The Four Tenets of Optimizing Toward Real Business Goals
16 JULY 2015
Focus on driving bigger picture results
Don’t reduce business goals to lowest common denominator
Share business results and update regularly
Align attribution to business outcomes
Discussion
Focus on driving bigger picture results
Don’t reduce business goals to lowest common denominator
Share business results and update regularly
Align attribution to business outcomes
Discussion
UNDERSTAND DYNAMICS OF BRAND AWARENESS
2
1
3
BENCHMARKINGEstablish baseline of awareness (Airline and route-specific) across all markets using our survey methodology
OPTIMIZATIONSeamlessly deliver message across the country to increase the overall profile of Airline and assisting lower funnel activity
SUPPLEMENTINGHeavy up on brand messages – video, high impact mobile – to increase baseline
DESIGN MEDIA STRATEGY TO DIRECTLY SUPPORT BRAND STRATEGY
BRAND HEALTH GROWTH STRATEGY
MEASUREMENT BRAND AGE: EMERGING,
ESTABLISHED, ETC.
TRAJECTORY: GROWING, STABLE, SHRINKING
CATEGORY STRENGTH: GROWING, COMPETITIVE, SHIFTING, THREATENED, ETC.
EXISTING CONSUMERS PURCHASING MORE
CONQUESTED FROM COMPETITORS
NEW TO PRODUCT CATEGORY
KPIS: # OF NEW BUYERS, CONQUESTED COMPETITORS, BUYING RATE LIFT, PENETRATION LIFT, AWARENESS LIFT, ETC.
NCS + ROCKET FUEL METRICS
MEDIA STRATEGY
TARGETING CHANNELS FLIGHTING
Focus on driving bigger picture results
Don’t reduce business goals to lowest common denominator
Share business results and update regularly
Align attribution to business outcomes
Discussion
THE FALLACY OF CLICK-OPTIMIZATION FOR CONVERSION GOAL
No correlation between CTR and Conversions
Conv
ersi
ons
per 1
000
impr
essi
ons
CTR %
0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16 0.180
1
2
3
4
5
6
7
1 2 3 4 5 6 7
84.8%
10.6%3.1% 0.9% 0.3% 0.2% 0.1%
98.3%
1.7%
View Bookings Click Bookins
Order Frequency
Perc
ent o
f Ord
ers
TRAVEL EXAMPLE: CLICKERS ARE LESS LIKELY TO BE REPEAT CUSTOMERS
Repeat Customers
» Clickers tend to be largely one time order customers, thus lower lifetime value
» Over 15% of orders through view are repeat customers; Only 1.7% of orders are repeat for click
1
2
2
1
Data Source: Rocket Fuel Data Warehouse 3/1/2013 – 3/31/2013
Focus on driving bigger picture results
Don’t reduce business goals to lowest common denominator
Share business results and update regularly
Align attribution to business outcomes
Discussion
A B C
DATA!
Focus on driving bigger picture results
Don’t reduce business goals to lowest common denominator
Share business results and update regularly
Align attribution to business outcomes
Discussion
ATTRIBUTION? HUH?
• Definition – Attributing an outcome to media
• Components of Attribution– Tracking consumer behavior
to an ad– Tracking a relevant outcome– Methodology for assigning
credit
STAGE 1: LAST TOUCH
$100
Click Click
$0$0
WHO GETS CREDIT, CLICKS OR VIEWS?
SURE THINGS & LOST CAUSES
EXPOSING “SURE THINGS” TAKES CREDIT & DRIVES SO-CALLED EFFICIENCIES
DO NOT DISTURB
PERSUADABLES
STAGE 2: TEST FOR LIFT
INC
REM
EN
TA
L
IMP
AC
THigh
Low
None
$100
.10.25.25.40
Click Click
$10$25$25$40
FractionalWeights
$65
STAGE 3: MULTI-TOUCH ANALYSIS
FINDING THE BEST DIGITAL MEDIA MIX
STAGE 4: THE FULL FUNNEL APPROACH
THANK YOU