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Ecselis 2017
- 1. A technology driven performance marketing agency 2017
- 2. 2 Who we are Company background, Capabilities & Footprint
- 4. Australia India Indonesia Singapore Malaysia Vietnam Thailand Philippines Hong Kong Taiwan Korea JapanChina New Zealand Sri Lanka Pakistan Bangladesh 7,500+ MEDIA PROFESSIONALS 122 COUNTRIES $18 BILLION IN GLOBAL BILLINGS 4 present in 24 markets across the Asia Pacific region We are the fastest growing group globally, OurNetwork
- 5. 5 Ecselis draws upon core strengths in technology, data & analytics while leveraging the strong principles of Search marketing applied across Paid and Earned Media, to drive tangible performance outcomes for it’s partners. The Ecselis Difference
- 6. EXPERTISE PRODUCTS DASHBOARDING About Ecselis Integrated digital performance marketing brand of Havas Focused on driving ROI for its clients Responsiveness of a specialist player backed by the strength of a powerful media group - Staffed by dedicated experts using best of breed tools - Global footprint, negotiation strength and buying power, partnerships with media owners and technology providers Bundling media, technology and data, to create new multi-channel performance products Conversion / Optimization SEO Paid Search Affiliate Marketing Performance Display Taracking / Web Analytics Data Visualization / Dashboarding
- 7. AUDIENCE TARGETING & PERSONALISATION Channel specialities • Affiliate Marketing • Email Marketing • Lead Generation • Paid search • Dynamic Creative Optimisation • Incentivised Apps • Performance Display • Native Advertising • Analytics • Basket Abandonment • Conversion Rate Optimisation • Audience Profiling • Content Marketing • Search Engine Optimisation • Retention Marketing Multi-channel Products ECSELIS APP ENGAGEMENT ECSELIS ONLINE / OFFLINE ECSELIS SITE PERFORMANCE ECSELIS INBOUND MARKETING ECSELIS CONVERSIONS Tracking & Web Analytics / Dataviz & Dashboarding
- 8. Ecselis-Excellenceparboundaries 8 Hari Shankar M.D. Asia & Head of Paid Strategy Singapore Center of Excellence 500+ performance marketing specialists in 38 markets (267 Search staff) Largest teams in London, Paris, Madrid, Singapore, Indonesia, New York, Boston & Chicago
- 9. 9 TheEcselisSetUp A regional Hub and spoke model with Singapore at the center. Resource designs will shape-shift according to client org requirements. YELLOW – local partnerships Dotted lines - Reports to SG for large regional clients Normal lines – hard reporting line for all Ecselis clients – local or regional Ecselis SG Regional Excellence Center Ecselis SG Ecselis MY Ecselis TH Ecselis PH Ecselis ID Ecselis VN Ecselis IN Ops center of excellence Ecselis CN Ecselis JP Ecselis KR Ecselis AU
- 10. 10 SingaporeCenterofExcellenceTeam Neelima B Head – Singapore Nexus Chay Performance Executive Ankur M Operations & Implementations Team Head of Ops Optimization Team Reporting and Analytics Team India Ops Center of Excellence Kate Hernandez Performance Manager Pankaj Dambhare Regional Performance lead Samardeep Performance Manager Joan Tan Regional Performance Executive Pankaj Tiwaskar Performance Manager Soumya Vineeth Regional SEO Executive Eric Chua SEM Executive Theresa Tan Associate Manager •Escalation point for regional, local and operational issues •Overall management, strategy, data & analytics Hari Shankar Managing Director Asia • Regional client servicing • Overall Strategy & Plan frameworks / definition • Best practices setting / sharing • Processes & Project Management • Central management of Operations • Performance management & optimization • Advertising Ops – Display / Social/ Search • Web Analytics & Reporting management • Technology & Measurement • Local Report Analysis, Insights, Action • Local Audience Insights & Research • Quarterly Business Reviews
- 11. EcselisCentersofExcellence–SG&IN 11 Ecselis SG Regional CoE Paid Media – SEM, Programmatic, Display, Social ads Earned Media – Tech / Content SEO services Media & Web Analytics Services Ecselis India Ops CoE Supports the SG CoE across the services roster & is also an ad operations hub Large business Small business Data, Analytics & Tech Ad Operations Large business Small business
- 12. Local Only Global Regional Hybrid Regional Centralised Regional Local Hybrid Global Local Hybrid Full Hybrid Local Campaign Development Global/Regional Strategy Global, regional and local reporting, as required Centralized ExecutionLocal Execution Local strategy Local reporting Customresourcestructurestosuitclientorganizationmaps
- 13. Ecselis Singapore Center of Excellence has the best of breed talent; the engine that powers our success. Experts with hands-on experience managing large-scale end-to-end, multi-market digital media performance programs of prestigious brands Our professionals have core experience handling multi- market Search & Display programs for leading airline and hospitality brands. APAC Hub Singapore - Best in class experience
- 15. Partnership with leading global tech, data and media platforms
- 16. 16 Adtech – Proprietary & 3rd party digital advertising platforms
- 17. 17 Ecselisproprietarycross-channeldigitaladvertisingplatformthatenablesseamless planning,trafficking/tagging,execution,optimization,measurement,reporting& attributionacross Search,Social,Display,MobileandVideoads. I ncludesanintegratedreal-time marketingdashboardthat enablesmulti-market,multi- stakeholder,multi-channel,multi-productreportingofperformance.
