L’Atelier, in coordination with arvato BERTELSMANN and iClick Interactive, is organizing a conference entitled “How brands and retailers can maximize e-Commerce performance”, gathering IT and marketing specialists to present market insights and discuss how advanced e-commerce technologies can help brands and retailers boost their online sales. Established in 2009 by a group of Internet veterans and technology experts, iClick is a leading online performance marketing solution provider in Asia, offering a comprehensive range of services that covers strategic planning, market and segment analysis, advertising campaign setup, data tracking, on-going optimization and analytics on media effectiveness as well as ROI. iClick maintains a strong presence in the region with offices in Beijing, Shanghai, Shenzhen, Hong Kong, Taiwan, Singapore and Korea.

1. iClick Interactive Asia
Performance Marketing Platform
through Optimization and Algorithm
Ricky Ng
March 2012
Nov2011

2. Who Are We?
• The leading optimization platform in Asia
• Over 800 advertisers from SMEs to Fortune 100 companies
– Finance and Banking: Citibank, DBS, eTrade, eMoney, American Express
– Hotel and Travel: Disneyland, Hilton Hotel Group, Travelzen, Wynns, AirAsia
– E-commerce: Dangdang, Amazon CN, Vancl, M18, Lane Crawford,
Strawberry.net
– FMCG: Estee Lauder, DKSH, Abbott, Revlon
• Baidu Exclusive partner in Hong Kong, Macau, Taiwan, Singapore,
objective to bring foreign brands and corporate to China
• Optimize over US$100M online ad spend through our proprietary
technology
– 70 millions keywords
– 5 millions models processed everyday
– 4 terabytes click log data
• Real-time data integration with major publishers in the region
– SEM & Display: Google, Yahoo!, Microsoft and Baidu

3. Marketer’s Pain
In the complex online media
landscape today, how to deliver
a right ad in a right medium
at a right time to gain
sustainable ROI?

4. The Evolving Digital Landscape
1996  1998  2005  2011 
Direct Media Rising of Ad Ad Demand-side
Buy Network Exchanges Platform
Example:

5. Our Unique Approach
Demand XMO Supply
(“Cross-Marketplace Optimizer”)
Advertisers/ Publishers /
Objectives • Single tracking pixels Channels
across platforms • Over 12 types of
Search
Branding • Real time data categorical data models
Cost-per- synchronization • Cross platforms
Lead with major data modeling
publishers
Acquisition 1. Tracking 2. Data Display
Cost-per- and Data Mining and
Acquisition Collection Modeling
Regional
Cost-per- SNS
sales
Local
4. Automated 3. Analytics
Maximize
Conversion Optimization and Mobile
Small- • Dynamic
Insights • Full conversion
medium
path analysis
budget allocation
Maximize • Conversion funnel
Click • Retargeting
and cycle analysis
capabilities
Campaign- • Industry conversion
• Market turmoil control Blog
based standard
and more…
and more… 5
Increased efficiency in matching demand and supply

6. Consolidated Buying
Data
Data Audience Inventory
Ad Server
IP Data
+
Media Exchange
Data Exchange
Media
Boom +
Creative
+
Rules
Sync
Smarter Target
Smarter Target Smarter Reach
6 Real Time Bidding (RTB)

7. The Ecosystem is Changing

8. Introducing XMO
1 2 3
“Achieve On-going,
“Efficient, ROI driven “Data is the key to
Automated
media buying process” Success”
Optimization at ease”
• From media buy to audience
• Track, store and process data • Predictive algorithm that
buy
• Transform into meaningful works
• Aggregate targeted and
insights • Performance forecast to
valuable audiences identify the best campaign
• Ad placement transparency configuration
Better Return Smarter Decision More Efficient

9. XMO – Unique Tracking Method
• Price index by industry
• Economical factors
• Special events
Seasonality
Effect
• Conversion funnel from tracking data
• Bounce back rate
• User segments
Customer
Behavior • Value per client type
• Cost per acquisition data
Conversion • Conversion life cycle
• Ad Copy optimization
• Value per conversion
Keywords • Cost per click data
• Data modeling
• Data Recency

10. XMO – Unique Tracking Method
One single tracking code that can install for all online advertising forms to
track all activities along the conversion path
A budget travel package mentioned by
friends in social network
A travel agency’s banner displayed on a
travel website
Top search result a user clicks on with
great intention to look for the service
10

11. XMO – Performance Forecast
The enormous data collected through XMO tracking are stored to build a
spectrum of data model to predict advertising results.

12. XMO – Predictive Algorithm
Possess and calculate Decides where, when
data points XMO Data Repository how often to show
(demographic, user where data mining and ads across all our
behavior, performance various algorithms are built media
statistics) (sites, placement,
content verticals, ad size)
Define the length of data windows to be used
Recent data Historical data Forecast data
Reallocate budget
Search engine Geo-graphical
Campaign level
level location
#1 level keyword segmentation
Converting Keywords Non-converting keywords
#2 level keyword segmentation
Brand Generic Tail Assist Negative
Portfolio study
ROI Counter
Up-bid / Down-bid process
Regression
Normal Aggressive Conservative
models

13. XMO – Attribution and Portfolio Approach
Traditional tracking method only credits that channel that give rise to the
last click before conversion:
Social Media Rich Media Display Mobile Search Conversion

14. XMO – Reports and Insights
Advertisers login to XMO to retrieve
reports of all kinds.
Cross-marketplace dashboard to
understand overall campaign
performance at one glance
Unique PPC diagnostic tool to
evaluate market effectiveness of
keyword and ad group and divide
them into quadrants based on target
CPA and bid position

15. Uniqueness of Our Technology
• Intelligent cookie based tracking technology which can track
across different channels
• Attribution based modeling brings complexity into simplicity
• Computer algorithm designed for Asian advertisers
• Re-targeting capability to improve conversion funnel efficiency
• Cross market place budget allocation for dynamic marketing
• Easy to use multi channel campaign management interface
• Full integration with major publishers
The Next Generation Marketing Operating System

16. Well-known International Cosmetic
Brand SEM Showcase
Mar 2012

17. Unique Performance Strategy
3rd Stage: (onwards)
1) Cost Optimization to stabilize cost per
order
2nd Stage: (3-6 months) 2) Expand market share to ad network
1) Geographic segmentation to 3) Expand market share to 2nd tier search
expand volume engine
2) Long tail keyword expansion
3) Brand Zone Optimization
4) Seasonal Optimization Strategy Text
1st Stage: (1-2 months)
1) Account Restructuring
2) Enhance full path tracking
3) Data collection and full
path analysis
We expand keyword and channel be converting data step
by step so as to minimize the risk and fluctuation

18. Overall Performance
Start SEM Optimization
• Average monthly sales increased 92% after consistent optimization
• Average monthly order volume also increased 87%
• Conversion rate increased 288%

19. We are ready to work with you
in launching a highly
performance driven campaign
Contact us at:
Ricky.ng@i-click.com.hk