Presentation to be given at SES Singapore on 3 December 2014. Session is entitled "Advanced / Analytics - Maximizing campaign performance and cross-channel delivery through analytics." Sounds technical, right? Although the subject can get VERY technical I try to present a practitioner's guide to help marketers understand what, how and why they should be measuring campaign performance across digital media channels (search, display, mobile, video, email). iClick has an amazing platform that delivers these cross-channel marketing campaigns in China and around the world. I highlight a couple of case studies in this presentation.

1. Photo:
Romain
Laurent
Advanced / Analytics
Maximizing
campaign
performance
and
cross-­‐channel
delivery
through
analy9cs
BRENT
COHEN
VP,
InternaEonal
SES
SINGAPORE
2-­‐4
DECEMBER
2013

2. Hello.

3. About iClick
Who Are We…?
We
are
Asia’s
leading
online
buy-­‐
side
pla;orm
that
integrates
search,
display,
mobile
and
social
media
markeEng
capabiliEes.
Our
XMO
plaSorm
harnesses
the
power
of
programmaEc
buying
and
data
technology
to
maximize
markeEng
ROI
and
provide
the
greatest
efficiency.
3

4. About iClick
! Founded
in
2009
and
backed
by
strategic
investors
including
Sumitomo,
Bertelsmann,
SSG
Capital
and
OBo
Group.
! 1st
in
the
region
to
introduce
algorithmic
op9miza9on
and
programma9c
media
buying
with
exclusive
focus
on
performance
markeEng
inventories.
! Integrate
search,
display
and
mobile
demand
to
deliver
truly
performance-­‐based
soluEons.
! Over
1,000
adverEsers
from
Fortune
100
companies
to
medium-­‐size
businesses;
Specialized
in
serving
sectors
with
high
concern
on
adverEsing
performance
such
as
banking
&
finance,
travel,
FMCG
and
ecommerce.
! 7
offices
in
Hong
Kong,
Singapore,
Beijing,
Shanghai,
Shenzhen,
Taiwan
and
S.
Korea
with
nearly
300
employees.
4

5. Key
Regional
Accounts
iClick
pioneering
opEmizaEon
technology
for
search
in
combinaEon
with
our
performance-­‐based
model
makes
us
the
leading
digital
markeEng
provider
in
the
region.
iClick
makes
China
easy!
5

6. Our
Pla;orm
XMO
Adver9sers
iClick
Proprietary
Buy-­‐side
Pla;orm
Search
Engines
Ad
Exchanges
Online
Users
Publishers
1st
Party
Data
3rd
Party
Data
A
one-­‐stop
shop
for
aggrega9ng,
bidding
and
op9mizing
inventory
across
different
online
channels
in
the
most
efficient
way.
6

7. Buy-­‐side
Pla;orm:
XMO
Media
Aggregator
Access to a variety of digital
channels, biddable inventories and
RTB exchanges to reach the
maximum audience
XMO
Analy9cs
Sophisticated data-based
empirical analysis yields accurate
insights via a comprehensive set of
performance reports
Programma9c
Buy
Audience
Builder
Pre-packaged audience segment and
tailor made audience tools
at your choice to identify the
highest value
customers
Suite of optimization support single
and cross-channel optimization
according to your own marketing
objectives
7

8. iClick
is
Data-­‐Driven
Full-­‐service
offering
with
a
capability
to
turn
advanced
analy9cal
insights
into
highly
targeted
marke9ng
campaigns
CRM
ANALYTICS
Measurement
&
Repor9ng
Op9miza9on
&
Insights
MEASUREMENT
Repor9ng
Measurement
Framework
Dashboards
DATA
PLANNING
Data
Audit
Data
Strategy
Database
Engineering
Database
Hos9ng
Data
Planning
&
Analysis
OPTIMIZATION
Tes9ng
ROI
Analysis
Investment
Planning
Marke9ng
Investment
Modeling
INSIGHTS
Segmenta9on
Behavioral
Targe9ng
Predic9ve
Modeling
Quan9ta9ve
Research
STRATEGY
&
CONNECTIONS
Contact
Strategy
Targe9ng
&
Reten9on
Loyalty
Programs
Email,
Social,
Mobile,
Tele
Campaign
Pla;orms
Strategy
&
Connec9ons
CAMPAIGN
PLATFORMS
Campaign
Management
Marke9ng
Automa9on
Database
Architecture
Vendor
Assessment
8

9. Cross-Channel Marketing
What, why and how

11. Evolu9on
of
Digital
Adver9sing
Number
of
Clicks
Online
Conversions
Offline
Conversions
ABribu9on
Management
Cross-­‐Channel
Management
11

