Credit Union-Automotive Consumer Insights 2015

Download Credit Union-Automotive Consumer Insights 2015

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1. Rocket Fuel Campaign Insights National Credit Union Association/Luxury Auto Partnership November 2014 January 2015 2. 1 CAMPAIGN PERFORMANCE DISPLAY 3. CAMPAIGN SUMMARY DISPLAY FLIGHT: 11/14/2014 1/5/2014 BUDGET: $70,000 IMPRESSIONS: 15,428,695 CONVERSION GOAL: 2,200 CONVERSIONS: 4,130 CPA GOAL: $50 CPA ROCKET FUEL CPA: $16.97 CPA ROCKET FUEL EXCEEDED THE CPA GOAL BY 194% AND EXCEEDED THE TOTAL CONVERSION GOAL BY 87%!! 4. CONVERSIONS & CPA * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average - 50 100 150 200 250 300 Conversions $- $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 CPA($) Conversion pixels became active on 11/18/14. The days with zero conversions are Thanksgiving and Christmas. Campaign CPA ($) started around our $50 goal and stayed low, finishing at $17. 5. AUDIENCE INSIGHTS 2 6. PERFORMANCE BY AGE * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average -60 -40 -20 0 20 40 60 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ ConversionLift(%) For Luxury Brand we would expect to have better than average performance in middle and older demographics. People in these groups tend to be more established in careers and have greater financial stability. 7. +44.5 % CONVERSION LIFT - 50.8% CONVERSION LIFT PERFORMANCE BY GENDER 8. - 18.5% 6.0% 5.3% 16.0% -27.9% -4.5% 16.3% Under $20k $20k - $40k $40k - $50k $50k - $75k $75k - $100k $100k - $150k $150k+ CONVERSION LIFT (%) * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average Top range HHI ($150K+) performance aligns with individuals who would be considered a part of the overall Luxury Brand target audience. The positive performance in the lower HHI levels could be attributed to other brands or younger individuals looking into their first Luxury Brand. 9. CALENDAR MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY PERFORMANCE TIME OF DAY & DAY OF WEEK The highest conversion lift occurred between 9:00am and Noon at 32.4%, however it only accounted for 16.9% of total conversions. The Noon to 3:00pm time slot had the largest share of total conversions with 26.1%, and had the 3rd largest conversion lift at 20.4%. AM * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average +9.33% -8.43%-8.46%-10.51%-3.18% +11.78% +11.06% 10. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 ConversionLift(%) Top performing content categories reflect a strong automotive connection for shoppers and enthusiasts. 11. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 ConversionLift(%) Interests show a strong correlation to seasonality and a connection with the ideal Luxury Brand customer. Golf is generally associated with wealthier individuals and is often combined with holiday travel. 12. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average Dallas: 128.4% Tampa: 21.3% Kansas City: 47.4% Chicago: 18.8% Detroit: 9.3% New York: 2.4% Washington: -14.2 Denver: -34.3% Los Angeles: -55.4% Dayton: -14.9% As expected, the top performing DMAs aligned with the known top performers entering the campaign. 13. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average -30 -20 -10 0 10 20 30 40 50 300x250 160x600 728x90 ConversionLift(%) 14. 3 CAMPAIGN PERFORMANCE MOBILE 15. CAMPAIGN SUMMARY MOBILE FLIGHT: 11/14/2014 1/5/2014 BUDGET: $57,500 IMPRESSIONS: 16,175,216 CLICKS: 164,110 CPC GOAL: $1.28 CPC ROCKET FUEL CPC: $0.35 CPC ROCKET FUEL EXCEEDED THE CPC GOAL BY 265%!! 16. CLICKS & CPC * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Clicks $- $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 CPC($) Rise in total click activity can be attributed to a rise in total delivery. The spike in CPC can be associated with the ramping up of our model following the pacing change. 17. AUDIENCE INSIGHTS 4 18. PERFORMANCE BY AGE * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average -20 -15 -10 -5 0 5 10 15 20 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ CTRLift(%) CTR performance shows come correlation to the desktop age performance in key demographics. The high CTR lift among younger visitors could be explained as high interest in the opportunity of a discount. 19. +0.1% CONVERSION LIFT -0.1% CONVERSION LIFT PERFORMANCE BY GENDER 20. - 11.4% 8.7% 4.0% 3.5% -9.2% 0.1% 3.7% Under $20k $20k - $40k $40k - $50k $50k - $75k $75k - $100k $100k - $150k $150k+ * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average Performance was above average for the higher income brackets for the campaign which fits well with the overall Luxury Brand audience. The high performance from the $40k- $50k bracket could be attributed to first time Luxury Brand buyers and people who are interested in multiple brands. CTR LIFT (%) 21. CALENDAR MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY The highest CTR lift occurred between 6:00 and 9:00am at 10.0%, however it only accounted for 7.4% of total clicks. The 9:00pm to Midnight time slot had the largest share of total clicks with 20.1% and was in the middle of the pack with CTR lift at 0.4%. AM * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average +3.65% -23.08%+17.10%+19.41%-20.97% -12.49% +19.56% PERFORMANCE TIME OF DAY & DAY OF WEEK 22. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average 0 20 40 60 80 100 120 140 160 180 CTRLift(%) 23. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average 0 5 10 15 20 25 30 35 40 45 50 CTRLift(%) As with the desktop portion of the campaign, audience interests look to be strongly influenced by seasonal factors. 24. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average Dallas: 14.8% Tampa: 6.8% Kansas City: -21.2% Chicago: -14.9% Detroit: -24.3% New York: 14.2% Washington: -14.2 Dayton: -14.9% Denver: -39.3% Los Angeles: -2.1% Overall click activity, and CTR was mostly driven by delivery to New York and Dallas. These two DMAs accounted for 47.8% of total clicks. 25. 5 RECOMMENDATIONS 26. * Lift is the % increase (decrease) in the average conversion lift. Ex: a 20% lift is a conversion rate that is 2X better than the average Consider full national delivery: The campaign performed very well across the selected DMAs. To build on this success we could look into additional DMAs or full national delivery in future campaigns. The full family of brands: We saw good success with this campaign with creative driving to potential Luxury Brand customers. We may want to consider adding creative for future campaigns to drive activity for the other brands. We do see a popularity of credit unions associated with universities, like the Credit Union, and bringing in the other brands may help generate interest in the purchase or lease of a vehicle once completing college. Make is social: Consider adding Facebook, especially if the goal continues to be generating conversion activity. We have seen very good results utilizing Facebook for conversion campaigns.