driving online sales through performance marketing
DESCRIPTION
- Conference: Developing e-Commerce activities in China, Hong Kong, May 15th - Presentation of Anna Chan (Managing Director, iClick Interactive) - Contents: Common marketer's challenges End2End Tracking Multiple touch points Dynamic budget allocation Understanding consumer behavior Choosing the right tracking tool Cae studyTRANSCRIPT
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Driving Online Sales through Performance Marketing
Anna Chan Managing Director of HK, Singapore & Taiwan
May 15 2012
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Agenda
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• Common marketers’ challenges
• How to drive sales through performance marketing
• Case study
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Are These Challenges You’re Facing?
How do I measure / increase ROI? Am I driving the right
target audience to my website?
How much budget should I allocate to different online medium?
Driving Ecommerce Sales...
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Common Marketers’ Challenges
Campaign Asia- Pacific and Ipsos’s Marketers Outlook 2012 Question: In your opinion, what will be the key marketing issues / challenges for marketers in 2012?
IBM’s CMO Global Study Question: What are the major concerns as marketers in 2012?
Data explosion was on the top of the list (71% of surveyed CMOs saying they’re
underprepared in the area)
To improve overall marketing effectiveness / enhance ROI measurements
(58% of respondents)
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Transparency to Your Campaign
Driving Sales Through Performance Marketing
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Display Ad Social Media Paid Search Landing Page Product Page Shopping Cart
End to End Conversion Path Tracking
End to End Tracking to Understand
Conversion Path
Understand conversion paths and how different channels assist
each other in driving conversions
Site analytics help to improve user experience
and conversions
Pre-Click Post-Click
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Social Media Rich Media Display Ad Mobile Ad Search Ad Order
Understanding the channel’s overall contribution to conversion, thus allowing effective budget allocation.
Unique Attribution Model to Analyze Multiple Touch Points
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Dynamic Budget Allocation to Help
Increase ROI
XMO uses attribution approach to determine the effectiveness of each online channel by assigning a score for every interaction that happened. Thus, allowing automatic budget allocation according to the channel’s overall contribution to the conversion.
Optimization Process: 1. Performance before budget re-allocation 2. Budget shift to high ROI channel automatically 3. Budget boost to achieve the largest possible scale
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Post Click Analytics to Analyze Consumer
Behavior
Whole conversion path (From Homepage to Payment)
Payment conversion path (From Registration to Payment)
Analyze customer behavior on webpages and compare quality between paid and non-paid traffic.
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• Weekly conversions
• Hourly conversions
Ecommerce Banking and Finance
Understand Consumer Behavior to Make Smart Decisions – Day & Time
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Geo-graphical conversions
Test run a CN landing page?
Understand Consumer Behavior to Make Smart Decisions – Location
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90’s
When users search with brand terms, over 90% of them convert on the same day, whereas non brand terms, the time to convert is longer.
Time Spend between Ad Click Date and Conversion Date of Branded Cosmetics Industry
Same Day 7 14 21 28
Understand Consumer Behavior to Make Smart Decisions – Lag Time
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90’s
• Channel specific: Search Engine? Display? Mobile? • Function specific: Measure various KPIs, i.e. CPC, CPA, ROI…
Portals
Social Media
Search Engine
Vertical Portals
Choosing the Right Tracking Tool (1)
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90’s
• Look-back Window: a pre-set time window for which a valid conversion is counted
• Possible to adjust look-back window by product nature?
…..……..……
………….…………….….. Ad
Ad
Purchase
Purchase
Look back window varies by business or industry
4-6 weeks
2-3 weeks
Choosing the Right Tracking Tool (2)
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90’s
• Metrics customizable according to marketer’s business goals? • For example, by capturing the order number, marketer can prevent
the risk of double counting the same purchase order in the system
Conversion Metrics
Campaign Performance
Impressions
Clicks / CTR%
Enquiries / Orders
Cost / CPC / CPA …
Site Analytics Consumer Behavior
Conversion Paths
Conversion Time/Date/Market
Search Terms
…
Page View
Visit Time
Bounce Rate
Fall Out Rate
…
Choosing the Right Tracking Tool (3)
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90’s
• Reporting • Can data be organized or presented in multiple dimensions? • Dashboard with good visualization? • Reports downloadable?
Choosing the Right Tracking Tool (4)
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Case Study
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90’s
Case Study – Cosmetic Brand Targeting China Market
Location targeting
strategy: to reduce
wastage from non-
converting geo-
locations
Campaign diagnosis:
- Campaign structure
- Creative
- Budget split
- Landing page
Real time, full data and multi-
dimension reporting:
- Keyword effectiveness
- Consumer behavior
- Conversion path analysis
- Channel attribution weighting
Configurable optimization
tailored to the practical
needs of the campaign:
- Bid automation based on
campaign objective
- Conversion versus spend
- Profit versus spend
- Dynamic budget allocation
Results after 3 months: - 50% increase in completed online order - 48% decrease in Cost-Per-Acquisition - 106% increase in online conversion rate
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Objective: Drive sales to ecommerce site
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Problem Solved…
I can now measure ROI I know I’m driving the right target
audience by understanding consumer behavior
I know exactly what budget to allocate to each online medium via
dynamic budget allocation
Driving Ecommerce Sales...
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• Established in 2009, venture backed by Bertelsmann, Sumitomo, SSG Capital and Otto
• The Leading Performance Marketing Solution Provider in Asia
• Over 800 advertisers from SMEs to Fortune 100 companies
• 180+ staff at offices in Hong Kong, Beijing, Shanghai, Shenzhen, Taiwan, Singapore, Korea
• Optimize over US$100M online ad spend via our proprietary XMO Platform
• Real-time data integration with major publishers in the region
• SEM & Display: Google, Yahoo!, Microsoft, Baidu, DoubleClick AdEx, Tanx
About iClick Interactive
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Representative Clients
Ecommerce (5 out of China’s TOP 10
e-commerce players are using iClick to make better decisions)
Travel & Hospitality
Banking & Finance
Consumer Products
Others
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Start your performance marketing campaign with
iClick today!
Anna Chan Managing Director of
HK, Singapore & Taiwan [email protected]