1. Analytical Online Marketing for
more Lead and Sales performance
21. September 2013 in Munich - David Chang Web and Business Development Consultant
03.10.2013 1Copyright David Chang all rights reserved

2. Customer’s increasingly Complex Path
of Purchase
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3. The Age of the customer through a
Complex world
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4. Why invest in Online Marketing?
• Mobile and Web
3.0 has changed
the thoughts for
sales and
marketing.
• Customer journey
got complex but
measureable.
• Do you have an
Iphone or tablet
PC?
03.10.2013 4Copyright David Chang all rights reserved

5. Process Cycle of Online Marketing
Leads Acquisition and Management
1. Specify Sales
Target Groups;
Set up full
strategy
2. On Group Targeting
-> Adapt sales goals,
activities, intstruments
and budget
3. Traffic Generation
through online channels
(Search Engines, Banners,
etc.)
4. Customer behaviour
insights and
measurement to
evaluate all channel
acitivities
5. Adjust Campaign
-> Conversion Rate
optimization
-> budget allocation
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On
Customer
adaption
cycle
Targeting
Adaption
Analytics
Copyright David Chang all rights reserved
Calltoaction–
Lead
Generation

6. 1. Set up a strategy and calculate your
profitability and ROI
Is an online marketing campaign effective for my
business? Answer 4 questions to get the answer!
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Before After
1. “Number of visitors on your website" 10.000 40.000
Your Conversion RATE (CVR I) 1,20% 1,87%
2. "Inquiries via a contact form
or other CV elements (leads) " 120 748
Your Conversion RATE (CVR II) 4,17% 4,17%
3. "Transactions resulting,
from the inquiries made ​​" 5 31
4. average volume per transaction? 9.000 € 9.000 €
"Business volume of transactions
in euro " 45.000 € 279.000 €
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7. 2. How to reach your customer?
Basic Instruments in Online Marketing
Some Online Marketing instruments:
• E-Mail Marketing
• Affiliate (built up a partner network)
• Internetbanner (Ads)
• Paid Google Ads (SEA)
• Organic google optimization (SEO)
• Retargeting (Ads)
• Google Analytics or other Tools (Exel etc.)
Target and focus on relevant groups for your
sales, clearly definable and Responsive.
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8. 3. Turn more Leads into business with
your multi channel online campaign
“First: Increase website traffic to generate more business
leads, while running analytics and optimize in real time.
That drives your campaign`s cost efficiency high!”
-> Customer acquisition in new untapped international market
segments
-> Expand Marketing outreach to gain more attention on the web –
Attention is the key to success
-> The Cost per Lead (CPL) via the internet is very low compared to
“analog” lead channels (newspaper, TV ads, Radio)
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9. 4. Insights und Analytics for better
understanding of your business
“Collect and accurately document
any information on the entire lead
process. Collecting is easy, try to
really understand your data!”
03.10.2013 9Copyright David Chang all rights reserved
-> There are a variety of analysis tools to measure
website traffic or visitors flows with standardized
reports.
-> Difficulty and opportunity: To recognize
information and patterns from these data, bottom up
-> Customized analytic tools from scratch are the key
for success to be one step ahead your competition.

10. 5. Readjust the campaign in the
customer adaption process
“Be one step ahead through Business Intelligence in
Marketing activities. You can react fast your time to
customer shortens!”
-> Learn from customer journey data
-> Provides the necessary transparency in order to
optimize on the basis of the insights gained further
weaknesses.
-> This saves costs and sets the budget for future
SEM campaigns more efficient!
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11. Key Conclusions
“Business intelligence in complex
marketing activities? Big Data
and computer technology made it
possible.”
-> Learn from big data to adapt to
the customer`s behavior!
-> Reduce cost through efficiency
in that adaption process in your
online marketing activity
-> Read pattern from Data to
learn and understand more about
your business
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12. Just a little more about me
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What I offer:
- Setting up a full marketing strategy for your business Lead generation over the
internet with focus to drive business sales up
- Analyse your lead generation process and optimize it through multi channels
- Optimize Costs of your running campaigns and allocate budget more efficient
- Create automated customized reports to give you the best overview on what is
going on in your sales activity
- Expert on setting up SEO, SEA and other SEM activities
Partners and Network
• I have contact to world wide partners and agencies who can provide best services
and references in implementing and running Online Marketing Campaigns
• Direct Contacts to Google in Moutnain View to get latest news on Adwords and
other google products
Please visit my LinkedIn Page for further information:
http://de.linkedin.com/pub/david-patrick-chang/53/a25/5b2
Copyright David Chang all rights reserved

13. Only 3 first steps working with me –
and that is free!
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1. Provide more information about your customer canvassing
process and sales targets
2. Grant me access to your google analytics account to
precalculate costs and impact of a online marketing campaign
boosting your canvasing process
3. After that I will prepare a full cost and potential analysis for a
possible online marketing strategy that will optimize your lead
performance
-> Lets go and boost your sales performance within a
few weeks
Copyright David Chang all rights reserved

14. 21. September 2013; David Chang Web and Business Development Consultant
Mail: dave.patrick.chang@gmail.com; Phone: +49 152-34110310
03.10.2013 14
Thank you!
My References
Copyright David Chang all rights reserved