This document provides an overview of a mini-course on data-driven marketing using the USPA framework presented by Trieu Nguyen. It includes biographical information about Trieu Nguyen's background and experience in big data projects, machine learning, and digital marketing roles. The document also outlines the topics that will be covered in the mini-course, including digital media models, search engine marketing, social media marketing, advertising technology, customer data platforms, and case studies. Key terms like omnichannel strategy, customer experience strategy, and artificial intelligence strategies for marketing are also defined.

1. This slide in the mini-course “data-driven marketing with USPA framework”
from https://bigdatavietnam.org
Lectured by Trieu Nguyen (Thomas)
Last update on April 6, 2020

2. ● Founder and blogger at BigDataVietnam.org
● Worked in Big Data Projects at FPT from 2013 to 2017
○ Working as Big Data Engineer in VnExpress Analytics project
○ Working as Lead Engineer at eClick Advertising Network (https://eclick.vn)
○ Technical Architect, Lead Engineer in the project Video Ad Server (http://itvad.vn)
○ Get Machine Learning certificate from Coursera
■ https://www.coursera.org/account/accomplishments/verify/HVNFUG5JPGB7
● Former Head of Ad Platform at Blueseed Digital from 2017 to 2019
○ Design Big Data Architecture for Video Advertising Network
○ Build new ad server from scratch
○ Data Consulting
● Former Lead Software Engineer at internal CDP of Tiki
● Since 2020, I go startups in marketing technology at https://uspa.tech
● LinkedIn Profile https://www.linkedin.com/in/tantrieuf31
2

3. 1. Digital Media Models in the age of marketing 4.0
2. Strategic Thought as It Relates to Digital Marketing
3. Web: The Center of Digital Marketing Delivery Mix
4. Content Management System (CMS) and headless CMS
5. Search Engine Marketing
6. Email Marketing
7. Social Media and Mobile Marketing
8. Introduction to Advertising Technology (Ad Tech)
9. Introduction to Customer Database and Customer Data Platform (CDP)
10. Legal Issues: Data privacy, Security, and Intellectual Property
11. Case study: IKEA - from business strategy to digital marketing strategy
12. Recommended books for self-study

6. https://www.youtube.com/watch?v=7d3VAYGnXjY

8. Marketing Branding
Personalization

9. Question: How to connect with our customer across many types of electronic channels → Omni-channel

12. Omnichannel strategy as a universal sales-and-marketing pool that merges the worlds of websites,
emails, retargeted ads, social media marketing, and physical locations. You dive into it to reach your
customers with personalized offers, products, and messages.

16. According to research from PwC, virtual reality (VR), over-the-top (OTT) video (including streaming services like
Netflix and Amazon Video) and Internet advertising will see the most annual growth between 2018 and 2023.
The future of digital media environment

17. Discussion
1. How do you think digital marketing will evolve in future?
2. Will there be more types of media in the future and what will be the goals of
managing these types of media.
3. Will you make AR/VR a reality for your brand?
Links to research:
1. https://contentmarketinginstitute.com/2019/06/ar-vr-stories/
2. https://mbryonic.com/best-vr-marketing/
3. https://www.widerfunnel.com/future-of-media-and-entertainment/
4. https://www.visualcapitalist.com/visualizing-future-media-entertainment/

19. https://medium.com/procurement-tidbits/what-is-the-digital-transformation-of-procurement-really-about-9d2148e04638

21. https://www.researchgate.net/publication/247837115_Customer_Knowledge_Development_Antecedents_and_Impact_on_New_Product_Performance
Learning needs experiments
Statistics with sampling techniques is the key.
Need sample data to test hypothesis and find best strategy

23. Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360
Industry 4.0

27. Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360
Customer-firstProduct-second

28. 3 Digital Transformation Trends Driving Industry 4.0
TREND #1 TREND #2 TREND #3
Social Media & Gig Economy
empower customers
Customer-centric business model
Customer Experience (CX) Strategy
The age of Continuous
Connection with Customer
(Omni-Channel Retail)
The age of Artificial Intelligence
Unified Customer 360 Analytics
Big Data Strategy
Business Automation
AI Strategy

29. Social Media & Gig Economy empower customers
Customer Experience (CX) Strategy
TREND #1
Social Media Gig Economy
Customer-centric business model

