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Digital Marketing ROI Case Studies by Augustine Fou
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Digital Marketing ROI Case Studies by Augustine Fou



Discussion of case studies around digital ROI - some are obvious and others are not so obvious.

Discussion of case studies around digital ROI - some are obvious and others are not so obvious.



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  • From the U.S. perspective, the stats are compelling…
  • From the U.S. perspective, the stats are compelling…

Digital Marketing ROI Case Studies by Augustine Fou Presentation Transcript

  • 1. Digital Marketing ROICase Studies and DiscussionDr. Augustine Fouhttp://www.linkedin.com/in/augustinefou
  • 2. Obvious Examplesof Digital ROIAugustine Fou- 2 -
  • 3. Online SalesAugustine Fou- 3 -Which styles are beingsearched forWhat users spend timeviewing on siteWhat users are buying
  • 4. Online Bookingswww.mandarinoriental.comAugustine Fou- 4 -
  • 5. Customer InsightsNetflix leveraged their Facebook fan base (1.6M) to do continuous customer researchby asking questions and posting useful content.Augustine Fou- 5 -
  • 6. InnovationStarbucks leveraged the community to source and prioritize ideas.Augustine Fou- 6 -
  • 7. Earned MediaJetBlue leveraged their Twitter following to launch new products (e.g. 2009 All-You-Can-Jet-Pass)Augustine Fou- 7 -
  • 8. Cost ReductionDe-duplicating competitive ad spend with partner“motor oil”“installing motor oil”“what is motor oil”Augustine Fou- 8 -
  • 9. Less Obvious Examplesof Digital ROIAugustine Fou- 9 -
  • 10. Selecting Optimal WordsWhich synonym to write into website content“baby bedding” is the way more userssearch; 16x more than “infant bedding”Augustine Fou- 10 -
  • 11. Users are seeking coupons, side effects, dosage informationDetermining InterestRelated search reveals what people are looking forAugustine Fou- 11 -
  • 12. footlongsMeasuring SuccessgodaddyUsers saw ad, remembered, and took action (did a search)Augustine Fou- 12 -
  • 13. Marketing PerformanceDetect if target users are searching for product by nameTapentadolNucyntaSource: Google TrendsAugustine Fou- 13 -
  • 14. swine fluh1n1swine flu drove 1st peakh1n1 drove 2nd peakPurell demand andsearch volume liftedStudy Cause and EffectAugustine Fou- 14 -
  • 15. Demand Planningchocolate covered strawberrieschocolate covered cherriesSource; http://go-digital.net/blog/2011/12/search-as-research-using-search-for-continuous-consumer-insights/When search volume spikes indicates when demand spikes.Augustine Fou- 15 -
  • 16. Physician Nurse Patient“orexinreceptoragonist”“dosage” “sleepdrug”“how toadminister”What words they search for indicates who they are.User Self-SegmentationAugustine Fou- 16 -
  • 17. American Express CaseDetermining optimal messaging via click data“businessnetworking”“professionalnetworking”“networking”“computernetworking”“socialnetworking”Augustine Fou- 17 -
  • 18. Act of LoyaltyCheck-in at restaurant is implied endorsementAugustine Fou- 18 -
  • 19. Was There DigitalROI ?Augustine Fou- 19 -
  • 20. Oreo“Dunk in the Dark Tweet”Augustine Fou- 20 -50 million social conversations; but did it drive sales?
  • 21. GoDaddy“Perfect Match”Augustine Fou- 21 -A lot of online buzz; but did the negativity harm the brand?
  • 22. Dr. Augustine Fou – Chief Digital Strategist“I advise clients on shifting theirmarketing mix among traditionaland digital tactics, and unifyingthem to work together optimally.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23Slideshares: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefouArticles: http://www.clickz.com/author/1151/augustine-fouAugustine Fou- 22 -