- 18. Ecselerate Stack – Cross-channel unification Maximizes Reach, drives laser targeting, creates performance at scale 3 Powered by
- 19. Ecselerate Stack – Powerful Visualization Tools within Enables On-the-fly decision-making
- 20. Ecselerate Stack – Fully integrated 1st party DMP solution Managed services solution for enabling acquisition & engagement at scale
- 21. Data from multiple sources like GA, Facebook, DCM etc Auto-tagging makes integration extremely simple and fast Saves lots of time and manual efforts Ecselerate Stack – Powerful data importing Enables data from multiple platforms to provide a comprehensive view
- 22. 22 Google DDM stack – Global rates & support We are platform-agnostic but strive to create the best combination on a case-by-case basis
- 23. 23 DDM is the paid media ‘targeting, control & optimization’ system Google 360 is the ‘storage, analytics & refinement’ system With a single tag shared across the environment, strong targeting, attribution, optimization, audience understanding and maximized ROI becomes a reality Google 360 stack – Global rates & support We are platform-agnostic but strive to create the best combination on a case-by-case basis
- 24. 24 Adtech - Proprietary & 3rd party reporting dashboard solutions
- 25. DashboardSolutions To execute Enterprise reporting & analytics manually (via excel) carries the following crucial downsides: – extremely time consuming – carries huge probability of repetitive human errors – causes huge inefficiency to the overall operations Ecselis has powerful enterprise level automated solutions that not only give an almost real-time campaign performance situation but also has custom reporting for users Real-time enterprise dashboard solutions such as this enables sophisticated yet flexible data modeling/reporting, both at the regional and local levels
- 30. 30 One of a kind partner tool that provides a complete snapshot of competitor activity across Paid and Organic streams. Enables strategic decision-making on investment, copy, keyword coverage & brand domination Competitiveintelligencesuite
- 31. 31 Compare spends & coverage Measure share of voice vs clicks Competitiveintelligencesuite
- 33. Affiliate Marketing Ecselis’ Affiliate Offering - Planning / buying affiliate activity - Management of campaigns via both 3rd party and in-house networks - Strategic recommendations - PPCall/ off-line tracking propositions Benefits of Using Ecselis - Long standing relationships with key affiliate partners - Tried and tested affiliate software - Over three decades worth of experience - Cross-channel data evaluation 2015-16 Trends - Utilizing data for audience targeting (on the cash back sites) - Increased mobile activity on a CPA basis - Management of multi-national campaigns
- 34. AffiliateMarketinginBanking&Finance We work with all the leading affiliate partners across South East Asia via CPL and CPA models; the latter following the former once enough learning has been collected on the former and also robust tracking systems in place to track ‘Lead to Approval’ numbers
- 36. Leveraging SEO and Paid Search data to provide actionable recommendations based on the interaction and interdependencies of the two channels is what we call MOT optimization A test-and-learn methodology is the cornerstone of our SEO offering. SEOphilosophy–maximizingtheZMOT
- 37. SEO - Three Core Components RELEVANCY AUTHORITYTECHNICAL OPTIMIZATION Our Audience & Use of Search Building Links & CitationsBrilliant Basics & Future Proofing Ensuring search engines can crawl and index web pages on the client’s website Embracing new opportunities such as schema to be ready for knowledge graph Optimize for international performance across all platforms including mobile Understand the role of search in the path to purchase Identifying the search queries used by customers at each stage in the funnel Creating content that may not build authority but drives traffic through relevancy Giving Google a compelling content based reason to rank the client ahead of competitors Content should be distributed across a paid, owned and earned media mix Integrating with social and PR for link-building opportunities
