This is the 2nd edition of DAMUS. Pug Life has summarised a very busy month of training & research for marketers in Australia in under 20 slides. This includes key-points from over 8 hours of research and training across: 1) Google Partners Master Class Workshop, 2) Sales Force 1 World Tour, 3) Roy Morgan State of The Nation, 4) Nielsen Digital Landscape and finally 5) Sizmek's Global Digital Benchmarks for 2013. If you require a digital expert to help you run your digital campaigns, please contact me on damus@puglifeadsolutions.com.au or follow me on Facebook, LinkedIn, Twitter or Google+. Thanks for visiting.

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Author: Damus Chu, Owner & Director
Agency: Pug Life Ad Solutions
Prepared: Wednesday, 9th April 2014

2.  Google Partners Master Class - Top 10
 Sales Force 1 World Tour – Top 10
 Roy Morgan State of the Nation – Top 10
 Nielsen Digital Landscape – Top 10
 Sizmek Global Digital Benchmarks – Top 3
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3. 3Getting the inside scoop on a brand new AdWords feature. Discover how to make the
most out of Google Tag Manager & Google Shopping. Understand the latest and
greatest in digital measurement.
Shed 14, Central Pier, 161 Harbour Esplanade, Docklands
Tuesday, 25th March 2014

4. 1. Brand endorsements from 3rd party reviews to show up in the search by using
Consumer Ratings Annotation under Reviews Extension.
2. Track offline conversions using the Google Click Identifier (GCLID) downloaded
from AdWords to match contact details with call centre / in-store sales.
3. Call Tracking - available soon to measure completed / missed / received and
call seconds (from mobile)
4. Display Banner Active View - check this box to ensure that you only pay for ads
when 50% or more of it is seen for more than 1 second.
5. Monitor app downloads by linking GA with AdWords by "Enable Auto-Tagging.
Source: Google Partners Master Class - http://goo.gl/86a8SN

5. 6. Product Listing Ads ideal and strongly encouraged for all e-commerce sites/brands.
This is still considered a first-mover opportunity.
7. Google Tag Manager which is free to manage multiple tags on your website. Benefits
include: data capture accuracy, reduce page load time, governance, and reduce cost
to IT.
8. Attribution models to realise interactions/touches of all channels before the final
conversion is attributed to last click. This will show importance of media channels in
the higher section of the purchase funnel such as Social and Display.
9. Consider mapping search hits by time of day with your phone bill time of day usage
to see any correlation between searches to contacting your call centre.
10. UTM URL builders to identify in GA the source, medium, term, content and name.
Source: Google Partners Master Class - http://goo.gl/86a8SN

6. 6Hear from salesforce.com executives and local customers on how the fastest growing small
and medium sized companies are bringing together all aspects of their business in one place
to boost sales performance, enhance customer engagement and achieve business success.
Palladium at Crown, Level 1, Crown Towers, 8 Whiteman Street, Southbank
Wednesday, 26th March 2014

7. 1. Importance of becoming a "customer company" by creating 1:1 conversations.
Mobile device can enable these conversation especially with 5 of 7bn world
population owning a mobile. 4.5bn on social networks - Vivek Kundra
2. Connect your various stakeholders;
a) Developers will have x10 more API coverage,
b) Employees can login enterprise app to e-print / 'docu sign' Purchase Orders and
invoices on the go,
c) Administrators will grant login access and unlock users on the go
d) Customers will find closest vendors / stores / tradies /etc.."around me" be able
to find 1:1 support and access potential solutions beside the query logged
3. HP saved $30/document thanks to "#DocuSign" improving payment by 30 days
4. +20% increase in revenue using Sales Cloud (Google, Burberry, NAB & Westfield),
and significant improvement in customer service using Service Cloud
Source: Sales Force World Tour 1 - http://goo.gl/15NNMC

8. 5. Hills Hoist, an iconic Australian brand now heavily focused on electronics,
technology & security - built a CCTV face ID system to ID customers walking in-
store, ID'ing high value / VIP customers, serving relevant offers via; push
notification or emails with vouchers. "Cultural change required for more visibility
= accountability. A by-product would be networking and new prospects. This
comes with a bucket of fear and surprise" - Ted Pretty
6. "Madmen days are over", identifying and creating target audiences are a lot more
sophisticated thanks to social networks. Find where your customers are most
engaged, e.g. "when gamers win a trophy they are most engaged; we then send
them a relevant and glossy EDM and / or SMS congratulating them and distribute
an offer on PS4. 40% of emails are opened on mobile" – Derek Laney
7. Use technology to humanise your brand when creating these 1:1 conversations
8. No need for software any more, cloud computing is here!
9. Find an ecosystem which will help pull you forward
10. Australian Cancer Foundation was able to research and find a cervical cancer
vaccine courtesy $1m donated by Salesforce
Source: Sales Force World Tour 1 - http://goo.gl/15NNMC

