1. Rocket Fuel Campaign Insights
State Credit Union Association
May – November 2014

2. CAMPAIGN PERFORMANCE
DISPLAY, FBX & VIDEO

3. CAMPAIGN SUMMARY
DISPLAY, FBX
& VIDEO
FLIGHT: 5/12/2014 – 11/24/2014
BUDGET: $98,900
IMPRESSIONS: 30,542,480
CONVERSIONS: 2,333
CPA GOAL: $5.00
ROCKET FUEL CPA: $42.44
COMPLETIONS: 1,263,601
CVR GOAL: 75%
ROCKET FUEL CVR: 80%
ROCKET FUEL EXCEEDED THE CVR GOAL BY 7%!!

4. $-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
-
50
100
150
200
250
300
350
400
450
500
May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14
CPA($)
CONVERSIONS
Conversions CPA per Month Overall CPA
PERFORMANCE OVERVIEW
The decrease in CPA beginning in August can
in part be attributed to adding Facebook back
to the campaign.
CONVERSIONS
$49.30
$42.44
$27.92

5. 73
74
75
76
77
78
79
80
81
82
83
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
May-14 Jun-14 Jul-14 Aug-14 Sep-14
CVR(%)
COMPLETIONS
Completions CVR per Month Overall CVR
PERFORMANCE OVERVIEW
COMPLETIONS
76.1%
79.8%

6. AUDIENCE INSIGHTS

7. -50
-40
-30
-20
-10
0
10
20
30
40
50
60
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
%LIFT/CONTRIBUTION
CTR Lift % Conv Contribution
PERFORMANCE BY AGE
Interestingly, the age groups with the
highest contribution percentage had the
lowest conversion lift percentages.

8. +35.7%CONVERSION
CONTRIBUTION
+64.3%CONVERSION
CONTRIBUTION
PERFORMANCE BY GENDER
Women were 65% more likely to
complete a conversion activity than
men during the campaign. We
hypothesize this could be a result of
the specific messaging that was used
during the campaign.

9. The 9:00am to Noon time range was the best overall
performer during the campaign with the highest
conversion contribution, 22.9% and the highest
conversion rate lift, 23.8%. The 9:00pm to Midnight
range was the overall 2nd best performer. We would
generally expect to have strong performance at the
beginning and end of the week as people start and finish
their week.
AM
CONVERSION CONTRIBUTION (%)
PERFORMANCE BY TIME & DAY
-60
-40
-20
0
20
40
60
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
%LIFT/CONTRIBUTION
Conv Rate Lift % Conv Contribution

10. PERFORMANCE BY INTERESTS
-20
-10
0
10
20
30
40
50
60
70
80
%CONTRIBUTION/LIFT
Conv Contribution Min CTR Lift %
As expected, the performance is strong
across a varied range of interests. This could
indicate the messaging resonated with a
diverse audience.

11. PERFORMANCE BY CONTENT
1.2%
-50
0
50
100
150
200
250
300
0
2
4
6
8
10
12
14
16
18
20
CONVERSIONLIFT(%)
CONVERSIONCONTRIBUTION(%)
Conv Contribution Conv Rate Lift %

12. PERFORMANCE BY STATE
Lansing: 6.2%
Traverse City: 1.6%
Flint: 10.1%
Marquette: 0.4%
Detroit: 71.7%
CONVERSION CONTRIBUTION (%)
Grand Rapids: 10.1%
The Detroit and Flint DMAs were
be strongest performers as each
out performed against it’s share of
state population.

