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Brand to Conversion

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Brand to Conversion - Trend & How To

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Brand to Conversion

  1. Brand to Conversion Nuttakorn Rattanachaisit Managing Director Predictive
  2. 75% of insurance sales to be online by 2020 Global e-commerce sales of packaged goods will hit $53 billion by 2016 to take 5.2% of total turnover China E-commerce channel penetration for FMCG sales reached 32% in the year to June 13 2014, up 44% since 2012, driven particularly by categories such as beer, foreign spirits and non-UHT milk. Interesting Stats Source : Kantar Worldpanel, Boston Consulting Group
  3. 3 U.S. Desktop e-Commerce (retail + travel) reached $322 billion in 2013, up +11% Y/Y overall and +13% Y/Y for Retail $42 $53 $67 $82 $102 $123 $130 $130 $142 $162 $186 $211 $30 $40 $51 $61 $69 $77 $84 $80 $85 $94 $103 $111 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Retail Travel Desktop e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement $72 $93 $117 $143 $171 $200 $214 $209 $228 $289 $256 $322 Billions($) +29% +26% +22% +19% +17% +7% -2% +9% +12% +13% +26% +33% +26% +28% +20% +24% +24% +13% +20% +12% +6% +9% 0% -5% +10% +6% +15% +9% +14% +11% +11% +13% +8%
  4. Source: comScore, NPD E-Commerce share of all consumer sales varies dramatically by product category, with many consumer electronics subcategories showing substantial channel shift Product Category e-Commerce as % of All Sales Computers 44% Printers 34% Navigation 34% Still Digital Cameras 30% Portable Digital Players 28% Accessories 17% Footwear 16% TVs 14% Toys 11% Apparel 11% Consumer Packaged Goods (CPG) 1.5%
  5. 5 Desktop users have the highest likelihood of purchase, followed by tablets, then smartphones – bigger screen, higher conversion 79% 42% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Desktop Tablet Smartphone Q4 2013 Buyer Penetration by Platform Source: comScore e-Commerce & m-Commerce Measurement Source: comScore TabLens and MobiLens 3 month averages ending December 2013
  6. Research Online, Purchase Offline 42% Source : Forrester Research – Web-Influenced Retail Sale Forecast of retail sales in 2012 were online- or web-influenced
  7. Brand VS Direct Response (Conversion) • Brand – Provide awareness, announce new products, new offers and maintain communications
  8. Brand VS Direct Response (Conversion) • Direct Response (Conversion) – Direct the audience to do specific actions
  9. Source: Nielsen Smartphone Insights
  10. Case studies
  11. OBAMA CASE STUDY HOW THEY APPLIED ON MEASUREMENT Measuring and maximizing the return on Below-the-line Marketing Campaign Spend
  12. Measuring and maximizing the return on Below-the-line Marketing Campaign Spend
  13. Measuring and maximizing the return on Below-the-line Marketing Campaign Spend
  14. Campaign Metrics & Results Media reach (impressions): 69,175,658 Search volume (impressions): 1,659,353 Unique visitors to landing page: 54,244 Unique voters: 8,783 Engagement by paid social: 98,295 Submissions completed: 837 New MINI page visits: 21,230 Configuration ("Build your own MINI" digital destination): 5,533 Opt-ins (new to MINI): 4,241/48% Leads generated: 1,075
  15. M-COUPONS Delivered on both In-App and WAP Vserv has executed with conversion to 8% Coupon Download Rate
  16. Then How?
  17. What are the biggest organization hurdles to improve customer experience? 70% “Silo” Mentality Source : Fast Company
  18. Complex Customer Journey
  19. Every moment spent worrying about “Vanity Metrics” is a moment wasted
  20. Actionable Metrics should tell the marketer how to act based on the insights revealed by the data.
  21. Micro VS Macro Conversion
  22. Online to Offline Purchase $$$$ Online Research In-Store Purchase
  23. R.I.P.
  24. Attribution Modeling can be used to understand the consumer journey and the relative impact of different digital media.
  25. Cross Device Measurement solomo
  26. Conversion Architecture
  27. Thank you & We are hiring! Contact information Nuttakorn@predictive.co.th 086-002-3644 @Nuttakorn

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