30. Customer-centric Marketing Model
Social Media & Gig Economy empower customersTREND #1

31. 1. The age of Continuous Connection with Customer
(Omni-Channel Retail)
TREND #2
Customer Experience can
be optimized by excellent
Logistics Algorithms and
Data Platform
Unified Customer
Analytics on
omni-channel
Big Data Strategy

32. The age of Artificial Intelligence for Marketing
Context Detection & Segmentation
TREND #3
AI Strategy
Scanning article
content and images
Arts & Entertainment
Celebrities News
Autos & Vehicles
Beauty & Fitness
Books & Literature
Business & Industrial
Computers & Electronics
Finance
Food & Drink
Games
Health
Hobbies & Leisure
Jobs & Education
People & Society
Pets & Animals
Real Estate
Science
Shopping
Sports
Travel
Homecare
Internet & Telecom
Fashion & Style
TAG [ { "name": ”female”, "confidence": 0.9997857
}, { "name": ”kid", "confidence": 0.955619633 }, {
"name": ”cleaning", "confidence": 0.953807831 }, {
"name": ”floor", "confidence": 0.9515978 }, { "name":
”living room”, "confidence": 0.889862537 }]

33. The age of Artificial Intelligence for Marketing
Customer Emotion Detection at retail store
TREND #3
A.I Strategy

34. Customer
Experience (CX)
Strategy
Big Data
Strategy
A.I Strategy
Customer data is the NEW GOLD
CUSTOMER
DATA

37. Web (Internet app)
https://en.wikipedia.org/wiki/Media_system_dependency_theory

38. Findability
is the key

41. Source: https://360ideas.com/blog-web-design-how-does-a-cms-content-management-system-work/

48. https://strapi.io

58. https://seositecheckup.com/seo-audit/bigdatavietnam.org

60. Steps for strategy planning in search engine marketing (SEM)
1. SWOT analysis
○ refers to the strength, weakness, opportunities and threats analysis and it is very important in
search engine marketing (SEM).
2. Preparation of Account Management Policy
○ It is rightly said that sharply defined goals and key performance are the milestone for any
pay-per-click (PPC) campaigns.
○ Paid search management is very iterative process and PPC professionals should trained to
manage accounts.
3. Creation of Efficient and Effective Action Plan
○ applying the technology of machine learning in SEM, PPC marketers have to create effective
and efficient action plan by maintaining the records related to the campaign.

69. Email Metrics for marketing measurement
● Open rate: Percent of emails opened
● Bounce rate: Percent of emails undelivered (hard bounce is a bad email
address; a soft bounce is one that is temporarily
● undeliverable)
● Unsubscribe rate: Percent of customers unsubscribing from our offer
● What links were clicked
● CTR: The number of clicks the email generated
● Forward/Saves/Prints: Other measurements of activity on the e-mail

77. https://www.researchgate.net/publication/272165365_Empirical_Study_to_Design_Field_Applications_for_O2O_Online_to_Offline_Business_Model_in_Tourism_wit
h_Mobile_Computing_and_Cloud_Service_Supports

82. Key metrics:
● Ad Request
● Impression
● Completed-view (for video ad)
● Audience Reach
● CTR
● Click
● In-target percentage
● Conversion Rate

84. It contains metadata about how video ad can be played in video player
Key information:
● URL of file video
● URL code tracking impression, completed-view, click
● URL code tracking của 3rd-party
More information at https://www.iab.com/insights/guide-to-digital-video-advertising/

85. ● An ad played before, during or after the
streaming video, animation, gaming and
music video content that the consumer
has requested (pre-roll, mid-roll,
post-roll)
● Popular is Pre-roll, Mid-roll, Post-roll
● Standard length is 5s, 15s, 30s

86. Focusing on branding and mindset connection

87. ● A viral ad is an advertisement that achieves
widespread reach because people who view
it are inclined to share it among their social
networks. To go viral, an ad must offer the
viewer something of value, such as
information or entertainment.
● Target users who are active on social media
and likely to be influencers

88. https://www.youtube.com/watch?v=wnSNyE2hVu4
https://bitis.com.vn/pages/di-de-tro-ve-2

89. Native advertising is a type of advertising that matches the form and
function of the platform upon which it appears

90. Popular video ad formats
○ Native Video
○ In-Feed Video
○ In-Article Video
○ In-Banner Video
○ Interstitial Video
○ Masthead Video

91. Our customer can play a online game in video for fun and interact with product
E.g: https://www.wyzowl.com/best-interactive-videos/

92. Best for 360 view experience

93. Ad Inventory
Inventory = (Audience Reach) x (Placement)
● Advertising inventory is the number of advertisements, or amount of ad space, a
publisher has available to sell to an advertiser.
● Ad inventory is often calculated by the month.
● The term can refer to ads in print or other traditional media but is increasingly used to
refer to online or mobile ads.