- 39. Challenge The key task was to scale volume of leads and also drive higher quality with sales integration across countries. The challenge was that media and sales data resided in different silos. Solution Partnering with an ad-tech start-up we created a custom solution which matched and parsed Citibank Sales Funnel data back into media platform with granular insights. . Results: API based integration of cross-channel media data and match back of CRM sales data 35%+ increase in leads to accounts conversion rates 40%+ Drop in CPA 20% Increase in CTR Leads Reject Eligible Approved Digital Marketing CRM Sales Process Case 1:Customtechnologyintegrationfor betterleadgeneration efficiency
- 40. Objective The key task was to scale volume of leads as well as drive a higher quality lead in Singapore Approach We used Citibank’s CRM data to segment their audience and identify their most profitable customers. We then created lookalike audiences to that on Facebook and targeted them with customized display creative. Results Overall Citibank achieved a 34% decrease in the cost per lead and at the same time had a 230% increase in the lead volume. Display Acquisition on Facebook
- 41. Client Speak
- 42. Case 2 : Building a Demand Generation Engine at Scale Background: As part of its digital transformation plans, AXA wanted to accelerate its direct-to- consumer agenda for its Travel Insurance business by growing revenue through Paid Media. Challenge: As a nascent digital adopter, processes at a channel and an ad tech level necessary to drive performance were still in their early stages of implementation. The Assignment: To partner with AXA as an enabler for their performance marketing program to scale revenue figures and develop a Demand Generation Engine. Multi-Channel Funnels, Model Comparison Tool, Funnel Visualisation Data Tech Demand Generation Multivariate Testing, eCommerce Integration, Heatmap Attribution Modelling, Bid Management Tool UX Platforms Bidding Strategies, Search Query Mining, Campaign Structure
- 43. Understood channel influence in consumer decision journey AXA website Output: Sales Revenue ROAS Assist Interaction • Data Driven Approach to channel maximization powered by GAP • Audience yield maximization (via Cookie segmentation, etc.) BEFORE AFTER Display Search Aggre- gator Last Interaction FB SearchEDM • Central Reporting Console • Trafficking, Ad Ops Input: E-Commerce Integration, X-channel attribution Path-to-Purchase GSPDisplay Moving away from a last interaction to position based model allowed an educated budget allocation & maximization strategy that in turn drove a step change in conversion volume & program scale up
- 44. Outcome : Over 2X increase in Paid Media Investment with a 4X incremental growth in sales volume Begun re-evaluating cross channel impact Scale up based on Position Based Attribution Model Drop in CPS due to channel based optimization Media Spend vs. Sales Media Spend vs. CPS
- 45. Challenge On-board paid search in Indonesia to begin with, and expand to other markets. Solution Restructured the entire MCC to achieve a ‘Consumer decision journey based’ framework including granular structure & maximum relevance, long tail keyword expansion, match type parity & cross – negatives. +90% YoY acquisitions in Indonesia -81% Decrease in CPA -90% CPC YoY Case 3 :PaidSearch–Efficiencywithscale
- 46. 46 Case 4:Excellencehasnoboundaries InternationalAirlinebrand -Searchmarketing inKorea 2X Over-delivery on all key metrics in the face of the well-known & heavy Korean travel ROPO behavior. CPT ROAS PNR Sales
- 47. 47 Case 5 : AXA - Improving Organic traffic through SEO
- 48. Case 5 : Warner Brothers - Improving Organic traffic through SEO Issue: Organic traffic for the site was at an all time low. Spikes only occurred with new releases SEM budgets were small & relatively ineffective outside of launch period Goal: Increase Organic Traffic to site & stabilise site traffic What we did: -Technical Site Audit - GA implementation Audit - Keyword Research - Went back to basics - Implementation of Meta & Title Tags - Reducing load time - Engaged blogger networks Results: - Organic Traffic increased 115% - Increase in consistent traffic levels - Blogger engagement up 20% - Reduced reliance on paid search
Editor's Notes
- Across the APAC region, we are the fastest growing group, with presence in all the key markets.