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