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2015 HOLIDAY WEEKEND: BY THE
NUMBERS
DECEMBER 3 ,2015
WHO WE ARE
2
• Mission: To Help Digital Marketers Succeed Online.
• Incorporated: 2005.
• Global Offices: Princeton (HQ). London. Hyderabad.
• Team: 85+ fanatically analytical search marketers with over 5.5 MM
hours of hands-on retail search marketing experience.
CLIENT LIST
5
“”
Within 12 months
of implementing our
strategy, organic traffic
more than doubled &
transactions went up
significantly.
Ken Bausch,
VP Interactive Marketing,
World Kitchen
ABOUT UDAYAN BOSE
6
Founder & CEO of NetElixir
Founded PartyBingo.com (PartyGaming, Plc)
Guest Lecturer:
• Johnson School of Management, Cornell University
• City University of New York, Baruch
• Indian School of Business
http://www.linkedin.com/in/udayanbose
{ }THANKSGIVING
TO
CYBERMONDAY
(OBSERVATIONS
& INSIGHTS)
BASIS OF THIS PRESENTATION
• Hourly Search Marketing and Website data recording and analysis for our holiday retailers.
(Aggregated Holiday Revenue > $300 MM).
• Data captured separately for mobile and desktop.
• We used our proprietary customer intelligence technology, LXRInsights™, to gain deeper
understanding of holiday consumer behavior.
Y/Y CHANGE (SALES WENT UP BY 20%+)
Avg. CPC 4.3%Impressions 24.06%Conversions 20.12%AOV -9.0%
9
-15.00%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Avg. CPC Impressions Conversions AOV
PAID SEARCH: KEY METRICS
ORDERS BY DAY (16% OF ALL SALES HAPPENED ON
THANKSGIVING)
10
Thanksgiving Black Friday Cyber Monday Weekend
16%
27%
36%
21%
DAYPARTS – BLACK FRIDAY
11
0%
5%
10%
15%
20%
25%
30%
35%
40%
ORDERS
0%
5%
10%
15%
20%
25%
30%
35%
IMPRESSIONS
0%
5%
10%
15%
20%
25%
30%
35%
40%
CLICKS
00:00am - 6:00am ET 6:00am - 12pm ET 12pm - 18pm ET 18:00 - 00:00am ET
DAYPARTS – CYBER MONDAY
12
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
ORDERS
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
IMPRESSIONS
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
CLICKS
00:00am - 6:00am ET 6:00am - 12pm ET 12pm - 18pm ET 18:00 - 00:00am ET
LATENCY (DID CUSTOMERS COMPLETE THEIR PURCHASE
QUICKER ON CYBERMONDAY ?)
13
THANKSGIVING BLACK FRIDAY SATURDAY SUNDAY CYBER MONDAY
72HOURS
56HOURS
59HOURS
93HOURS
68HOURS
6 CLICKS 8 CLICKS8 CLICKS3 CLICKS5 CLICKS
CPO WAS CONSISTENTLY LOW AT THE END OF DAY
• Customers are more likely to complete their purchase between 9pm and midnight.
• NetElixir Recommends: Ability to change bids based on when people search and buy helps drive up performance.
14
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CPO($)
MOBILE CONTRIBUTION (ENJOYING THANKSGIVING DINNER OR “MOBILE SHOPPING”?)
15
THANKSGIVING BLACK FRIDAY SATURDAY SUNDAY CYBER MONDAY
Clicks 26.60% 25.42% 25.60% 27.69% 28.39%
Orders 22.86% 18.01% 19.04% 18.00% 14.35%
2015
MOBILE CONTRIBUTION (PEOPLE WERE MORE COMFORTABLE COMPLETING THEIR PURCHASES VIA MOBILE
PHONES THIS YEAR)
16
THANKSGIVING BLACK FRIDAY SATURDAY SUNDAY CYBER MONDAY
Clicks 22.32% 19.32% 19.44% 21.83% 19.24%
Orders 10.57% 9.56% 8.11% 8.58% 8.53%
2014
MOBILE SEARCH MARKETING : BEST PRACTICES
• Define a specific mobile strategy.
• Build website for mobile.
• Incentivize mobile searchers with special offers.
• Mobile search intents are different.
• Top of the funnel searches majorly happen on mobile.
• Perform search term analysis specifically for mobile.
• Design mobile specific Call-to-Actions in the ad copies.
• Enable ad extensions attuned to mobile.
• Implement automated solutions to monitor the CPOs on a real-time basis and refine the
mobile bids.
17
CONCLUDING COMMENTS
• We remain firm on our pre-holiday forecast of 12% Y/Y Online Sales growth (United States).
(Refer to our article on UPS Longitudes dated 10/28/2015: https://longitudes.ups.com/7985-2/).
• We Recommend: Test time sensitive special promotions especially between 6pm-midnight
on 12/13 (Sunday) and 12/14 to boost sales.
• We Recommend : Apply local search marketing strategy on 12/20-12/21 to win last minute
shoppers.
QUESTIONS PLEASE
Udayan Bose. [email protected]
Ashley Peterson. [email protected]
NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540
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