Credit Union-Automotive Consumer Insights 2015

Rocket Fuel Campaign
Insights
National Credit Union Association/Luxury Auto
Partnership
November 2014 – January 2015

1
CAMPAIGN PERFORMANCE
DISPLAY

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%!!

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.

PERFORMANCE BY AGE
-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.

+44.5
%
CONVERSION
LIFT
-
50.8%
CONVERSION
LIFT
PERFORMANCE BY GENDER

-
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 (%)
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”.

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
+9.33% -8.43%-8.46%-10.51%-3.18% +11.78% +11.06%

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.

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.

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.

-30
-20
-10
0
10
20
30
40
50
300x250 160x600 728x90
ConversionLift(%)

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%!!

CLICKS & CPC
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.

PERFORMANCE BY AGE
-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.

+0.1%
CONVERSION
LIFT
-0.1%
CONVERSION
LIFT
PERFORMANCE BY GENDER

-
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+
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
(%)

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
+3.65% -23.08%+17.10%+19.41%-20.97% -12.49% +19.56%
PERFORMANCE TIME OF DAY &
DAY OF WEEK

0
20
40
60
80
100
120
140
160
180
CTRLift(%)

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.

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.

• 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.

Credit Union-Automotive Consumer Insights 2015

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