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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.
Infinity Awards, Metric Theory and Lucy’s Cross Channel Strategy for Holiday Success