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Welcome to
Marketing Masterclass
Presented by
#eIQ

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Joddy W. Kusumo
Keynote Speaker
Internet Marketing Manager
Module 3 - Intro to Maximizing the Marketing Mix
Performance Marketing (for Paid Channels)

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Module 3
Maximizing the Marketing Mix (Paid
Channels and EDM)
Joddy W. Kusumo, aCommerce

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1. Online Channel Mix
● What are the
channels?
● Why invest in them?
2. How to Maximize?
● Historical data
● Optimization
● Empathy
Table of Contents

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#1 Rule to Win the Online Marketing
Joddy Kusumo, Internet Marketing Manager

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1. Online channel mix:
● What are the channels?
● Why invest?
2. How to maximize
● Historical data
● Optimization
● Empathy

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Online channels
Online
channels
“Product Channel Fit”
The wrong mindset: Every product can be sold on all online channels with the
same messaging.
Knowing your ‘ecosystem’ to win this game and use data to analyze which
channels are best for your message and product.
Joddy Kusumo, Internet Marketing Manager

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What are the channels?
1. SEM (Search Engine Marketing)
SEM
(Search Engine Marketing)
SEO
(Search Engine
Organic)
Joddy Kusumo, Internet Marketing Manager

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What are the channels?
2. GDN (Google Display Network)
Banners will
appear on
websites
Joddy Kusumo, Internet Marketing Manager

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3. Facebook Ads
News feed FB
Ads
What are the channels?
Joddy Kusumo, Internet Marketing Manager

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What are the channels?
4. Dynamic Retargeting
1. You’ve added a watch
and boots to ‘cart’ in
MatahariMall.com
2. You’ll be retargeted by the ads, showing the
watch. Whichever website you enter, you’ll see the
ads.
Retargeting ads will appear on
the websites you enter.
Joddy Kusumo, Internet Marketing Manager

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1. Online channel mix:
● What are the channels?
● Why invest?
2. How to maximize
● Historical data
● Optimization
● Empathy

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Why Invest? 4 Key Reasons
1. More Control
● Targeting the audience
● On setting the budget,
● Over time period
1. Reach More People
● Facebook fan page audience vs Facebook Ads target
● Conventional publisher vs Google Display Network (GDN)
1. Instant Result
● SEM guaranteed on top of SERP vs SEO result would take > 3 months
● Billboard vs GDN
1. Retargeting
● Customer who dropped off on ‘Add to Cart’
● Cross-selling product category
Joddy Kusumo, Internet Marketing Manager

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1. Online channel mix:
● What are the channels?
● Why invest?
2. How to maximize
● Get Historical data
● Optimization
● Empathy

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Data Source
Get your data from these sources, and utilize it to analyze, forecast, and optimize your online
marketing.
Utilize raw data to be a useful information.
Joddy Kusumo, Internet Marketing Manager

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Data Analysis Objective: Number of orders
Channel 2: Google (SEM)
Channel 1: Facebook
Product category : Home appliances, home and living, and electronics
Price range : IDR 25,000 - IDR 20,000,000
Questions : 1. Which channel generates more number of order?
2. What is the most selling product on each channel?
[Key Learning
Points]
FB channel is more fit for the
Average Order Value < IDR
150,000
Based on # of orders and price
range, FB is a better channel
to push your certain
product/service in order to
persuade people to be
impulsive buyers.
Total # of order (from top 5 selling items)= 175
Total # of order (from top 5 selling items)= 68
Sorting criteria: Number of order
Joddy Kusumo, Internet Marketing Manager

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Channel 2: Google (SEM)
Channel 1: Facebook Sorting criteria: Total Revenue
[Key Learning
Points]
If you want to boost your high
value products (revenue
generator), you can allocate
your budget more on SEM --
specifically on Apple product.
Data Analysis Objective: Revenue
Product category : Home appliances, home and living, and electronics
Price range : IDR 25,000 - IDR 20,000,000
Questions : 1. Which channel generates more revenue?
2. Which product generates more revenue on each channel?
Joddy Kusumo, Internet Marketing Manager

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1. Online channel mix:
● What are the channels?
● Why invest?
2. How to maximize
● Historical data
● Optimization
● Empathy

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Optimization
1. Audience Segmentation
2. Attribution Model Analysis
3. Budget Allocation
4. Bidding Modifier
Joddy Kusumo, Internet Marketing Manager

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Audience Segmentation
Optimize your purchase and checkout funnel
Use these data (pool
audience) as a new
Audience for Retargeting
purposes to encourage
them to complete purchase
Joddy Kusumo, Internet Marketing Manager

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Audience Segmentation
Different Message. Relevancy is crucial!
Different message will
appear to different target
visitor
Joddy Kusumo, Internet Marketing Manager

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Attribution Model Analysis
Assisted Conversion vs Direct Conversion
Conversion Path (e.g. Facebook Ads)
Joddy Kusumo, Internet Marketing Manager

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Budget Allocation
Revenue Generator (Product)
Your budget allocation is based on your objective:
● To boost your revenue → allocate more budget on Apple product
Use the Pareto Principle (the rule 80/20)
Joddy Kusumo, Internet Marketing Manager

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Saving money on paid campaigns
Days
Hours
Number of clicks
Hours in a day
Clicks
The lowest number of
clicks happen on Sunday.
Actionable insight:
Consider to decrease the
bid on Sunday!
Analyze your campaigns
every day to optimize.
Joddy Kusumo, Internet Marketing Manager

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1. Online channel mix:
● What are the channels?
● Why invest?
2. How to maximize
● Historical data
● Optimization
● Empathy

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Metrics Are…?
PEOPLE
Joddy Kusumo, Internet Marketing Manager

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How to Maximize Mix Paid Channels
“The truth is, Best Practice is a TRAP!
Don’t settle, don’t assume, just TEST -- then OPTIMIZE based on historical data
performance (Data-Driven Decision).”
Empathy
=
Customer
Test
Historical
Data
Optimize
Advertise
Analyze
(Data processing)
Actionable
insights
Joddy Kusumo, Internet Marketing Manager

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Thank You
Email: joddy.kusumo@acommerce.asia
Joddy W. Kusumo
Internet Marketing Manager,
aCommerce