING THE KNOWLEDGE PARADOX Data Ability to Make Decisions Ideal Actual Opportunity
  4. 4. INTRODUCING A.I. TO THE MIX = 700k queries per second 12.1 million Analysts (5,000 decisions per day)
  5. 5. Autonomous Learning: Unintuitive Results ONE PIECE OF THE BRAIN: MODEL COEFFICIENTS FOR LUXURY CAR LEADS
  6. 6. AI LIBERATES AGENCIES & MARKETERS
  7. 7. SOCIAL INSIGHTS
  8. 8. Advertising That Learns® … A Lot About Optimal Creative
  9. 9. HEADER #1 IMAGE #1 BODY COPY #1 HEADER #2 IMAGE #2 BODY COPY #2 HEADER #1 IMAGE #2 BODY COPY #3 A B C Green = Positive-lift message/prospect combination Red = Negative-lift message/prospect combination STRIKING THE RIGHT CHORD
  10. 10. BARGAIN-HUNTERS & ADVENTURE SEEKERS The people most likely to convert as a result of exposure to ads on FBX are those who have expressed digital interests in either bargain or comparison shopping – Vouchers & Discounts, Product Reviews, Consumer Resources – or local adventuring, such as through Travel Guides, City Guides and Restaurants.
  11. 11. INCREASE THE FREQUENCY The people most likely to convert as a result of exposure to ads on FBX are those who have expressed digital interests in either bargain or comparison shopping – Vouchers & Discounts, Product Reviews, Consumer Resources – or local adventuring, such as through Travel Guides, City Guides and Restaurants.
  12. 12. RIGHT PLACE, RIGHT TIME The people most likely to convert as a result of exposure to ads on FBX are those who have expressed digital interests in either bargain or comparison shopping – Vouchers & Discounts, Product Reviews, Consumer Resources – or local adventuring, such as through Travel Guides, City Guides and Restaurants.
  13. 13. VERTICALS WITH BEST RESULTS
  14. 14. WHAT “WALLED GARDEN?” Bring first- and third-party into Facebook, with advanced predictive modeling 3rd-party data 1st-party data
  15. 15. Does it work?
  16. 16. CAMPAIGN GOALS » Drive online orders through the advertiser’s Web site CAMPAIGN » Campaign launched with only display with Boosted FBX added in the third week of the campaign to explore new social media channel RESULTS » Supplementing display with Boosted FBX, lead to a 49% decrease eCPA while also increasing the number of conversions by 372% -- thereby dramatically increasing performance at scale SUCCESS STORY: FACEBOOK EXCHANGE (FBX) 372% increase in conversions 49% decrease in eCPA FBX added to media mix RESTAURANT CHAIN AND FRANCHISE Inclusion of FBX lead to a 372% increase in conversions with a 49% decrease in eCPA
  17. 17. CAMPAIGN GOALS » Drive cost-efficient orders with those in-market for new handsets and contracts » Deliver against a targeted Cost Per Order (CPO) » Drive results as the first global Rocket Fuel Facebook Exchange partner CAMPAIGN » Campaign launched with only display » Boosted FBX added in second month of campaign to increase performance in new social media channel RESULTS » Supplementing display with Boosted FBX, led to a 39% decrease eCPA while also increasing the number of conversions by 67% -- thereby dramatically increasing performance at scale SUCCESS STORY: CARPHONE WAREHOUSE ON FACEBOOK EXCHANGE (FBX) 67% increase in conversions 39% decrease in eCPA FBX added to media mix ” “ We were keen on launching FBX with Rocket Fuel. Since we went live, the results have been brilliant. We’ve seen a 41% reduction in CPO compared to the average CPO across all other DR placements. We can’t wait to see more! Domitille Mereuze Digital Marketing Executive Carphone Warehouse
  18. 18. Source: 1comScore, Mar 2012; 2Nielsen, "Ads with Friends", Mar 2012; 3Experian Hitwise, Dec 2010; 4comScore Inc. and Facebook, "The Power of Like 2” Jun 2012 FACEBOOK DRIVES ADVERTISING IMPACT Campaigns on Facebook drive real results & impact both online & offline sales “The Diageo brand saw a 20% lift in offline sales across the portfolio which resulted in a fivefold return on investment among those who viewed the Facebook ad.4 Nielsen NetEffect Case Study Facebook & Diageo 2011 Fans of Target were 19% more likely to purchase at Target in the four weeks following.4 comScore Social Lift, February-March 2012 ” “ ” 55% lift in ad recall2 2X increase in message awareness2 4X lift in purchase intent3 3X ROI on 70% of campaigns3
  19. 19. AND INCREASES OFFLINE SALES A four week Facebook campaign increased purchase intent and in-store Starbucks purchases *eMarketer, "Facebook Marketing: Reaching Consumers in a Changing Environment", August 17, 2012 based on data from comScore Inc. and Facebook, "The Power of Like 2: How Social Marketing Works,” June 12, 2012
  20. 20. “The practical conclusion is that we should turn many of our decisions, predictions, diagnoses, and judgments—both the trivial and the consequential—over to the algorithms. There’s just no controversy any more about whether doing so will give us better results.” Andrew McAfee Principal Research Scientist, MIT Sloan December, 2013 Big Data’s Biggest Challenge? Convincing People NOT to Trust Their Judgment
  21. 21. Further Suggested Reading
  22. 22. CLOSING THOUGHTS Thank you!! Andy McNabmcnab@rocamcnab@rocketfuel.comketfuel.com Joe peters amcnab@rocket fuel.com jpeters@rocketfuel.com

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