- 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

1. Driving Online Sales through
Performance Marketing
Anna Chan
Managing Director of
HK, Singapore & Taiwan
May 15 2012

2. Agenda
• Common marketers’ challenges
• How to drive sales through
performance marketing
• Case study
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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?
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4. Common Marketers’ Challenges
Campaign Asia- Pacific and Ipsos’s Marketers Outlook 2012
Question: In your opinion, what will be the key marketing issues / challenges
for 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)
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5. Driving Sales Through
Performance Marketing
Transparency to Your Campaign

6. End to End Tracking to Understand
Conversion 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
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7. Unique Attribution Model to Analyze Multiple
Touch 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
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8. Dynamic Budget Allocation to Help
Increase ROI
XMO uses attribution approach
to determine the effectiveness
of each online channel by
assigning a score for every
interaction that happened.
Thus, allowing automatic budget
allocation according to the
channel’s overall contribution to
the 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
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9. Post Click Analytics to Analyze Consumer
Behavior
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)
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10. Understand Consumer Behavior to Make
Smart Decisions – Day & Time
• Weekly conversions
• Hourly conversions
Ecommerce Banking and Finance
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11. Understand Consumer Behavior to Make
Smart Decisions – Location
Geo-graphical conversions
Test run a CN landing page?
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12. Understand Consumer Behavior to
Make 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
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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
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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
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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 View
Conversion Conversion
Clicks / CTR% Visit Time Time/Date/Market
Metrics
Enquiries / Orders Bounce Rate Search Terms
Cost / CPC / CPA Fall Out Rate
… … …
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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?
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17. Case Study

18. Case Study – Cosmetic Brand Targeting
China Market
Objective: 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 analysis
Campaign 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
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19. Problem Solved…
Driving Ecommerce Sales...
I know exactly what budget to allocate to
each online medium via
dynamic budget allocation
I can now
I know I’m driving the right target measure ROI
audience by understanding
consumer behavior
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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
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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
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22. Start your performance
marketing campaign with
iClick today!
Anna Chan
Managing Director of
HK, Singapore & Taiwan
anna.chan@i-click.asia