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Objective

  • Grow overall revenue.
  • Increase the percentage of conversions and revenue from new customer acquisition efforts.
  • Monitor the impact of Facebook prospecting efforts on SEM.

Solution

  • Utilized Tagging (on the Facebook side) and Dimensions (on the SEM side) to split out performance by audience type, and see how much revenue was coming from non-brand and prospecting ads vs. brand and retargeting ads.
  • Conducted custom time comparisons on the Kenshoo Analysis Grid to monitor YOY performance on a daily basis to ensure growth targets were being hit.
  • Monitored Kenshoo’s Path to Conversion report to see multi-channel conversion paths that helped justify the increased investment in both search and social.
  • Used Kenshoo’s U-Shaped attribution model to better understand the impact on non-brand search campaigns and prospecting Facebook campaigns.

Results

  • Grew 2016 holiday revenue from paid digital channels 74% over the prior year.
  • Increased revenue from non-brand SEM efforts and Facebook prospecting efforts.
  • Drove significantly higher clicks to the website, improved brand searches and revenue, and ultimately doubled the total number of purchases.