Inspire@eLC Chapter 4 - How Data Analytics Transforming Digital Marketing on 7 October 2022 by Mr. Saron Leung, Industry Head of Financial Services, Google Hong Kong

1. Inspire@eLC
How Data Analytics Transforming
Digital Marketing
Privileged and Confidential.
This deck is created for Inspire@eLC 2022. Please do not share further.
Saron Leung
Industry Head, Google Hong Kong

2. Experiences that built up
to this session…
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Google
2015
2010 NOW
2018
Digital Media Trafficking /
Reporting
Digital Media Planning Communications Strategy Business Development Ad Sales
Australia Hong Kong

3. Proprietary + Confidential
Proprietary + Confidential
The Evolution of Digital Marketing

4. The beginning of Digital Media…
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Google

5. Fast forward to today….
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Google

6. The Gamechangers
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Google

7. We are online ~7hrs / day
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Google

8. Digital Media is now #1
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Google
Media Share (2017)
18% Digital 40% Digital

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Google
$62.4M
Box Office
#3 All Time (Chinese Titles)
The ANITA phenomenon

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Google
Behind the success…
The YouTube Channel
Pre Launch Teasers

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Google
Behind the success…
The YouTube Channel
Ep 1 似水流年
The legendary story & reminisce of ANITA
Ep 2 飛躍舞台
The staging, casting
Ep 3 夢伴
The story of the young actors
Ep 5 芳華絕代
The art and culture of the “old HK’

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Google
Behind the success…
The YouTube Channel
The Word of Mouth

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Google
Behind the success…
The YouTube Channel
Converting the doubters

14. The Power of Online Video
The Results
YouTube
21
Videos
~2.5M
Views
$62.4M
Box Office
#3 All Time
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15. Proprietary + Confidential
Proprietary + Confidential
Enter Data!

16. Marketing data is no longer scarce.
Today, marketers face data overload

17. THE CHALLENGE:
Distill billions of data points to build stories
This is the weekend She lives in HK
She loves fashion news

18. Turn stories
into opportunities

19. Turn opportunities
into actions

20. Targeting
is not enough
The new rules:
Cut through
Be useful
Be chosen

21. © Google Inc. 2017. All rights reserved.
To cut through, be useful and be chosen,
Marketing must resonate

22. Each moment
is an opportunity to be relevant

23. Data Analytics is the key to be
effective, measurable, respectful

24. Understand
performance and
derive insights
Intelligently,
efficiently reach
your audience
Develop precise
creative that deeply
resonates
Understand
your audience
through insights
Develop successful, data-driven marketing
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25. Privileged and Confidential. This deck is created for Inspire @eLC 2022. Please do not share further.
Google
Digital Marketing Reimagined
Broadcast Era
Precision Era
Predictive Era

26. Proprietary + Confidential
Proprietary + Confidential
Real Business Cases

27. Proprietary + Confidential
Case Sharing -
Dynamic Marketing

28. Proprietary + Confidential
Proprietary + Confidential
Location
Tailor message based on country, city
or proximity to a specific location
Audience (1P/3P)
Messaging based on audiences from
CM, DV360, Google Ads, SA360, DMP,
or data passed from publishers
Remarketing
Message according to page a user
visited on your site and which actions
they took while on their site
Context
Message based on DV360 site/app
category, site/app, or keyword
Dayparting
Schedule different messages to show
based on date or time of day
Technology
Messaging based on device, browser,
OS, carrier, environment
Dynamic Messaging
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Dynamic Messaging:
Standard Chartered promotes credit card through data and micro content
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30. Confidential + Proprietary
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Dynamic Messaging:
Mox Bank leverage Video Sequencing
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31. Confidential + Proprietary
Proprietary + Confidential
Product A
西甲 Now E 高清直播
下場賽事仲有
即將開始
馬德里競技 巴塞隆拿
1 0
VS
西甲 Now E 高清直播
即時賽果
-
Dynamic Messaging:
Other Use Cases
Mock Ups
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32. Proprietary + Confidential
Case Sharing -
HKTV Mall Data Partnership

33. Proprietary + Confidential
Proprietary + Confidential
Covid has accelerated ECommerce in HK
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34. Proprietary + Confidential
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HKTV Mall’s Advertising business
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35. Confidential + Proprietary
Data Co-Op between Google & HKTV Mall
Shopper Types
e.g.
Card type
Issued bank
Spending over $X
Freq shoppers
(x times/ month)
Shopper Segments
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36. Proprietary + Confidential
Case Sharing -
McDonald’s App
A Transformation Story

37. Hi,
Tina!
McDonald’s App
3.5M+
Registered Members
1M+
Monthly Active Users
Mobile
Order & Pay
No. 1
Food Ordering App in HK
Cashless payment
Hi, Tina!
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38. Proprietary + Confidential
The Business Problem
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39. Mobile App
is the New
Storefront

40. Using the best of
Google machine learning
To predict
next 7 days
purchasers
To predict
next 28 days
top spenders
Leveraged 3.5M+ app users’
first party data and GA4
Machine learning capability
Hi, Tina!
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41. Transforming the
digital advertising strategy
Apply GA4 predictions to Google
Ads and automatically target the
relevant audiences
Hi, Tina!

