ROCKET FUELON

FACEBOOK EXCHANGEAndy McNab

What Do We Do?

SOLVING THE KNOWLEDGE PARADOX

Data

Ability to Make

Decisions

Ideal

Actual

Opportunity

INTRODUCING A.I. TO THE MIX

=700k

queries per

second

12.1 million Analysts

(5,000 decisions per day)

Autonomous Learning: Unintuitive ResultsONE PIECE OF THE BRAIN: MODEL COEFFICIENTS FOR LUXURY CAR LEADS

AI LIBERATES AGENCIES &MARKETERS

SOCIAL INSIGHTS

Advertising That Learns®

… A Lot About Optimal Creative

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A

B

C

Green = Positive-lift message/prospect combinationRed = Negative-lift message/prospect combination

STRIKING THE RIGHT CHORD

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.

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.

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.

VERTICALS WITH BEST RESULTS

WHAT “WALLED GARDEN?”Bring first- and third-party into Facebook, with advanced predictive modeling

3rd-party data

1st-party data

Does it work?

HELL YEAH!!!

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

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 MereuzeDigital Marketing Executive

Carphone Warehouse

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 IMPACTCampaigns 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 StudyFacebook & 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

2Xincrease in

message awareness2

4Xlift in

purchase intent3

3XROI

on 70% of campaigns3

AND INCREASES OFFLINE SALESA 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

“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 McAfeePrincipal Research Scientist, MIT SloanDecember, 2013

Big Data’s Biggest Challenge? Convincing People NOT to Trust Their Judgment

Further Suggested Reading

CLOSINGTHOUGHTS

• Thank you!!Andy McNabmcnab@rocamcnab@rocketfuel.comketfuel.comJoe petersamcnab@rocket fuel.comjpeters@rocketfuel.com