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The document discusses interactive digital ads and the case for using analytics to measure their performance. It provides examples of key features of interactive ads, such as including visual, computational, and video elements. It also discusses best practices for interactive ad design and metrics for tracking user engagement, including dwell time, goal completion rates, and click-through rates. Finally, it addresses considerations for using interactive marketing in Vietnam and outlines an integrated marketing lifecycle framework.
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- 1. PRESENTATION Interactive Digital Adsand the Case for Analytics
- 4. INTERACTIVE ADS Key Features: -Site traffic retention – widget ad runs on site - Offers more information – more engagement - Animated NOT Static Sample Execution: - Visual information – e.g. cars (Nissan Leaf), property - Computation – e.g. loans calculator, service plans - Videos – e.g. news portals - Scheduling – e.g. cinema screening times and locations
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- 8. WINNING FORMULA - Adsshould not be a mirror of print ads - Different User Experience and Expectations - The space limitations are different - The use of media is possible - “Ditch Politeness” – Engaging is the way forward - Ads should be interesting but concise - Clear CTA - Ads should be tracked e.g. - Dwell time - Goal completion - CTR
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- 11. IS VIETNAM READYFOR INTERACTIVE MARKETING? • Is the market sophisticated enough to self-navigate? • Is privacy an increasing issue? • Is bandwidth a limitation? • What is the age distribution of Internet users?
- 12. VIETNAM: FACTS ANDFIGURES Facebook users: 3,638,480 or 14.99% pen Growth: 745,280 in last 6 months Hanoi: 166,660 or 14.96% pen Ho Chi Minh City: 167,700 or 14.75% pen Average CPC: $0.20 Average CPM: $0.05
- 13. INTEGRATED MARKETING Reach and Impact Projections ONLINE SOCIAL MEDIA Other Business Operations Public Relations Activities ADVERTISING MARKETING Customer Service Marketing Events Above the Line • Social Bookmarking Maintenance • Online Display Advertising • Digg • SEO • ShareThis • SEM • Social Networking • Pay Per Click • FB, Twitter, Pinterest (PPC) • User Generated Content • Cost per Action • Forums (CPA) • Blogs etc. Reach and Impact Assessment
- 14. INTEGRATED MARKETING LIFECYCLE The end game is Return on Investment Conversion (End goal) Reach and Influence Preparation (External factors) (Internal factors) Determine the objective Quantitative Measured KPI and and measurable goals measurement of the analysis of Internet - Involves optimizing the impact of online activities Marketing impact on the online assets for search business objectives and paid advertising Feedback Loop
- 15. TELL TALE ANALYTICS • Paid Campaign (PPC) Acquisition • Organic Search (How was the visitor acquired?) • Facebook • Average Time On Site Action • Lead Generated (What actions did they take?) • Number of Pages visited Revenue • Value Goals (What’s the value of the visit?) • Conversion Rate • New vs Return visitors Retention • Frequency & Recency (Are they staying long enough?) • Bounce Rate • External Links Referrals • Tweets & mentions (Who is referring traffic over?)
- 16. ANALYTICS – THEBIG PICTURE Preparation Reach Conversion Y Google Analytics Optimization checklist - Traffic numbers Google Analytics - Keyword Analysis - Goals/Conversion (performance) - Funnel Link Assistant Report - Ranking (manual/3rd party - Custom parameters software) Events Tracking X% - Geodata Y-O-Y KPI-Event Chart comparison - e.g. sales chart vs. Keyword Analysis Alexa.com event - Prepare - Benchmarking - Comparative “extrapolation” for Z% - Target growth Google Analytics benchmarking - Volume - Only relevant for high traffic sites - Difficulty SEM Reporting Social Media Y - FB – FB Insights mentions - Twitter – Klout, Radian6 Back-linking Analysis
- 17. COMPARATIVE INSIGHTS Compare 2 timelines and get insights
- 18. IMPACT TIMELINE 2/12 Launch of MIM 29/10 13/10 - HD7 Review by 7/11 (Sunday) - Media Launch of X Endgadget - Day 6 of MIM - AnandTech 7 page review
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- 21. VISITOR RECORDING • Watch what your visitors do • Capture every mouse move, mouse scroll and mouse click • Enable you to understand your visitors more
- 22. MOUSE MOVE HEATMAPS • 84% correlation between mouse and eye movement • An indication where users are viewing on the page
- 23. CLICK HEAT MAPS • 84% correlation between mouse and eye movement • An indication where users are viewing on the page
- 24. RETURN ON INVESTMENT Whatis My Current What is New Acquisition Digital Cost? Acquisition Cost going to be?
- 25. THANK YOU @mrjefe