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iClick: Maximizing campaign performance and cross‐channel delivery through analytics
iClick is a leading online buy-side platform in Asia, established in 2009, focused on integrating marketing capabilities across search, display, mobile, and social media. The platform utilizes advanced analytics and programmatic buying to optimize marketing ROI for over 1,000 advertisers from various sectors, with significant success stories in eCommerce and hospitality. iClick emphasizes the importance of cross-channel marketing and data-driven strategies to enhance campaign performance and efficiency.
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iClick: Maximizing campaign performance and cross‐channel delivery through analytics
- 1. Photo: Romain Laurent Advanced / Analytics Maximizing campaign performance and cross-‐channel delivery through analy9cs BRENT COHEN VP, InternaEonal SES SINGAPORE 2-‐4 DECEMBER 2013
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- 3. About iClick Who AreWe…? We are Asia’s leading online buy-‐ side pla;orm that integrates search, display, mobile and social media markeEng capabiliEes. Our XMO plaSorm harnesses the power of programmaEc buying and data technology to maximize markeEng ROI and provide the greatest efficiency. 3
- 4. About iClick ! Founded in 2009 and backed by strategic investors including Sumitomo, Bertelsmann, SSG Capital and OBo Group. ! 1st in the region to introduce algorithmic op9miza9on and programma9c media buying with exclusive focus on performance markeEng inventories. ! Integrate search, display and mobile demand to deliver truly performance-‐based soluEons. ! Over 1,000 adverEsers from Fortune 100 companies to medium-‐size businesses; Specialized in serving sectors with high concern on adverEsing performance such as banking & finance, travel, FMCG and ecommerce. ! 7 offices in Hong Kong, Singapore, Beijing, Shanghai, Shenzhen, Taiwan and S. Korea with nearly 300 employees. 4
- 5. Key Regional Accounts iClick pioneering opEmizaEon technology for search in combinaEon with our performance-‐based model makes us the leading digital markeEng provider in the region. iClick makes China easy! 5
- 6. Our Pla;orm XMO Adver9sers iClick Proprietary Buy-‐side Pla;orm Search Engines Ad Exchanges Online Users Publishers 1st Party Data 3rd Party Data A one-‐stop shop for aggrega9ng, bidding and op9mizing inventory across different online channels in the most efficient way. 6
- 7. Buy-‐side Pla;orm: XMO Media Aggregator Access to a variety of digital channels, biddable inventories and RTB exchanges to reach the maximum audience XMO Analy9cs Sophisticated data-based empirical analysis yields accurate insights via a comprehensive set of performance reports Programma9c Buy Audience Builder Pre-packaged audience segment and tailor made audience tools at your choice to identify the highest value customers Suite of optimization support single and cross-channel optimization according to your own marketing objectives 7
- 8. iClick is Data-‐Driven Full-‐service offering with a capability to turn advanced analy9cal insights into highly targeted marke9ng campaigns CRM ANALYTICS Measurement & Repor9ng Op9miza9on & Insights MEASUREMENT Repor9ng Measurement Framework Dashboards DATA PLANNING Data Audit Data Strategy Database Engineering Database Hos9ng Data Planning & Analysis OPTIMIZATION Tes9ng ROI Analysis Investment Planning Marke9ng Investment Modeling INSIGHTS Segmenta9on Behavioral Targe9ng Predic9ve Modeling Quan9ta9ve Research STRATEGY & CONNECTIONS Contact Strategy Targe9ng & Reten9on Loyalty Programs Email, Social, Mobile, Tele Campaign Pla;orms Strategy & Connec9ons CAMPAIGN PLATFORMS Campaign Management Marke9ng Automa9on Database Architecture Vendor Assessment 8
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- 11. Evolu9on of Digital Adver9sing Number of Clicks Online Conversions Offline Conversions ABribu9on Management Cross-‐Channel Management 11
- 12. Cross-‐Channel is Already Here 12
- 13. The Mul9-‐Channel Landscape Customer: “I want to…” ExpectaEons, goals, tasks, desired outcomes Planned and unplanned interacEons PercepEons • Store • Website(s) • Web Application(s) • Call Center • Mail • Mobile • Word of Mouth • Social Media • Advertising • Catalog Adver9ser: “I want to…” Inbound & outbound communicaEons Handling posiEve and negaEve interacEons Internal ownership & coordinaEon • Email • Product 13
- 14. Everything We Do Is Connected Branding Marke9ng Sales Awareness Web Ads SEO/SEM Viral Video Targeted Community Sponsorship Knowledge Landing Pages SelecEon SaEsfacEon Customer Rela9onship Lifecycle ConsideraEon Reviews & Comparisons Microsites Webinars Online Discount Offers Hosted Chat Advocacy Loyalty Surveys Referral Offers Discounts Support Forum Peer Forums Insider Forums Support Chat Product Networks Customer Communi9es 14
- 15. Integrated Digital Lifecycle Brand AdverEsing DR AdverEsing Lead Gen RetargeEng Content Mgmt Sale Email RetenEon ReacEvaEon Commerce Support Loyalty 15
- 16. WHY ARE WE SO BAD AT THIS?
