1. M O a dP r r a c P rd m
R In ef m n e aa ig
o
ID it M rein
n iga aktg
l
Sic n Fe C n rn e
ilo e re o f e c
e
M so , 2 A r2 1 .
oc w 7 pil0 2
©+® Ma cin W k
r in ler

2. T e rn :
ht d
e
W ee e r n w it o le
h r w ae o wh n in
a vr e e t
det m n?
is

3. O le dete e t rw f t n
n a vr m n go sa a d
in is s
b c m s oe ivr ie
eo e m r d es d
if
Interactive Marketing Spend
Source: Forrester Research

4. K y us n
e q et
io
H w om aue eu in
o t esr rsl t
m n t yem ?
o e rt s
a r

5. A s e: R tr o M r tgI et e t
nwr e n n ak in n s n
u e v m
MO=
RI ΔPo
rf
it
Cs
ot

6. K y rc l
e pin ip s
e
• I rm naa po c
n e e t p rah
c l
• A q isio c s a dc s m r a eL V
c u itn ot n ut e vl ( T )
o u
• R sl tib tn
eu a r uio
tt
• O t iztn
pim aio

7. I rm naa po c
n e e t p rah
c l

8. I rm naa po c
n e e t p rah
c l
MO=
RI ΔPo
rf
it
Cs
ot
Δpo = Δsl - c s
rf
it a s ot
e
H w u h o lw slwh u a y
o m c wu e a ito t n
d e
a vr e e t
det m n?
is

9. E a p : in rm naba deet
xm l ce e t rn fc
e l f s
Ba de g g m n in e
rn n a e e t d x
In this case measured brand is
established one and achieves 29%
brand engagement index without
any advertisement (control group)
Two other groups were exposed to
advertisement (TV or TV+ Internet)
We can conclude that internet
builds here an incremental brand
engagement of 4%
We can do exactly the same with
any marketing metric (e.g. sales)
Source: IAB

10. T t sl = b sle a + in rm na
oa a s ae sl
l e in e ce e t l

11. Le e a e f utm r
if im V l o C s e
t u o

12. Ea p :
xm l
e
te ln is te akt n p rh ss p o e o
h c t in h b se a d uc ae a h n f
ie r
P N 9 a da aif f L 1 9a o t
L 6 9 n t f P N 3 m nh
ro

13. IV l o P N 9 o r ce e t
s a e f L 6 9 u in rm na
u l
rvn e o R I
ee u f O?
r

14. N ! I s g t natn a e h t
o t in l r sc vl ta
is ea io u
d e n tae t ac u t te
o s o t ino co n oh r
k
rvn e t a s
ee u s em
r

15. Le e a e f utm r
if im V l o C s e
t u o
Source : The University of Chicago Booth School of Business “Data Driven Marketing”

16. Ea p
xm l
e
L Vso lb te e rn e o aq isio
T h u e h rf e c f c u itn
d e r
c s a db d e l e
ot n u g t vl
e
Source : The University of Chicago Booth School of Business “Data Driven Marketing”

17. At uio
tib tn
r

18. T e f d m naq etn akt s
h u a et us m r e
n l io er
so lak
h u s:
d
“Where
should spend my
marketing $ to get
the best return?”

19. GOOGLE
PAID SEARCH
Source : Ignition One

20. FACEBOOK
SPONSORED STORY
Source : Ignition One

21. MAIN PORTAL
DISPLAY ADVERTISEMENT
Source : Ignition One

22. GOOGLE
PAID SEARCH
TRANSACTION!!!
Source : Ignition One

23. W a cue a sroc net
h t a sd ue t o vr?
Display Advertisement Social Media Paid Search
(Banner)
W n e t m d la t p rh s a d
e ed o o ep t o uc ae n
h
a r ue h sces ae o in
tib t te u cs b sd n
t
N t s o l t lk
o j t na c !
u s ic

24. R I pim a n
O O t izt
io

25. R ao a n f u g t
elct o b d e
l io
• €150, 000
• 370 Sales
• CPA €405
€150, 000
• 300 Sales
• CPA €500

26. S e aiot tg
cn r e in
s
U e / o M l aiae etgt c o s
s AB r uivrt t in o h oe
t s
o t ase aio:
pim lcn r s
•Of s
fr
e
•Cetein s
ra le
iv
•C a n l
hn e s

27. E a p : S e aiot tg- e ain
xm l cn r e in
e s m ilg
vs .
Exchange $1 for a Smartphone Samsung Galaxy Gio for $1

28. M k gp rh s es
ain uc ae ay
•A a z p rh s f n l yu e h p
n l e uc ae u ein o r S o
y n
•Sra le h po es
t m te rcs
e in
•R d c n m e o s p t m im m
e u e u b r ft s o in u
e
•H lte
e hm
p
•R t g t
e re
a

29. H lc s m r t c s te el
e ut es o l e h d a
p o o
LIVE CHAT AND PRIORITY SERVICE FOR ENGAGED USERS

30. S m ay
u mr
• U e ce e t a po c
s in rm na p rah
l
• S t u g t le it R In L V
e b d e inin wh O a d T
• At ue eus
tib t rsl
r t
• K e o o t iz g
ep n pim in !

31. T a k o f yu a e tn
h n yu o o r t nio
r t