ROI in Digital Channels: Applied in Vietnam Practice

2,115 views

Published on

Thanh Nguyen, Managing Director of Emerald discusses about ROI in Digital channels in Vietnam.

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

  • Be the first to like this

No Downloads
Views
Total views
2,115
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Chúng ta chủyếuxemxétsốlượttruycập, sốlượngngườixem. Phảichăngchúng ta đangđồnghóakênhtruyềnthôngtrên Internet nhưcáckênhquảngcáo TV, radio vàbáochí?
  • Những con sốnàykhôngcónghĩalàkhôngnênlàmmàlàtừtrướcgiờchúng ta thảnổichấtlượngcủanhữngkênhtriểnkhainày
  • Những con sốnàykhôngcónghĩalàkhôngnênlàmmàlàtừtrướcgiờchúng ta thảnổichấtlượngcủanhữngkênhtriểnkhainày
  • Internet chophépviệclưuchuyểnthông tin, tươngtácvàgiaotiếpchủđộnghơntừphíangườidùng
  • Internet chophépviệclưuchuyểnthông tin, tươngtácvàgiaotiếpchủđộnghơntừphíangườidùng
  • 1 Chươngtrình online marketing phảiphụcvụcho 1 mụctiêu marketing vàcóthểkếtnốivớicácchươngtrình marketing khácphụcvụchocùng 1 mụctiêutrên. Hay nóikháchơnbảnthân client nêncósẵn 1 mụctiêu marketing cụthể, việcthiếtkếchươngtrình online marketing phùhợpsẽđitheođịnhhướngđóđểthiếtlậpcác goals, KPIs phùhợp
  • ROI in Digital Channels: Applied in Vietnam Practice

    1. 1. ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE<br />Nguyễn Khoa Hồng Thành<br />Managing Director<br />Emerald Digital Marketing<br />Ho Chi Minh City // December 9, 2010<br />
    2. 2. About me<br />Interested in communications & its services.<br />Studied International Business in Diplomatic Academy of Vietnam (MOFA).<br />Known as PR strategist for Kaspersky Lab in Vietnam.<br />Contact<br />09 27 37 47 57<br />thanhnkh@emerald.vn<br />thanhnkh (YIM)<br />www.digitalmarketing.vn<br />
    3. 3. Emerald Digital Marketing<br />Digital-Based Communication Agency<br />Services:<br />SEM (SEO/PPC) & Web Analytics<br />Internet Export Marketing<br />Social Media Marketing<br />Viral Marketing<br />Digital Campaigns<br />Public Relations & Online PR<br />
    4. 4. Emerald Digital Marketing<br />Clients & Partners:<br />
    5. 5. ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE<br />
    6. 6. Objectives<br />Digital channels can be applied in digital campaigns<br />How to measure effectiveness of digital channels<br />How to define & measure ROI in digital campaigns<br />Sharing a tracking model<br />
    7. 7. Contents<br />Frequently-used digital channels in Vietnam<br />Current measurement in Vietnam<br />Some facts & figures<br />Define your own ROI/targeted conversion<br />Tracking model<br />
    8. 8. Frequently-used digital channels<br />
    9. 9. Current mostly-used metrics<br />Impressions<br />Clicks<br />Interactions<br />Duration<br />Visits<br />Visitors<br />
    10. 10. Facts & Figures<br />Online banners<br />Forum discussions<br />Facebook<br />Email marketing<br />SMS marketing<br />
    11. 11. Facts & Figures: Online banners<br />
    12. 12. Facts & Figures: Online banners<br />CTR: ??? %<br />Bounce rate: ??? %<br />Cost types & limitations:<br />Duration: too expensive<br />CPM: branding only<br />CPC: click fraud<br />
    13. 13. Facts & Figures: Forum discussions<br />
    14. 14. Facts & Figures: Forum discussions<br />Active members: ??? %<br />Common KPIs:<br />Views<br />Comments<br />
    15. 15. Facts & Figures: Facebook<br />
    16. 16. Facts & Figures: Facebook<br />Facebook Ads:<br />CPM: the same targeted users to see the ads again and again.<br />CPC: bounce rate ??? %.<br />Fan Pages:<br />Tracking:<br />Interactions<br />Impression & feedbacks<br />Number of fans<br />Active fans: ??? % (of total fans)<br />Interactions: ??? % (of total fans)<br />
    17. 17. Facts & Figures: SMS & Email<br />Database: verified? targeted?<br />Tracking:<br />Open<br />Clicks<br />
    18. 18. Digital communications<br />
    19. 19. Digital communications<br />Communications<br />Activities<br />Attractive<br />Active<br />Creative<br />Interactive<br />Personalized experience - full of feedbacks<br />Insightful<br />Most activities are measureable.<br />Why only see “visits, visitors”?<br />
    20. 20. What is your goal?<br />
    21. 21. Define your own ROI<br />What is your “return”?<br />Visits<br />Impressions<br />Clicks<br />Unique visitors<br />
    22. 22. Define your own ROI<br /><ul><li>Unique visitors</li></li></ul><li>Define your own ROI<br />Purchase/Order action<br />
    23. 23. User information submitting action <br />
    24. 24. Define your own ROI<br />Click to call<br />
    25. 25. Define your own ROI<br />Registration action<br />
    26. 26. Define your own ROI<br />… and many other purposes.<br />
    27. 27. What do you need to measure?<br />Google Analytics increases conversion by understanding prospects better through web analytics<br />Free, hosted web analytics service<br />View over 80+ reports – online & for download<br />Key Benefits<br />Measure and evaluate ROI on our marketing efforts<br />Evaluate visitor navigation to identify site improvements<br />Track e-commerce metrics such as revenue, cost, and conversion rates<br />Utilize assistance from our Professional Services team<br />
    28. 28. Tracking model<br />
    29. 29. Tracking model<br />
    30. 30. Tracking ROI by Analytics<br />
    31. 31. Thank you!<br />

    ×