Is measuring the effectiveness of your digital marketing also one of the greatest company challenges? The trouble is, when most marketers hear 'digital analytics,' they tend to think of the metrics you'd typically associate with a web analytics tool like Google Analytics -- traffic, bounce rate, unique visitors, etc. So why exactly do digital marketing analytics matter? Quite simply, because web analytics (like traffic and website performance) just isn't enough. The data web analytics provides just don't cut it for marketers who need to understand how their work makes an impact throughout the entire marketing and sales funnel. Using marketing analytics allows marketers to identify how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they're achieving their business goals. As a result of the information they can gather from full-stack digital marketing analytics, marketers can also diagnose deficiencies in specific channels in their marketing mix, and make adjustments to strategies and tactics to improve their overall marketing activity.

1. Is measuring the
effectiveness of your digital
marketing also one of the
greatest company
challenges?

2. 2
AGENDA
2 Minutes Commercial Break
1. Challenges for marketers in Asia
2. Evolution of Marketing & Customer Behaviour
3. Tracking performance
4. Social Impact on the Asian Consumer & where to get
your ROIs
5. The rise of E-commerce in SEA
6. The $$$ Value of Email Marketing & Its ROIs
7.Conclusion
Q&A/ Discussion 2

3. Hello, I’m Daniël

4. 4
Engage Asia. Go Digital.

5. Locations:
Singapore, India
Indonesia &
Philippines
5

6. Our Notable Clients
6

7. 2Stallions
Digital Services
7
Enterprise Level software:

8. Digital Marketing & Social Media Training
8

9. Branded Content Campaign Websites for CNN
9

10. 1. Challenges for
Marketers in Asia
10

11. Most Important KPIs for Marketers in Asia
11
1. Converting contracts/leads to customers
2. Growing traffic to the website
3. Providing the ROI of your marketing activities
Source: State of Inbound 2017 report

12. Marketers Inbound Marketing Priorities
12
Source: State of Inbound 2017 report

13. 13
- Econsultancy and Google, Analytics and measurement survey 2017 -
95% of Leading Marketers agree that “to truly
matter, marketing analytics’ KPIs must be tied
to broader business goals”
Great we have our focus now! How about the
Business Goals?

14. 2. Evolution of
Marketing & Customer
Behaviour
14

15. 15
Marketing, The Story So Far
1995-2004 | Traditional Marketing + Web 2005-2009 | Web-centric Marketing
Company
Website,
Video
& Mobile
News-
paper
Direct
Mail
TV
Email
WEBRadio
PPC
Outdoor
SEO
Company
News-
paper
Direct
Mail
TV
WEB
Radio
Outdoor
Beginnings of engagement‘Good’ old days

16. 16
Engagement & Conversion
2010| Modern Marketing
buyers are already
through their
buying cycle when
they approach
vendors.
60%
Why Digital Marketing is important
Company
Website,
Video
& Mobile
News-
paper
Direct
Mail
Social
TV
Marketing
Auto
WEB
Media
Buy
PPC
Outdoor
SEO

17. 17
The Customer Journey is Changing (1)

18. 18
The Customer Journey is Changing (2)
Source:http://on-the-mark.com/omnichannel-organization-designs-biggest-test/

19. 19
The Customer Journey is Changing

20. 20
PURCHASEINTENTHIGHLOW
Social
Post
Website
/ Online
Potential Leads
Goal: Brand Awareness
1.
Direct
Contact
Leads
Goal: Product Knowledge
2.
Opportunities
Goal: Closed Deal
3.
Traffic & lead generation: The 3-Step Guide to
Generate More Leads & Active Customers

21. 3.Tracking
Performance
21

22. EVERYONE KNOWS WHAT ANALYTICS is
and has at least Google Analytics installed.
Assumption
22

23. • To get the best out of your analytics, your
objectives should be top of your mind.
What are your Objectives ?
23
e.g. If you want to establish thought leadership, your demographics, social
shares and sessions would be important for an overall picture.
• Your analytics are meant to inform you
based on your objectives.

