LavaPM is focused on delivering measurable business results for marketers, i.e. we help organisations bridge the gap between their marketing and sales functions/results. We excel in the integration of Western best practices with local market nuances, and when it comes to our focus geographies (non-English-working regions like China, North Asia, Thailand, etc), this is in most cases, the crucial make-or-break factor in any business endeavour in this region.

1. LavaPM Credentials
LavaPM is a performance marketing agency, providing comprehensive end-to-
end marketing services to help clients achieve measurable business outcomes.
1

2. 1
THE LavaPM Way
CONTENTS
3
LavaPM as your partner
2
LavaHEAT
4
LavaPM’s Services
2

3. The LavaPM Way1 Acting on the connections that make us who we are.
3

4. 01 The LavaPM Way
4
True performance marketing is more
than just performance media…
Without pre-media homework, and
post-media nurture, there is no bridge
to business impact.

5. The Challenge
• Lack of data support from
NBA.
• Lack of localized persona.
01
The Cost of Recruitment
The Size Of
Audience
HIGH
LOW
BIGSMALL Size：45M
(IPTV 26M; OTT 16M ; APP 3M
C TIER 1/2 CITIES
NON BESTV USER
& NBA FANS
AGE 15 - 24
Size:12M
B
TIER 3/4 CITIES
IPTV USER
AGE 30 - 39
A
TIER 1/2 CITIES
OTT/ APP USER
AGE 25-34
The Solution
• Predict potential consumer for
NBA based on AudienceHEAT.
• Build localized persona based on
AudienceHEAT.
• Maximize potential consumer
(lookalike) based on
AudienceHEAT.
• Strategize & implement end-to-
end Go-to-Market campaign,
targeting new paying subscribers
as final ROI.
The Results
Campaign has driven
86,000+ new users to
download and use BesTV
app in three-month period.
• More than 70% of new
users purchased NBA
subscription after they
download BesTV app.
• Real time campaign
performance data
collected for future
campaign optimization.
Case-Study 1 : NBA x BesTV

6. 01
“One-Size Fits All” does NOT work in
Performance Marketing.
Micro-segmentation
+ One-to-One Messaging
+ Scale
= Business Outcomes
6
The LavaPM Way

7. 01
The Challenge
• Sharp faced the challenge of not being able to continuously increase its market share; gaining deeper market penetration during 11.11 promotion day.
The Solutions
• Retargeting users who have been targeted by Sharp ads before.
• Customizing different creatives/messaging for different audience based on
big data analysis.
• Combine with 3rd- party data, and showing ads to those who are searching
for or looking at competitor information.
The Results
Sharp TM 11.11 achieved 3 times more than
previous promotional sales, LavaHEAT direct-to-sales order
contribution is 400%.
• 3 Millions UV sales on the promotion day.
• CPUV is 55% lower than estimated, 63.81% lower than
previous promotion campaign.
• Throughout our optimization process, CTR increase to
2.85% (from 1.20%).
Case Study 2 : SHARPTV

8. 01
The last decade has seen digital channels
like social, search, e-commerce, etc.
Operating as one single solution.
The next evolution in marketing
contribution to revenue requires
marketers to now also combine offline
and online into one single solution.
8
The LavaPM Way
“… the integration of online,
offline, data, across a single
value chain…
Jack Ma, Fortune, 2017”

9. 01 Case Study 3 : Wanda Plaza
9
The appointed Wi-Fi is
detected on customers’
mobile phone
Customers connect
Wanda free Wi-Fi
Customers just
enabled Wi-Fi
Get their mobile
phone numbers and
Mac ID
Get their Mac IDCustomers shopping in
Wanda Plaza
Map these data
with online
data
Match the device
info with
membership info
Car Brand Mobile Phone Number
Car Value
Customers
Profiling Personalized
Message
Delivery
Journey
Shopping Duration
WeChat ID
WeChat User Name
Car License
Car License
Mac ID
Online Data
3rd-party data
LavaHEAT Database
Data
Mapping
Map
Shopping Frequency:
Buying Power:
Brand Preference:
Gender:
…….
Female
Twice a month
Medium
Zara/ecco/mothercare
Product
Preference:
Clothing/Baby Products
Offline Data
Consumption Data
Data Capture & Mapping
Member Points
Age: 32-years-old
Mac ID IMEI
Map
The Challenge
• Wanda Plaza would like to encourage
customers to come to the plaza and
also enhance customer experience by
using personalized messages.
The Solutions
The Results
• Weekly traffic increased 80%
• WeChat accounts follower
increased by 150%