42. Proprietary + Confidential
Proprietary + Confidential
The need for Digital Talents

43. Proprietary + Confidential
Proprietary + Confidential
Many of today’s top digital media challenges can be
addressed with data integration
Third-party cookie deprecation 49%
Cross-device attribution 42%
Accurate measurement 36%
Assessment of campaign ROI 34%
Data privacy legislation 29%
Programmatic transparency 24%
Supply path optimization 14%
Adapting to contextual targeting 12%
Increasing levels of ad fraud 10%
Poor viewability levels 8%
Digital media challenges in the next 12 months
Source: eMarketer/Integral Ad Science (IAS), “The 2021 Industry Pulse Report: US Edition,” Dec 2020. Digital media challenges in the next 12 months according to US
digital media professionals, % of respondents

44. Proprietary + Confidential
Proprietary + Confidential
2021 ->
2018
180
FinTech companies
600+
FinTech companies
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45. 智慧數碼城市
引領金融科技新生態
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46. 1
Key Learning
MOST IMPORTANT BUSINESS PILLARS
PRODUCT
INNOVATION
0%
25%
SALES &
MARKETING
MANAGEMENT
& OPERATIONS
98% 91%
82%
50%
75%
100%
Sales & Marketing stands out as the key business priority to
FinTechs.
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47. APIs, data analytics & visualisation, AI & ML are key technologies
enabling product innovation.
IMPORTANT TECHNOLOGIES FOR PRODUCT INNOVATION
Early-stage Late-stage
100%
75%
50%
0%
25%
Application
Programming
Interface (‘API’)
Data Analytics and
Visualisation
Artificial Intelligence
(AI) / Machine
Learning (ML)
Workflow Automation /
RPA
Cloud
66%
64% 62%
61% 52% 50%
39% 43%
37%
43%
1
Key Learning
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48. MOST CHALLENGING BUSINESS PILLARS
PRODUCT
INNOVATION
SALES &
MARKETING
MANAGEMENT
& OPERATIONS
60%
74%
44%
0%
25%
50%
75%
100%
1
Key Learning
74% of FinTechs view Sales & Marketing as most challenging.
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49. IMPORTANT TECHNOLOGIES FOR SALES & MARKETING
100%
75%
50%
0%
25%
Digital Marketing CRM Software Data Analytics and
Visualisation
Content Management
System
Marketing Automation
Platform (‘MAP’)
79%
75%
60%
66%
46%
45% 42%
36%
28%
32%
1
Key Learning
Early-stage Late-stage
Digital marketing as the most important technology to drive
business growth.
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50. 2
*Automation in Administration
Note: The percentage figures represent the top 3 priority skillsets FinTechs are looking for when hiring talent in each of the core pillars
62%
CODING
54%
DATA SCIENCE / ANALYTICS
68%
PRODUCT DESIGN
62%
DIGITAL MARKETING
49%
PRODUCT MARKETING
79%
SALES
46%
IT SUPPORT & AUTOMATION*
37%
FINANCE
61%
OPERATIONS
PRODUCT
INNOVATION
SALES &
MARKETING
MANAGEMENT &
OPERATIONS
TOP SKILL SETS DEMANDED
Key Learning
Skills such as sales and product design are in high demand in the
near term.
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51. • Innovation Hubs
• Public-private Cooperative
Ventures
• Technology Transfer
Support
• Regulatory Sandboxes
• Formulation of a Holistic
Strategy
• Intellectual Property (‘IP’)
Rights Protection
• Financial Subsidies
• Funding Grants
• Tax Incentives
• Talent Subsidies
• Scholarship / Grant*
• Work Visa Liberalisation
TECHNOLOGY REGULATORY FINANCIAL TALENT
IMPORTANCE INCREASE
*for STEM Education / Qualifications
POLICY ASPECTS BY IMPORTANCE
64%
77%
81%
87%
3
Key Learning
4 in 5 local FinTechs find policy development in talent and finance
are important in driving local FinTech growth.
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52. Career Certificates
Digital Marketing
& E-commerce
IT Support /
IT Automation
Project
Management
UX Design
Data Analytics
Distribute scholarship to
1,000
underserved learners
Partnered with
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53. Let’s work together to nurture future talents
and drive HK forward as a Smarter Digital City!

54. Thank You!
Privileged and Confidential. This deck is created for Inspire @eLC 2022. Please do not share further.
Saron Leung
Industry Head, Google Hong Kong