presentation vn
DESCRIPTION
TRANSCRIPT
PRESENTATION
Interactive Digital Ads and
the Case for Analytics
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
SAMPLE INTERACTIVE ADS
CTR VS COMPLETION RATE
ENGAGEMENT IMPACT
WINNING FORMULA
- Ads should 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
DWELLING MATTERS
INTERACTIVITY PERCEPTION
IS VIETNAM READY FOR
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?
VIETNAM: FACTS AND FIGURES
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
INTEGRATED MARKETING
ONLINE
ADVERTISING
SOCIAL MEDIA
MARKETING
• Social Bookmarking
• Digg
• ShareThis
• Social Networking
• FB, Twitter, Pinterest
• User Generated Content
• Forums
• Blogs etc.
• Online Display
Advertising
• SEO
• SEM
• Pay Per Click
(PPC)
• Cost per Action
(CPA)
Reach and Impact Projections
Reach and Impact Assessment
Above t
he L
ine
Mark
eting E
vents
Public
Rela
tions A
ctivitie
s
Custo
mer
Serv
ice
Main
tenance
Oth
er
Busin
ess O
pera
tions
INTEGRATED MARKETING LIFECYCLE
Preparation(Internal factors)
Reach and Influence(External factors)
Conversion(End goal)
Determine the objective and measurable goals- Involves optimizing the online assets for search and paid advertising
Quantitative measurement of the impact of online activities
Measured KPI and analysis of Internet Marketing impact on the business objectives
The end game is Return on Investment
Feedback Loop
TELL TALE ANALYTICS
Acquisition (How was the visitor acquired?)
Action(What actions did they take?)
Revenue(What’s the value of the visit?)
Retention(Are they staying long enough?)
Referrals(Who is referring traffic over?)
• Paid Campaign (PPC)
• Organic Search
• Average Time On Site
• Lead Generated
• Number of Pages visited
• Value Goals
• Conversion Rate
• New vs Return visitors
• Frequency & Recency
• Bounce Rate
• External Links
• Tweets & mentions
ANALYTICS – THE BIG PICTURE
Preparation Reach Conversion
Optimization checklist
Link Assistant Report- Custom parameters
Keyword Analysis- Prepare- Target- Volume- Difficulty
X%
Google Analytics- Traffic- Keyword Analysis
(performance)- Ranking (manual/3rd party
software)- Geodata
Alexa.com- Benchmarking- Comparative “extrapolation” for
Google Analytics benchmarking- Only relevant for high traffic sites
Google Analytics- Goals/Conversion- Funnel
Events Tracking
Social Media- FB – FB Insights- Twitter – Klout, Radian6
Y-O-Ycomparison
KPI-Event Chart- e.g. sales chart vs. event
Y numbers
Ymentions
Z% growth
Back-linking Analysis
SEM Reporting
COMPARATIVE INSIGHTS
Compare 2 timelines and get
insights
IMPACT TIMELINE
29/10
- HD7 Review by
Endgadget
- AnandTech 7 page
review
7/11 (Sunday)
- Day 6 of MIM
13/10
- Media Launch of X
2/12
Launch of
MIM
FUNNELS AND GOALS
MULTI-CHANNEL FUNNELS
VISITOR RECORDING
• Watch what your visitors do• Capture every mouse move,
mouse scroll and mouse click
• Enable you to understand your visitors more
MOUSE MOVE HEAT MAPS
• 84% correlation between mouse and eye movement
• An indication where users are viewing on the page
CLICK HEAT MAPS
• 84% correlation between mouse and eye movement
• An indication where users are viewing on the page
RETURN ON INVESTMENT
What is My
Current
Acquisition
Cost?
What is New
Digital
Acquisition
Cost going
to be?
THANK YOU
@mrjefe