24. Content Marketing KPIs
24
• Traffic On Site
v Number of unique site visitors
v Return visits to website Shows your content is sought after/
attractive
v Bounce Rate
• (Micro) Conversions to Mailing List
Readership that can become advocates & future sales
• Sales
Advertising / eCommerce/Off line Sales

25. Important Traffic Metrics
25
Traffic Sources
• Direct: visit based on type url
• Search: visit based on search query
• Referral: visit based on mention on another site
• Social: visit from social media platforms
• Campaign: traffic from the various campaigns SEM,
Social etc.
• Mobile traffic : visit from mobile phone

26. Success Indicators Search (1)
26
1. Number of lead conversions assisted by organic search
2. Number of customer conversions assisted by organic
search
3. Percentage of traffic associated with branded keywords
(related to your brand e.g. heineken)
4. Percentage of traffic associated with unbranded
keywords (best beer in the world)

27. Success Indicators – Web (2)
27
1. An increase in volume from any traffic source, while
maintaining consistent traffic from other channels.
2. A high or improving goal conversion rate related to
any traffic source.

28. Success Indicators Social (3)
28
1. A high level of (social) engagement that corresponds
to the completion of key marketing objectives.
2. Viral posts that require little or no nurturing on your
behalf.
3. Sustained engagement over a long period of time.

29. 29
Case Study: Wavin Group Asia Pacific

30. 30
Case Study: Wavin Group Asia Pacific

31. Objective: The Everlasting Customer Funnel!
31

32. 4. Social Impact on the
Asian Consumer
& where to get your
ROIs
32

33. 33
4. Connecting Social Asia

34. 34
4. Connecting Social Asia

35. 35
4. Connecting Social Asia

36. 36
Social Content ROIs (1)
Important Updates to Facebook since 2017:
1. Longer videos with higher completion rates will
be ranked more highly on newsfeed
A video that is watched at least halfway identifies the content as “compelling.” A
longer video with this weight metric also indicates a bigger commitment
Source: newsroom.fb.com/news

37. 37
Social Content ROIs (2)
Important Updates to Facebook since 2017:
2. Authentic posts will rank more highly on the
newsfeed
According to Facebook, authenticity is based on user behavior. If your posts have
received a lot of negative feedback (i.e. people unliking your page; hiding your posts
or hiding all posts from your page), it will be deemed as less authentic.
Asking for likes, comments, or shares is a no-no and this update will also likely
penalize you whether or not the content you share is authentic.
Source: newsroom.fb.com/news

38. 38
Social Content ROIs (3)
Important Updates to Facebook since 2017:
3. Facebook newsfeed will prioritize timely posts
While a post’s recency is already a criterion in the ranking system, the company is
adjusting the signals it uses to identify posts that might be of immediate interest at
any given moment.
For instance, it will temporarily upgrade posts that relate to currently trending topics,
such as an ongoing sporting event involving a team you’re interested in.
It will also boost posts that a lot of people are commenting on or liking at the
moment, at the expense of other posts that might have gotten a flurry of
engagement several hours ago.
Note: Simply generate good content which people will engage with. This will not only improve your
visibility in your audiences’ newsfeed but also ultimately lead to a lower COS and CPM when you
boost these posts
Source: newsroom.fb.com/news

39. 39
Social Content ROIs (4)
Important Updates to Facebook since 2017:
4. Faster Loading Webpages to Get Priority in
News Feed
Following Google’s lead in ranking sites, Facebook will now prioritize websites with
faster loading times in the News Feed. Users have expressed frustration after clicking
on a link in Facebook only to find themselves waiting for a site or page to properly
load.
Studies show that as many as 40% of users abandon the website after a three-
second delay. Companies, businesses, and content sites would be wise to invest in
faster loading pages on their sites. Not only will Google penalize slow sites, but now
Facebook will as well.
Source: newsroom.fb.com/news

40. 40
Source: newsroom.fb.com/news
Social Content ROIs (5)
Important Updates to Facebook since 2017:
5. Overshared, Sketchy Links to Be Demoted
Facebook is now after spammers, those who publish multiple posts a day, often
sharing sketchy links to clickbaity-type sites. While Facebook won’t suspend an
account for sharing 50+ false or clickbaity news articles in a day, it will begin
demoting these posts so that this type of content becomes buried in a user’s News
Feed.

