0
Measuring Return On
Investment on Online
Marketing Spend

www.daraz.pk
www.daraz.pk
www.daraz.pk
Millions spent on Billboards, TV & Print

Still doesn’t know me

www.daraz.pk
Who am I?
Name

Muneeb Maayr

Age

34

Addresses

Karachi & Islamabad

Cellphone

Mobilink

Email

Gmail

Spending Power

...
What we do
Daraz.pk
Target Market

27 million internet users

Advertising Channels

Google Display
Google Search
Facebook ...
The Customer Acquisition Cycle….1

Impressions
is the number
of times your
ad is displayed

Click Through
Rate
measures th...
The Customer Acquisition Cycle….2
Funnel trickles further

Landing Page

Category Page

Product Page

Cart

As we measure ...
The Customer Acquisition Cycle….3

Conversion
Customers
who end up
committing to
buy

Attribution
measures the
% allocatio...
Current Market Limitations
Local Publishers are lured by CPM (cost paid per 1000 impressions)
by Multinationals that are b...
THANK YOU!
Please contact for further details:
Muneeb Maayr | Co-Founder | Daraz.pk
6/A, 6th Floor, Executive Tower, Dolme...
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“Measuring ROI on Online Marketing Spend” by Muneeb Maayr, Co-Founder, Daraz.pk

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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Session name: e-Retail Start-ups – Implications on Brand Marketing
Presentation: Measuring ROI on Online Marketing Spend
Speaker: Muneeb Maayr, Co-Founder, Daraz.pk , Pakistan

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  • 277 Brands & countingE-shipped logistics573K Likes11% Mobile Traffic
  • 277 Brands & countingE-shipped logistics573K Likes11% Mobile Traffic
  • 277 Brands & countingE-shipped logistics573K Likes11% Mobile Traffic
  • Transcript of "“Measuring ROI on Online Marketing Spend” by Muneeb Maayr, Co-Founder, Daraz.pk "

    1. 1. Measuring Return On Investment on Online Marketing Spend www.daraz.pk www.daraz.pk
    2. 2. www.daraz.pk
    3. 3. Millions spent on Billboards, TV & Print Still doesn’t know me www.daraz.pk
    4. 4. Who am I? Name Muneeb Maayr Age 34 Addresses Karachi & Islamabad Cellphone Mobilink Email Gmail Spending Power Rs. 3,000 / transaction Customer Lifetime Value ? www.daraz.pk
    5. 5. What we do Daraz.pk Target Market 27 million internet users Advertising Channels Google Display Google Search Facebook RHS & Sponsored Stories Email & Facebook Timeline Core Expertise MEASUREMENT of Customer Acquisition Cost www.daraz.pk
    6. 6. The Customer Acquisition Cycle….1 Impressions is the number of times your ad is displayed Click Through Rate measures the proportion of visitors who clicked the ad Cost Per Click measures what cost you incurred for the clicks to your site Landing Page A SEM, GDN or Facebook ad could land on the same page but have different costs The Customer Acquisition cycle starts with an ad impression and runs all the way through to a new customer generating revenue www.daraz.pk
    7. 7. The Customer Acquisition Cycle….2 Funnel trickles further Landing Page Category Page Product Page Cart As we measure heat maps Conversion! www.daraz.pk
    8. 8. The Customer Acquisition Cycle….3 Conversion Customers who end up committing to buy Attribution measures the % allocation of cost to ad channels based on customer click history Invalids Customers who end up cancelling or not paying are excluded Cost Income Ratio is a measure of the efficiency of your online advertising (The lower the better) Customer Acquisition Cost is the cost incurred to acquire a NEW customer Customer Lifetime Value Accumulated profit times an assumption on repurchase net of CAC www.daraz.pk
    9. 9. Current Market Limitations Local Publishers are lured by CPM (cost paid per 1000 impressions) by Multinationals that are burning ad money for “billboard space” Digital ad companies in Pakistan are not linking conversions and failing to meet the advertisers conversion goal Daraz will solve two problems in the industry by November: 1. Get brands to have a store where they can actually sell 2. A separate advertising entity to help multinationals advertise ONLINE with knowledge and measurement and not in the dark www.daraz.pk
    10. 10. THANK YOU! Please contact for further details: Muneeb Maayr | Co-Founder | Daraz.pk 6/A, 6th Floor, Executive Tower, Dolmen City, Karachi Mobile: +92 300 8555428 | Email: muneeb.maayr@daraz.pk Skype: muneebi | LinkedIn: linkedin.com/in/muneeb1 Shamail Wasi | Manager Marketing | Daraz.pk 6/A, 6th Floor, Executive Tower, Dolmen City, Karachi Mobile: +92 346 8202077 | Email: shamail.wasi@daraz.pk Skype: shamailwasi | LinkedIn: linkedin.com/in/shamailwasi www.daraz.pk
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