9. 9Roy Morgan provided the "State of the Nation Report #18" to highlight key changes since
the Australian Financial System Enquiry 17 years ago in 1997 (Wallis Report). It
intertwines the role of financial institutions and social issues.
Roy Morgan Research, 401 Collins Street, Melbourne
Tuesday, 1st April 2014

10. 1. Financial services market (FSM) growth outstripped population growth. Population
grew +30% from 15m to 19m, FSM grew +292% from $867bn to $4trn. FSM
combines deposits, superannuation and lending value (does not include home value
& direct investment).
2. Superannuation and lending were the key drivers. Super alone represents 50% of
the entire FSM. Interestingly Self-Managed Funds (SMF) have grown x3 fold since
2004 to $500bn, and SMF users are a lot more satisfied.
3. +50 year olds are the driving force of the FSM growth comprising 40% of
population and 56% of the value.
4. Highest quintile (i.e. top 20%) of customers control 65% of the FSM value
whereas the 2 bottom quintiles (i.e. 40%) control only 2%
5. Mortgage stress has dropped to 17% of Australians as interest rates were ~6% in
2013, compared to 27% having mortgage stress in 2008 where interest rate was ~9%
(a small increase in rates see a big increase in stress)
Source: Roy Morgan State of The Nation #18 - http://goo.gl/0Q1nRH

11. 6) Big 4 increased strength after their consolidations (Westpac + St.George + BOM, and
CBA and BankWest). 85% of Australians use them (up from 79%). Building societies are
turning into banks.
7) 17% of population are early adopters who embrace internet and mobile bankers, in
contrast there are 20% who are still techno-phobes / laggards. The middle section
require more tech-education
8) Customers loyalty decreases ironically as switching intention also drops (increased
stickiness to stay with one MFI; switching intention drops from 4% to 2% of people).
This could suggest people care less about brand loyalty yet too lazy to switch financial
institutions.
9) Retail customer satisfaction has risen (which supports stickiness to stay with their
MFI), however business customers satisfaction is a lot lower (given the complexity of
businesses and bank planners understanding their needs). *Retail satisfaction was low
around 1997 due to economic reasons; cost cutting / operational & practical issues.
"Share of wallet" value of super/loan/deposit with their MFI increases (grown from 3
to 4 products now).
10) Only 25% customers rate their financial planners well for "ethics and honesty"
Source: Roy Morgan State of The Nation #18 - http://goo.gl/0Q1nRH

12. Time online consuming video content via desktops increased by 13 minutes per
active user during the month, with increases in total time online surfing non-video
web content as well.
Released Monday, 24th March 2014
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13. 1. 7/10 Aussies use smartphone. 50% Aussie families have tablet at home
2. Reach & time-spent huge across FB, Google & Mi9
3. Google = 13.2m, Mi9 = 10.2m & FB = 10m uniques
4. 7.9m female online, 7.7m male online
5. Top 3 sport sites; ESPN, Telstra AFL & News.com Sports
6. 1/2 Aussies watch TV online
7. Top 3 video environments; YT, FB & Vevo (College Humour makes 5th)
8. 36% of video streams by +50 year olds, 28% are 35-49
9. Mobile impressions hit all time high in January 14
10. Top 3 broadcasters online; ABC, YahooTV and SBS
Source: Nielsen - http://www.iabaustralia.com.au/uploads/uploads/2014-03/1395615600_3bceaf01c0ef4ea223fed8ba10c9ad3d.pdf

14. 14Sizmek Research analyzed more than 25 unique formats, more than 3,500 unique
unit size combinations, 2 million individual ads and 913 billion impressions served
via the Sizmek MDX Platform during 2013. The ads ran in 22 individual verticals, 47
countries and every inhabited continent in the world.
Received Tuesday, 8th April 2014

15. Source: Sizmek - http://www.puglifeadsolutions.com.au/images/PDF/Sizmek_CY2013_MediaMind_Benchmarks.pdf

16. 1) Top 3 industries:
a) B2B @0.29% standard media CTR%
b) Apparel @0.10% standard media CTR%
c) Gaming @0.10% standard media CTR%
**Interesting to note how they have changed YOY (year on year). B2B jumps +383% from 0.06%,
Apparel jumps +25% from 0.08% and Gaming plummets -55% from 0.22%. B2B knocks out the
Entertainment sector in 2013.
2) Bottom 3 industries:
a) Financial @0.04% standard media CTR
b) Corporate @0.04% standard media CTR
c) Tech / Internet @0.04% standard media CTR
**These industries need to work harder in improving ad responsiveness via such things as using rich
media, gamification and competitions
**Financial sector stays the same, Corporate plummets -33% from 0.06% and Tech/Internet jumps
+33% from 0.03%
3) Top 3 ad units:
a) Video Instream @1.40%,
b) Video Interactive @1.01% (check out the innovation provided our key partners Innovid and TubeMogul)
c) General rich media @ 0.29%
Source: Sizmek - http://www.puglifeadsolutions.com.au/images/PDF/Sizmek_CY2013_MediaMind_Benchmarks.pdf

17. 17Stay in touch.
damus@puglifeadsolutions.com.au
0405 355 188
Follow me on:

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