41. 41
Social Content ROIs (6)
Important Updates to Facebook since 2017:
6. Splitting the Newsfeed into two
Earlier in the month, Facebook ended its experiment of splitting the news feed in two; one for posts from
friends, and one – dubbed ‘explore’ – for publishers and brands. When news about the split news feed first
surfaced, it
sparked concerns about the growing power of the social media giant, and how publishers would be
affected.

42. 5.The rise of E-
Commerce in SEA
Should you invest?
42

43. 23
E-Commerce Developments Amazon

44. 44
E-Commerce Developments Alibaba China

45. 45
E-Commerce Developments Lazada

46. 46
E-Commerce Developments Tokopedia (Indonesia)

47. 47
4. The true importance of E-commerce in more developed
countries

48. 6.The $$$ Value of
Email Marketing & Its
ROI’S
48

49. Marketers just love leads but how about existing
customers?
49
Awareness
The target audience gets
exposed to the brand via
touch points. Consideration
The target audience
evaluates the brand. Provide
information they need to
make the decision to
evaluate.Purchase
The target audience selects the
brand and makes the purchase.
Advocacy
The customer shares their
experience and views, effectively
championing the brand.

50. Why Email Marketing?
• There are expected to be 4.9Billion email
accounts by 2017, which is 3x the number of ALL
social media users
• Open rates for email marketing messages
range from 10-30% with click-through averaging at
2-3%.
• A user that’s opted in to your emails is much more
receptive and likely to take an action
50
Marketers just love leads but how about existing customers?

51. 51
The true Value$$$ of an Email address

52. 52
Email marketing Value $$$
Email marketing has an ROI of around 4,300% according to the Direct Marketing
Association
1. The true value lies in building your email lists
When it comes to purchases made from marketing, email has the highest
conversion rate (66%), when compared to social, direct mail and more.
2. Basic email marketing
Sending these 1,000 qualified folks an email with an offer to buy a new product for
$10 costs you $0. You just have to spend the time creating the offer.
81% of those customers will likely purchase a product directly from that email.
That’s an additional $8,100 from one email blast!

53. 53
Email Marketing campaign example
This campaign will either be a single email blast or a series of emails.
Here's the equation to finding the revenue generated by an email campaign:
1.# of Contacts X Sales Conversion Rate X Average Order Value = Revenue
Here's an example using a very low conversion rate for email marketing:
1000 Contacts X 2% CVR of email campaign X $10 Average order = $2,000
generated
2. Revenue generated / # of contacts in campaign = Revenue per email
lead
In our example:
$2,000 / 1000 contacts = $2 revenue per email lead
$2 per lead isn't too shabby. However, its totally reasonable to see revenue
per lead between $5 and $8.

54. 54
What else can I do with an valuable Email Address?
1. Retargeting on GOOGLE Display Network
2. Retargeting on GOOGLE and create a custom audience to Look A like
audience
3. Retargeting in FACEBOOK and create a custom audience to Look A like
audience
4. Gauging Customer Satisfaction
5. Ask for ratings/testimonials from existing customers
6. Ask for referrals from existing customers
7. Remind a customer about an abandoned shopping cart
And many more things…….

55. Generate Repeat Business via email
55
1
A sale isn’t a one-time event. You want a customer to buy again—and again and again, especially if
you sell a recurring service or a product.
The probability of selling to an existing customer is:
The probability of selling to an existing customer is
Selling to an
Existing customer
New Prospect
60 to 70%
5 to 20%

56. 7. Conclusion
56

57. 57
Own your owned Media & Data
Email & CRM

58. Daniël Heerkens
+65 9155 4446
daniel@2stallions.com
2stallions.com
Get in touch with me!
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