Solving the knowledge paradox - RocketFuel on the Facebook Exchange

1. ROCKET FUEL
ON
FACEBOOK EXCHANGE
Andy McNab

2. What Do We Do?

3. SOLVING THE KNOWLEDGE PARADOX
Data
Ability
to Make
Decisions
Ideal
Actual
Opportunity

4. INTRODUCING A.I. TO THE MIX
=
700k queries
per second
12.1 million Analysts
(5,000 decisions per day)

5. Autonomous Learning: Unintuitive Results
ONE PIECE OF THE BRAIN: MODEL COEFFICIENTS FOR LUXURY CAR LEADS

6. AI LIBERATES
AGENCIES &
MARKETERS

7. SOCIAL INSIGHTS

8. Advertising That Learns®
… A Lot About Optimal
Creative

9. HEADER #1
IMAGE #1
BODY COPY #1
HEADER #2
IMAGE #2
BODY COPY #2
HEADER #1
IMAGE #2
BODY COPY #3
A
B
C
Green = Positive-lift message/prospect combination
Red = Negative-lift message/prospect combination
STRIKING THE RIGHT CHORD

10. 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.

11. 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.

12. 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.

13. VERTICALS WITH BEST RESULTS

14. WHAT “WALLED GARDEN?”
Bring first- and third-party into Facebook, with advanced predictive modeling
3rd-party data
1st-party data

15. Does it work?

16. 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

17. 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 Mereuze
Digital Marketing Executive
Carphone Warehouse

18. 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 IMPACT
Campaigns 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 Study
Facebook & 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
2X
increase in
message awareness2
4X
lift in
purchase intent3
3X
ROI
on 70% of campaigns3

19. AND INCREASES OFFLINE SALES
A 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

20. “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 McAfee
Principal Research Scientist, MIT Sloan
December, 2013
Big Data’s Biggest Challenge? Convincing
People NOT to Trust Their Judgment

21. Further Suggested Reading

22. CLOSING
THOUGHTS
Thank you!!
Andy McNabmcnab@rocamcnab@rocketfuel.comketfuel.com
Joe peters
amcnab@rocket fuel.com
jpeters@rocketfuel.com