12. Cross-­‐Channel
is
Already
Here
12

13. The
Mul9-­‐Channel
Landscape
Customer:
“I
want
to…”
ExpectaEons,
goals,
tasks,
desired
outcomes
Planned
and
unplanned
interacEons
PercepEons
• Store
• Website(s)
• Web Application(s)
• Call Center
• Mail
• Mobile
• Word of Mouth
• Social Media
• Advertising
• Catalog
Adver9ser:
“I
want
to…”
Inbound
&
outbound
communicaEons
Handling
posiEve
and
negaEve
interacEons
Internal
ownership
&
coordinaEon
• Email
• Product
13

14. Everything
We
Do
Is
Connected
Branding
Marke9ng
Sales
Awareness
Web
Ads
SEO/SEM
Viral
Video
Targeted
Community
Sponsorship
Knowledge
Landing
Pages
SelecEon
SaEsfacEon
Customer
Rela9onship
Lifecycle
ConsideraEon
Reviews
&
Comparisons
Microsites
Webinars
Online
Discount
Offers
Hosted
Chat
Advocacy
Loyalty
Surveys
Referral
Offers
Discounts
Support
Forum
Peer
Forums
Insider
Forums
Support
Chat
Product
Networks
Customer
Communi9es
14

15. Integrated
Digital
Lifecycle
Brand
AdverEsing
DR
AdverEsing
Lead
Gen
RetargeEng
Content
Mgmt
Sale
Email
RetenEon
ReacEvaEon
Commerce
Support
Loyalty
15

16. WHY
ARE
WE
SO
BAD
AT
THIS?

17. The
Excuses
Too
much
informa9on
in
too
many
places:
35%
OrganizaEons
say
that
integraEng
mulEple
data
sources
is
a
challenge
We
don’t
understand
the
benefits:
30%
Having
a
hard
Eme
understanding
how
markeEng
analyEcs
should
be
used
We
lack
the
talent:
30%
Having
problems
finding
the
right
people
with
the
right
knowledge
Aberdeen
Group,
“Big
Data
for
MarkeEng,”
2013
17

18. KPIs
Across
Channels
=
HARD!
Cost
Per
Like
Engagement
Conversions
Number
of
leads
Lead
conversion
rate
Cost
of
lead
/
sale
Sales
revenue
Cost
Per
Ac9on
TransacEon
value
per
customer
LifeEme
value
of
customers
Share
of
repeat
customers
18

19. How
Customers
Behave
social
search
display
ad
ad
Web
mobile
email
ATM/kiosk
phone
branch
POS
customer
mail
19

20. They
Expect
Coordina9on…
social
search
display
ad
ad
Web
mobile
email
ATM/kiosk
phone
marketer
branch
POS
customer
mail
20

21. But
They
Get
Marke9ng
Silos
strategy
data
process
tech
social
strategy
data
process
tech
search
strategy
data
process
tech
display
ad
strategy
data
process
tech
Web
strategy
data
process
tech
mobile
strategy
data
process
tech
email
strategy
data
process
tech
ATM/kiosk
strategy
data
process
tech
phone
strategy
data
process
tech
branch
strategy
data
process
tech
POS
strategy
data
process
tech
mail
ad
customer
21

22. The
Black
Hole
of
ROI
“CMOs find it difficult to quantify
marketing return on investment
(ROI). Nearly one in five score
themselves as below average in
multichannel attribution,
correlating advertising to sales,
and measuring media buying
effectiveness.”
Source:
Accenture,
“Turbulence
for
the
CMO:
CharEng
a
path
for
the
seamless
customer
experience,”
2012
22

23. HOW
DO
I…

24. Defini9on
Cross-­‐channel
Marke9ng
Engaging
each
customer
and
prospect
in
a
cross-­‐channel
dialogue
that
builds
upon
their
past
and
current
behavior
24

25. Ques9ons
To
Ask
Before
Star9ng
What
PROBLEM
are
you
trying
to
solve?
What
is
the
ROI
of
more
analyEcs?
Is
there
incremental
VALUE
that
you
can
add
to
your
business?
25

26. Ecommerce
Client
iClick
Showcase
#1
Around
2011
our
client
rebranded
and
began
a
huge
market
push.
At
that
Eme
its
major
markeEng
channels
included:
SEM,
Affiliates,
Performance
Display,
SEO,
etc.
iClick
partnered
with
our
client’s
China’s
search
markeEng
team
in
2011
as
their
business
was
faced
with
a
great
problem:
How
to
increase
sales
under
a
fixed
ROI
strategy?
Aeer
a
preliminary
understanding
of
their
business
and
operaEons,
we
highlighted
the
4
main
challenges
as
below…
Four main challenges to be managed:
Brand
Stagna9on
Limited
Channel
Miscellaneous
Product
Ineffec9ve
Account
26

