Keynote @ Digital Cream Hong Kong

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I gave this keynote at the Digital Cream HK, 27 Jun 2013

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Keynote @ Digital Cream Hong Kong

  1. 1. Econsultancy.com | 1Digital Marketing Eddie Choi linkedin.com/in/eddiechoi
  2. 2. Econsultancy.com | 2Digital Marketing
  3. 3. Econsultancy.com | 3Digital Marketing Today my topic is
  4. 4. Econsultancy.com | 4Digital Marketing Do you have data phobia? 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101010101010101010101010101010101010101
  5. 5. Econsultancy.com | 5Digital Marketing Today we can visualize relationship of data
  6. 6. Econsultancy.com | 6Digital Marketing We even visualize sentiment
  7. 7. Econsultancy.com | 7Digital Marketing
  8. 8. Econsultancy.com | 8Digital Marketing Amount of Big Data stored across the world in Petabytes > 3,500 North America > 50 Latin America > 200 Middle East > 2,000 Europe > 50 India > 250 China > 400 Japan
  9. 9. Econsultancy.com | 9Digital Marketing 1 Petabytes = 13.3 years of HDTV content
  10. 10. Econsultancy.com | 10Digital Marketing Is the CTO in war with CMO?
  11. 11. Econsultancy.com | 11Digital Marketing Because the CEO loves dashboard?
  12. 12. Econsultancy.com | 12Digital Marketing The problem of dashboard 1. Hinder our pursuit of the truth & knowledge. 2. Misled by the vanity metric. 3. Lack of surprising or inspiring discovery
  13. 13. Econsultancy.com | 13Digital Marketing Do you have a data butler in your marketing team? The question is..
  14. 14. Econsultancy.com | 14Digital Marketing Things we don’t know we know
  15. 15. Econsultancy.com | 15Digital Marketing Develop a hypothesis, exclude the noise (**not provided, not set**) Things we don’t know we know
  16. 16. Econsultancy.com | 16Digital Marketing Exclude the noise + take away the home page Things we don’t know we know
  17. 17. Econsultancy.com | 17Digital Marketing Dig into lead page Things we don’t know we know
  18. 18. Econsultancy.com | 18Digital Marketing Zero in on the conversion Things we don’t know we know
  19. 19. Econsultancy.com | 19Digital Marketing Total keywords to page engagements: 3,108 Number of engagements after Google SSL: 2,079 Google SSL impact: 33% Keywords to lead page engagements: 143 or 4.6% Keywords to conversion: 20 or 0.64% Things we don’t know we know
  20. 20. Econsultancy.com | 20Digital Marketing Ask For BIG INSIGHT Not Big Data
  21. 21. Econsultancy.com | 21Digital Marketing
  22. 22. Econsultancy.com | 22Digital Marketing Media Touch Point
  23. 23. Econsultancy.com | 23Digital Marketing USA GERMANY JAPAN Media Touch Point
  24. 24. Econsultancy.com | 24Digital Marketing Opportunity Journey Far Term Near Term Mid Term Consideration
  25. 25. Econsultancy.com | 25Digital Marketing What about a real world Integration? Far Term Mid Term Far Term
  26. 26. Econsultancy.com | 26Digital Marketing PAID OWNED EARNED Media Silo
  27. 27. Econsultancy.com | 27Digital Marketing 1 2 3 A Happy Dashboard
  28. 28. Econsultancy.com | 28Digital Marketing A Happy Dashboard DIRECT You’ve got a setup error
  29. 29. Econsultancy.com | 29Digital Marketing Do you have a strategy or just have some money to spend? The question is..
  30. 30. Econsultancy.com | 30Digital Marketing
  31. 31. Econsultancy.com | 31Digital Marketing 90-day Sina Weibo viral coefficient for various B2C brands Nokia Starbucks Audi Ferrari Louis Vuitton H&M Swarovski Harbour City Li-Ning
  32. 32. Econsultancy.com | 32Digital Marketing 巴斯夫大中华 霍尼韦尔 道康宁大中华区 GE中国 帝斯曼中国 陶氏校园行 西门子 丹佛斯中国 施耐德电气中国 F F F F F F F F F 90-day Sina Weibo viral coefficient for various B2B brands
  33. 33. Econsultancy.com | 33Digital Marketing Set the expectation right
  34. 34. Econsultancy.com | 34Digital Marketing Small-screen advertising
  35. 35. Econsultancy.com | 35Digital Marketing Proximity Marketing
  36. 36. Econsultancy.com | 36Digital Marketing Native advertising, seriously?
  37. 37. Econsultancy.com | 37Digital Marketing Native advertising, seriously?
  38. 38. Econsultancy.com | 38Digital Marketing Copywriting, catchy lines
  39. 39. Econsultancy.com | 39Digital Marketing Content is for life, Not just for X’mas Commitment or Vanity?
  40. 40. Econsultancy.com | 40Digital Marketing Do we have a goal? The question is..
  41. 41. Econsultancy.com | 41Digital Marketing My Key Takeaways Reboot your marketing plan: 1. Treat analytics seriously. It deserves a full-time job. 2. Right channel for right marketing mix. 3. Don’t use any channel or tactics just because they look new and trendy.
  42. 42. Econsultancy.com | 42Digital Marketing Thank You linkedin.com/in/eddiechoi

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