Sự khác biệt giữa marketing & data-driven

marketingNguyen Phuong Anh

Country Head of Marketing, Google Vietnam

Marketing

Awareness Interest Desire Action

Awareness Interest Desire

Mass Medium Advertising Data points

Reach ● Viewership● Circulation● Position

Segmentation ● Program● Theme/ Niche● Neighborhood

Location/Positioning ● Prime time, spot positioning● Topic relevancy, front/back● Size in m2

Classical Marketing

?

● High awareness marketing expenditures● Untrackable results● No direct correlation between Marketing and Sales● Flexibility limited for adjustments

Classical Marketing

$$$$$$$$$$

Relevant customer base

Conversion

Data-Driven Marketing

… means using data about customers to drive marketing communications and measuring outcomes.

27 May 2015

Majority of Your Target Age Group are OnlineAverage 56% of Vietnamese are online now

56%

86%

72%

42%

29% 28%

16%

TNS/Google (2014): Connected Consumer Study - Results Vietnam

Q6: How often do you access the internet for personal reasons? Base (weighted): all respondents, n = 1,000

Data-Driven Marketing

Gender

Age

Income/ Spent

Location

Interests

Needs

Aspirations

Brand Loyalties

Shopping behaviour

Price sensitivity

Tech savviness

Profession

Past purchases

Family Status

Searches

...

Real Estate Related Search has Grown 1.6X in 3 years

27 May 2015

date

Google Internal Data

Real Estate Demand Grows Gradually and Healthily in VN

27 May 2015

date

Google Internal Data

Bán Nhà

Mua Nhà

May March

March

27 May 2015

Real Estate Seasonality in Vietnam

Google Internal

27 May 2015

Always be there when your customers are searching for you

$$

$$

$$

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Data-Driven Marketing - example Real estate

campaign 1

campaign 2

campaign 3

campaign 4

27 May 2015

Travel Search Queries Breakdown

Google Internal

Vietnam

27 May 2015

People are Looking to Travel Online

700 Million Queries over the last 12 months

in Vietnam

USAAustralia

Great BritainFrance

GermanyRussiaJapan

SingaporeCanada

Malaysia

Top 20 Outbound Countries Based on Search Queries

Hong KongUSA

ThailandSingaporeGermanyMalaysia

Great BritainCambodia

ItalyFrance

VietnamPeople are Looking to Travel Online

ThailandSpainItalyIndia

NetherlandsKorea

Hong KongIndonesia

PhilippinesSwitzerland

JapanAustralia

ChinaSpain

IndonesiaUnited Arab Emirates

PhilippinesBrazilKorea

Belgium

Top 20 Inbound Countries Based on Search Queries

$$

$$

$$

$$

Data-Driven Marketing

campaign 1

campaign 2

campaign 3

campaign 4

27 May 2015

date

Videos Bring Life to Travellers’ Destination Dreams, Particularly in Emerging Markets

TNS Travel Accommodation Study

have seen a video about their destination

of emerging market travellers

52%

of mature market travellers

36%

27 May 2015

date

Videos Bring Life to Travellers’ Destination Dreams, Particularly in Emerging Markets

TNS Travel Accommodation Study

that online videos strongly influence their decision on what

accommodation to choose in emerging markets

80% agree

that online videos strongly influence their decision on what

accommodation to choose in mature markets

70% agree

Process

Measuring Impact

GDN - Google Display network:

Reach/ Impressions

Click-through rate

Bounce rate/ Time on site

Conversion rate

CPA - Cost per Acquisition/Action

Clicks in 7 days: 792K

1% become customers

→ 7,920 customers / week

7,920 x 100,000VND

= 792M VND > 700M VND

27 May 2015

Google Display Network (GDN): Case Study

Channels for data-driven Marketing

Awareness Interest Desire Action

Google Display NetworkYoutube Voucher Marketing

Google Display NetworkGoogle Search (SEM)Facebook Affiliates

Google Display NetworkReferralsEmail Marketing

Website banners & content

CH

AN

NE

LS

$$

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Data-Driven Marketing

campaign 1

campaign 2

campaign 3

campaign 4