27. Overall
Strategic
Plan
Brand
Strategy
• Look
for
opportuniEes
under
a
stable
brand
performance
(already
100%
SOV)
• Brand
retargeEng
• Diversified
brand
zones
(books/kindle)
Channel
Strategy
• Adjust
channel
strategy
based
on
the
changes
in
the
search
engine
market,
test
new
search
products
and
add
new
channels
Product
Strategy
• Improve
efficiency
by
integraEng
data
from
legacy
and
other
external
systems
FlashCast
&
system
integraEon
• Cross-­‐channel
account
management
• Customized
keywords
distribuEon
strategy
based
on
geo-­‐performance
• Develop
cross-­‐channel
dashboard
and
different
geographic
strategies
Channel
expansion:
360,
Soso,
Sogou,
mobile
(search
&
app）
Data
Account
Strategy
27

28. Our
Achievements
Sales
47%
Effec9ve
Keywords
4
9mes
! Significantly enhanced sales
! 4x increase in the effectiveness of keywords
! Systematically manage product information through new search
products: Baidu 闪投
! Successfully simplified account management with iClick automatic
report integration
28

29. Key
Learning
from
Ecommerce
! Establish
100%
brand
term
SOV
strategy
and
then
adopt
brand
retargeEng
to
increase
sales
from
exisEng
customers
! Explore
and
expand
MEDIA
CHANNELS
to
improve
brand
coverage,
hence
to
increase
sales
! Tailored-­‐made
TECHNOLOGY
or
data
integraEon
like
flash
and
integrated
dashboard
can
greatly
improve
the
efficiency
although
addiEonal
cost
is
invested
! GEOGRAPHIC
TARGETING
is
a
must
for
any
naEonwide
or
regional
performance-­‐based
markeEng
campaign
29

30. Hospitality
Client
iClick
Showcase
#2
iClick
partnered
with
one
of
the
region’s
leading
hotel
chains
in
January
2012
starEng
with
one
locaEon
and
quickly
adding
4
other
properEes
over
the
course
of
the
year.
Aeer
understanding
the
behavior
of
audiences
targeted
by
each
of
the
hotels,
we
found
3
main
challenges
as
illustrated
below…
Three main challenges to be managed:
Insufficient
Traffic
No
ABribu9on
High
Costs
30

31. Overall
Strategic
Plan
SEM
Campaign
Restructure
• Create
healthy
balance
between
brand
and
generic
keywords
to
generate
awareness
and
consideraEon
• Focus
campaigns
on
top
online
feeder
markets
Keyword
Expansion
and
OpEmizaEon
• Expand
keyword
pool
to
cover
long-­‐tail
and
more
cost-­‐effecEve
keywords
• Keyword
match-­‐type
refinement
to
drive
more
effecEve
ROI
Recognize
ApribuEon
&
ContribuEng
Keyword
Pool
• Recognize
top
assisEng
keywords
and
opEmize
ad
copy
to
drive
higher
relevance
• IdenEfy
converEng
keyword
pool
and
and
refine
match-­‐types
and
bids
to
improve
ROI
31

32. Our
Achievements
Overall
Improvement
in
Property
#1
! 68%
more
impressions
and
clicks
within
2
weeks
as
compared
to
4
months
data
! 23%
of
bookings
achieved
in
2
months
compared
to
4
months
Overall
Improvement
in
Property
#2
! 24%
increase
in
search
volume
! 6%
decrease
in
cost-­‐per-­‐click
! 55%
decrease
in
cost-­‐per-­‐booking
Overall
Improvement
in
Property
#3
! Bookings
increased
136%
! Cost-­‐per-­‐booking
dropped
60%
32

33. Key
Learning
from
Hospitality
! Balance between BRAND and GENERIC keyword groups work
best to generate a healthy balance on brand awareness and
conversions
! Generic keywords helped drive & contribute on CONVERSIONS
! Focusing on top online FEEDER MARKETS help channel
marketing funds to eliminate wastage
! Mix of LONG- and SHORT-TAIL keywords help drive traffic
volume and lower costs which will effectively decrease cost per
bookings
! Conversion ATTRIBUTION helps to effectively identify keywords
that assist and allowed us to optimize ads more efficiently to
generate better bookings
! Identifying a CONVERTING KEYWORDS pool allowed us to
effectively lower costs and focus optimization efforts
33

34. A
Possible
Framework
Manage
• Budgets
Manage
budgets
and
processes
and
measure
results
• Projects
• ReporEng
Analyze
Analyze
data
to
find
ac.onable
insights
Collect
Decide
Decide
on
the
best
offer,
ac.on
or
communica.on
for
each
customer
Deliver
Deliver
engaging
messages
and
capture
reac.ons
Collect
data
that
augments
each
customer
profile
34

