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RAPAPORT... Omnichannel solutions provider, eBay Enterprise®, a subsidiary of eBay Inc., said it drove sales much higher for Alex and Ani through Facebook ads, achieving $1.6 million just during the Thanksgiving Day through CyberMonday period in 2013. When comparing the performance of Facebook ads for the previous six months, before and after launching, Alex and Ani recorded an 80 percent return on investment with eBay Enterprise, while revenue surged 4,388 percent. In addition, the average order value jumped 434 percent to more than $75, according to eBay Enterprise. To achieve these growth streams, eBay Enterprise partnered with Kenshoo Social, an advanced technology platform, to optimize Alex and Ani’s targeted social marketing campaign in addition to leveraging several eBay commerce solutions already in place. Alex and Ani had deployed Magento Enterprise Edition to customize and extend its ecommerce efforts, such as Marketing Solutions programs Affiliate, Search and Paid Social to reach its revenue targets. “The strategies and best practices championed by the eBay Enterprise marketing solutions team helped drive insights that refined our Facebook advertising program, making it a force for our direct response goals,” said Ryan Bonifacino, the vice president of digital strategy at Alex and Ani. “The Kenshoo Social platform coupled with our team at eBay Enterprise gave us the horsepower that allowed Alex and Ani to come out of the gate strong during the second half of 2013, and we plan to continue to scale our investment in Facebook advertising as a result of the performance we’ve seen.” Jorie Waterman, the head of performance channel delivery for eBay Enterprise, explained that they utilize cross-channel teams to enable the rapid transfer of funds between media channels. “This approach lets us get the most effective return on investment and efficiency out of our clients’ media dollars. With Kenshoo’s tightly linked, highly advanced paid search and paid social advertising platforms, our team can always drive the best possible results for our clients.”
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