13. CAMPAIGN PERFORMANCE
MOBILE

14. CAMPAIGN SUMMARY
FLIGHT: 5/12/2014 – 11/24/2014
BUDGET: $39,200
IMPRESSIONS: 12,780,752
CLICKS: 59,355
CTR GOAL: 0.40%
ROCKET FUEL CTR: 0.46%
ROCKET FUEL EXCEEDED THE CTR GOAL BY 15%!!
MOBILE

15. -
0.10
0.20
0.30
0.40
0.50
0.60
-
2,000
4,000
6,000
8,000
10,000
12,000
May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14
CTR(%)
CLICKS
Clicks CTR per Month Overall CTR
PERFORMANCE OVERVIEW
Overall CTR performance was
consistent during the
campaign, with August being
the only month with a
significant decrease.
0.41%
0.46%

16. AUDIENCE INSIGHTS

17. PERFORMANCE BY AGE
-80
-60
-40
-20
0
20
40
60
80
100
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
%LIFT/CONTRIBUTION
Min CTR Lift % Click Contribution
Compared to the Display, FBX and
Video portion of the campaign,
performance on mobile was strong
across a wider range of age groups.

18. +50.7%CLICK
CONTRIBUTION
+49.3%CLICK
CONTRIBUTION
PERFORMANCE BY GENDER
Stronger performance from men on
mobile could be an indicator that
men are more comfortable with the
idea and process of mobile banking.

19. The Midnight to 3:00am time range was the best overall
performer during the campaign with the 2nd highest click
contribution, 13.9% and 2nd highest CTR lift at 23.7%. The
shows some correlation with the high performance from
the 18-24 demographic as they are more likely to be
active at those times.
AM
CLICK CONTRIBUTION (%)
PERFORMANCE BY TIME & DAY
-20
-15
-10
-5
0
5
10
15
20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
%LIFT/CONTRIBUTION
CTR Lift % Click Contribution

20. PERFORMANCE BY INTERESTS
-60
-40
-20
0
20
40
60
80
100
%CONTRIBUTION/LIFT
Click Contribution CTR Lift %
As with the other portion of the campaign, we expected to see
strong performance from a wide range of interests. Current
events played a role in the interest performance as the
campaign was live during election season.

21. PERFORMANCE BY CONTENT
1.2%
-150
-100
-50
0
50
100
150
200
250
300
350
%CONTRIBUTION/LIFT
Click Contribution CTR Lift %

22. PERFORMANCE BY STATE
Lansing: 4.5%
Traverse City: 6.0%
Flint: 14.5%
Marquette: 1.2%
Detroit: 54.8%
Grand Rapids: 16.5%
CLICK CONTRIBUTION (%)
Southeast MI: 1.2%Southwest MI: 1.1%
Alpena: 14.5%
Duluth: 0.1%
In comparison to the other portion of the
campaign, we saw more stronger performance
across a larger percentage of the state.

23. RECOMMENDATIONS

24. RECOMMENDATIONS
• Campaign Purpose:
• How does this campaign fit with the overall marketing communications strategy?
• What is the goal the campaign is trying to achieve?
• If the campaign goal is awareness, we can take steps to ensure our model is working as efficiently as
possible to drive high quality traffic to the site.
• If the campaign goal is to drive toward completed actions, focus on which actions are most important to
accomplishing strategic goals.
• Pixel Placement:
• For our model to as effective as possible it is important that Rocket Fuel is able to have pixels placed in key
positions throughout the site. Getting these pixels placed in a timely manner will allow our model to gather as
much data as possible to begin optimizing delivery to achieve performance goals.
• For a campaign where the goal is conversions, we generally would want to have the conversion action
pixels placed a few weeks ahead of time to have a better understanding of the organic traffic to the site and
give our model time to learn about the audience.
• In a situation where you are looking to drive awareness, pixel placement can provide extra information to
our model and help provide you with the most actionable consumer insights.
• Media & Channel Choices:
• Certain channels and mediums are better for achieving some goals better than others. We can help you make
sure your choices best align with your overall strategic goals.
• Generally video is a great tool for driving awareness and can be useful for view-through conversion activity.
• Facebook has shown the ability to be a driver of quality conversion activity. People are more likely to try a
product or convert on an action if they see their friends and family interested as well.