By Nguyen Phuong Anh - Head of Marketing (Google Vietnam)

1. Sự khác biệt giữa
marketing & data-driven
marketing
Nguyen Phuong Anh
Country Head of Marketing, Google Vietnam

3. Marketing
Awareness Interest Desire Action

4. Awareness Interest Desire

5. 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

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

7. Classical Marketing
$$$$$$$$$$
Relevant customer base
Conversion

8. Data-Driven Marketing
… means using data about customers to drive marketing communications and measuring outcomes.

9. 27 May 2015
Majority of Your Target Age Group are Online
Average 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

10. 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
...

11. Real Estate Related Search has
Grown 1.6X in 3 years
27 May 2015 Google Internal Data

12. Real Estate Demand Grows
Gradually and Healthily in VN
27 May 2015 Google Internal Data
Bán Nhà
Mua Nhà
May
March
March

13. 27 May 2015
Real Estate Seasonality in Vietnam
Google Internal

14. 27 May 2015
Always be there when your customers are searching for you

15. $$
$$
$$
$$
Data-Driven Marketing - example Real estate
campaign 1
campaign 2
campaign 3
campaign 4

16. 27 May 2015
Travel Search Queries Breakdown
Google Internal
Vietnam

17. 27 May 2015
People are Looking to Travel Online
700 Million Queries
over the last 12 months
in Vietnam

18. USA
Australia
Great Britain
France
Germany
Russia
Japan
Singapore
Canada
Malaysia
Top 20 Outbound Countries Based
on Search Queries
Hong Kong
USA
Thailand
Singapore
Germany
Malaysia
Great Britain
Cambodia
Italy
France
Vietnam
People are Looking to Travel Online
Thailand
Spain
Italy
India
Netherlands
Korea
Hong Kong
Indonesia
Philippines
Switzerland
Japan
Australia
China
Spain
Indonesia
United Arab Emirates
Philippines
Brazil
Korea
Belgium
Top 20 Inbound Countries Based
on Search Queries

19. $$
$$
$$
$$
Data-Driven Marketing
campaign 1
campaign 2
campaign 3
campaign 4

20. 27 May 2015
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%

21. 27 May 2015
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

22. Process

23. Measuring Impact
GDN - Google Display network:
Reach/ Impressions
Click-through rate
Bounce rate/ Time on site
Conversion rate
CPA - Cost per Acquisition/Action

24. 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

25. Channels for data-driven Marketing
Awareness Interest Desire Action
Google Display Network
Youtube
Voucher Marketing
Google Display Network
Google Search (SEM)
Facebook
Affiliates
Google Display Network
Referrals
Email Marketing
Website banners &
content
CHANNELS

26. $$
$$
$$
$$
Data-Driven Marketing
campaign 1
campaign 2
campaign 3
campaign 4