keekoo sought EverydayFamily.com's assistance to improve its digital advertising effectiveness. EverydayFamily.com created a customized strategic approach and real-time dashboard to monitor campaigns. This allowed in-market adjustments and optimization that increased keekoo's ROI, conversions, and sales. Analysis showed keekoo achieved 139-169% higher performance compared to typical ad networks.

1. Advertising Analytics Case Study: keekoo
How the Right Measurement Framework
and Partnership Marketing Can
Dramatically Increase Efficiency,
Effectiveness & ROI of Digital Advertising

2. Advertising Analytics Case Study: keekoo
Today’s world of media buying and selling is fast-paced, with competitive advantages accru-
ing for those who create deeper marketing partnerships, and those who can make decisions in
real time. Real-time data creates the opportunity for greater efficiency and improved campaign
outcomes. Marketers and their publisher-partners who are fleet of foot and able to quickly un-
derstand the extent to which their campaigns are delivering as planned, and who can then take
corrective action as needed – are realizing improved financial ROI.
keekoo, a major online, private sales company, sought EverydayFamily.com’s assistance to
improve the quality and efficacy of its digital advertising, increase brand awareness in moms
and moms-to-be and amplify ROI. The vendor used traditional run-of-network publisher
advertising prior to its partnership marketing with EverydayFamily.com.
The company implemented various digital media channel strategies, but found overtime that
its lack of partnership marketing and real-time data created many limitations. Its limited
ability to overcome current advertising network challenges thwarted opportunties to
increase ROI.
As a performance-based advertiser, keekoo needed a solution that would provide detailed, real-
time analytics to improve its campaign outcomes.
The challenge
For advertisers in the online advertising space, partnership marketing is the ideal solution to
current ecosystem challenges – due to its ability to increase brand equity, enabling improved
targeting accuracy and higher ROI.

3. EverydayFamily.com’s team first created a customized, strategic approach for planning, execut-
ing and measuring the effectiveness of the campaign’s ability to drive lead generation and in-
crease brand awareness and sales. Due to keekoo’s standards for excellence, all creative design
was required to pass a certain quality threshold, which incorporated EverydayFamily.com’s ex-
pertise on what resonates best with its specialized audience of moms and moms-to-be, during
the pre-market phase. Throughout the in-market phase, keekoo’s digital campaign was
monitored on a continuous basis, using real-time data and a custom dashboard, which
was developed during the pre-market phase. This
dashboard continually fed data to both keekoo and
EverydayFamily.com. The data provided select key
performance indicators at the publisher, place-
ment and creative-level.
EverydayFamily.com’s marketing team worked
closely with keekoo to identify every opportunity,
for improvement of the campaign’s delivery. In-
market adjustments were then made, based on a
comparison of real-time results to campaign goals.
In-market optimization was carried out at the publisher level, moving media dollars across
publisher channels as necessary, with EverydayFamily.com making adjustments on its site
channels as needed.
These adjustments are much more difficult or impossible to do in real time within Ad Networks
or RON Publisher relationships.
Advertising Analytics Case Study: keekoo
Through partnership marketing, EverydayFamily.com’s Marketing team has found it is
possible to evaluate and improve any digital media campaign during each stage of the
advertising process: pre-market, in-market and post-campaign. In order to reach its
specific digital advertising goals, EverydayFamily.com’s team worked directly with keekoo
to create the right strategy, measurement and optimization tactics.
The approach
% of ROS Impressions Converting to Members
Email Conversions
Newsletter Conversions
Co-Registration Conversions
CPM/eCPM
ROI

4. Advertising Analytics Case Study: keekoo
Post-campaign
Finally, to asses the actual impact of its campaign, keekoo and EveryayFamily.com used goals
against delivery metrics that evaluate the conversion and gross sales lift from digital advertis-
ing efforts. With these tools, keekoo and EverydayFamily.com were able to measure changes
in key conversion metrics, in addition to the gross sales lift, generated by its campaigns.
Insights gleaned from these real-time results not only inform in-flight campaign
optimization, but can also help improve future campaign planning and execution.
Media Channel
Avg EF.com
Conversion
Avg RON
Conversions
Base
Impressions
Avg EF.com
Performance
Frequency
eMail 6,950 4,112 1MM 169% Monthly
Co-Reg 17,500 12,300 N/A 143% Monthly
Display 1,210 872 250,000 139% Monthly
keekoo In-Market Analysis (Q3/Q4) Benchmarks in keekoo’s custom dashboard, used to ensure a consistent
and systematic approach to improving delivery of a media plan.
keekoo In-Market Analysis (Q3/Q4)
“EF.com leverages brand insights, imagination and innovation to create engaging
brand experiences that resonate with our life stage audience. As strategic partners for
our clients, we are built to quickly develop and execute ROI-driven, custom solutions
for quality brands like keekoo.”
NOAH ANDERSON, CEO
EverydayFamily.com

5. Advertising Analytics Case Study: keekoo
After extensive research and success in the preconception, pregnancy, and parenting markets,
the EverydayFamily.com team was able to show how keekoo’s significantly improved financial
ROI justified continual partnership marketing with EverydayFamily.com’s real-time mea-
surement approach. Armed with this data, keekoo is able to quickly understand the extent at
which their campaigns are performing, and can then take corrective action as needed.
The results
“At keekoo we are continually seeking to improve the overall effectiveness of every media
dollar spent. The key to enabling our decisions is understanding who each impression
reaches, how those ads convert, and how well those conversions turn into sales. Being able
to partner with EverydayFamily.com has created opportunities for both near real-time
optimizations as well as enhanced future planning, that are simply not available with
EverydayFamily.com’s competition.” SCOTT WHITLEY, CEO keekoo.com
keekoo In-Market Analysis (Q3/Q4)
Competitive Set ROI
Display DisplayCo-Reg Co-RegeMail eMail
keekoo’s ROI from EF.Com
139%
143%
169%

6. Advertising Analytics Case Study: keekoo
It also evaluates the degree to which impressions reach the campaign target audience,
based on real-world performance against vertical competitors.
About keekoo
keekoo is an amazing new online store, specializing in everything that moms and moms-to-be
need – all at up to 80% off! It offers all of the latest and greatest brands and items from bump
to baby and beyond, through its daily members-only sales events. Its members enjoy up to
80% off, and its team works hard at hand-selecting the most fabulous maternity, beauty,
nursing, baby apparel, gifts, accessories and newborn gear that its members both need and
love.
About EverydayFamily.com
EverydayFamily.com (EF) is an online home and established resource to a growing community
of more than three million members who share their own everyday parenting experiences with
those who are seeking guidance and support as they move through their family’s journeys, from
preconception, to preschool and beyond. EF focuses on delivering innovative content and com-
munity tools to its members, and world-class advertising and marketing channels to its clients.
The editors at EF, as well as the entire EF community, are dedicated to providing daily content
for families seeking expert and parent advice, information and support… and to giving back to
the communities supporting us.
About EverydayFamily.com’s Partnership Marketing Solutions
To learn more about the EverydayFamily.com approach to
advertising, please contact us via eamil:
Tony.Golden@EverydayFamily.com
EverydayFamily.com’s Partnership Marketing is an integrated solution for complete
campaign delivery validation and in-flight optimization. Unlike existing ad-exchange,
ad network or RON solutions, partnership marketing provides communication, delivered
across a variety of channels, such as ads delivered in-view, in the right geography, in a
brand -safe environment and to the right consumer at the right time.