state credit union association consumer insights 2015

Rocket Fuel Campaign InsightsState Credit Union Association

May – November 2014

CAMPAIGN PERFORMANCEDISPLAY, FBX & VIDEO

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%!!

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$10.00

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May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14

CPA

($

)

CO

NV

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ON

S

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

73

74

75

76

77

78

79

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81

82

83

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50,000

100,000

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May-14 Jun-14 Jul-14 Aug-14 Sep-14

CV

R (

%)

CO

MP

LETI

ON

S

Completions CVR per Month Overall CVR

PERFORMANCE OVERVIEWCOMPLETIONS

76.1%

79.8%

AUDIENCE INSIGHTS

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18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+

% L

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NTR

IBU

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CTR Lift % Conv Contribution

PERFORMANCE BY AGE

Interestingly, the age groups with the highest contribution percentage had the

lowest conversion lift percentages.

+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.

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 Midnightrange 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

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Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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IBU

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Conv Rate Lift % Conv Contribution

PERFORMANCE BY INTERESTS

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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.

PERFORMANCE BY CONTENT

1.2%

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Conv Contribution Conv Rate Lift %

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.

CAMPAIGN PERFORMANCEMOBILE

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

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2,000

4,000

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12,000

May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14

CTR

(%

)

CLI

CK

S

Clicks CTR per Month Overall CTR

PERFORMANCE OVERVIEWOverall CTR performance was

consistent during the campaign, with August being

the only month with a significant decrease.

0.41%

0.46%

AUDIENCE INSIGHTS

PERFORMANCE BY AGE

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18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+

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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.

+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.

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

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CTR Lift % Click Contribution

PERFORMANCE BY INTERESTS

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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.

PERFORMANCE BY CONTENT

1.2%

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Click Contribution CTR Lift %

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.

RECOMMENDATIONS

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.