Driving Online Sales through Performance Marketing

Anna Chan Managing Director of HK, Singapore & Taiwan

May 15 2012

Agenda

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• Common marketers’ challenges

• How to drive sales through performance marketing

• Case study

Are These Challenges You’re Facing?

How do I measure / increase ROI? Am I driving the right

target audience to my website?

How much budget should I allocate to different online medium?

Driving Ecommerce Sales...

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Common Marketers’ Challenges

Campaign Asia- Pacific and Ipsos’s Marketers Outlook 2012 Question: In your opinion, what will be the key marketing issues / challenges for marketers in 2012?

IBM’s CMO Global Study Question: What are the major concerns as marketers in 2012?

Data explosion was on the top of the list (71% of surveyed CMOs saying they’re

underprepared in the area)

To improve overall marketing effectiveness / enhance ROI measurements

(58% of respondents)

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Transparency to Your Campaign

Driving Sales Through Performance Marketing

Display Ad Social Media Paid Search Landing Page Product Page Shopping Cart

End to End Conversion Path Tracking

End to End Tracking to Understand

Conversion Path

Understand conversion paths and how different channels assist

each other in driving conversions

Site analytics help to improve user experience

and conversions

Pre-Click Post-Click

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Social Media Rich Media Display Ad Mobile Ad Search Ad Order

Understanding the channel’s overall contribution to conversion, thus allowing effective budget allocation.

Unique Attribution Model to Analyze Multiple Touch Points

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Dynamic Budget Allocation to Help

Increase ROI

XMO uses attribution approach to determine the effectiveness of each online channel by assigning a score for every interaction that happened. Thus, allowing automatic budget allocation according to the channel’s overall contribution to the conversion.

Optimization Process: 1. Performance before budget re-allocation 2. Budget shift to high ROI channel automatically 3. Budget boost to achieve the largest possible scale

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Post Click Analytics to Analyze Consumer

Behavior

Whole conversion path (From Homepage to Payment)

Payment conversion path (From Registration to Payment)

Analyze customer behavior on webpages and compare quality between paid and non-paid traffic.

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• Weekly conversions

• Hourly conversions

Ecommerce Banking and Finance

Understand Consumer Behavior to Make Smart Decisions – Day & Time

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Geo-graphical conversions

Test run a CN landing page?

Understand Consumer Behavior to Make Smart Decisions – Location

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90’s

When users search with brand terms, over 90% of them convert on the same day, whereas non brand terms, the time to convert is longer.

Time Spend between Ad Click Date and Conversion Date of Branded Cosmetics Industry

Same Day 7 14 21 28

Understand Consumer Behavior to Make Smart Decisions – Lag Time

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90’s

• Channel specific: Search Engine? Display? Mobile? • Function specific: Measure various KPIs, i.e. CPC, CPA, ROI…

Portals

Social Media

Search Engine

Vertical Portals

Choosing the Right Tracking Tool (1)

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90’s

• Look-back Window: a pre-set time window for which a valid conversion is counted

• Possible to adjust look-back window by product nature?

…..……..……

………….…………….….. Ad

Ad

Purchase

Purchase

Look back window varies by business or industry

4-6 weeks

2-3 weeks

Choosing the Right Tracking Tool (2)

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90’s

• Metrics customizable according to marketer’s business goals? • For example, by capturing the order number, marketer can prevent

the risk of double counting the same purchase order in the system

Conversion Metrics

Campaign Performance

Impressions

Clicks / CTR%

Enquiries / Orders

Cost / CPC / CPA …

Site Analytics Consumer Behavior

Conversion Paths

Conversion Time/Date/Market

Search Terms

…

Page View

Visit Time

Bounce Rate

Fall Out Rate

…

Choosing the Right Tracking Tool (3)

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90’s

• Reporting • Can data be organized or presented in multiple dimensions? • Dashboard with good visualization? • Reports downloadable?

Choosing the Right Tracking Tool (4)

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Case Study

90’s

Case Study – Cosmetic Brand Targeting China Market

Location targeting

strategy: to reduce

wastage from non-

converting geo-

locations

Campaign diagnosis:

- Campaign structure

- Creative

- Budget split

- Landing page

Real time, full data and multi-

dimension reporting:

- Keyword effectiveness

- Consumer behavior

- Conversion path analysis

- Channel attribution weighting

Configurable optimization

tailored to the practical

needs of the campaign:

- Bid automation based on

campaign objective

- Conversion versus spend

- Profit versus spend

- Dynamic budget allocation

Results after 3 months: - 50% increase in completed online order - 48% decrease in Cost-Per-Acquisition - 106% increase in online conversion rate

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Objective: Drive sales to ecommerce site

Problem Solved…

I can now measure ROI I know I’m driving the right target

audience by understanding consumer behavior

I know exactly what budget to allocate to each online medium via

dynamic budget allocation

Driving Ecommerce Sales...

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• Established in 2009, venture backed by Bertelsmann, Sumitomo, SSG Capital and Otto

• The Leading Performance Marketing Solution Provider in Asia

• Over 800 advertisers from SMEs to Fortune 100 companies

• 180+ staff at offices in Hong Kong, Beijing, Shanghai, Shenzhen, Taiwan, Singapore, Korea

• Optimize over US$100M online ad spend via our proprietary XMO Platform

• Real-time data integration with major publishers in the region

• SEM & Display: Google, Yahoo!, Microsoft, Baidu, DoubleClick AdEx, Tanx

About iClick Interactive

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Representative Clients

Ecommerce (5 out of China’s TOP 10

e-commerce players are using iClick to make better decisions)

Travel & Hospitality

Banking & Finance

Consumer Products

Others

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Start your performance marketing campaign with

iClick today!

Anna Chan Managing Director of

HK, Singapore & Taiwan anna.chan@i-click.asia