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Sự khác biệt giữa Data driven marketing với Marketing
1) Traditional marketing focuses on awareness through mass media advertising but results are difficult to track and directly correlate to sales. 2) Data-driven marketing uses customer data to target communications and measures outcomes. It focuses on gathering data on customer demographics, interests, behaviors to better segment and target audiences. 3) An example is a real estate company using search data to see seasonal search patterns and target different campaigns throughout the year based on when customers are searching.
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Sự khác biệt giữa Data driven marketing với Marketing
- 1. Sự khác biệtgiữa marketing & data-driven marketing Nguyen Phuong Anh Country Head of Marketing, Google Vietnam
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- 5. Mass Medium AdvertisingData points Reach ● Viewership ● Circulation ● Position Segmentation ● Program ● Theme/ Niche ● Neighborhood Location/Positioning ● Prime time, spot positioning ● Topic relevancy, front/back ● Size in m2
- 6. Classical Marketing ? ● Highawareness marketing expenditures ● Untrackable results ● No direct correlation between Marketing and Sales ● Flexibility limited for adjustments
- 7. Classical Marketing $$$$$$$$$$ Relevant customerbase Conversion
- 8. Data-Driven Marketing … meansusing data about customers to drive marketing communications and measuring outcomes.
- 9. 27 May 2015 Majorityof Your Target Age Group are Online Average 56% of Vietnamese are online now 56% 86% 72% 42% 29% 28% 16% TNS/Google (2014): Connected Consumer Study - Results Vietnam Q6: How often do you access the internet for personal reasons? Base (weighted): all respondents, n = 1,000
- 10. Data-Driven Marketing Gender Age Income/ Spent Location Interests Needs Aspirations BrandLoyalties Shopping behaviour Price sensitivity Tech savviness Profession Past purchases Family Status Searches ...
- 11. Real Estate RelatedSearch has Grown 1.6X in 3 years 27 May 2015 Google Internal Data
- 12. Real Estate DemandGrows Gradually and Healthily in VN 27 May 2015 Google Internal Data Bán Nhà Mua Nhà May March March
- 13. 27 May 2015 RealEstate Seasonality in Vietnam Google Internal
- 14. 27 May 2015 Alwaysbe there when your customers are searching for you
- 15. $$ $$ $$ $$ Data-Driven Marketing -example Real estate campaign 1 campaign 2 campaign 3 campaign 4
- 16. 27 May 2015 TravelSearch Queries Breakdown Google Internal Vietnam
- 17. 27 May 2015 Peopleare Looking to Travel Online 700 Million Queries over the last 12 months in Vietnam
- 18. USA Australia Great Britain France Germany Russia Japan Singapore Canada Malaysia Top 20Outbound Countries Based on Search Queries Hong Kong USA Thailand Singapore Germany Malaysia Great Britain Cambodia Italy France Vietnam People are Looking to Travel Online Thailand Spain Italy India Netherlands Korea Hong Kong Indonesia Philippines Switzerland Japan Australia China Spain Indonesia United Arab Emirates Philippines Brazil Korea Belgium Top 20 Inbound Countries Based on Search Queries
- 19. $$ $$ $$ $$ Data-Driven Marketing campaign 1 campaign2 campaign 3 campaign 4
- 20. 27 May 2015 VideosBring Life to Travellers’ Destination Dreams, Particularly in Emerging Markets TNS Travel Accommodation Study have seen a video about their destination of emerging market travellers 52% of mature market travellers 36%
- 21. 27 May 2015 VideosBring Life to Travellers’ Destination Dreams, Particularly in Emerging Markets TNS Travel Accommodation Study that online videos strongly influence their decision on what accommodation to choose in emerging markets 80% agree that online videos strongly influence their decision on what accommodation to choose in mature markets 70% agree
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- 23. Measuring Impact GDN -Google Display network: Reach/ Impressions Click-through rate Bounce rate/ Time on site Conversion rate CPA - Cost per Acquisition/Action
- 24. Clicks in 7days: 792K 1% become customers → 7,920 customers / week 7,920 x 100,000VND = 792M VND > 700M VND 27 May 2015 Google Display Network (GDN): Case Study
- 25. Channels for data-drivenMarketing Awareness Interest Desire Action Google Display Network Youtube Voucher Marketing Google Display Network Google Search (SEM) Facebook Affiliates Google Display Network Referrals Email Marketing Website banners & content CHANNELS
- 26. $$ $$ $$ $$ Data-Driven Marketing campaign 1 campaign2 campaign 3 campaign 4