- 17. The Excuses Too much informa9on in too many places: 35% OrganizaEons say that integraEng mulEple data sources is a challenge We don’t understand the benefits: 30% Having a hard Eme understanding how markeEng analyEcs should be used We lack the talent: 30% Having problems finding the right people with the right knowledge Aberdeen Group, “Big Data for MarkeEng,” 2013 17
- 18. KPIs Across Channels = HARD! Cost Per Like Engagement Conversions Number of leads Lead conversion rate Cost of lead / sale Sales revenue Cost Per Ac9on TransacEon value per customer LifeEme value of customers Share of repeat customers 18
- 19. How Customers Behave social search display ad ad Web mobile email ATM/kiosk phone branch POS customer mail 19
- 20. They Expect Coordina9on… social search display ad ad Web mobile email ATM/kiosk phone marketer branch POS customer mail 20
- 21. But They Get Marke9ng Silos strategy data process tech social strategy data process tech search strategy data process tech display ad strategy data process tech Web strategy data process tech mobile strategy data process tech email strategy data process tech ATM/kiosk strategy data process tech phone strategy data process tech branch strategy data process tech POS strategy data process tech mail ad customer 21
- 22. The Black Hole of ROI “CMOs find it difficult to quantify marketing return on investment (ROI). Nearly one in five score themselves as below average in multichannel attribution, correlating advertising to sales, and measuring media buying effectiveness.” Source: Accenture, “Turbulence for the CMO: CharEng a path for the seamless customer experience,” 2012 22
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- 24. Defini9on Cross-‐channel Marke9ng Engaging each customer and prospect in a cross-‐channel dialogue that builds upon their past and current behavior 24
- 25. Ques9ons To Ask Before Star9ng What PROBLEM are you trying to solve? What is the ROI of more analyEcs? Is there incremental VALUE that you can add to your business? 25
- 26. Ecommerce Client iClick Showcase #1 Around 2011 our client rebranded and began a huge market push. At that Eme its major markeEng channels included: SEM, Affiliates, Performance Display, SEO, etc. iClick partnered with our client’s China’s search markeEng team in 2011 as their business was faced with a great problem: How to increase sales under a fixed ROI strategy? Aeer a preliminary understanding of their business and operaEons, we highlighted the 4 main challenges as below… Four main challenges to be managed: Brand Stagna9on Limited Channel Miscellaneous Product Ineffec9ve Account 26
- 27. Overall Strategic Plan Brand Strategy • Look for opportuniEes under a stable brand performance (already 100% SOV) • Brand retargeEng • Diversified brand zones (books/kindle) Channel Strategy • Adjust channel strategy based on the changes in the search engine market, test new search products and add new channels Product Strategy • Improve efficiency by integraEng data from legacy and other external systems FlashCast & system integraEon • Cross-‐channel account management • Customized keywords distribuEon strategy based on geo-‐performance • Develop cross-‐channel dashboard and different geographic strategies Channel expansion: 360, Soso, Sogou, mobile (search & app） Data Account Strategy 27
- 28. Our Achievements Sales 47% Effec9ve Keywords 4 9mes ! Significantly enhanced sales ! 4x increase in the effectiveness of keywords ! Systematically manage product information through new search products: Baidu 闪投 ! Successfully simplified account management with iClick automatic report integration 28
- 29. Key Learning from Ecommerce ! Establish 100% brand term SOV strategy and then adopt brand retargeEng to increase sales from exisEng customers ! Explore and expand MEDIA CHANNELS to improve brand coverage, hence to increase sales ! Tailored-‐made TECHNOLOGY or data integraEon like flash and integrated dashboard can greatly improve the efficiency although addiEonal cost is invested ! GEOGRAPHIC TARGETING is a must for any naEonwide or regional performance-‐based markeEng campaign 29
- 30. Hospitality Client iClick Showcase #2 iClick partnered with one of the region’s leading hotel chains in January 2012 starEng with one locaEon and quickly adding 4 other properEes over the course of the year. Aeer understanding the behavior of audiences targeted by each of the hotels, we found 3 main challenges as illustrated below… Three main challenges to be managed: Insufficient Traffic No ABribu9on High Costs 30
- 31. Overall Strategic Plan SEM Campaign Restructure • Create healthy balance between brand and generic keywords to generate awareness and consideraEon • Focus campaigns on top online feeder markets Keyword Expansion and OpEmizaEon • Expand keyword pool to cover long-‐tail and more cost-‐effecEve keywords • Keyword match-‐type refinement to drive more effecEve ROI Recognize ApribuEon & ContribuEng Keyword Pool • Recognize top assisEng keywords and opEmize ad copy to drive higher relevance • IdenEfy converEng keyword pool and and refine match-‐types and bids to improve ROI 31