10. 01
Nurture of purchase intent is both a
science and an art…
Nurture using marketing automation
minimizes wastage and ensure a steady
pipeline of opportunities for your sales.
10
The LavaPM Way

11. 01
The Challenge
• Stagnation in prospect-to-opportunity-to-sales ratios for the past
few years.
• Schneider Global has issued a mandate to maximize the full
utilization of their Marketo licenses.
The Solutions
• Audit/map content and localize personas.
• Designed nurture streams, lead-scoring, and work with
Schneider’s China Marketo Power-user to set up and implement
in the system.
• Responsible for optimizing nurture campaigns, bi-weekly reports
to both marketing and inside sales.
• Rolled out nurture campaigns for first of 14 key verticals in China.
The Results
All performances including own media uplifted
especially orders increasing more than 8%
Case Study 3 : Schneider Electric

12. 01
The Challenge
• Most westerns solutions and methods are blocked in China.
• Chinese users are masked behind usernames, need to create
localized persona.
• Data quality and transition of information across different
Chinese platforms was unable to enhance nurturing for
existing account and marketing automation in some certain
processes.
Our Solutions
• Tailoring content to suit the consumption channel, ensuring relevancy to
the localized persona types.
• Target Dassault audience across local publishers who support native
advertising.
• Targeting algorithm is used to localized persona behaviours and
situational signals.
• Retargeting users who visited landing pages but did not take any actions
by putting them into a localized buyers journey framework
The Tactics
Case Study 4 : Dassault
The Results
• Inquiries to MQL conversion rate was more than 83%.
• CPA reduced to 163.73 RMB, which is over 87% within 9 months.

13. 13
LavaHEAT2

14. 02
LavaHEAT
LAVA
Hyper
Engagement
Amplification
Theatre
14
LavaHEAT is a scalable
advanced marketing
technology STACK purpose-
built to provide predictive
performance for your brand.
LavaHEAT ~ Martech – Stack – as – a - Service
LavaHEA
T
AudienceHEA
T
3rd Party Data
Social
Data
LavaDSPLavaDMP
‘Live’ Campaign Analytic
etc
.
etc
.
DemandHEA
TMarketing
Automation

15. 02 LavaHEAT Data & Marketing Funnel
LavaDMP LavaDSP
3rd Party
Data
Campaign
Data
Social
Data
Marketing
Automation
AudienceHEA
T
DemandHEA
T
Objectives
Back-end
Meta-data
Social
Behavior
Physical
Contact Data
& Behavior
etc
.
etc
.
• Audience Positioning
• Precision
Communication
• Insights Optimization
• Leads Nurturing
• Sales Conversion

16. 02
Data Source
Core Interests
• Define target audience positioning and persona.
• Increase target audience group based on precise
algorithm(Lookalike Audience).
• Maximize ROI on media cost and reduce wastage for
traditional media buying.
• Dynamic creatives content optimization.
Main Function
• Connect with Social Data, Campaign Data, and 3rd
Party Data.
• Select media based on target audience tags, persona
and interest & Deliver media.
• Set consistence rules and tags to sourced all data.
Service Recommendation
• Based on tag, selection result, describe target
audience behavior.
• Maximize target audience (Lookalike
Audience), set up tags for future media
strategy development.
• Adjust target audience tags based on real time
campaign performance result.
• Selective media list and content based on tags.
• Real-time optimize campaign creatives and
result.
• Set marketing sample size based on mapping
results.
• Update and adjust sample setting based on
campaign performance.
16
AudienceHEAT
3rd Party DataCampaign Data Social Data

17. 02
Service Recommendation
• Leads scoring structure based on
historical campaign data.
• Fully optimize target audience
segmentation based on successfully
converted leads.
Core Interests
• Leads scoring and nurturing based on data support.
• Connect with popular marketing automation tools, help
clients localize brand communication and interact with
the tools.
Main Function
• Use popular marketing automation tools and connect
with AudienceHEAT.
• Enhance leads nurturing process and sales conversion.
DataSource Platform Selection
And more ….
17
DemandHEAT
AudienceHEA
T

18. 18
LavaPM as your Partner3

19. 03 The Art & Science
of Modern Marketing
Modern marketing is about the
both the art of story-telling and
leveraging data & technology.
records every data granule of
engagement between people,
understanding past & present
to navigate the future.
Why LavaPM