35. Different
Skills
Required
• Budgets
• Planning
&
budgeEng
• Workflow
&
project
management
• Projects
Manage
• Performance
reporEng
• MarkeEng
asset
management
• ReporEng
Analyze
• PredicEve
analyEcs
• Visual
data
exploraEon
• Event
detecEon
• Response
apribuEon
Collect
Decide
• Outbound
campaign
management
• Real-­‐Eme
interacEon
management
• Contact
opEmizaEon
• Distributed
markeEng
• InteracEon
history
• Digital
behavior
Deliver
• Email
delivery
and
deliverability
• Outbound
fulfillment
• Inbound
touch-­‐point
integraEon
• Lead
rouEng
&
monitoring
• Social
&
mobile
profile
• Access
to
exisEng
data
35

36. Stages
of
Analy9cal
Evolu9on
Predic9ve
modeling
What
will
happen
next?
Forecas9ng
/
extrapola9on
What
if
these
trends
con9nue?
Sta9s9cal
analysis
Why
is
this
happening?
Alerts
What
ac9ons
are
needed?
Query
/
drill
down
Where
exactly
is
the
problem?
Ad
hoc
reports
How
many,
how
oqen,
where?
Standard
reports
What
happened?
Analy9cs
What’s
the
best
that
can
happen?
Measurement
/
Repor9ng
compe99ve
advantage
Op9miza9on
degree
of
intelligence
Source
:
Thomas
H.
Davenport,
CompeEng
on
AnalyEcs,
2007
36

37. Developing
a
Targe9ng
Matrix
Phase
Segment
A/B
Awareness
Seen
this?
Channels
Social,
display,
search,
etc.
Data
Points
Default
Social,
search,
Download,
Considera9on
Great
feature?
website,
etc.
product
view
Purchase
Intent
Up/Cross-­‐Sell
Great
value!
Search,
site,
emails,
etc.
Cart
add,
checkout,
etc.
Add
this!
Direct
mail,
emails,
etc.
Email
response,
login,
etc.
37

38. ABribu9on
Model
Types
100%
First
Click
Linear
20%
20%
20%
20%
20%
Time
Decay
45%
5%
10%
15%
25%
Only
the
first
interacEon
gets
the
credit.
Equal
share
given
to
all
channels
that
assisted
in
conversion.
Higher
values
are
assigned
to
interacEons
based
on
the
closer
they
are
to
the
final
sale.
Easiest
and
most
common
method.
EnEre
sales/conversion
value
is
apributed
to
final
click.
This
uses
varying
percentages
which
are
allocated
to
a
channel
based
on
where
it
is
in
the
sales
cycle.
First
and
last
interacEons,
for
example,
could
be
weighted
higher
while
the
one
in-­‐between
gets
less.
The
thinking
is
that
interacEons
that
create
awareness
and
close
sales
are
more
valuable
than
other
interacEons.
Last
Click
100%
10%
10%
10%
10%
Posi9on
Based
30%
10%
10%
10%
40%
Custom
Here
you
would
devise
your
own
model
based
on
specific
needs.
50%
25%
15%
45%
10%
38

39. Benefits
of
ABribu9on
Modeling
Able
to
reallocate
budgets
across
channels
and
improve
ROI
BeBer
understand
Gain
valuable
how
digital
channels
insights
into
work
collabora9vely
consumer
makeup
and
behavior
Provide
objec9ve
reasons
to
jus9fy
more
marke9ng
budget
Source:
Google,
“MarkeEng
ApribuEon:
Valuing
the
Customer
Journey,”
2012
Increase
understanding
on
the
role
of
online/
offline
media
interac9ons
39

40. If
we
can’t
measure
it,
We
can’t
improve
it!
–
Lord
Kelvin
Puwng
it
all
into
acEon

41. Set
Your
Goals
Are
you
focused
on
branding
and
awareness,
lead
generaEon,
developing
new
business
or
repeat
business?
Are
your
current
campaigns
meeEng
these
objecEves?
41
41

42. Develop
Your
Customer
Journey
Explore
different
apribuEon
models
and
determine
which
are
best
suited
to
your
markeEng
goals.
It’s
important
to
compare
mulEple
models
to
learn
about
different
aspects
of
your
markeEng
program.
42

43. Decide
How
You
Will
Assign
Credit
What
would
happen
if
you
valued
customer
interacEons
in
the
path
differently?
43

44. Define
Impact
of
Each
Element
When
you
start
your
campaign
modeling,
check
to
see
if
models
match
or
contradict
your
expectaEons.
44

45. Plan
Your
Next
Steps
If
you
learn
that
a
certain
campaign,
source
or
interacEon
is
performing
differently
than
expected,
be
able
to
change
direcEon.
45

46. In Conclusion…

47. Thank
You!
Re-­‐define
digital
marketplace
and
adverEsing
performance
with
data,
insights
and
innova9ons
www.i-­‐Click.asia
47