- 32. Our Achievements Overall Improvement in Property #1 ! 68% more impressions and clicks within 2 weeks as compared to 4 months data ! 23% of bookings achieved in 2 months compared to 4 months Overall Improvement in Property #2 ! 24% increase in search volume ! 6% decrease in cost-‐per-‐click ! 55% decrease in cost-‐per-‐booking Overall Improvement in Property #3 ! Bookings increased 136% ! Cost-‐per-‐booking dropped 60% 32
- 33. Key Learning from Hospitality ! Balance between BRAND and GENERIC keyword groups work best to generate a healthy balance on brand awareness and conversions ! Generic keywords helped drive & contribute on CONVERSIONS ! Focusing on top online FEEDER MARKETS help channel marketing funds to eliminate wastage ! Mix of LONG- and SHORT-TAIL keywords help drive traffic volume and lower costs which will effectively decrease cost per bookings ! Conversion ATTRIBUTION helps to effectively identify keywords that assist and allowed us to optimize ads more efficiently to generate better bookings ! Identifying a CONVERTING KEYWORDS pool allowed us to effectively lower costs and focus optimization efforts 33
- 34. A Possible Framework Manage • Budgets Manage budgets and processes and measure results • Projects • ReporEng Analyze Analyze data to find ac.onable insights Collect Decide Decide on the best offer, ac.on or communica.on for each customer Deliver Deliver engaging messages and capture reac.ons Collect data that augments each customer profile 34
- 35. Different Skills Required • Budgets • Planning & budgeEng • Workflow & project management • Projects Manage • Performance reporEng • MarkeEng asset management • ReporEng Analyze • PredicEve analyEcs • Visual data exploraEon • Event detecEon • Response apribuEon Collect Decide • Outbound campaign management • Real-‐Eme interacEon management • Contact opEmizaEon • Distributed markeEng • InteracEon history • Digital behavior Deliver • Email delivery and deliverability • Outbound fulfillment • Inbound touch-‐point integraEon • Lead rouEng & monitoring • Social & mobile profile • Access to exisEng data 35
- 36. Stages of Analy9cal Evolu9on Predic9ve modeling What will happen next? Forecas9ng / extrapola9on What if these trends con9nue? Sta9s9cal analysis Why is this happening? Alerts What ac9ons are needed? Query / drill down Where exactly is the problem? Ad hoc reports How many, how oqen, where? Standard reports What happened? Analy9cs What’s the best that can happen? Measurement / Repor9ng compe99ve advantage Op9miza9on degree of intelligence Source : Thomas H. Davenport, CompeEng on AnalyEcs, 2007 36
- 37. Developing a Targe9ng Matrix Phase Segment A/B Awareness Seen this? Channels Social, display, search, etc. Data Points Default Social, search, Download, Considera9on Great feature? website, etc. product view Purchase Intent Up/Cross-‐Sell Great value! Search, site, emails, etc. Cart add, checkout, etc. Add this! Direct mail, emails, etc. Email response, login, etc. 37
- 38. ABribu9on Model Types 100% First Click Linear 20% 20% 20% 20% 20% Time Decay 45% 5% 10% 15% 25% Only the first interacEon gets the credit. Equal share given to all channels that assisted in conversion. Higher values are assigned to interacEons based on the closer they are to the final sale. Easiest and most common method. EnEre sales/conversion value is apributed to final click. This uses varying percentages which are allocated to a channel based on where it is in the sales cycle. First and last interacEons, for example, could be weighted higher while the one in-‐between gets less. The thinking is that interacEons that create awareness and close sales are more valuable than other interacEons. Last Click 100% 10% 10% 10% 10% Posi9on Based 30% 10% 10% 10% 40% Custom Here you would devise your own model based on specific needs. 50% 25% 15% 45% 10% 38
- 39. Benefits of ABribu9on Modeling Able to reallocate budgets across channels and improve ROI BeBer understand Gain valuable how digital channels insights into work collabora9vely consumer makeup and behavior Provide objec9ve reasons to jus9fy more marke9ng budget Source: Google, “MarkeEng ApribuEon: Valuing the Customer Journey,” 2012 Increase understanding on the role of online/ offline media interac9ons 39
- 40. If we can’t measure it, We can’t improve it! – Lord Kelvin Puwng it all into acEon
- 41. Set Your Goals Are you focused on branding and awareness, lead generaEon, developing new business or repeat business? Are your current campaigns meeEng these objecEves? 41 41
- 42. Develop Your Customer Journey Explore different apribuEon models and determine which are best suited to your markeEng goals. It’s important to compare mulEple models to learn about different aspects of your markeEng program. 42
- 43. Decide How You Will Assign Credit What would happen if you valued customer interacEons in the path differently? 43
- 44. Define Impact of Each Element When you start your campaign modeling, check to see if models match or contradict your expectaEons. 44
- 45. Plan Your Next Steps If you learn that a certain campaign, source or interacEon is performing differently than expected, be able to change direcEon. 45
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- 47. Thank You! Re-‐define digital marketplace and adverEsing performance with data, insights and innova9ons www.i-‐Click.asia 47