20. 03 Data at the core of
Performance Marketing
“In God we trust, all others must bring data…”
Dr. W Edwards Deming
What you cannot measure, does not exist...
LavaPM utilizes as many of the
available data points that we can
get our hands on.
WE HELP YOU TEST.
WE HELP YOU LEARN.
Data-Driven
Predictive
Prescriptive
Performance
20
Why LavaPM

21. 03
21
Our Clients
...and MORE

22. Performance Marketing
for Non-English Asia
03
Beijing
Shanghai (HQ)
Hong Kong
Bangkok
Singapore
22
Who we are

23. Michael Ang Joshua Kwah Olivia Liu
Kannathakorn
Rattanawenawatee
CEO & Founder Managing Director,
SEA
Performance
Director, Bangkok &
Beijing
Senior Performance
Manager TH
Pat
Tang-u-thaisuk
Performance Manager TH
03 LavaPM TH Team
• Performance marketing subject-
matter expert, with both
agency & client-side experience
• Strategic & execution
experience in content, data,
demand-generation, O2O,
attribution, etc.
• Clients include Motorola, Intel,
Foxconn, Perrier, Sharp,
Huawei, etc
• >7 years managing agency
business in Asia.
• >10 years in marketing
industry, of which half is in
B2B and performance
marketing.
• Clients include Cisco, Sharp,
iRobot, Huawei, AIG, Dell,
Perrier, etc.
• 8+ years in digital industry.
• Experienced in strategy &
execution for creative, social,
digital, media, etc.
• Emmies Bronze Award (Asia)
• Clients include Pepsi, AIA,
Sansiri, MasterCard, etc.
• 7 years’ experience in media
& advertising
• Experienced in omni-channel
media strategy & execution.
• Clients include KBank, Rohto
Mentholatum, Lay’s, Tefal,
Future Park, Top Charoen
Optical
• >13 years in advertising industry,
with global coverage &
management of creative, media,
technology
• Subject matter expert in full funnel
communications strategy and big
data marketing.
• Awarded 1st in New Business
League by R3 and A+ in RECMA
• Clients include Google, Heineken,
HP, Telstra, Nikon, Alibaba, etc. 23

24. 24
LavaPM’s Services4

25. 25
04
Brand Positioning
Product Positioning
Market Positioning
Analytics-on-Demand
Pre-Go-to-Market
All Programmatic ServicesPersona
Persona Verification
Buyer Journey
Buying Journey Verification
Predictive Analysis
Content & Management & Strategy
LavaHEAT
Go-to-Market Post-Go-to-Market
Data Tracking / Mapping / Enrichment / Modeling
Business Intelligence
Nurture
Our Services

26. NURTURE
26
Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel,
and through every step of the buyer's journey. It focuses marketing efforts on listening to the needs of
prospects, and providing the information and answers they need.
Nurture
Stream
Creation
Content
Mapping
Leads Scoring
Setting
Implementation
Persona &
Journey
04 Nurture Marketing

27. 04
27
The Challenge
• It is difficult for NetSuite to switch
competitors’ customer to try their
services.
• Comparing with competitors or
mention named is prohibited in
their Global marketing policy.
• The Campaign was launched in 3
markets; Thailand, Hong Kong, and
Singapore with a focus in Thailand.
The Solutions
• Nurturing & telemarketing based on
leads from various media activities,
SEM, native ads, social media,
content activation, hosting webinar,
and buying 3rd party database.
• Utilized Eloqua platform to touch
new contacts and only authorized
contacted to be re-approached by
NetSuite.
Nurture Tactic
3rd Party DB
NetSuite DB
Segmented DB
Identified Interest, Using
Competitor Product 1
Identified Interest, Using
Competitor Product 3
Identified Interest, Using
Competitor Product 2
Unidentified, no specific
product interest
Nurturing & Telemarketing
based on interest
Not Convert
Convert successfully Convert successfully
Go to NetSuite
Marketing team for
further process
Not Convert
Put into segmented
DB for future nuture.
• Touched 2,000+ new accounts;
• Touched 8,000+ new contacts;
• Generated 70 MQLs so far
The Results
Case Study 5 : Netsuite
Omni-Channel Demand Generation

28. 28
Marketing that delivers
measurable business
outcomes
Joshua Kwah
Email joshua@lavapm.com
Phone +65 9657 0242
Michael Ang
Email michael@lavapm.com
Phone +86 18611855571