Driving eCommerce Transactions through Paid Media Marketing

1. Driving e-commerce transactions
through paid marketing
Abhishek Shah
Director and Co-Founder

2. Free PPT _ Click to add title
DOES PAID MARKETING DELIVER ?
Core of Paid
Marketing
CAC
LTV
Cohort
ROAS
ARPU
Attribution
Modeling

3. Fundamentals – How Integrating User Experience helps
Marketing Product TechnologyTechnology Fulfillment
• Paid channel strategy and
execution
• Affiliate marketing for
higher reach
• Social media marketing &
engagement
• Partnerships and tie ups
• Conversion rate optimization
• Up-selling & cross-selling
• Checkout experience
• User Interface / Experience
• Website load time
• Mobile friendly
• Seamless checkout
optimization
• Delivery time
• RTO & Cancellation
optimizations
• Serviceability & reach
Product

4. Fundamentals – Optimizing user lifecycle helps in increasing LTV
Acquisition Product TechnologyEngagement RetentionActivation
• Persona based new buyer
acquisition
• Utilization of marketing mix
for scale and controlling the
cost of acquisition
• Leveraging social media to
hear voice of customer
• Goal driven and timely
remarketing
• Landing page optimization
and customization for
different messaging for
different user cohorts
• Analytics and insights
generation for different
customer segmentation basis
past data
• Social media &
community building
• Product and process
flow optimization
• Social listening
• Voice of customer
• CPS and NPS
monitoring
• Churn prediction
through analytics
• Offer and promotions
for different dormant
user segments
• Customer loyalty
programs

5. Fundamentals – Map the relevant channel affinity
• Brands and categories exhibit different degree of affinity on different channels
• Electronics purchases are generally higher research driven transactions – SERP on Google &
marketplaces work better than other channels
• FoodTech – Driving repeat transactions is key for the business to cover for cost of acquisition –
Remarketing on existing and dormant users with different CTAs work best
• Medicine and prescription based delivery – Exhibit ripple effect. One paid user gets another
organic user due to word of mouth publicity and recall. Hyperlocal marketing by collecting users
phone # and Email ID and marketing them through SMS and email work better
• Lifestyle & Grooming – Exhibit impulse buying. Facebook or Instagram with right demographics
work better than other channels
7X growth in
transactions from
search
7X growth in
transactions from
remarketing
200% growth in
customers from
hyperlocal targeting
10x growth in players
from Affiliates
6.5x growth in revenues
via Social Marketing

6. Use Case 1 – Analytics Driven Acquisition
Objective – ROI driven acquisition optimizing for early breakeven than
just managing lost cost of Acquisition for real money gaming vertical
Traditional Approach Analytical Approach
Optimize for cost of acquisition Optimize for LTV and loyal players
Keep targeting certain set of users Find new set of audiences and build their persona to figure out more
categories
Try few channels to optimize for cost Try multiple channels to attain scale even at higher cost of acquisition
wherever LTV is high
0
2000
4000
0%
20%
40%
60%
80%
T1 T2 T3 T4 T5 T6
Traditional Approach
ROI CPA
0
2000
0%
20%
40%
60%
80%
T1 T2 T3 T4 T5 T6
Analytical Approach
ROI CPA
• ROI driven approach leads to early break even, more
experiments, better user cohorts and better quality of users
and reduction in cost of acquisition as we learn more about
different targeting

7. Use Case 2 – Sampling Driven Acquisition
Finding the Hero SKU having chances of getting high repeat orders & cross selling
Without Knowing LTV you cannot optimize for your acquisition cost
Actionable steps to increase customer LTV & Retention for Mens’
Grooming Ecommerce vertical
Focus Areas – Identifying product having high repeat purchases i.e.
Hero SKU
How to reach to most profitable products with help of
cohort analysis?
Segment your buyers data across channels based on product
purchases in the past & create cohort and persona based on
product buyers. Plot your cost of acquiring such users across
campaigns and channels to figure out products which are resulting
in +ve ROI and repeat orders
Output
Spending 1.4$ on new user acquisition, with an average LTV of 50$

8. Use Case 3 – Creative based Acquisition
• You're not selling a product or service.You're selling the experience and benefits they are providing.
• The more stories you tell.The more product you sell. Stories are more memorable then a facts & specs.
It's the number recall hack in the marketing, which most brands miss in their marketing
3.2% 2.4%
Conversion rate on video ad were higher by 80basis
point compared to normal adgen – a significant jump for
early stage brand
Conversion
Rate
Video Ad Normal Ad-gen
Conversion
Rate

9. Use Case 4 – Content driven Acquisition
Using Content to drive acquisition and repeat purchases
Problem Statement – Customer behavior is changing fast. How to stay relevant?
• Buying decisions are happening outside of owned platforms & independent of a defined sales process
• The biggest personal care & beauty platform in the country followed the content approach to become a leader in
its space
61%
19%
20%
Traditional Approach
Paid Media Owned Media Earned Media
61%
19%
20%
Content Approach
Authoritative Content Owned Media Earned Media

10. Use Case 5 – Social driven Acquisition
Using Influencers to drive more transactions
3% 90%
3% of influencers contribute 90% of impact online
India’s leading premium smartphone brand has the most extensive content & engaging community that only few
other brands enjoy:
• By content type – ProductVideos, Expert opinions, How Tos, Articles, Infographics,Testimonials
• Promoted via – Influencers on social platforms, Native & Brand ads
Output – 1 out of 4 sales were attributed to engaging influencers in all the above form

11. Use Case 6 – Online to Offline
For one of the leading grocery clients, on an average customer who shops online & offline generates
70% more revenue over 6 months then a customer who is used to only medium
Footfall Tracking :Track in-store
movements of customers to
understand browsing patterns
Relevant store experiences :
Using offline history to target ads
online to same customer via
syncing device ids
Tying up all channels, including
email: Beacons by themselves
might not deliver huge uplift but
as part of integrated approach, we
see a rise in engagement
Loyalty : Rewarding visits and in-
store purchases
Single
CustomerView
Omni-channel set to take over retail as more brands adapt to include
digital in their strategy via beacons for in store attributions

12. Thanks!
Abhishek Shah
Director and Co-Founder
Yes – Paid Marketing Delivers
when done right !