Your SlideShare is downloading. ×
Brand to Conversion
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Brand to Conversion

2,685
views

Published on

Brand to Conversion - Trend & How To

Brand to Conversion - Trend & How To

Published in: Retail, Data & Analytics

0 Comments
31 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,685
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
31
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Brand to Conversion Nuttakorn Rattanachaisit Managing Director Predictive
  • 2. 75% of insurance sales to be online by 2020 Global e-commerce sales of packaged goods will hit $53 billion by 2016 to take 5.2% of total turnover China E-commerce channel penetration for FMCG sales reached 32% in the year to June 13 2014, up 44% since 2012, driven particularly by categories such as beer, foreign spirits and non-UHT milk. Interesting Stats Source : Kantar Worldpanel, Boston Consulting Group
  • 3. 3 U.S. Desktop e-Commerce (retail + travel) reached $322 billion in 2013, up +11% Y/Y overall and +13% Y/Y for Retail $42 $53 $67 $82 $102 $123 $130 $130 $142 $162 $186 $211 $30 $40 $51 $61 $69 $77 $84 $80 $85 $94 $103 $111 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Retail Travel Desktop e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement $72 $93 $117 $143 $171 $200 $214 $209 $228 $289 $256 $322 Billions($) +29% +26% +22% +19% +17% +7% -2% +9% +12% +13% +26% +33% +26% +28% +20% +24% +24% +13% +20% +12% +6% +9% 0% -5% +10% +6% +15% +9% +14% +11% +11% +13% +8%
  • 4. Source: comScore, NPD E-Commerce share of all consumer sales varies dramatically by product category, with many consumer electronics subcategories showing substantial channel shift Product Category e-Commerce as % of All Sales Computers 44% Printers 34% Navigation 34% Still Digital Cameras 30% Portable Digital Players 28% Accessories 17% Footwear 16% TVs 14% Toys 11% Apparel 11% Consumer Packaged Goods (CPG) 1.5%
  • 5. 5 Desktop users have the highest likelihood of purchase, followed by tablets, then smartphones – bigger screen, higher conversion 79% 42% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Desktop Tablet Smartphone Q4 2013 Buyer Penetration by Platform Source: comScore e-Commerce & m-Commerce Measurement Source: comScore TabLens and MobiLens 3 month averages ending December 2013
  • 6. Research Online, Purchase Offline 42% Source : Forrester Research – Web-Influenced Retail Sale Forecast of retail sales in 2012 were online- or web-influenced
  • 7. Brand VS Direct Response (Conversion) • Brand – Provide awareness, announce new products, new offers and maintain communications
  • 8. Brand VS Direct Response (Conversion) • Direct Response (Conversion) – Direct the audience to do specific actions
  • 9. Source: Nielsen Smartphone Insights
  • 10. Case studies
  • 11. OBAMA CASE STUDY HOW THEY APPLIED ON MEASUREMENT Measuring and maximizing the return on Below-the-line Marketing Campaign Spend
  • 12. Measuring and maximizing the return on Below-the-line Marketing Campaign Spend
  • 13. Measuring and maximizing the return on Below-the-line Marketing Campaign Spend
  • 14. Campaign Metrics & Results Media reach (impressions): 69,175,658 Search volume (impressions): 1,659,353 Unique visitors to landing page: 54,244 Unique voters: 8,783 Engagement by paid social: 98,295 Submissions completed: 837 New MINI page visits: 21,230 Configuration ("Build your own MINI" digital destination): 5,533 Opt-ins (new to MINI): 4,241/48% Leads generated: 1,075
  • 15. M-COUPONS Delivered on both In-App and WAP Vserv has executed with conversion to 8% Coupon Download Rate
  • 16. Then How?
  • 17. What are the biggest organization hurdles to improve customer experience? 70% “Silo” Mentality Source : Fast Company
  • 18. Complex Customer Journey
  • 19. Every moment spent worrying about “Vanity Metrics” is a moment wasted
  • 20. Actionable Metrics should tell the marketer how to act based on the insights revealed by the data.
  • 21. Micro VS Macro Conversion
  • 22. Online to Offline Purchase $$$$ Online Research In-Store Purchase
  • 23. R.I.P.
  • 24. Attribution Modeling can be used to understand the consumer journey and the relative impact of different digital media.
  • 25. Cross Device Measurement solomo
  • 26. Conversion Architecture
  • 27. Thank you & We are hiring! Contact information Nuttakorn@predictive.co.th 086-002-3644 @Nuttakorn