The presentation discusses digital marketing measurement and optimization. It covers the modern customer journey, key digital channels like social media and SEO, and important metrics to track like clicks, conversions, and ROI. The key takeaways are to start with a clear marketing goal, focus on the right metrics, value target customers across all touchpoints, and use tagging and analytics to prove the impact of campaigns on business objectives. The speaker then outlines next steps around e-commerce, consulting services, and partnering with Google and a data company.

1. Introduction - Anna Trybocka, CEO
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2. One feed in - multiple feeds out2

3. Digital Marketing, Measurement
& Analytics
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Speaker: Ivan Wong
Partner, Queen Consulting Group

4. Agenda
Digital Media Landscape: The Customer Journey Today
Digital Campaigns: Key Channels & Tactics
Measuring & Optimizing Digital Campaigns
Wrapup / Q&As
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5. Digital Media Landscape:
The Customer Journey Today
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6. Zero Moment of Truth (ZMOT)
Source: https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
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7. Zero Moment of Truth (ZMOT)
Source: https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
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8. Micromoments
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9. Digital Campaigns:
Key Channels & Tactics
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10. Top Tactics: B2B & B2C
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11. Key Digital Channels
Email
MarketingSocial Media
Marketing
SEO/Content
Marketing
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12. Google + Facebook = > 90% Reach
Facebook: reach of nearly 1 billion users with 1 trillion page views a month.
Facebook reaches 51% of the world’s online users.
Google reaches 90% of all internet users (including YouTube, Blogger and Gmail)
Google serves up 180 billion advertisement impressions a month.
Source: http://www.wordstream.com/facebook-vs-google
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13. Which digital tactic(s) might be the best
option to drive ROI against your
business goals?
A. Marketing automation
B. Content marketing
C. SEO
D. Paid Search
E. Social Media
F. Other Channel (please name)
G. It depends on what my own specific goals are
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14. Measuring & Optimizing
Digital Campaigns
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15. Key Measurement Success Factors
1. Start with a clear goal
2. Focus on the right metrics
3. Value and Target your best customers (segments)
4. Attribute value across the journey
5. Prove marketing impact
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16. Start with your marketing goals...
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17. Focus on the right KPIs
Source: Google Insights
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18. Traffic KPIs across Search and Display
CTR (Search): 3-4%
CTR (Display): 0.17%
Sources: wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks, https://www.richmediagallery.com/tools/benchmarks
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19. Average conversion
rate for Search is
2.7%
Average conversion
rate for Display is
0.89%
Average CPA across all
industries: SGD $82
Source: WordStream Research, Mar 2016
AdWords
Performance
KPIs
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20. Focus on the key KPIs against your
business goals
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21. Value & Target Your Best Customers
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22. Attribute
value across
the journey
Source: www.adroll.com
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23. Prove marketing impact
Step 2: Track conversions & ROI
● Return on investment (ROI) is the ratio
of net profits to costs
● Measuring ROI for your digital
marketing efforts is essential to
knowing if your campaigns are
succeeding
● Conversion rates and Return On Ad
Spend (ROAS) can help determine the
ROI of campaigns
ROI = (Revenue - Cost of Goods
Sold) / (Cost of Goods Sold)
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24. Step 1: Tag ALL marketing campaigns
GA Campaign Measurement Guide: https://db.tt/5QXarazK
Prove marketing impact
Cross-channel Cross-device
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25. Prove marketing impact
Step 3: Measure & Optimize campaigns against ROI
Track and optimize your campaign KPIs to improve a
campaign focused on traffic:
● Clicks and clickthrough rate (CTR)
● Keywords and Quality Score
● Bounce Rates and Visit Duration (Website)
● Impressions
● Reach and frequency
● Conversions and ROI
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26. Key Takeaways
1. Start with a clear goal
2. Focus on the right metrics
3. Value and Target your best customers
4. Attribute value across the journey
5. Prove marketing impact
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27. Next steps: Cresco & QCG
● E-commerce sales amplification
● Marketing consultancy
● Digital capability development (Training & Consulting)
● Campaign launch & optimization
● Government assistance: Marketing (Spring CDG) & Export (IE MRA) campaigns
Queen Consulting Group is a Google Partner
Agency. We are also proud to be trainers for the
Google Partner Academy programme. Working
closely with our partners including CrescoData
and Google, our passion is to help organisations of
all types use digital marketing effectively.27

28. Thank you
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