Presentation from Rob Creekmore, Attribution Lead at Facebook, on Facebook measurement as delivered at Kenshoo's K8 Summit on September 9th, 2013.

1. FACEBOOK MEASUREMENT
Rob Creekmore
Ecosystem Measurement
August 2013

3. US e-commerce sales are on the rise
0
50
100
150
200
250
300
350
400
450
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
$79B
$434B
Source: 2004 – 2008 data: eMarketer Ecommerce report, 2009. 2009 data: eMarketer Ecommerce report, 2010. 2010 data: eMarketer Ecommerce report, 2011.
2011 data: eMarketer Ecommerce report, 2012. 2012-2017 data: eMarketer Ecommerce report, 2013.

4. Shoes in the US (in millions, Q4-2012)
Mobile phones globally (in millions, Q4-2012)
115 Searches*
784 Purchased**
90 Searches*
472 Purchased***
Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) – Nate Herman, Vice
President, American Apparel & Footwear Association, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012”
Search represents a fraction of purchase intent

5. How do you capture time and attention
in addition to search?

6. More time spent on FB than anywhere else online
0
2
4
6
8
10
12
14
AverageDailyMinutes
Desktop Time Spent
Source: comScore Key Measure, US Desktop, April 2013

7. Facebook and Search working together
Source: Quantifying the Impact of Multi-touch Attribution
across hundreds of millions of clicks, Retail and FinServ verticals
Kenshoo Research, August 2013
12% to 30%
using Last Click
Facebook undervalued by
Last Ad measurement undervalued
Facebook advertising by 12-30%
relative to each of the five
alternate attribution models.

8. A rich and natively visual canvas

9. How we can help

10. Reach your best customers
The men’s private-sale site uses Facebook Ads and targeting to acquire more than 1/5 of its members.
Using Custom Audiences
6x
return on
advertising
spend
Source: Facebook case study

11. Reach your next customers
Using Facebook Lookalikes
Fab.com scaled its Facebook activity to Europe and achieved a 10-fold increase in people’s
purchase intent. 14 million people use Fab’s website and mobile apps worldwide
Source: Facebook case study
Facebook page
post ad
50%Greater LTV for
customers acquired using
Lookalike Audiences
compared to standard
targeting

12. Ensure loyalty
Using Facebook retargeting on FBX
Source: Quantifying the Impact of Multi-touch Attribution
Across 1 billion impressions on Facebook Exchange, Includes Retail, FinServ, and Lead-Gen Verticals
Kenshoo Research, August 2013
8.1XReturn on advertising
spend using FBX, 1.8X
higher with dynamic vs.
static creative

13. How can you measure growth across
the purchase funnel?

14. Measure the impact of Search + Facebook
Group A Group B Control
The test
Facebook
Marketplace
Search
FBX
›

15. Determine the optimal media mix
Metrics:
• Avg. return on ad spend
• Avg. cost per acquisition
• Avg. time to convert
Search No Search
Facebook
No Facebook

16. Measure in-store sales with retail MMM feed
1. Use Facebook’s
MMM feed for retail
2. MMM vendor
analysis
3. See in-store
ROI by channel
Regress
Transform
› ›

17. Next steps:
1. Scale Facebook media. Measure using MTA and MMM.
2. Leverage Facebook best practices (Custom Audiences, Lookalikes,
FBX)
3. Join the Search + Facebook research we’re conducting right now!
Drive results
with Search + Facebook

18. THANK YOU