94. ● CPCV The price an advertiser pays
every time a video ad runs through to
completion.
● CPCV is calculated as cost divided by
completed views.

95. ● A bidding method for video campaigns where you pay for a view.
● A view is counted when a viewer watches 30 seconds of your video
ad (or the duration if it's shorter than 30 seconds) or interacts with
the ad, whichever comes first.

99. ● The metric to measure audience intention
● 100% video ad is played = 1 completed-view

104. Advantages of Customer Database
1. Analysis
○ Customer Database allows users to analyze data using tools like Microsoft Excel, Power Pivot
and Power BI which can make analysis and interpretation more efficient.
2. Simplicity
○ Data is stored in structured form in a database which makes it faster and more convenient to
retrieve and analyze data through simple queries.
3. Data Security and Privacy:
○ Users' identity is authenticated and only authorized users can access the data which conforms
to the security feature of the database.
○ There are also levels where users can view only that data which they have been allowed to
maintaining the privacy of the data.
4. Access to Real Time Information:
○ With the help of business intelligence tools, real-time data can be stored without delays to
ensure effective decision making.

106. Source: http://consultyasser.com/foundation-of-marketing-analytics-challenges-process-profit/

108. https://blog.ch.atosconsulting.com/break-data-silos-google-data-studio-supermetrics/

120. https://www.bankinghub.eu/banking/finance-risk/gdpr-deep-dive-implement-right-forgotten

121. https://www.smashingmagazine.com/2017/07/privacy-by-design-framework/
https://www.digitaldandy.com.au/blog/gdpr-your-business-1

123. 123

124. Source: https://medium.com/@i.shubhangich/journey-map-example-ikea-bfa2b3c3b17e

125. Customer Journey
Context
Action Behavior
Data (Story)
Customer
Experience
125

126. Source: http://www.madeleinewan.com/project/ikea

130. 130
Key of profit

132. 1. Discovery (awareness): blogs, Facebook, Pinterest, Instagram
2. Category (consideration): blogs, Facebook, Pinterest, Instagram
3. Product (evaluation): blogs, Facebook, forums, reviews
4. Purchase: blogs, Facebook, forums
5. Post purchase: Facebook, Twitter, Instagram

133. ● Reach: Fans and followers → demographics and psychographics!
● Engagement: Likes, favorites, comments, mentions, sentiments, reviews,
viewership
● Amplification: Shares, retweets.
● Clicks: Successful content
● Conversion: Sales revenue, leads (number, cost),referrals.

134. ● Sales Revenue from Inbound Marketing
● Net profit
● ROI (audience touched, leads, opportunities, sales) - from the data pipeline
● Customer lifetime value (conversion, retention, product)
● Customer cost of acquisition

136. Ebook: https://www.nima.today/wp-content/uploads/2018/11/Digital-Marketing-Management-Debra-Zahay.pdf

137. https://www.cambridgescholars.c
om/customer-centricity
https://connected-strategy.com
https://connected-strategy.com/wp-
content/uploads/2019/03/Fitness-G
yms.pdf
https://www.agilone.com/predictive-marketing-book
Customer-Centricity Connected Strategy Customer Data Platform

139. https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-connected-consumer.pdf

141. Programmatic Ad Tech
Metric: Total Lead
Brand-driven content marketing
Metric: Total Order
Search Engine Optimization
(SEO)
Metric: Keyword Ranking
Social Media + Affiliate Network
Metric: User Engagement

142. The explanation about diagram in Vietnamese (Giải thích mô hình data-driven marketing USPA bằng tiếng Việt):
https://www.brandsvietnam.com/congdong/topic/23340-Digital-Transformation-15-Datadriven-Marketing-Tan-dung-du-lieu-de-toi-uu-tiep-thi-Phan-1
https://www.brandsvietnam.com/congdong/topic/23444-Digital-Transformation-15-Datadriven-Marketing-Tan-dung-du-lieu-de-toi-uu-tiep-thi-Phan-2

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