Driving Online Sales throughPerformance MarketingAnna ChanManaging Director ofHK, Singapore & TaiwanMay 15 2012
Agenda         • Common marketers’ challenges         • How to drive sales through           performance marketing        ...
Are These Challenges You’re Facing?             Driving Ecommerce Sales...                  How much budget should        ...
Common Marketers’ ChallengesCampaign Asia- Pacific and Ipsos’s Marketers Outlook 2012Question: In your opinion, what will ...
Driving Sales ThroughPerformance Marketing Transparency to Your Campaign
End to End Tracking to UnderstandConversion Path               Pre-Click                                        Post-Click...
Unique Attribution Model to Analyze MultipleTouch Points  Understanding the channel’s overall contribution to conversion, ...
Dynamic Budget Allocation to HelpIncrease ROIXMO uses attribution approachto determine the effectivenessof each online cha...
Post Click Analytics to Analyze ConsumerBehavior         Analyze customer behavior on webpages and       compare quality b...
Understand Consumer Behavior to MakeSmart Decisions – Day & Time                  • Weekly conversions                  • ...
Understand Consumer Behavior to MakeSmart Decisions – Location                 Geo-graphical conversions                  ...
Understand Consumer Behavior toMake Smart Decisions – Lag Time  When users search with brand terms, over 90% of them conve...
Choosing the Right Tracking Tool (1)• Channel specific: Search Engine? Display? Mobile?• Function specific: Measure variou...
Choosing the Right Tracking Tool (2)• Look-back Window: a pre-set time window for which a valid  conversion is counted    ...
Choosing the Right Tracking Tool (3) • Metrics customizable according to marketer’s business goals? • For example, by capt...
Choosing the Right Tracking Tool (4)• Reporting  • Can 90’s be organized or presented in multiple dimensions?        data ...
Case Study
Case Study – Cosmetic Brand TargetingChina MarketObjective: Drive sales to ecommerce site                              Loc...
Problem Solved…              Driving Ecommerce Sales...           I know exactly what budget to allocate to               ...
About iClick Interactive• Established in 2009, venture backed by Bertelsmann, Sumitomo, SSG  Capital and Otto• The Leading...
Representative Clients       Ecommerce      (5 out of China’s TOP 10  e-commerce players are using iClick to make better d...
Start your performancemarketing campaign with       iClick today!         Anna Chan   Managing Director of  HK, Singapore ...
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Driving online sales through performance marketing

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- 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 study

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Driving online sales through performance marketing

  1. 1. Driving Online Sales throughPerformance MarketingAnna ChanManaging Director ofHK, Singapore & TaiwanMay 15 2012
  2. 2. Agenda • Common marketers’ challenges • How to drive sales through performance marketing • Case study 2
  3. 3. Are These Challenges You’re Facing? Driving Ecommerce Sales... How much budget should I allocate to different online medium? How do I measure / Am I driving the right increase ROI? target audience to my website? 3
  4. 4. Common Marketers’ ChallengesCampaign Asia- Pacific and Ipsos’s Marketers Outlook 2012Question: In your opinion, what will be the key marketing issues / challengesfor marketers in 2012? To improve overall marketing effectiveness / enhance ROI measurements (58% of respondents) 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) 4
  5. 5. Driving Sales ThroughPerformance Marketing Transparency to Your Campaign
  6. 6. End to End Tracking to UnderstandConversion Path Pre-Click Post-Click Display Ad Social Media Paid Search Landing Page Product Page Shopping Cart Understand conversion paths and Site analytics help to how different channels assist improve user experience each other in driving conversions and conversions End to End Conversion Path Tracking 6
  7. 7. Unique Attribution Model to Analyze MultipleTouch Points Understanding the channel’s overall contribution to conversion, thus allowing effective budget allocation. Social Media Rich Media Display Ad Mobile Ad Search Ad Order 7
  8. 8. Dynamic Budget Allocation to HelpIncrease ROIXMO uses attribution approachto determine the effectivenessof each online channel byassigning a score for everyinteraction that happened.Thus, allowing automatic budgetallocation according to thechannel’s overall contribution tothe 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 8
  9. 9. Post Click Analytics to Analyze ConsumerBehavior Analyze customer behavior on webpages and compare quality between paid and non-paid traffic. Whole conversion path Payment conversion path (From Homepage to Payment) (From Registration to Payment) 9
  10. 10. Understand Consumer Behavior to MakeSmart Decisions – Day & Time • Weekly conversions • Hourly conversions Ecommerce Banking and Finance 10
  11. 11. Understand Consumer Behavior to MakeSmart Decisions – Location Geo-graphical conversions Test run a CN landing page? 11
  12. 12. Understand Consumer Behavior toMake Smart Decisions – Lag Time 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. 90’s Time Spend between Ad Click Date and Conversion Date of Branded Cosmetics Industry Same Day 7 14 21 28 12
  13. 13. Choosing the Right Tracking Tool (1)• Channel specific: Search Engine? Display? Mobile?• Function specific: Measure various KPIs, i.e. CPC, CPA, ROI… 90’s Search Engine Portals Vertical Portals Social Media 13
  14. 14. Choosing the Right Tracking Tool (2)• Look-back Window: a pre-set time window for which a valid conversion is counted 90’s• Possible to adjust look-back window by product nature? Look back window varies by business or industry Ad ………….…………….….. Purchase 4-6 weeks Ad …..……..…… 2-3 weeks Purchase 14
  15. 15. Choosing the Right Tracking Tool (3) • Metrics customizable according to marketer’s business goals? • For example, by capturing the order number, marketer can prevent 90’s the risk of double counting the same purchase order in the system Campaign Site Analytics Consumer Behavior Performance Impressions Conversion Paths Page ViewConversion Conversion Clicks / CTR% Visit Time Time/Date/Market Metrics Enquiries / Orders Bounce Rate Search Terms Cost / CPC / CPA Fall Out Rate … … … 15
  16. 16. Choosing the Right Tracking Tool (4)• Reporting • Can 90’s be organized or presented in multiple dimensions? data • Dashboard with good visualization? • Reports downloadable? 16
  17. 17. Case Study
  18. 18. Case Study – Cosmetic Brand TargetingChina MarketObjective: Drive sales to ecommerce site Location targeting strategy: to reduce Real time, full data and multi- wastage from non- dimension reporting: converting geo- - Keyword effectiveness 90’s locations - Consumer behavior - Conversion path analysisCampaign diagnosis: - Channel attribution weighting- Campaign structure- Creative- Budget split- Landing page Results after 3 months: - 50% increase in Configurable optimization completed online order tailored to the practical - 48% decrease in Cost- needs of the campaign: Per-Acquisition - Bid automation based on campaign objective - 106% increase in online - Conversion versus spend conversion rate - Profit versus spend - Dynamic budget allocation 18
  19. 19. Problem Solved… Driving Ecommerce Sales... I know exactly what budget to allocate to each online medium via dynamic budget allocation I can nowI know I’m driving the right target measure ROI audience by understanding consumer behavior 19
  20. 20. About iClick Interactive• 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 20
  21. 21. 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 21
  22. 22. Start your performancemarketing campaign with iClick today! Anna Chan Managing Director of HK, Singapore & Taiwan anna.chan@i-click.asia

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