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@ecomIQ| #eIQ
WelcometoMarketingMasterclass
Presentedby
#eIQ
@ecomIQ| #eIQ
JoddyW.KusumoKeynoteSpeaker
InternetMarketingManager
Module3- IntrotoMaximizingtheMarketingMixPerformance Marketing (for Paid Channels)
@ecomIQ| #eIQ
Module3MaximizingtheMarketingMix(Paid
ChannelsandEDM)
JoddyW.Kusumo,aCommerce
@ecomIQ| #eIQ
1.OnlineChannelMix● Whatarethechannels?
● Whyinvestinthem?
2.HowtoMaximize?● Historicaldata● Optimization● Empathy
TableofContents
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#1RuletoWintheOnlineMarketing
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
1.Onlinechannelmix:● Whatarethechannels?● Whyinvest?
2.Howtomaximize● Historicaldata● Optimization● Empathy
@ecomIQ| #eIQ
Onlinechannels
Online channels
“ProductChannelFit”
Thewrongmindset:Everyproductcanbesoldonallonlinechannelswiththesamemessaging.Knowingyour‘ecosystem’ towinthisgameandusedatatoanalyzewhichchannelsarebestforyourmessageandproduct.
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
Whatarethechannels?1.SEM(SearchEngineMarketing)
SEM(Search Engine Marketing)
SEO(Search Engine Organic)
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
Whatarethechannels?2.GDN(GoogleDisplayNetwork)
Banners will appear on websites
Joddy Kusumo, Internet Marketing Manager
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3.FacebookAds
News feed FB Ads
Whatarethechannels?
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
Whatarethechannels?4.DynamicRetargeting
1. You’ve added a watch and boots to ‘cart’ in MatahariMall.com
2. You’ll be retargeted by the ads, showing the watch. Whichever website you enter, you’ll see the ads.
Retargeting ads will appear on the websites you enter.
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
1.Onlinechannelmix:● Whatarethechannels?● Whyinvest?
2.Howtomaximize● Historicaldata● Optimization● Empathy
@ecomIQ| #eIQ
WhyInvest?4KeyReasons1. More Control ● Targeting the audience● On setting the budget, ● Over time period
1. Reach More People ● Facebook fan page audience vs Facebook Ads target● Conventional publisher vs Google Display Network (GDN)
1. Instant Result ● SEM guaranteed on top of SERP vs SEO result would take > 3 months● Billboard vs GDN
1. Retargeting● Customer who dropped off on ‘Add to Cart’● Cross-selling product category
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
1.Onlinechannelmix:● Whatarethechannels?● Whyinvest?
2.Howtomaximize● GetHistoricaldata● Optimization● Empathy
@ecomIQ| #eIQ
DataSource
Get your data from these sources, and utilize it to analyze, forecast, and optimize your online marketing.
Utilize raw data to be a useful information.
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
DataAnalysisObjective:Numberoforders
Channel 2: Google (SEM)
Channel 1: Facebook
Product category : Home appliances, home and living, and electronicsPrice range : IDR 25,000 - IDR 20,000,000Questions : 1. Which channel generates more number of order?
2. What is the most selling product on each channel?
[Key Learning Points]
FB channel is more fit for the Average Order Value < IDR 150,000
Based on # of orders and price range, FB is a better channel to push your certain product/service in order to persuade people to be impulsive buyers.
Total # of order (from top 5 selling items)= 175
Total # of order (from top 5 selling items)= 68
Sorting criteria: Number of order
Joddy Kusumo, Internet Marketing Manager
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Channel 2: Google (SEM)
Channel 1: Facebook Sorting criteria: Total Revenue
[Key Learning Points]
If you want to boost your high value products (revenue generator), you can allocate your budget more on SEM --specifically on Apple product.
DataAnalysisObjective:RevenueProduct category : Home appliances, home and living, and electronicsPrice range : IDR 25,000 - IDR 20,000,000Questions : 1. Which channel generates more revenue?
2. Which product generates more revenue on each channel?
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
1.Onlinechannelmix:● Whatarethechannels?● Whyinvest?
2.Howtomaximize● Historicaldata● Optimization● Empathy
@ecomIQ| #eIQ
Optimization
1. Audience Segmentation2. Attribution Model Analysis 3. Budget Allocation 4. Bidding Modifier
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
AudienceSegmentationOptimizeyourpurchaseandcheckoutfunnel
Use these data (pool audience) as a new Audience for Retargetingpurposes to encourage them to complete purchase
Joddy Kusumo, Internet Marketing Manager
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AudienceSegmentationDifferentMessage.Relevancyiscrucial!
Different message will appear to different target visitor
Joddy Kusumo, Internet Marketing Manager
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AttributionModelAnalysisAssisted Conversion vs Direct Conversion
Conversion Path (e.g. Facebook Ads)
Joddy Kusumo, Internet Marketing Manager
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BudgetAllocation
Revenue Generator (Product)
Your budget allocation is based on your objective:● To boost your revenue → allocate more budget on Apple product
Usethe ParetoPrinciple(therule80/20)
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
SavingmoneyonpaidcampaignsDays
Hours
Number of clicks
Hours in a day
Clic
ks
The lowest number of clicks happen on Sunday.
Actionable insight: Consider to decrease the bid on Sunday!
Analyzeyourcampaignseverydaytooptimize.
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
1.Onlinechannelmix:● Whatarethechannels?● Whyinvest?
2.Howtomaximize● Historicaldata● Optimization● Empathy
@ecomIQ| #eIQ
MetricsAre…?
PEOPLE
Joddy Kusumo, Internet Marketing Manager
@ecomIQ| #eIQ
HowtoMaximizeMixPaidChannels
“The truth is, Best Practice is a TRAP!Don’t settle, don’t assume, just TEST -- then OPTIMIZE based on historical data performance (Data-Driven Decision).”
Empathy=
Customer
Test
HistoricalData
Optimize
Advertise
Analyze(Dataprocessing)
Actionableinsights
Joddy Kusumo, Internet Marketing Manager
