keekoo case study

Advertising Analytics Case Study: keekoo

How the Right Measurement Framework and Partnership Marketing Can Dramatically Increase Efficiency, Effectiveness & ROI of Digital Advertising


Today’s world of media buying and selling is fast-paced, with competitive advantages accru-

ing for those who create deeper marketing partnerships, and those who can make decisions in

real time. Real-time data creates the opportunity for greater efficiency and improved campaign

outcomes. Marketers and their publisher-partners who are fleet of foot and able to quickly un-

derstand the extent to which their campaigns are delivering as planned, and who can then take

corrective action as needed – are realizing improved financial ROI.

keekoo, a major online, private sales company, sought EverydayFamily.com’s assistance to

improve the quality and efficacy of its digital advertising, increase brand awareness in moms

and moms-to-be and amplify ROI. The vendor used traditional run-of-network publisher

advertising prior to its partnership marketing with EverydayFamily.com.

The company implemented various digital media channel strategies, but found overtime that

its lack of partnership marketing and real-time data created many limitations. Its limited

ability to overcome current advertising network challenges thwarted opportunties to

increase ROI.

As a performance-based advertiser, keekoo needed a solution that would provide detailed, real-

time analytics to improve its campaign outcomes.

The challengeFor advertisers in the online advertising space, partnership marketing is the ideal solution to current ecosystem challenges – due to its ability to increase brand equity, enabling improved targeting accuracy and higher ROI.

EverydayFamily.com’s team first created a customized, strategic approach for planning, execut-

ing and measuring the effectiveness of the campaign’s ability to drive lead generation and in-

crease brand awareness and sales. Due to keekoo’s standards for excellence, all creative design

was required to pass a certain quality threshold, which incorporated EverydayFamily.com’s ex-

pertise on what resonates best with its specialized audience of moms and moms-to-be, during

the pre-market phase. Throughout the in-market phase, keekoo’s digital campaign was

monitored on a continuous basis, using real-time data and a custom dashboard, which

was developed during the pre-market phase. This

dashboard continually fed data to both keekoo and

EverydayFamily.com. The data provided select key

performance indicators at the publisher, place-

ment and creative-level.

EverydayFamily.com’s marketing team worked

closely with keekoo to identify every opportunity,

for improvement of the campaign’s delivery. In-

market adjustments were then made, based on a

comparison of real-time results to campaign goals.

In-market optimization was carried out at the publisher level, moving media dollars across

publisher channels as necessary, with EverydayFamily.com making adjustments on its site

channels as needed.

These adjustments are much more difficult or impossible to do in real time within Ad Networks

or RON Publisher relationships.


Through partnership marketing, EverydayFamily.com’s Marketing team has found it is possible to evaluate and improve any digital media campaign during each stage of the advertising process: pre-market, in-market and post-campaign. In order to reach its specific digital advertising goals, EverydayFamily.com’s team worked directly with keekoo to create the right strategy, measurement and optimization tactics.

The approach

% of ROS Impressions Converting to Members

Email Conversions

Newsletter Conversions

Co-Registration Conversions

CPM/eCPM

ROI


Post-campaign

Finally, to asses the actual impact of its campaign, keekoo and EveryayFamily.com used goals

against delivery metrics that evaluate the conversion and gross sales lift from digital advertis-

ing efforts. With these tools, keekoo and EverydayFamily.com were able to measure changes

in key conversion metrics, in addition to the gross sales lift, generated by its campaigns.

Insights gleaned from these real-time results not only inform in-flight campaign

optimization, but can also help improve future campaign planning and execution.

Media Channel Avg EF.com Conversion

Avg RONConversions

Base Impressions

Avg EF.comPerformance Frequency

eMail 6,950 4,112 1MM 169% Monthly

Co-Reg 17,500 12,300 N/A 143% Monthly

Display 1,210 872 250,000 139% Monthly

keekoo In-Market Analysis (Q3/Q4) Benchmarks in keekoo’s custom dashboard, used to ensure a consistent and systematic approach to improving delivery of a media plan.

keekoo In-Market Analysis (Q3/Q4)

“EF.com leverages brand insights, imagination and innovation to create engaging

brand experiences that resonate with our life stage audience. As strategic partners for

our clients, we are built to quickly develop and execute ROI-driven, custom solutions

for quality brands like keekoo.”

NOAH ANDERSON, CEO EverydayFamily.com


After extensive research and success in the preconception, pregnancy, and parenting markets, the EverydayFamily.com team was able to show how keekoo’s significantly improved financial ROI justified continual partnership marketing with EverydayFamily.com’s real-time mea-surement approach. Armed with this data, keekoo is able to quickly understand the extent at which their campaigns are performing, and can then take corrective action as needed.

The results

“At keekoo we are continually seeking to improve the overall effectiveness of every media

dollar spent. The key to enabling our decisions is understanding who each impression

reaches, how those ads convert, and how well those conversions turn into sales. Being able

to partner with EverydayFamily.com has created opportunities for both near real-time

optimizations as well as enhanced future planning, that are simply not available with

EverydayFamily.com’s competition.” SCOTT WHITLEY, CEO keekoo.com

keekoo In-Market Analysis (Q3/Q4)

Competitive Set ROI

Display DisplayCo-Reg Co-RegeMail eMail

keekoo’s ROI from EF.Com

139%143%

169%


It also evaluates the degree to which impressions reach the campaign target audience,

based on real-world performance against vertical competitors.

About keekoo

keekoo is an amazing new online store, specializing in everything that moms and moms-to-be

need – all at up to 80% off! It offers all of the latest and greatest brands and items from bump

to baby and beyond, through its daily members-only sales events. Its members enjoy up to

80% off, and its team works hard at hand-selecting the most fabulous maternity, beauty,

nursing, baby apparel, gifts, accessories and newborn gear that its members both need and

love.

About EverydayFamily.com

EverydayFamily.com (EF) is an online home and established resource to a growing community

of more than three million members who share their own everyday parenting experiences with

those who are seeking guidance and support as they move through their family’s journeys, from

preconception, to preschool and beyond. EF focuses on delivering innovative content and com-

munity tools to its members, and world-class advertising and marketing channels to its clients.

The editors at EF, as well as the entire EF community, are dedicated to providing daily content

for families seeking expert and parent advice, information and support… and to giving back to

the communities supporting us.

About EverydayFamily.com’s Partnership Marketing Solutions

To learn more about the EverydayFamily.com approach to

advertising, please contact us via eamil:

[email protected]

EverydayFamily.com’s Partnership Marketing is an integrated solution for complete campaign delivery validation and in-flight optimization. Unlike existing ad-exchange, ad network or RON solutions, partnership marketing provides communication, delivered across a variety of channels, such as ads delivered in-view, in the right geography, in a brand -safe environment and to the right consumer at the right time.

keekoo case study

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